It’s Time We Take on a Billion Dollar Industry…Introducing My Brand (PRODUCT REVEAL)
The supplement world is a broken industry it’s going to me another delay I like love it and hate it all at the same time so much work so much time just like by this is like the final step after 2 years of formulation that’s it finally today in the lab we’ve made them perfect for
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you guys we are getting ready big day here didn’t sleep much but that’s kind of to be expected that’s basically normal Abby day um but I’m just so excited to finally be here I haven’t actually gotten to see the whole kitchen be put together yet but I’m really really pumped for
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the big reval and I cannot wait to share with you I can’t believe we’re here it’s only been like 2 and 1 half years in the making for this one product so you guys know I don’t do anything half fast so it’s going to be good this was quite the ride hey everyone I’m Abby sharp welcome to
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a highly anticipated episode of aby’s kitchen I have something so exciting I’m finally going to share let’s talk the wild west world of nutrition supplements as a dietician I get sent hundreds of questions about nutrition supplements that are promoted by Wellness creators online and I get
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sent hundreds of supplement samples in the hopes that I’ll promote them and whenever I take a look what I generally am seeing again and again are poorly formulated products with no third party testing to ensure safety and quality and a boatload of sensationalized non-scientific
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claims most are packed with dozens of ingredients hidden in massive proprietary Blends none of which offer anywhere near effective clinical doses or even doses that could potentially fill the gaps in our diet unlike food and medication nutrition supplements are not regulated by the FDA resulting
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in dose overages underages and potentially harmful contamination with heavy metals and other toxins for something that you’re supposed to be taking every day I say you want to make sure that it’s effective and safe and most consumers have no clue what to look for or trust we need to do better and
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I know I can do better I knew that I could combine my expertise as a dietitian my research analysis skills and my relationship with all of you and your needs to create a line of supplements that actually work and that you can trust I want to be a leader in changing this industry by pulling back
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the curtain with transparency and relieving you of the burden of having to obsess over eating well and so I got to work my partners and I Ginger Bertrand and Anthony Duca have been working on this for two years I’m so excited like it’s finally here two years in the making guys like
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we’ve been working on this night and day for so long and honestly it’s just wild it’s exciting it to see something in real life uh that you’ve been designing online and working with manufacturers for so long it’s uh it’s pretty special two years of intense ideation tendering research expert
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input formulations taste testing and so many frustrating setbacks along the way I am starting to get majorly triggered every time I see an email pop up in my mailbox from my manufacturer because I just know it’s going to mean another delay and I cannot afford another delay deep breaths we’re
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like less than 3 weeks away from launch and I like am fully having a panic attack I can’t breathe I can’t catch my breath all day so yeah I’m just ready to get this up there it’s been a journey but anyone who knows me knows I don’t do anything half ass and I wasn’t going to put anything out
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into the world until it was perfect so for our debut product I knew I wanted to focus on what I see as the Apex of my trademarked hunger crushing combo protein protein is King of the satiety hierarchy and it’s also the macronutrient that generally requires the most time and skilled
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to prepare so knowing the importance of protein for muscle growth blood sugar regulation weight management metabolism healthy aging and so much more I want to make meeting your protein goals accessible to all and we want to make our first product with everybody in mind so drum roll
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please we are launching with a gut friendly plant-based probiotic protein and we wanted it to taste a lot better than the other plant-based protein powders on the market and trust me we have tried them all Welcome Wagon hi hi a lot we’ve purchased about 10 to 12 different
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protein powders per flavor that we’re going to blind taste test in aby’s kitchen to kind of like compare the taste the texture to see what we like okay so walk us through this like where did these come from which ones were direct and which ones were like from a retailer some of these are
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for from retailer haven’t even unpacked them yet Michelle is going to be premixing everything for us and bringing each flavor to us of the table this way we can give our honest and genuine impressions this feels like the most I think like premium of the experiences Let’s Do Vanilla first
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because I feel like we will wear I back our palette for chocolate once we go there okay I’m excited but it’s a lot it’s like it’s like 24 different protein powders yeah in one day in one day it looks like Big Brother slop oh oh yeah it’s definitely interesting
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that um the same brand for the chocolate and the vanilla was the best texture oh wow and that’s and that’s one of the most expensive it is that’s the most luxury brand we tested and it’s one of the worst and look at number 12 as well same company that we liked
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on the other one number our number two and the other in the vanilla over the past two years we have consumed countless plant-based protein shakes most either tasted like sickly sweet artificially flavored chalk or were packed with low quality ingredients that really irritated all three of
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our little IBS prone guts or both so yeah not fun so I had a very Clearo moving forward with this product I had a lot of non-negotiables and targets that I wanted to hit I wanted to use the highest quality ingredients in doses that actually work and fill key nutrient gaps develop a formula that
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not only didn’t irritate the gut or cause bloating as so many protein powders do but actually helped support digestion question be transparent about the ingredients so consumers could feel confident in what they were consuming like if we couldn’t trace the ingredients back to its origin it wasn’t
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going in ensure that it was third party tested for Purity potency safety and Effectiveness and make sure it tasted like the best damn protein shake you’ve ever had this process was not for the faint of heart honestly our manufacturer was getting a little frustrated at how meticulous
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I was being they literally told me that they never developed a product with our very strict particulars and I never worked with a partner that was this Hands-On so yeah that does say something right there about a lot of the products on the market our manufacturer works with some of
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the most popular Wellness brands on the market they know what they’re doing so we are very very lucky to be working with their team and are very grateful that they have put up my perfectionism I’m so excited all right we are finally at the lab this is like the final step after 2 years
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of formulation so I’m really excited to just get this step done the only other ingredients in it are the gum arabic and the multi maltodextrin she said that if we really like this it this won’t add any sugar um it may add maybe a negligible amount of carb I do know what you’re saying with there’s
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like a Teensy bit of sourness I drink a lot of protein so I get what you’re saying I’m really getting the sour now W oh yeah it really good oh it’s like it’s like vanilla milk shaky now M so this is more van vanilla flavor I always feel like let’s push it too far and then we know we’ve come
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we’ve hit our Mark okay we have been formulating for 2 years now and I’m so excited that finally today in the lab we’ve made them perfect for you guys we got V4 for vanilla and version 7 for chocolate they are perfect they are delicious and I’m so excited to share them with you guys better
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oh it’s actually it actually is it it actually think we hit it perfect sweetness not chalky no yeah very nice that’s really nice honestly no part of this process was easy because the supplement world is so oversaturated it took countless months and money to secure a name that we felt
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really embodied our brand and also wasn’t already subject to trademark protection like our legal bill is truly tragic but I love what we finally landed on new Theory so new of course is shorthand for nutrition and nutriceuticals but it also represents a new approach to dietary supplements
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if you’ve tried nutrition supplements in the past and you found that they don’t work as promised or they cause negative side effects it’s because of all the shortcomings in the industry I just cited it’s really hard to know who you can even trust when this industry is such a dumpster fire of
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good marketing and deception and then theory is of course a to our science grounded approach together the brand really invites consumers to look at their approach to Wellness in a new light as we talk about a lot here a lot of Wellness culture centers around deprivation restriction and eating
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perfectly every day but this to me is not true wellness it’s not food Freedom so the new theory that we propose here is that your diet really should be the least interesting part about you it really shouldn’t be your whole personality and a simple and C of supplement routine can open up so
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much mental space for True acts of self-care where we can finally achieve food freedom and I wanted the whole brand to embody that mental calmness no different than me and my coffee we wanted you to experience this as your daily dose of selfcare and so here it is our new Theory plant-based probiotic
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protein powder in vanilla bean and chocolate silk this has has been a really long time coming I’m so excited like it’s finally here Ian easier way better starting point yeah way better starting point it’s not we don’t just settle okay after
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2 years of formulation we’ve made them perfect for you guys I really want to be a leader in rebuilding this industry from the ground up by pulling back the curtains and delivering transparent evidence-based products that you can actually
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trust this is a true two-in-one product with a lot of bonus benefits it’s a fully inclusive plant-based protein but I wanted it to perform like way since plant proteins are generally less bioavailable so we combined high quality pea protein and hemp powder for a balanced amino
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acid profile while adding in extra L glutamine and Lucine to reach the 2.5 g Lucine recommendation for supporting muscle protein synthesis most plant-based protein powders don’t meet that standard by the way so they’re less effective for promoting muscle growth and to further enhance the
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protein utilization we added a unique digestive enzyme blend shown to increase the bioavailability of plant-based protein by 36% in plain English it increases your ability to utilize those amino acids in your protein shake for muscle growth knowing that a lot of people will be using this
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protein powder to support physical activity we also added ashwagandha which not only may help to support exercise endurance and muscle growth but whole body Wellness with benefits for cognitive health anxiety and cortisol levels that plus tar cherry powder which has been shown
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to Aid in muscle soreness and Recovery it also provides 100% of your vitamin C needs which works synergistically to improve the absorption of the plant-based iron in the blend now one of the main criticisms that I hear from a lot of folks when starting a protein powder is that they feel super
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bloated or have other IBS like symptoms I’m an IBS girly myself actually all three of new theories Founders have IBS and are prone to bloating so it was absolutely imp imperative that this product was gut friendly so that’s why we developed this as a true twoin one it’s your muscle
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building protein and it’s your gut supporting probiotic most people don’t realize this but not all probiotics are created equal so we selected streams that are clinically studied and shown to help reduce bloating gas and other IBS symptoms and if you’ve tried a product that contains
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probotics and it’s done nothing for you or maybe it’s even made your symptoms worse it’s because a most probiotic strains actually can’t survive a medium like protein long enough to get to your bowel which is where all the magic happens not in your stomach and B if you’re already struggling
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with IBS or disbiosis some strains can potentially make things even worse but the two Spore forming basilla strains that we chose are super hearty they’re fast little buggers and they can self-propel themselves down to the large intestine where they can get to work immediately with a
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relatively modest dose spor forming probiotics are also the safest probiotics for folks with gut disposes sibo or other functional gut disorders like I was making this product with the most sensitive bloat prone guts in mind and while these probiotics are definitely a premium it is totally
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worth it in my books because they actually work and the gut health consideration was really top of mind with every ingredient choice that we made right down to the flavor there is no irritating sugar alcohols or artificial sweeteners here we used monk fruit to sweeten which is generally the
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best tolerated sweetener for folks with IBS and I opted for real vanilla bean and real cocoa powder complemented by natural chocolate and natural vanilla flavor a lot of people don’t know this but most natural flavors can actually be derived from literally anything so a natural flavor meant
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to taste like vanilla might not actually contain any natural vanilla at all they’re all safe of course I consume natural flavors all the time but for my brand I am all about transparency so we paid extra for a higher grade natural flavor that is actually derived from the food that it’s meant
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to taste like so in our case real vanilla and real cocoa this is also why we added a small amount of MCT powder and coconut oil powder to soften the texture of pea protein most plant-based proteins contain something called a mask to help with the overall flavor and texture which is labeled
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again Under the Umbrella natural flavors but my manufacturers couldn’t actually tell me anything about what was in them like zero clue fully in the dark and yet so many companies use them again totally safe but it just doesn’t sit well with me that I couldn’t Trace those ingredients
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back I never drink protein powder with just water especially plant-based protein it is just generally so so bad and like you guys saw we tried so many and some were really rough but this one is designed to taste amazing all on its own it’s so so creamy and of course for more sea cheating
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Mealer snack I love it in a shake with some fruit and nut butter so if you guys are ready to try something new head on over to new theory.com to be one of our first customers and pre-order yours today as with all supplements do speak to your healthcare provider for adding anything to your
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healthare routine but honestly guys I’m so excited to hear what all of you guys think this has been such a journey and I cannot wait to take you all with me and I feel like we need to celebrate with something a little bit stronger than protein where do they keep the wine in this place
