❓ Problem

Protein-maxxing has stopped being a gym thing and become a whole-population thing. 70% of US adults now say they actively try to eat more protein, up from 59% four years ago, and protein claims have colonised every aisle of the supermarket, from Pop-Tarts to Kraft Mac & Cheese. On top of that, roughly 12% of Americans are now on GLP-1s, and because rapid weight loss strips lean muscle as well as fat, doctors are telling them to load up on protein to protect it. That is a brand new, structurally hungry demographic layered on top of the existing fitness crowd.

Here is the kicker. Nearly every protein shake on the shelf is built on whey, and whey is in a full-blown supply crisis. Standard whey powder is up more than 50% since January alone, whey protein concentrate has roughly tripled from its old pre-shortage range, and isolate has blown past $11 a pound to levels the market has never seen. Worse, this is not a spike that clears next quarter: US processing capacity is maxed out, major producers have sold forward well into 2026, and some suppliers are already sold out for the rest of the year. The new expansion plants do not come online until late 2026 or 2027.

Meanwhile the answer is sitting on a Greek supermarket shelf: a five-ingredient Tetra Pak chocolate egg white drink, made by the country's biggest egg producer, packing 55g of protein and 2.5g of carbs for about $4.20. The most macro-efficient protein drink Fan Bi has ever seen, and it does not exist in the US, UK or Australia. Here's the idea.

✅ Solution

A ready-to-drink egg white protein brand for the US and UK, cloning the Greek playbook before anyone else does.

• One clean carton, 50g+ protein. Roughly 94% pasteurised egg white plus cocoa and not much else, 50g+ protein per Tetra Pak, and a cleaner label than anything currently sitting in the chiller.
• Supply comes from an egg producer, not a whey trader. Partner with a major egg company for both supply and co-manufacturing, exactly how the Greek original works, so your input costs are completely decoupled from the whey crunch that is squeezing every competitor's margin.
• Launch narrow, then widen. Start DTC and into gyms with the protein-maxxers who will pay a premium, then chase the lactose-intolerant crowd and the GLP-1 cohort into grocery as volumes and margins allow.

The wedge is one great-tasting carton for one obsessive buyer. The platform underneath is a protein supply chain that everyone else's is currently on fire.

📊 Key Numbers

Market size

• The overall US protein supplement and RTD market is a multi-billion-dollar category, and the ready-to-drink protein segment specifically runs into the tens of billions globally, with whey-based shakes taking the lion's share today. That is the pool you are attacking.
• Egg-based protein is a real and growing slice of it. The egg white powder market alone is around $1.7B in 2025, heading to $2.4B by 2030 at roughly 7.2% a year, and that is before you count finished RTD drinks. The broader egg protein market sits at $8B+ and is growing mid-single digits.
• Egg white protein is the fastest-growing and largest type within egg protein, prized because it is fat-free, cholesterol-free and a complete protein with a top-tier digestibility score.

ARR potential

• Bottom-up: at a ~$4 retail carton and healthy DTC margin, 50,000 subscribers each getting a 12-pack a month is roughly $2.4M a month, or ~$29M in annualised revenue, before a single grocery listing.
• Top-down: capturing even 1% of the US RTD protein shake spend is a nine-figure revenue line. You do not need to beat Premier Protein, you need a defensible niche while their input costs balloon.
• A realistic path is a $20-40M DTC-plus-gym brand within a few years, with a far higher ceiling if a grocery buyer or a strategic acquirer wants an egg-based hedge against whey.

⏰ Why Now