Most brands aim their protein and meal-replacement supplements at athletes chasing optimum performance and maximum nutritional intake. Sometimes that takes the form of dairy or vegetable-based powder mixes and drinks.
Josh Campbell and Derek McCarty, founders of Human Improvement! (or, Hi!) and formerly of Dosist, wanted to make a protein powder that was more sustainable than dairy and more nutritious than veg-based alternatives in the most sustainable way possible, reimagining protein supplementation and meal replacement.
The brand’s formulation gets made with organic pumpkin, brown rice, and pea proteins supplemented with cricket powder. The latter, while unconventional, is full of B12, iron, fiber, and prebiotics. Hi! comes in two classic protein flavors, chocolate and vanilla, and is also keto and paleo-friendly.
Instead of the usual tub with plastic label and lid, Hi! gets packaged in boxes and recyclable single-serve packs. Hi! says that this packaging, while atypical of the protein supplement market, results in 90% less plastic, and 212% more transport efficiency. Additionally, it fits better on pallets, and you can get 20% more product on the shelf when compared to traditional protein tubs.
Visually, Hi! separates itself from the rest of the market by avoiding the clinical and lab-inspired tropes of conventional whey protein, as well as the nature-based imagery of veggie proteins, instead opting for a modern and minimalist look that is approachable, chic, and focused on large blocks of colors and clean, easily-read typography—a look more at home with other wellness-centric products similar to Dosist, appealing more to consumers looking to improve their health and less towards gym bros looking for sick gains.
Although the single-serve packets are technically recyclable, most consumers will have to drop them off at locations that collect this kind of plastic pouch, such as Walmart and other retailers, or contact Hi!, which will also take them back and make sure they are properly recycled.
