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.