60-second start-up: Wheyhey!

0-5 seconds: Sum your business up in a sentence

Healthy, sugar-free, protein-packed, flavour-stacked ice cream, Wheyhey!

5-10 seconds: What's the business model?

Make great ice cream, work with great people, run the business with integrity and keep things simple.

10-15 seconds: Who are your competitors?

We’re carving out the protein ice cream market on our own at the moment so we’d welcome some competition to keep us company! Our challenge right now is to get more people to recognise that so-called ‘healthy’ ice creams and frozen yoghurts are actually packed with sugar and artificial ingredients…we’re not naming any names.

15-20 seconds: What's your USP?

Our proposition (healthy, protein-packed ice cream) and our brand. Both are simple and strong

20-25 seconds: How have you funded it so far?

We traded in every piece of Apple equipment we owned,iPhones included. When the money ran out, we got private investors on board. And more recently, supermodel David Gandy invested.

25-30 seconds: What were you doing before?

Damien was a GB basketball coach and I was a teacher.

30-35 seconds: Where did the idea come from?

We got bored of drinking protein shakes and started experimenting with ice cream. We’re quickly getting our heads around the fact that our target audience is actually a lot bigger than we initially thought…healthy ice cream appeals to lots of people - a nice problem to have.

35-40 seconds: What's the smartest thing you've done so far?

Inventing a new product.

40-45 seconds: What's the stupidest?

Inventing a frozen product…logistics and ice cream don’t go hand in hand.

45-50 seconds: If your business was a biscuit, what would it be?

Crumbs, you’re asking the wrong people.

50-55 seconds: Which idea are you a bit jealous of?

Apple, for their outstanding innovation and consumer focus. They get it right every time and their business model is one that I’m sure all start ups aspire to replicate.

55-60 seconds: Where are you going to be in 12 months' time?

In every third freezer up and down the country. It’s ambitious but achievable. The UK is finally getting it together, with education on healthy eating.

To find out more about Wheyhey!, click here and follow them on Twitter.

Catch up with last week's 60-Second Start-Up here

We use cookies to create the most secure and effective website possible for our customers. Full details can be found here