a true story
How More/Less Came to Be
Why do we do what we do?
Step 1: Husband Finally Listens
David Nurse, known in our house as Mr. Tried-Them-All, had sampled every protein powder, bar, and shaker bottle under the sun. After all, he was once a professional basketball player and an NBA shooting coach after that (go Nets). One night he spotted his wife snacking on beef jerky (rare for her) and asked the obvious: “Since when are you Team Jerky?” Her answer slapped him awake: “Because gummy bears don’t have protein.” It cued the light-bulb moment (and a little shame for not thinking of it first).
Step 2: Assemble the Dream Team of Snacks
David rang up his buddy Mr. Done-It-All, a savvy supplement entrepreneur who had built one of the biggest brands in wellness, to see if “protein gummy” was even a thing. Done-It-All phoned Mr. Built-It-All, an expert formulator with 30+ years of experience repenting for his days making our favorite artificial guilty pleasures, and the verdict came back: “Possible? Yes. Tasty and actually 10 g of quality protein per pack? Not yet. Everything on shelves was basically junk food with a gym membership.” Translation: it was a huge opportunity. Game on. Together these three (aspirationally a new superhero squad) called everyone and created the prototype of a gummy that could punch hard, but without the extra sugar or junk.
Step 3: Bring in the Words
To make sure the world got this idea, we enlisted Mr. Message-It-All, the friend who could explain quantum physics to a golden retriever but couldn’t eat a protein bar without a tummy ache. He was a magician with words, without the funny hat or rabbit. He helped shape the promise in plain English: “More of the good, less of the bad.” Protein made easy. Problem, check. Solution, check. Now we just needed to nail the flavors.
Step 4: Listen (again) to the Real Bosses
We pulled our wives into the kitchen-lab taste tests. They vetoed waxy textures, fake fruit, and anything that reminded them of cough syrup. We tweaked, chewed, tweaked again. When the feedback finally shifted to “Hide these before I eat another bag,” we knew we were there.
What We Learned
- Protein shouldn’t taste like punishment.
- Healthy habits stick when they’re stupid-easy.
- Everything is awesome when you’re part of a team.
- Wives are usually right.
More/Less exists because protein shouldn’t feel like homework. We fit in your pocket, hit your macros, and taste like a treat. We’re here to hype you up, not yell about burpees. More gains. Less pains.
THE UPDATES