Name

Wheyhey

Legal name

WheyHey

Website

https://wheyhey.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of frozen high-protein food products through wheyhey.com. Customers purchase individual items or build custom boxes with tiered pricing based on box size. Recurring purchases driven by subscription-style box ordering system.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Wheyhey is a UK-based health food brand that manufactures and sells high-protein, low-sugar frozen foods — ready meals, pizzas, wraps, ice cream, yogurts, and pancakes. Products are sold direct-to-consumer online via a Box Builder system and shipped frozen to customers across mainland UK.

Product overview

Wheyhey is a UK-based frozen food company specializing in high-protein meals and desserts. The product portfolio consists of a unified offering built around a box-builder e-commerce platform where customers can mix and match products. The core product line includes: Ready Meals (savory dishes like curries, pastas, rice meals, and noodles with protein content ranging from 28g-59g per serving), Pizzas (high-protein BBQ Chicken & Bacon Pizza and Meat Feast Pizza), Wraps (Chicken Tikka Wrap), Ice Cream (Salted Caramel and Mint Choc sticks with 5g protein per stick), Yogurts (Blueberry, Strawberry, and Salted Caramel in 200g pots with 22g protein each), and Pancakes (Choc Chip Pancakes with 4g protein per pancake). Products are sold frozen and delivered directly to consumers via the Box Builder system, which offers bundle pricing tiers. The company targets fitness-conscious consumers seeking convenient high-protein meal options.

Differentiator

Problem solved

Functional benefit

Products and services

• Ready Meals High-protein frozen ready meals for active, health-conscious consumers, including savory dishes like curries, pastas, rice meals and noodles with 28g-59g protein per 300g-450g portion.
• Pizzas High-protein frozen pizzas including BBQ Chicken & Bacon Pizza and Meat Feast Pizza, approximately 290g each with 35g protein.
• Wraps High-protein frozen wraps such as the Chicken Tikka Wrap (320g, 44g protein), aimed at consumers seeking convenient protein-rich meals.
• Ice Cream High-protein, low-sugar frozen ice cream sticks in Salted Caramel and Mint Choc flavors; each 60g stick has 5g protein and ~87-89 calories, sold in packs of three.
• Yogurts High-protein yogurts in 200g pots with 22g protein, available in Blueberry, Strawberry, and Salted Caramel flavors.
• Choc Chip Pancakes Frozen chocolate chip protein pancakes (436g pack), each pancake with 4g protein and 94 calories, made with wholemeal wheat flour, whey proteins and chocolate chips.
• Box Builder Custom bundle ordering system that lets customers mix and match meals, ice cream and yogurts into personalized boxes of 4-12 items with tiered per-item pricing.

Quantifiable outcome

• Peri Peri Chicken provides 51g protein per meal at 485 calories
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Halo Top: Halo Top is a US-based pioneer of high-protein, low-calorie ice cream — the most direct global analogue to Wheyhey's protein ice cream sticks and broader high-protein frozen positioning. Both target health-conscious consumers seeking indulgent-tasting, macro-friendly frozen treats, and Halo Top's category-creation trajectory (from DTC/retail challenger to major grocery brand) maps Wheyhey's plausible path.
• MuscleFood: MuscleFood is a UK-based direct-to-consumer high-protein ready meal and grocery brand that ships lean meats, meals, and snacks nationwide. It is the closest direct competitor to Wheyhey's ready meal and Box Builder DTC model, addressing the same health-conscious fitness consumer with frozen/portioned food bundles.
• Bfy: Bfy is a UK-based high-protein, low-sugar ice cream and yogurt brand operating in the same category and channel as Wheyhey's sweet portfolio. It directly competes on product format (protein ice cream/yogurt pots) and consumer (fitness-conscious UK shoppers).
• Oppo Brothers: Oppo is a UK-based low-calorie, high-protein ice cream brand operating on a similar DTC-plus-retail model. It competes head-to-head with Wheyhey's ice cream sticks in the same UK market and shares the 'better-for-you indulgence' positioning that defines Wheyhey's portfolio.

Broad incumbents

• PhD Nutrition: PhD is a UK sports nutrition brand offering protein powders, bars, and ready-to-drink products in the same UK fitness-nutrition channel. It is a broader incumbent that competes for the same consumer wallet and increasingly encroaches on the ready-meal occasion Wheyhey targets.
• The Protein Works: The Protein Works is a UK-based sports nutrition brand selling protein powders, snacks, and supplements via DTC and retail. It shares the high-protein nutrition target market with Wheyhey and represents a broader-format incumbent expanding into adjacent food categories.
• Huel: Huel is a UK-founded global nutrition brand specializing in complete meal replacements (powders, bars, ready-to-drink). It is a broad incumbent in the high-protein/efficient-nutrition space and a comparable DTC scale-up story, though with a different product format than Wheyhey's frozen meals.
• MyProtein: MyProtein is a UK-founded, globally scaled sports nutrition brand spanning protein powders, snacks, ready meals, and bars under the THG umbrella. It is a broad incumbent competitor that overlaps with Wheyhey's high-protein positioning across multiple categories and dwarfs it on distribution, marketing, and capital.

Emerging players

• Misfits Health: Misfits is a UK-based plant-based, high-protein nutrition brand (bars, shakes, powders) targeting similar health-conscious consumers. It is an emerging player in the same high-protein wellness category, with a different format (plant-based vs Wheyhey's whey-centric meals) but overlapping target audience.
• Grenade: Grenade is a UK-based protein snack brand (Carb Killa bars, shakes) that has expanded into broader protein nutrition. It overlaps with Wheyhey on the high-protein consumer and UK retail footprint, and represents a credible adjacent competitor as it extends into meal and frozen formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/wheyheyofficial
• Facebookfacebook.com/Wheyheyofficial
• Instagraminstagram.com/wheyheyofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wheyhey