Protelicious

What Protelicious does

Protelicious is a founder-led functional food company founded in Hong Kong in 2017 by Sheila Partrat (CEO) and Dr. Jean-François Lesgards (CSO), now operating its primary US entity, Protelicious USA CORP (Delaware; Allentown, PA address). The company sells a two-product portfolio of gourmet whey-protein products: ESSENTIAL, a cold-filtered whey protein concentrate sourced from grass-fed cows in the French Alps (up to 20g protein/serving, maximum three ingredients), and PARAD'ICE, a high-protein, zero-added-sugar ice cream (27–34g protein/pint, ~10.5% protein content) launched in 2023. Its differentiation rests on two claimed proprietary process technologies — cold ultrafiltration of whey to preserve essential amino acids, and a high-protein ice cream formulation achieving roughly 2x typical market protein density without emulsifiers — paired with a zero-sugar sweetening system (monk fruit and erythritol) and GLP-1/satiety positioning. Notably, no patents or registered trademarks are recorded in the data despite repeated "proprietary IP" claims.

The company targets health-conscious and wellness consumers, with explicit positioning toward diabetic/pre-diabetic individuals (citing 34.2M US diabetics) and the GLP-1/weight-management trend, plus secondary fitness and active-lifestyle segments. Go-to-market is direct-to-consumer e-commerce via a Shopify storefront (protelicious.com), supplemented by selective physical retail (Morton Williams Supermarket in Southern California). Products ship frozen via UPS cold logistics across the US, Canada, Europe, UK, and Hong Kong, with localized storefronts per region.

Revenue mechanics combine one-time and subscription product sales (10% recurring discount via Seal Subscriptions), discounted multi-product bundles ($81–$207 list), and free shipping above $90. Individual pints list at $12.00 ($10.80 on subscription). The company runs a content- and credibility-driven marketing motion — science page citing 88 clinical studies, Judge.me verified reviews (4.78–5.0 stars), WBENC Women-Owned certification, and earned media including an Oprah feature. The team is small (~16 listed members) and includes a CSO with ~30 years of nutrition/inflammation research and regional general managers in France and Hong Kong. Ownership appears founder-controlled with no disclosed institutional equity; the only external signal is participation in the Expert Dojo accelerator (recorded December 2024).

Name

Protelicious

Legal name

Protelicious USA CORP

Website

https://protelicious.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hong Kong-founded functional food brand selling cold-filtered whey protein (ESSENTIAL) and high-protein, zero-added-sugar ice cream (PARAD'ICE) direct-to-consumer and via select retail, targeting health-conscious, diabetic, and GLP-1/weight-management consumers across the US, Europe, UK, and Asia.

Ownership category

akta.pro rank

Product category

Functional Food & Protein Supplements

NAICS

Ice Cream and Frozen Dessert Manufacturing (311520), Dairy Product Manufacturing (3115), Dry, Condensed, and Evaporated Dairy Product Manufacturing (311514)

SIC

Ice Cream & Frozen Desserts (2024), Dairy Products (2020)

akta.pro primary industry

High-Protein/Functional Frozen Dairy Desserts Manufacturing (AFAHAEAK)

akta.pro secondary industries

Whey, Casein & Milk Protein Ingredient Manufacturing (AFAKAKAF), Whey Concentration & Protein Ingredient Manufacturing (WPC/WPI, Native Whey) (AFAHAGAB)

Keywords

• High-protein ice cream
• Whey protein concentrate
• Functional food products
• Low-sugar frozen desserts
• Protein supplements

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time and subscription purchases of protein powders and ice cream products through owned e-commerce storefront (protelicious.com). Subscription model offers 10% discount with automatic recurring deliveries
2. Bundled Product Sales: Pre-configured bundles combining protein powder and ice cream (GLP-1 Bundle, Nourishing & Delight Duo, Daily Indulgent Balance, The Ultimate Wellness Indulgence) at discounted prices vs individual items
3. Retail Distribution: Products sold through select retail locations including Morton Williams Supermarket, with potential for broader grocery and health food store distribution

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Protelicious manufactures and sells functional gourmet foods built on cold-ultrafiltered whey protein concentrate: ESSENTIAL whey protein powders sourced from grass-fed French Alpine cows, and PARAD'ICE high-protein, zero-added-sugar ice cream with up to 28g protein per pint. The company combines proprietary food science (cold ultrafiltration, GLP-1 friendly formulation, monk fruit/erythritol sweetening) with chef-crafted recipes to deliver indulgent products targeting blood sugar balance, muscle health, and satiety for health-conscious and diabetic consumers.

Product overview

Protelicious is a functional food company offering a dual-product portfolio: ESSENTIAL Gourmet Whey Protein Concentrate (protein supplements in multiple flavors) and PARAD'ICE Ice Cream (high-protein, zero-added-sugar frozen desserts). Both products leverage proprietary cold-filtered whey protein from grass-fed cows with science-backed health benefits targeting blood sugar balance, GLP-1 support, immunity, and muscle health. The company also offers curated bundles combining protein powders and ice cream for subscription and gifting purposes.

Differentiator

Problem solved

Functional benefit

Brands

• PARAD'ICE: Gourmet high-protein, zero-added-sugar ice cream created by a French pastry chef and the Protelicious science team. Features up to 28g of protein per pint, GLP-1 friendly, and diabetic-friendly. Flavors include True Deep Chocolate, True Velvety Strawberry, and True Madagascar Vanilla.
• ESSENTIAL by Protelicious

Products and services

• ESSENTIAL Whey Protein Concentrate Flagship gourmet whey protein concentrate sourced from pasture-raised cows in the French Alps, featuring up to 20g protein per serving with a maximum of 3 ingredients, cold-filtered and undenatured for optimal bioavailability. Designed for health-conscious, fitness, and wellness consumers seeking functional protein supplementation.
• PARAD'ICE Ice Cream - True Deep Chocolate High-protein ice cream made with Valrhona chocolate, containing up to 28g protein per pint with zero added sugar, diabetic-friendly and GLP-1 friendly. Priced at $12.00/pint regular or $10.80/pint on subscription.
• PARAD'ICE Ice Cream - True Velvety Strawberry High-protein ice cream made with real organic Oregon strawberries, containing up to 27g protein per pint with zero added sugar. Available via DTC subscription and retail.
• PARAD'ICE Ice Cream - True Madagascar Vanilla High-protein ice cream made with real Madagascar vanilla, containing up to 27g protein per pint with zero added sugar. Designed for diabetic and health-conscious consumers seeking indulgent yet functional dessert options.
• GLP-1 Bundle Curated bundle combining ESSENTIAL whey protein with PARAD'ICE ice cream, designed to support GLP-1 hormone activity and satiety. Priced at $145.80 USD ($162.00 regular).
• Nourishing & Delight Duo Bundle containing 3 bags of ESSENTIAL whey protein and 2 pints of PARAD'ICE ice cream in customizable flavor combinations. Priced at $143.10 USD ($159.00 regular), a 10% discount.
• Daily Indulgent Balance Bundle with 3 bags of ESSENTIAL whey protein and 4 pints of PARAD'ICE ice cream for daily protein and indulgence balance. Priced at $164.70 USD ($183.00 regular), a 10% discount.
• The Ultimate Wellness Indulgence Comprehensive bundle with 3 bags of ESSENTIAL whey protein and 6 pints of PARAD'ICE ice cream for maximum taste and wellness. Priced at $186.30 USD ($207.00 regular), a 10% discount.

Quantifiable outcome

• Up to 28g protein per pint (True Deep Chocolate), 27g for other flavors
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Halo Top: Halo Top pioneered the high-protein, low-calorie ice cream category and is the most directly comparable competitor to Protelicious' PARAD'ICE line. Customers explicitly cite switching from Halo Top to PARAD'ICE in reviews, validating them as a head-to-head substitute.
• Nick's Ice Cream: Swedish-origin low-calorie, high-protein ice cream brand with comparable sugar-reduction and protein-fortification positioning. Nick's pursues a similar DTC-plus-retail model targeting health-conscious consumers seeking indulgent yet functional desserts.
• Enlightened Ice Cream: Better-for-you ice cream brand focused on high-protein, low-sugar formulations sold through DTC and retail. Direct category competitor to PARAD'ICE with overlapping target consumer and product positioning.
• Arctic Zero: Low-calorie, protein-fortified ice cream brand operating in the same functional dessert niche as Protelicious. Targets similar diabetic, keto, and calorie-conscious consumer segments.
• Rebel Creamery: Keto-friendly, low-sugar, high-protein ice cream brand with DTC and retail presence. Competes for the same low-carb, diabetic-friendly, GLP-1-aligned consumer base that PARAD'ICE targets.
• Premier Protein: Mass-market high-protein shakes, bars, and dairy products directly competing with Protelicious' ESSENTIAL whey protein line. Well-distributed across US grocery and club channels with comparable protein-forward, low-sugar positioning.

Broad incumbents

• Fairlife: Coca-Cola-backed high-protein dairy brand with ultrafiltered milk and protein shakes leveraging similar cold-filtration technology. A scaled incumbent whose processing approach most closely mirrors Protelicious' cold ultrafiltration differentiation.
• Nestlé (Healthy Ice Cream Portfolio): Global CPG incumbent owning Halo Top, Dreyer's, and Skinny Cow. Represents the largest competitive threat through portfolio scale, retail relationships, and R&D capacity to replicate high-protein formulations.

Emerging players

• Huel: UK-founded functional food brand offering protein-forward meal replacements and snacks with science-backed positioning. Competes for the same health-conscious, time-pressed consumer seeking nutrient-dense functional foods.
• Bulletproof: Premium functional food and beverage brand with protein, collagen, and MCT products targeting biohacking and metabolic-health consumers. Overlaps with Protelicious' GLP-1 and metabolic wellness positioning.

Market position

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/protelicious
• LinkedInlinkedin.com/company/protelicious
• Instagraminstagram.com/protelicious

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Protelicious