What Pluff does

Pluff Protein Inc. is a direct-to-consumer consumer packaged goods company that develops and sells high-protein ice cream mixes formulated for the Ninja Creami home appliance. Founded in 2023 and operated by founder Dylan Paul (Chief Dessert Officer), the company is incorporated in Florida and ships from a distribution facility in Orlando. Its core technology is a proprietary dry-mix formulation built on grass-fed whey protein, allulose and stevia as natural sweeteners, and pre/probiotic fiber, delivering roughly 20–24 grams of protein per serving with zero added sugar, no artificial flavors, and no chalky aftertaste. The product is marketed as a healthier alternative to traditional ice cream for fitness-conscious consumers and is explicitly positioned toward users of GLP-1 medications.

The commercial model is a single-channel Shopify storefront (pluffprotein.com) selling four SKUs — Blueberry, Chocolate, and Cinnamon single-flavors at $25 per 4-pack (or $50 per 8-pack) and a 6-pack variety bundle at $37. A subscription tier offers a 5% discount on weekly, bi-weekly, or monthly delivery with auto-renew and skip-or-cancel flexibility. The brand runs email and SMS marketing, including a 10% off newsletter incentive and a VIP text program, and supports localized checkout across the United States, Canada, Mexico, and the United Kingdom. There is no retail, marketplace, or wholesale distribution, no AI/ML capability, no patents or trademarks on file, and no external institutional funding; the only capital event is a $20,000 grand prize won at the inaugural Blueberry Boost Accelerator Pitch Competition (October 2025), preceded by selection into the accelerator cohort in August 2025.

Name

Pluff

Legal name

Pluff Protein Inc.

Website

https://pluffprotein.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Pluff Protein Inc. is a direct-to-consumer CPG brand selling high-protein, zero-added-sugar ice cream mixes formulated for the Ninja Creami, targeting fitness enthusiasts and GLP-1 users. Founded 2023, it ships from Orlando, FL via a Shopify storefront with one-time and subscription purchases.

Ownership category

akta.pro rank

Product category

Protein Ice Cream Mixes

NAICS

Ice Cream and Frozen Dessert Manufacturing (311520), Ice Cream and Frozen Dessert Manufacturing (31152)

SIC

Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Dairy-Based Frozen Dessert Mixes & Bases Manufacturing (Industrial/Private Label) (AFAHAEAI)

akta.pro secondary industry

Soft-Serve Ice Cream Mix Manufacturing (AFAHAEAB)

Keywords

• Protein ice cream mix
• High-protein desserts
• Functional food products
• Low-sugar snacks
• Whey protein mixes

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

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, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchases of protein ice cream mix products through the Pluff e-commerce website. Products are sold in 4-pack and 6-pack configurations at price points ranging from $23.75 to $37.00 USD.
2. Subscription Revenue: Recurring subscription model offering 5% discount on weekly, bi-weekly, or monthly delivery schedules. Provides predictable recurring revenue and customer retention through auto-renewing subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pluff is a direct-to-consumer food brand that develops and sells high-protein, low-sugar ice cream mix products. The mixes deliver 20G+ of protein per serving with no added sugar, formulated using grass-fed whey protein, natural sweeteners (Allulose and Stevia), probiotic cultures, and prebiotic fiber. Products are specifically optimized for the Ninja Creami ice cream maker and are also versatile for milkshakes, puddings, mousses, and oats.

Product overview

Pluff is a direct-to-consumer protein dessert brand offering a unified line of high-protein ice cream mix products. The core portfolio consists of three distinct flavored protein ice cream mixes—Blueberry, Chocolate, and Cinnamon—each delivering 20G+ of protein per serving with no added sugar, natural sweeteners, probiotic cultures, and prebiotic fiber. These products are designed primarily for the Ninja Creami appliance but are versatile enough for milkshakes, puddings, smoothies, and other desserts. The company also offers a Variety Pack combining all three flavors. All products emphasize indulgent flavor with functional nutrition, positioning as guilt-free dessert alternatives for fitness-conscious consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Blueberry Protein Ice Cream Mix (4-Pack) High-protein ice cream mix delivering 22G of protein, 0G added sugar, and 4G of fiber per serving with real freeze-dried blueberries. Designed for the Ninja Creami but versatile for milkshakes, puddings, and oats.
• Chocolate Protein Ice Cream Mix (4-Pack) Chocolate protein ice cream mix delivering 24G of protein, 0G added sugar, and 7G of fiber per serving with real cocoa. No chalky aftertaste, no artificial flavor, no artificial sweeteners.
• Cinnamon Protein Ice Cream Mix (4-Pack) Cinnamon protein ice cream mix delivering 22G of protein, 0G added sugar, and 3G of fiber per serving. Blends warm cinnamon with creamy sweetness for a protein-forward dessert.
• Variety Pack Protein Ice Cream Mix (6-Pack) Variety pack containing 2 pouches each of Blueberry, Chocolate, and Cinnamon protein ice cream mix flavors. Made with grass-fed protein, probiotic cultures, prebiotic fiber, high protein, and low sugar.

Quantifiable outcome

• 20G+ protein per serving
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• U.S. Highbush Blueberry Council (USHBC)coreStrategic or Co-development Partner · 12 August 2025Pluff was selected as one of four startups for the inaugural Blueberry Boost Accelerator cohort, a partnership between USHBC and VentureFuel. The nine-week accelerator program provides one-on-one coaching, expert sessions, peer roundtables, and marketing support, culminating in a live pitch competition at The Blueberry Convention in Seattle. Pluff won the grand prize of $20,000.
• VentureFuelcoreStrategic or Co-development Partner · 12 August 2025VentureFuel partners with USHBC to operate the Blueberry Boost Accelerator program. They selected Pluff for the inaugural cohort and provide accelerator programming including coaching, expert sessions, and peer roundtables culminating in a pitch competition.
• Shark Tank / Ninja BrandminorOthersPluff products are specifically optimized for the Ninja Creami ice cream maker. The brand prominently markets this compatibility as a key product differentiator, with 'Your Ninja Creami's New BFF' as a tagline.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• OWYN (Only What You Need): DTC-first functional protein brand offering protein shakes, powders, and ready-to-drink beverages. Comparable as a high-protein functional food DTC brand with focus on clean ingredients and health-conscious positioning.
• Halo Top: Leading protein ice cream brand offering low-calorie, high-protein frozen desserts across multiple flavors. Most direct comparable in the protein ice cream category with similar target consumer (fitness/health-conscious) and broader retail distribution.
• Rebel Ice Cream: Keto-friendly, low-sugar ice cream brand with strong DTC and retail distribution. Direct comparable in the low-carb/high-protein ice cream segment with similar consumer profile.
• Arctic Zero: Low-calorie, protein-enriched frozen dessert brand. Direct peer in the functional low-calorie/protein frozen dessert category targeting fitness and weight-management consumers.
• Wheyhey: UK-based protein ice cream brand offering high-protein, low-sugar frozen desserts. Direct comparable targeting similar health-conscious consumer segment with similar product format.
• Magic Spoon: Premium DTC cereal brand offering high-protein, low-sugar breakfast products. Comparable as a digitally-native CPG brand with subscription model targeting health-conscious consumers willing to pay premium prices for functional foods.
• Nick's Ice Cream: Swedish-founded protein and keto-friendly ice cream brand offering low-sugar, high-protein frozen desserts. Comparable product positioning targeting health-conscious consumers seeking indulgent yet functional frozen treats.
• Enlightened Ice Cream (Envy): Low-sugar, high-protein ice cream brand with extensive retail presence. Competes directly with Pluff on the protein-forward, low-sugar ice cream proposition for health-conscious consumers.

Broad incumbents

• Quest Nutrition: Established protein-focused CPG brand offering bars, powders, and frozen treats. Broader incumbent in the protein functional food space with much wider retail footprint and brand recognition.
• Premier Protein: Mass-market protein shake and powder brand with extensive retail distribution. Broader incumbent in the high-protein consumer food category; overlaps with Pluff's GLP-1 and fitness consumer target segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pluff-protein

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 Pluff