Invest in Protelicious Corp.

There are few things better in life than something sweet. For us, that treat is ice cream. We find that our favorite sweet, creamy dessert sparks moments of childlike joy regardless of age.

Most of us know that the foods that bring us so much joy can make us feel worse in a matter of hours.

What goes from an irritating sugar crash or upset stomach, can manifest as serious health problems. This problem is not limited to a small group. Roughly half of all Americans struggle with food-related health issues.

One of the most addictive and damaging desserts is ice cream. This is because of just how much we eat. Americans on average eat 20 pounds of ice cream every year! Beyond that, a single serving of traditional ice cream can contain as much as half of the daily recommended limit for added sugar.

There is a growing understanding of how important our diets are to our well-being. Increasing protein and reducing the amount of sugar people eat is high on the list of changes people are making, with 66% of Americans actively trying to reduce their sugar intake.

PARAD’ICE is a crave-worthy treat carefully crafted by the Protelicious Science Team and a renowned pastry chef for those who don’t want to choose between indulgence and wellness.

PARAD’ICE is enriched with a proprietary blend of carefully selected ingredients, no added sugar, and high-quality protein, so you can enjoy this no-compromise indulgence every day!

PARAD’ICE is the result of years of persistence by the founder, Sheila, and the fruit of collaboration between the Protelicious ScienceTeam, industry partners, and our renowned French pastry chef, including two years of solid R&D. PARAD’ICE defines itself with gourmet refinement and proprietary formulas and processes.

The PARAD’ICE Story: Hurdles to get to a scalable, gourmet & good for you ice cream

Kitchen Play - delicious ice cream "with benefits."

The story originated when Protelicious' signature line of Gourmet Whey Protein Concentrate expanded beyond D2C to being sold as a branded ingredient in hotels, restaurants & clubs. Known for its beyond-fitness and science-backed longevity, vitality, and beauty benefits, it is also uniquely mild and creamy, lending itself to "kitchen play."

Homemade and hot: Sheila has always been an ice cream lover but has never found one that meets her "gourmet and actually good for you" standards. Obsessed with creating an “indulgence with benefits,” she crafted ice cream for friends and family, who regularly commented, "OMG!" and "THIS is also good for me?"

As protein experts, Sheila & co-founder Dr. Jean Francois Lesgards, a leading expert in Nutrition, Health, and Inflammatory Diseases were always looking to associate deliciousness with science-backed benefits and saw an opportunity.

First Prototypes in a New Jersey Lab

With the COVID years behind us, Sheila decided to take her original formula to an ice cream lab in New Jersey for concept development. Five months and dozens of formula iterations later, SUCCESS! Our first prototype was successful.

Putting them to the test, we held our first blind taste tests with media and F&B personalities in New York City; SUCCESS! The PARAD'ICE by Protelicious prototypes “cleaned up” against the competition and were chosen on taste alone, with the health benefits as a bonus.

First, industrial transposition is needed to make it scalable: FAILURE, then SUCCESS, after 7 months!

We brought our lovely formula to our ice cream manufacturer in UpState New York to make a scalable batch. FAIL! We went through the equivalent of 10,000 pints to create our first scalable process and formula in over seven "nail-biting months". Guided by our deep expertise in protein and aided by industry experts, we achieved our first scalable formula of PARAD'ICE by Protelicious Ice Cream in the spring of 2023. With three divine flavors, we set out for our first commercial trials.

Feedback, the moment of truth

✅ Our concept was a hit, particularly our chocolate, which was “to die for” when at the right temperature.

❌ All three flavors needed to be out of the freezer for too long to become perfectly creamy.

❌ Our beautiful sky blue packaging did not adequately convey our unique "gourmet and good for you" features

✅ Concept created strong commercial interest:

• We were invited to list with KeHE national distributor, giving access to 10,000 retailers nationwide
• Sold in-room at the iconic Equinox Hotel NYC.
• Advanced discussion with one of the largest Group Purchasing Organisations in Food Service and Health

Q4 2024 - time to address the failures and accelerate the wins

✅ PARAD'ICE formula—Nothing is more important than what we serve up. Armed with drive, passion, and science, we collaborated with a renowned French Pastry Chef and together refined our PARAD'ICE formula to an unbelievably creamy perfection.

✅ Packaging: We consulted industry and branding experts, our true fans, and customers and integrated their ideas with our own vision, resulting in " glammed-up " packaging that calls out our unique features with power and elegance.

PARAD’ICE V3 is here!! For those who don’t want to choose between indulgence and health… At last, there is no compromise on perfection, so nobody has to choose between gourmet & good for you. 

"Protelicious has done something truly rare—creating products that are both scientifically sound and genuinely delicious. As a chef and Registered Dietitian Nutritionist, I’m impressed by their use of dairy protein and whey protein concentrate in particular in the best way to maximise health-supporting impact without compromising taste.”

Chef Abbie Gellman, MS, RDN, CDN

Protelicious products are built on a simple but powerful principle: nutrition should taste amazing and be grounded in science, and indulgence should be an act of self-care! Protelicious selects the right protein for the right products for maximum impact, with benefits backed up by science.

Our Signature Gourmet Whey Protein product line is made exclusively with undenatured grass-fed whey protein concentrate from grass-fed cows in the French Alps. It is proven to support metabolic health, muscle maintenance, healthy aging, and beauty. Protelicious signature whey protein concentrate is mild and creamy, enhances food and beverage, and is also ideal for people managing blood sugar, building strength, or simply optimizing wellness, performance, and beauty.

PARAD'ICE by Protelicious uses a proprietary blend of milk protein concentrates in its formulation to deliver science-backed structural benefits. It supports bones and muscles while stabilizing blood sugar so we naturally feel fuller longer.

Health benefits are backed by a scientific bibliography compiled by Protelicious Chief Science Officer Dr. Jean Francois Lesgards, a leading expert in nutrition, health, and inflammatory diseases, as well as collaboration with leading international laboratories in the fields of dairy and nutrition. Our product quality reflects the demanding sourcing and processes necessary for preserving the quality and benefits.

Reference publication: Lesgards, J.F. Benefits of Whey Proteins on Type 2 Diabetes Mellitus Parameters and Prevention of Cardiovascular Diseases. Nutrients 2023, 15, 1294. https://doi.org/10.3390/nu15051294

Read about all the health benefits of Protelicious.

Investing in Protelicious helps tackle the food-centred health crisis we face. Simply providing people with healthier alternatives is not enough if the taste is lacking. Our company is built around the idea that delicious products are necessary to make eating healthy an easy choice.

1. Team: Resilience & Resourceful Execution

Investing in Protelicious is investing in a team with deep entrepreneurial roots and a track record, resourceful with a history of successful execution. Over the past 3 years, we have turned roughly $800,000 of funding into:

• R&D: This results in scalable and proprietary processes and formulas for PARAD'ICE, adding to company value and bringing a significant competitive edge.
• Branding and awareness with articles in Oprah Daily, WWD, and in-room distribution at Equinox Hotel NYC
• Commercial set-up first test retail runs generating key insights
• Access to national distribution with listing at KeHE, a national retail distributor
• Team on the ground gaining first wins in the market to support our May launch in LA

Beyond simply excellent products, that funding has helped to produce a company capable of rapid growth. Our team has vast expertise in all areas that are essential to our business. We have ensured that our team contains experts in product development, life science, gourmet food, better-for-you retail, and B2B sales.

Investor Testimonials

“Over the last couple of years, I’ve watched the Protelicious team tackle challenges with resourcefulness and resilience. I chose to invest because I appreciate the founders' deep entrepreneurial roots and that they understand the stamina and execution required to build a business over the long term. Their product is terrific (and delicious) and in an area with strong tail-winds.”

Mark Machin, Founder and Managing Partner, Intrepid Growth Partners (the investment is personal)

"I invested in Protelicious in 2022 because I believed in its bold vision, strong leadership, and ability to execute, and saw the market opportunity in quality protein as beauty and vitality from the inside. Now, as General Manager of Protelicious France, I see firsthand how this team is revolutionizing gourmet nutrition with precision and passion."

Eric Douilhet, Protelicious investor since 2022, Advisory Board Member, and General Manager, Protelicious France

2. Low-Risk, High Margin Grass Roots Brand Activation, Meeting Customers Where They Are

Protelicious is an experiential brand. When people taste our products, they experience joy, simplicity, and real solutions. Goal: Acquire 300,000 loyal customers in 10 urban clusters over the next 5 years.

Launch Cluster (May 2025)

First launch May 2025 across LA (Santa Monica, Beverly Hills, Hollywood, Venice Beach)

Targeting 2 additional new cities per year starting in 2026

Ideal Customer

High-end wellness seekers (100,000 prediabetic individuals) who are concerned about sugar intake, looking for delicious ways to live healthier. Longevity & performance enthusiasts (Yoga, CrossFit, Pickleball) aiming to reduce exposure to unhealthy food chains.

🛒 Cluster by Cluster Go-to-Market

• As we enter a new city, we want to be able to focus all of our resources on brand activation. This model starts with grassroots activation in high-profile locations to build brand awareness. In LA, this is going to mean operating stands in several Farmers Markets where we will have a chance to build direct relationships with our customers in a way that would be impossible in a retail-only environment. We will also be able to promote all Protelicious products and direct customers to where they can regularly purchase our products.
• We also realize that it is important for anyone who tries or hears about Protelcious to be able to buy our products immediately and regularly. To support this, we will be operating ghost kitchens that will sell PARAD’ICE, our ready-to-drink smoothies, and our Signature Gourmet Whey Protein Concentrate. In addition to selling through our ghost kitchen, we are in early talks to sell our products at local fitness studios and restaurants that have a large overlap with our target audience.
• Being able to focus our marketing on local markets gives us the chance to be highly targeted with our advertising spend. Beyond the local word of mouth advertising that our grassroots strategy will facilitate, we are planning to work with small, local health influencers whose audiences would have an interest in our products.

Our products are enjoyable not only at home but everywhere our customers are throughout the day. Businesses also realize that offering Protelicious products can be an excellent way to keep their employees, customers, or guests happy. A continued pillar of our growth will be through B2B deals, with a focus on hotels, corporate services, and meal plans. PARAD'ICE is already being served to guests at the Equinox Hotel in New York. We will continue to grow our B2B presence in each new city we enter.

📈 Immediate Impact & Potential

• While our current focus is on execution, our long-term goals are not limited to our current products or just 9 cities. We believe that our current city-by-city expansion model is not only an incredible opportunity to grow our company, but also will be the foundation for new potential revenue streams. Our current projects do not include these assumptions, but we do eventually plan to expand into new product lines and licensing opportunities.

3. Secured National Distribution

Retail is an important component of any CPG's story. We'll build our city clusters while keeping in mind the footprint of our national distribution partner, KeHE, which has over 30,000 retail and online stores. Then, we'll move to regional and national retail, having positively impacted people's lives and created real fans in the process.

4. Strong Market "Tail Winds" At the Intersection of Ice Cream and Functional Foods

The global functional food market is projected to grow to $793.6 billion by 2032, with the U.S. functional food market expected to hit $117.22 billion by 2030. At the same time, the ice cream market continues to expand, expected to reach $26.23 billion in the U.S. by 2030.

Companies that are successfully able to address either of these trends have had some huge success stories in recent years.

Yet, the intersection of high-protein, gourmet, reduced-fat, and zero-added-sugar ice cream remains untapped.

5. Resourceful Use of Funds

2025 is shaping up to be the most exciting year for Protelcious. We can bring PARAD'ICE to the market so people don’t have to choose between indulgence, taste, and health. To make sure the launch is as successful as possible, we need your support. Investments will go towards:

• Inventory build-up
• Brand activation in the two clusters, driving sales and brand awareness

We believe the value of the successful execution of our strategy is enormous. With your help, we do fully believe that in 5 years, we will have 300,000 loyal fans across the country regularly buying our products to help them on their health journeys. 

This represents an incredible investment opportunity for you! We project that those 300,000 customers will have an average annual spend of roughly $150 across all our product lines. This would translate to over $40,000,000 in annual sales in just 5 years! We have the team and products in place, and a successful Wefunder campaign is the next step towards achieving this goal!

Last Words - More Than a Food Brand...n

Join us as we shape the future of gourmet wellness and bring PARAD'ICE by Protelicious to tables and freezers across America. Your investment will help us scale smarter, move faster, and delight more people with delicious food that truly nourishes. Join us as we redefine indulgence, one indulgent scoop at a time!

Sheila Partrat, Founder & CEO of Protelicious