Protein
Protein
matters, but it’s not the whole equation. A high number means veryyy little if everything else is ignored.
Our Story
Where mathmeets the crave.
Balanced macros, amazing taste, zero compromise - absolutely phab. We build food on balanced macros so your goals and your cravings finally stop fighting each other.
The scene
It started with apattern, not a plan.
Before phab came into the picture, our founder spent multiple years as a nutritionist, helping people eat better, lose weight and build habits. In those years, she kept noticing a pattern.
People don't struggle because they don't know what's healthy. They struggle because healthy choices often don't fit into real life. So I stopped telling people what not to eat, and started building something they'd love to eat.
I have been a nutritionist for over a decade, helping people eat better, lose weight, build healthier habits, get fitter, and feel their best. But through those years I have also seen the struggle – the struggle to sustain that diet plan, struggle to change habits, struggle to cut out the food noise, struggle to kill that food craving, struggle to not binge!
My biggest learning has been people don’t struggle because they don’t know what’s healthy. They struggle because healthy choices often don’t fit into real life. We make the mistake of chasing after “what’s ideal”, that perfect time to start a fitness program, the ideal diet they can follow 100% or the Monday that never comes.
Food isn’t just fuel or a diet plan we follow, it’s a habit, its comfort, it’s the 4pm break we look forward to on a busy day, the snack between classes or meetings or a late-night craving. Food is an emotion and eating is beyond just nutrition science.
And that’s when I stopped telling people what NOT to eat and started building something that they would love to eat!
And so began my journey with creating PHAB built on the simple belief make food that’s nutritious enough to support your health goals, delicious enough you enjoy eating and convenient enough for busy days…. food that’s smart and balanced, food that makes you feel fab.
When I took a closer look on the “healthy” snack aisles, there was another problem worth solving, there was many options that were clean, high protein, low sugar but all of them lacked BALANCE. As a nutritionist I know that health never comes from obsessing over a single nutrient. Protein matters but so do calories, so do fats and so do carbohydrates. Real nutrition comes from balancing these MACROS.
It’s easy to make a high protein bar that ignores everything else, the true challenge is making food with balanced macros while still delivering on taste, nutrition, and convenience.
And at phab this is our core philosophy – BALANCED MACROS, BALANCED/ SMART NUTRITION. When we build any product, we ask ourselves, is this giving you balanced nutrition, does this help you make better nutrition choices and is it something you genuinely enjoy eating?
As a nutritionist my goal is to help you get a little bit closer to your health goals whatever that may be, because feeling healthy and feeling fab? They were never meant to be two different things.
Just protein
isn't enough.
Indians already eat protein. What they don't get is protein that's worth the calories. That's exactly what we optimised for.
Calories from protein (%)
0%
30%
60%
Balanced macros are what matter
Even our low calories
are high on protein
phab is high on nutrition, and verrry low in calories We think macro-first. Meaning, every gram of carb, fat, and protein has fought for its place in our math. Seriously, the math looks phab.
Protein
21g
15g
15g
Calories
160
150
210
Sugar
0g
8g
8g
Even our low calories
are high on protein
phab is high on nutrition, and verrry low in calories We think macro-first. Meaning, every gram of carb, fat, and protein has fought for its place in our math. Seriously, the math looks phab.
18g protein milkshake-cold coffee
protein coffee
protein milkshake (proffee/classic)
Calories
138
160
171
Protein
18g
20g
20g
Cal per g protein
7.7g
8g
8.6g
How we got here
From idea to shelf, the slow way.
The idea hits
phab begins on one belief: nutritious enough for your goals, delicious enough to enjoy, convenient enough for busy days.
Intense R&D and a pandemic in the middle
Every product starts in the lab and the kitchen at once. COVID slowed the timeline but never the standard.
phab hits the market
First products launch, built on balanced macros and sourced from ingredients that had to earn their place.
A full range, one philosophy
Bars, shakes and wafers. All built on the same maths that give you phab macros.
How we got here
From idea to shelf, the slow way.
The philosophy
One nutrient wasnever the answer.
Protein
Fats & Carbs
Fats & Carbs
are just as essential. Real nutrition is the balance of all three, not a single flattering stat.
Taste & Ease
Taste & Ease
come from balanced macros that taste like something you actually crave and fit a busy day.
Balance is.
Nutritious enough for your goals.
Delicious enough to enjoy.
Convenient enough for real life.
The process
Two rooms, one standard.
The Lab
The Math
Macros calculated, calories checked, ingredients pushed to perform dual roles so you get maximum nutrition for minimum calorie cost.
The Kitchen
The Taste
The lab proves a formula works on paper. The kitchen proves it works in your mouth. Nothing ships until both rooms agree.
Why the name "phab"?
Coming from hospitality and nutritional care, the founders believed good experiences come from good service, in the food you eat and how you feel after. Good experiences make people feel happy. Feel fab. Hence, phab.
The science behind phab
Four rules behind every recipe.
Balance every macro
Protein, fats, carbs and calories all get a seat at the table.
Protein you can use
Whey and pea isolates, milk protein concentrate. No filler.
Dual-role ingredients
Flavour and function at once, for max nutrition at min calories.
Gut-friendly by design
Prebiotic fibre and millet. Easier on the gut, better on the numbers.
Our impact
Redefining "healthy" in India.
The old "healthy"
- Calories in disguise, not always the good ones
- One flashy nutrient, everything else ignored
- Built for an ideal Monday that never comes
- Tastes like a supplement, not a snack
The phab way
- Genuinely low calories, high in what matters
- Balanced macros, the way nutrition really works
- Fits a busy Tuesday and a 4pm slump
- Tasty, functional, and made to actually enjoy
Our commitment to you
Things we'll always do for you.
Balanced, always
Less calorie, more protein, verrry light.
Actually tasty
Healthy and delicious, never one or the other.
Always evolving
New formats to fit your real life.
Ready to feel phab?
Explore the full phab range: bars, shakes, and wafers, all built on the same balanced-macro philosophy.
Shop the Range