Behind the Rebrand
Posted by Kerryn Hoffman in Health posted:

Behind the Rebrand

The Rebrand of our beloved Whey Less to Wheyless has been an eye-opening and challenging experience for me and I really wanted to give you a glimpse of what went on “Behind the Scenes” of the rebrand in the hope that you will embrace our new look Wheyless with open arms and happily recommend it to all your family, friends and colleagues as you always have done.

The Formula:

Firstly we thought “if it ain’t broken, why fix it?” so it was really important for us to keep the flavours, textures and indeed all that has been so wonderful about the original Whey Less as close to the same in the new Wheyless but at the same time we needed to keep the formula up to date to fit with the latest research and continually provide you with a product that contains beneficial ingredients for you. We will go into more detail about the new additions on our Wheyless shows on TVSN and in future blogs but here’s a quick overview:

Additions to the formula:

  • Probiotics
  • Digestive Enzymes
  • Tocomax (Vitamin E)


Each shake contains up to 6.5 billion CFU of “good bacteria” per serve for healthy gut flora. Current research shows a distinct correlation between the composition of the gut microbiota, metabolism and body weight. A healthy gut is composed of many different varieties of microorganisms and this is why we have extended the number from two to 6. These 6 are all important for a healthy gut:

  • Bifidobacterium lactis
  • Lactobacillus acidophilus
  • Lactobacillus paracasei
  • Lactobacillus plantarum
  • Lactobacillus brevis
  • Lactobacillus gasseri

Digestive Enzymes:

Each shake contains 25mg digestive enzymes which can help maintain a healthy digestive function and improve the breakdown and digestion of food in general. These enzymes are formulated to help in the digestion of carbohydrates, proteins and fat. In this way the building blocks and energy for our body are more easily delivered to the blood stream and tissues requiring them.


For many years people thought that natural vitamin E was D-alpha tocopherol. Research has now demonstrated that natural vitamin E is a combination of 8 different molecules, not one. We have updated our Whey Less formula to reflect the different natural forms of vitamin E. Tocomax contains all 8 of these different but essential forms of vitamin E.

The Look:

The inspiration for the new look really came from listening to feedback we’ve received from our testimonial customers, t-callers as well as comments on our Facebook page. Wheyless is: “Easy, delicious, life-changing, yummy, convenient, decadently flavoured” …. so, while our new logo represents the ease of Wheyless, the graphics represent the deliciousness of it. The feedback was clear that the flavour of Wheyless was really important to our customers and we decided it was essential for the pictures on the tubs to reflect the beautiful flavours of Wheyless rather than the amazing ingredients - even though it’s these which set us apart from other protein powders on the market - and I’m sure you’ll agree that the pictures we have used on the tubs are rather more appetising than the Lactium peptide, whey protein powder, vitamins, minerals or several billion Lactobacilli.

French Vanilla Pic

Similarly the graphics on the protein ball packaging aim to reflect the decadence of the flavours of the protein balls so that you really do feel like you’re having something “naughty”. They satisfy that urge without the inevitable guilt that follows because they are a perfect snack to enjoy while still following the Wheyless Weight Management Program!

Cookies and Cream Protein Balls

The Rebrand:

I now have a far greater appreciation for the work that’s behind every box, bag, tub, jar and tin on the supermarket shelves and at this point I have to acknowledge the incredible insight and effort of some amazing women: Glenys Carey from Glenys Carey Marketing & Consulting ( and Katrina Franklin and Jill McMahon from Frankie and Boyd ( who made the entire rebrand a much more enjoyable experience!

Here’s a few piccies to give you a glimpse of the processes involved behind the Wheyless rebrand:

Initial concepts:

Initial Concepts 1

Initial Concept 3

The photography:

Double Choc Photography

Behind the Rebrand 4 glasses photo

Finished images:

Double Choc Graphic


Banana Smoothie Wheyless Tub

And we’re not done there…

Over the coming months you’ll see more of our products rebranded - including some old favourites and we’ll be bringing some new and exciting additions to the range. So, stay tuned….

Kerryn Hoffman

Wheyless Team