Coming soon: Nutrient Protein Snax, 20g of protein per bag
Three in the afternoon is where a lot of otherwise decent eating falls apart. Breakfast and lunch do their jobs. Then comes a stretch where whatever is within arm's reach wins.
For most of us that means something crunchy out of a bag. I'm not above it. Crunch is the point, and wanting crunch is a perfectly normal thing for a grown man to want. The trouble is what usually rides along with it, which is orange dust on your fingers and very little your body can put to work.
We've been chewing on that problem for a while. Nutrient Protein Snax are coming, and this is me giving you the heads-up before they hit the site.
Crunch isn't the problem. What usually comes with it is.
A typical bag of cheese puffs gives you a good noise and a salty finish. That's about the end of the list. Twenty minutes later you're standing in front of the refrigerator again, which tells you most of what you need to know about what was in the bag.
These puffs are built the other direction. Twenty grams of protein per bag, and the bag is one serving, so there's no math and no portioning out a third of something while pretending you'll come back for the rest. The protein is real milk protein, casein and whey protein isolate. The Nacho Cheese bag runs 1.6 ounces and carries 20 grams of protein, 6 grams of carbs, and zero sugar. Sweet Barbeque comes in at 1.8 ounces.
Those are the two flavors at launch. Nacho Cheese and Sweet Barbeque. The bag says big flavor, big crunch, zero compromise. The sales sheet says let there be crunch, which made me laugh the first time I read it and still does.
What's actually in the bag, and what isn't
They're made with avocado oil instead of seed oils. The colors and flavors aren't artificial, and neither is anything doing the sweetening. Gluten free. Made in the USA, at our own facility in Reno, Nevada, by the same crew that makes everything else with our name on it.
I'll be straight about what this is. It's a snack. Not dinner, and not something to bury in a bin in the garage for ten years. The long-haul food on your shelf has a different job and does it well. This is what you eat on an ordinary Tuesday, which, if you look at your week honestly, is most of your eating.
Where a bag like this earns its spot
The lunchbox. The desk drawer, behind the stapler, for that afternoon gap. The gym bag, where it goes well with the habit of getting protein into your water bottle too. The console of the truck. A day pack on a trail, where you want something you can eat one-handed without stopping to set up.
It belongs in the vehicle kit and the go-bag too, with one rule attached. Rotate it. Eat the bag, put a fresh one in. That's how snacks work and that's how they should be treated. If you want things in your bag that sit for years untouched, the rest of that list hasn't changed. These are the part you eat and replace.
At launch they'll come in 6-count boxes of each flavor. There's also a 24-count variety display with 12 of each, which is built for store shelves rather than kitchens. If you run a shop and want one, the wholesale and retail line is 1-877-633-6637.
And if you already keep a homemade option around, keep it. I still make a batch of apple cinnamon energy bites when I've got twenty minutes. The difference is that a bag doesn't need twenty minutes, and some weeks that's the whole argument.
The Final Take: crunch with a job
There's nothing to add to a cart today. The launch will show up on the site and in the email before it shows up anywhere else, so that's where to look. In the meantime, go pull the bag you're already eating at three o'clock out of the drawer and read the back of it. Whatever number you find next to protein is the number worth remembering when these land.
