The Challenge
NEAP Foods brought in Helmsman to guide and expertly develop a protein gel in a convenient, shelf-stable, great-tasting, and nutritious format. Presented with a significant ingredient composition challenge, Helmsman was able to provide an evolved brief and development roadmap for a smooth, light, and easy-to-digest product created efficiently and within budget. Throughout the process, Helmsman provided deep expertise in food science, product development, and safety, demonstrating their ability to turn ambitious ideas into reality through collaborative problem-solving.
Sandra, like many women influenced by cardio culture, spent years overlooking the importance of protein in her diet. When she began focusing on strength, energy, and recovery, she realized she needed more protein but found the options on the market unappealing—shakes were chalky, bars were heavy, and powders were messy. Drawing from her experience as a runner, she wondered why protein couldn’t be as light, quick, and convenient as an energy gel. Determined to make it happen, she partnered with Helmsman Group in 2023 to tackle the technical challenges of creating a protein gel that was shelf-stable, delicious, and nutritionally complete. The result was NEAP—the first protein gel of its kind, designed for busy, modern consumers who want clean, on-the-go nutrition without compromise.
Our Solution
Helmsman was able to guide NEAP’s Founder through the full product development process—taking her vision for a light, on-the-go protein option and turning it into a commercially viable product. They solved the technical challenges of formulating a high-protein gel in a small pouch by leveraging their expertise in food science, ingredient compatibility, and pH-level food safety to ensure shelf stability without sacrificing taste or texture. Through multiple iterations, pilot testing, and market feedback, they refined the product into NEAP—a smooth, light, easy-to-digest protein gel that met Sandra’s nutritional requirements and was produced efficiently, on budget, and ready for scale.
Final Results
Helmsman’s collaboration culminated in a standout launch: NEAP’s first week exceeded expectations, signaling strong product–market fit and genuine excitement for a new, portable protein format.
From the initial tart, “bone-broth” leaning profile required for shelf stability (driven by citric acid and process constraints) to today’s smooth, flavorful gel, Helmsman led multiple iterations that preserved the robust nutrition panel and consistency while unlocking broader taste appeal.
Consumers can purchase NEAP directly on the brand’s website, with specialty retail pop-ups rolling out soon; for updates, follow @neapfoods on Instagram and TikTok and join the email list at neapfoods.com.
