300,000 Americans die every year from obesity-related causes. Why? Because unhealthy food is delicious. We have to chance to reprogram flavor so healthy food finally has the advantage – without you giving up a thing.

Sugarcane is one of the most land and water intensive crops on Earth, driving deforestation, habitat loss, and pollution. Our proteins don’t use farmland. They’re grown by fermentation, like cheese. Cutting just 1% of global sugar production with proteins could free up more than 500,000 acres of land.

I believe people are fundamentally good. I’ve watched people make quiet, selfless choices out of the corner of my eye every day. When they’re given a real chance, most people try to do the right thing – for others and for themselves. Weekend exists to make the right choice even 1% easier. That’s why you see credits on every can, ingredients that took years to vet, and sweeteners that are a nightmare to explain to whey protein users XD. We do the hard, nerdy work so choosing what tastes good also means choosing what makes us better, healthier humans.