A creamy and indulgent protein snack with 10g of protein, 153 calories and no maida, Phab’s latest launch brings an unexpected flavour to the protein aisle.
Phab, the macro-first nutrition brand known for making better eating feel easy and enjoyable, has launched its new Lemon Pie Millet Wafer, bringing together 10g of protein, 153 calories and a Lemon Pie-inspired crisp, convenient snack.
Protein snacks have had their fair share of chocolate, peanut butter and the usual suspects. But lemon? Not so much. Phab wanted to change that.
With Lemon Pie, Phab takes the sharp, refreshing taste of lemon and gives it a new home in a millet wafer. Inspired by that unmistakable summer flavour, the kind that brings back memories of hot afternoons, childhood and something refreshing at the end of the day, the launch comes with Phab’s “Bring Back Summer” campaign. Because summer is not always about the season; sometimes, it is just a flavour you have been missing.
But making lemon work in a protein format was anything but easy. Lemon’s natural tartness can be difficult to balance, especially when paired with the creamy notes of a pie-inspired flavour. Phab’s R&D team spent months working on the formulation, balancing the citrus and sweetness while avoiding excess sugar and artificial souring agents.
The brief was simple: it had to be refreshing, genuinely sweet and actually enjoyable. Like a good Lemon Pie, not a citrus-flavoured protein snack.
Gayatri Chona, Nutritionist & Founder, Phab, says: “As a nutritionist, I’ve always believed that healthy eating shouldn’t feel like a compromise, it should feel like something you look forward to. Lemon Pie is about bringing that idea to life, food that does right by your body without asking you to give up flavour or joy.”
For Phab, better eating does not start and end with protein. It is about looking at the complete nutritional picture of calories, macros and ingredients and making better choices without making food feel restrictive or boring.
The launch also marks a new visual chapter for Phab, with refreshed packaging that brings its nutrition story into clearer focus. Protein, calories and No Maida are clearly called out on the front, while the complete macro breakdown sits on the back. Because knowing how much protein is in your snack is great, but knowing what makes up the rest of it matters too.
The new packs also mark a shift in how Phab wants protein products to look. The category can often feel clinical, intimidating and very “fitness aisle.” Phab wanted something that felt more like food sleek, smart and something you would actually want to carry around. The clear nutritional call-outs make the product proposition easy to understand without making the pack feel overly functional.
At Phab, product development starts with the numbers, but it does not stop there. Protein, calories and macros have to work first; then the flavour has to make you want another bite. The Lemon Pie Millet Wafer is a result of bringing those two sides together.
With Lemon Pie, Phab is continuing to push protein beyond the predictable. Because better-for-you snacking should have room for a little surprise too.
