James Wilks Unveils New Sustainable Sports Supplement Company

FȲTA, a groundbreaking sports and active nutrition company, has been launched by James Wilks, the renowned producer and star of the acclaimed vegan documentary, “The Game Changers”. Its main ingredient source is upcycled – a concept as innovative as it is sustainable.

The world of plant-based nutrition is familiar territory for Wilks, who chronicled his transition to a vegan diet after a severe double knee injury in “The Game Changers”. The documentary helped demystify veganism for many, showcasing the potent power of plant-based proteins. Now, he’s taking that mission further with FȲTA (pronounced “fight-ah”), starting with an easy-to-mix protein powder in three delightful flavors: creamy chocolate, café latte, and caramel vanilla.

This game-changing protein blend features whole ground lupini beans and EverPro, a unique upcycled barley and rice protein developed by the sustainable ingredients firm EverGrain. The latter ingredient is the fruit of a collaborative endeavor between FȲTA and EverGrain, a subsidiary of Anheuser-Busch InBev. This partnership is quite a coup, with EverGrain having already made a mark in the protein industry due to its superior solubility and high quality, appearing in major consumer products from Nestlé’s Garden of Life to Airship’s canned cold brew coffee.

The secret to FȲTA’s protein power lies in the plants. As Wilks asserts, “animals are just middlemen for protein that we can actually get directly from the source”. This plant-forward approach taps into a rapidly growing market, with the global vegan food industry projected to surge at a 12.95% CAGR between 2021 and 2028.

But FȲTA’s sustainability credentials are just as crucial as its nutritional profile. In collaboration with EverGrain, the company is driving forward the concept of upcycling, a more sustainable approach that repurposes by-products that would otherwise go to waste. It’s a smart and sustainable approach, matching perfectly with the increasing consumer awareness of sustainability in the food industry.

FȲTA is already standing out in the $21.5 billion U.S. protein supplements market, and is set to leverage the existing fan base of “The Game Changers”. The company’s initial launch will focus on direct-to-consumer sales and Amazon before branching into retail.

The world is ready for a more sustainable protein revolution, and with FȲTA’s launch, Wilks is leading the charge. This plant-forward venture isn’t just for the athletes, it’s for everyone seeking a healthier, more sustainable lifestyle. So get ready to change your game with FȲTA, a protein brand with a vision as bold and powerful as its ingredients.