Greg Duggan and Damien Kennedy: Wheyhey

Greg Duggan and Damien Kennedy, 28 and 30
Company: Wheyhey
Web: www.wheyhey.com 

If you’re trying to stay healthy but have an irrepressible sweet tooth, the lure of fatty and sugary treats can be tricky. But with Wheyhey – claimed to be the world’s first protein-based, low fat, sugar and gluten free ice cream – you can indulge guilt free.

After respective stints as a GB basketball coach and fitness model, best friends Greg Duggan and Damien Kennedy dreamt up the idea of great tasting but healthy and nutritious ice cream. Wheyhey produces four whey-based, high protein ice creams, banoffee, strawberry, chocolate and vanilla, which are naturally sweetened with Xylitol – a derivative of tree bark – to keep blood sugar levels stable. And it seems the duo are on to a winning formula, having muscled their way into several major on and offline retailers including Ocado, Musclefood.com, Odeon cinemas, Holland & Barret and Wholefoods.

Backed by a total of £2m in funding, including an investment from supermodel David Gandy, Wheyhey is currently projecting £2.5m turnover just over two years since launch. With the global protein product sector expected to inflate to sales of £8bn by 2017, these boys are in a prime position to capitalise on this massive market opportunity.