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Vybey – Pioneering Plant based Protein Powders Supporting Brain Health 


It’s a lesser-known Scottish success story; however, Vybey, having made its mark in Australia as a plant-based protein powder pioneer, has now returned to Great Britain (Glasgow HQ) to champion the next generation of complete meal shakes.

Vybey is the vision of Gordon Belch, a sports-loving Scot who ran for Scotland as a schoolboy while also competing at a decent district level in junior tennis and rugby. It was during his time at Aberdeen University (studying Law & Accountancy) that Gordon initially developed an interest in bodybuilding (finishing 3rd at the Scottish championships) and later the decathlon (top 5 Scottish performer). Around the same time, he first began creating his nutritious pick-up blend of Scottish oats, berries, honey, banana, flax seeds, fish oil, almond milk, and minerals & vitamins powder. It took an eternity to assemble every morning and cost a pretty penny, which is when the thought first hit him: is there an untapped brand opportunity going begging?

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Vybey stayed a ‘vague notion’ until Gordon moved to Australia (2018) as a result of work. Australia is the perfect hotbed for sports nutrition-themed innovation, as the pursuit of protein-rich products is normalized across all age demographics. Food scientists were recruited by Gordon, and after 18 months of dabbling, Vybey became a reality.

According to Gordon, “Vybey is a category disruptor because it goes far beyond basic nutrition to also prioritize brain health. The range is meticulously formulated with a blend of high-quality plant-based proteins and brain health ingredients like adaptogens, nootropics, and prebiotics. Such a distinct outlook means that Vybey supports not only physical wellness but cognitive function and gut health, providing a truly holistic stance on nutrition. Throw in the fact that Vybey only works with clean, sustainable ingredients, and you can see how it stands proud of the plant-based protein powder pack.”

Now joined by fellow Scot Rory Paterson, Vybey is truly on the move with growth hubs established in Glasgow and Amsterdam and a comprehensive team of 25 full-time and part-time experts. With new Wholefoods and Amazon listings secured for the business’s complete meal shakes and many other key discussions afoot, the future for Scottish-produced Vybey is very exciting indeed, especially with regards to their two new Braincare offerings: Braincare Smart Focus (nootropic coffee alternative) and Braincare Smart Greens (supergreens plus braincare focused ingredients).

Finally, it’s worth mentioning that there’s a social responsibility strand to Vybey, with the business championing Scottish charity Mary’s Meals, which provides life-saving school meals to children living in some of the world’s poorest communities.

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