More/Less, a new entrant in the functional nutrition space, has entered the market with a protein-first gummy format designed for consumers seeking convenient, portion-controlled nutrition on the move. The brand is founded by bestselling author and NBA performance coach David Nurse, who is known for his work with professional athletes and teams on mental conditioning and lifestyle habits.
The product is positioned as a macro-friendly alternative to traditional protein bars and shakes. Each serving of More/Less gummies delivers 10 grams of protein with zero sugar and 50 calories, targeting consumers who want high protein intake without excess sweetness or heavy formulations. The company says the format is built for everyday use, aimed at busy professionals, gym goers and athletes who want quick, clean nutrition without mixing powders or carrying bulky snacks.
More/Less has secured early backing from a mix of media entrepreneurs and professional athletes. The investor group includes John Durant, Max Lugavere, Jordan Harbinger, former MLB All Star Matt Holliday and NBA player Kelly Olynyk, among others. The company believes this blend of operators, creators and sports professionals brings both distribution reach and performance credibility to the brand at an early stage.
At launch, More/Less is rolling out three flavours, Strawberry Lemon, Orange Cream and Mixed Berry. The flavour lineup is designed to mirror mainstream confectionery tastes while keeping the nutritional profile aligned with protein-forward diets. The company is positioning the gummies for use across fitness routines, travel, office snacking and post-workout recovery.
The protein snacking category has seen growing demand as consumers shift toward high protein, low sugar formats across bars, beverages and supplements. More/Less is betting on gummies as a more approachable entry point for consumers who want functional nutrition without the taste fatigue often linked to traditional protein products.
