More/Less Protein Gummies Reports Seven-Figure Sales in First Six Months

More/Less, a direct-to-consumer protein gummy brand founded by former NBA shooting coach and bestselling author David Nurse, says it surpassed seven figures in sales within its first six months of operation, per the company. The milestone points to early consumer demand for a format that has historically occupied only a niche corner of the protein supplement category.

The brand offers gummies delivering 10 grams of protein and 60 calories per serving across three flavors: Orange Cream, Mixed Berry, and Strawberry Lemon. Products are manufactured in a GMP-certified facility in the United States, formulated with whey protein isolate, collagen, allulose, pectin, and monk fruit. More/Less sells direct to consumers through its website, offering a subscribe-and-save option and free shipping on orders of three or more bags.

Nurse, who describes the brand's origin as a moment sparked by his wife's observation that gummy bears lack protein, assembled a co-founding team that per the company includes a supplement entrepreneur and a formulator with more than 30 years of industry experience. The brand's stated positioning, more of what consumers want and less of what they do not, targets buyers who find traditional bars and powders inconvenient or unpleasant to consume. The company's own materials frame the gummy format as a pocket-sized alternative that requires no shaker bottle or preparation.

Why it matters

The protein supplement category has long been anchored by powders and bars, formats that impose either a preparation step or a texture and taste profile that drives inconsistent usage. A gummy positions protein as a snack-occasion product rather than a workout ritual, broadening the potential buyer base well beyond dedicated fitness consumers. More/Less's self-reported revenue figure, if it holds under scrutiny, suggests the format shift can generate real early traction when paired with a founder who brings an existing public profile and a direct storytelling style. That combination could encourage other supplement entrepreneurs to rethink format assumptions, and could eventually pressure established category players to extend their own product lines into the snacking aisle.

What to watch

The central open question is whether More/Less can sustain its opening velocity once it exhausts its founder's existing audience and confronts the unit economics of scaling a direct-to-consumer business. Whether the brand moves into retail distribution, and which channel it targets first, will be the most telling indicator of how its leadership reads the path to durable growth.

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Sources

• More/Less Protein
• About Us - More/Less Protein