When husband and wife team Matt and Hayley Hunt launched The Protein Ball Company in 2015, their mission was simple: create natural, bite-sized protein snacks that consumers could trust.
Ten years later, the Worthing-based brand is sold in more than a dozen countries, including the US and Germany, and is forecasting £8 million turnover by 2026. But the road from a kitchen-table idea to a global brand has been a rollercoaster of ambition and adversity. It meant sleepless nights, bold decisions and moments that tested whether the business would survive, from importing machinery and mastering compliance to navigating Brexit and rapid growth.
From kitchen experiment to global brand
Matt and Hayley were inspired after visiting Expo West in California, where they saw the rise of protein-rich snacks. “We realised there was a gap in the UK market for something clean, natural and portion-controlled,” Matt recalls. Armed with a Gulab machine imported from India and a passion for real food, they launched The Protein Ball Company from their own kitchen. “We had to learn how to make perfectly round balls. It wasn’t as easy as it looked,” Matt laughs.
Those early days were a blur of trial and error, sourcing ingredients, and hand-packing orders while juggling compliance paperwork and retailer demands.
Matt Hunt, co-founder of The Protein Ball Co.
Every win felt huge, from the first listing to the first pallet shipped, and within a year turnover hit £500,000.
The concept was simple but disruptive: whole-food protein balls made with dates, nuts and whey or plant protein. No added sugar, sweeteners or emulsifiers. “We’ve always been about real food and real nutrition,” says Matt. “Now the market is catching up.”
As the brand grew, so did its range: “our original whey range includes Peanut Butter, Cacao & Orange, and Coconut & Macadamia.
"We also have a growing vegan range, with Lemon & Pistachio flying in Caffè Nero. New launches include a High Fibre range with Coffee Oat Muffin and Chocolate Oat Muffin, and an indulgent stuffed ball range inspired by Ferrero Rocher.”
Scaling up without compromise
As demand soared, production had to keep pace. As Matt explains, “we have two shifts at the moment and we’re just about to run a three-shift line. We’re producing 60,000 bags per day. That is 360,000 balls because we put six balls in a bag. Our aim is to get to 3 shifts, 4 shifts, even 5 shifts. We want to hit 500,000 bags a day.”
Such rapid growth has brought challenges. “We had to get BRC certification, hire staff and manage cash flow,” Matt explains. “You can have the best product in the world, but if you don’t manage credit risk, you’ll struggle.”
International expansion added further complexity. Today, the company exports to Europe, the US and soon the Middle East, with listings in Whole Foods, Caffè Nero and WHSmith travel hubs. “We’ve secured 10,000 new retail points in North America,” Matt says. “But tariffs and currency fluctuations make the US tough, so we’re hedging our bets with Europe.”
However, Brexit has also created hurdles. “Suddenly, sending a pallet to Ireland became a paperwork nightmare,” Matt recalls. “We had to learn fast and adapt.”
Operationally, scaling meant investing in equipment and systems. “We started with one machine and ended up with a production line,” Matt says. “Every step had to maintain quality and traceability.” He remembers long nights spent troubleshooting machinery and learning compliance requirements. “It was a steep learning curve, but that’s what growth looks like.”
Commitment to quality and sustainability
Matt explains, “We’re responding to trends like gut health and GLP-1 drugs by focusing on fibre and portion-controlled snacking. Consumers want smaller, balanced options, and we’ve always delivered that.”
Despite rapid growth, the brand has stayed true to its founding principles. Recipes remain stripped back and packaging is now FSC-certified and home recyclable.
“It took years of testing to get the packaging right,” Matt says. “We wanted sustainability without compromising shelf life.”
This forward-thinking approach is matched by a commitment to trust and transparency.
“Every batch is tested in a lab,” Matt says. “Traceability is key. We know exactly where every ingredient comes from.”
GS1 UK: powering growth and trust
From day one, GS1 standards have been critical to The Protein Ball Company’s success. Matt recalls, “We joined GS1 UK because we needed barcodes to get into retail. Without GS1 barcodes, we couldn’t have scaled into supermarkets or exported overseas.”
GS1 UK’s support has gone far beyond barcodes. Matt adds, “They have helped us with shelf-ready packaging (SRP), master cases and international compliance. If we have a problem or if we’re bringing out an SRP or a master case, we know we can pick up the phone, speak to somebody there who’s super helpful and they’ll talk us through the process. Their support means we can launch globally with confidence.”
Looking ahead, Matt sees huge potential in next-generation barcodes. “QR codes powered by GS1 will let us share more with consumers, from provenance and nutrition to sustainability, all in one scan.”
Lessons learned and advice for entrepreneurs
After a decade of growth and overcoming challenges, Matt and Hayley realised that staying relevant was just as important as starting strong. Matt recalls, “For our 10-year anniversary, we decided the brand needed a refresh. We partnered with Robot Foods, one of the top agencies globally, to create vibrant, foodie-led packaging. The rebrand simplified ranges into Original, High Fibre and Low Sugar, and added bold colours and ingredient cues. Sales jumped over 50 per cent within two weeks of launch.”
Reflecting on the journey, Matt shares his advice for fellow entrepreneurs: “Be passionate but be prepared for hard work. It’s not glamorous. It’s grit and resilience. Watch your cash flow. That’s what keeps you alive.”
He also stresses the importance of relationships. “Supermarkets are tough. You need to understand their systems, their timelines and be ready to deliver.”
Ultimately, Matt believes that The Protein Ball Company’s success has come from persistence and adaptability. “We’ve had setbacks — Brexit, tariffs and packaging challenges — but we’ve always found a way forward. If you believe in your product, keep pushing.”