Mark Millard, a once overweight child turned sports scientist, founded WheyBetter to revolutionise the chocolate industry.
Identifying a gap in the market for healthier chocolate options, he aimed to create a protein packed, no-added sugar, vitamin infused chocolate bar suitable for the whole family to enjoy.
Despite his extensive background in sports science and nutrition, Mark encountered numerous challenges in developing and launching his product. From sourcing the right ingredients to finding manufacturers and overcoming production hurdles, his journey was far from easy. However, driven by his passion for a healthier chocolate alternative, he persisted.
Through self-funding, unwavering determination and a mission to promote a more nutritionally balanced lifestyle, Mark successfully launched WheyBetter in 2023, offering guilt-free indulgence to anyone seeking a healthier snack.
Mark Millard and his family
Spotting a gap in the market
Mark’s inspiration to start his business stemmed from frustration with the lack of healthy, genuinely tasty chocolate products on the UK market.
“I’ve been brought up in the fitness and sports nutrition industries, so I could see protein bars gaining interest,” he explained. “I realised there was a huge gap between what was offered in the sports nutrition and confectionery spaces. Many people, including myself, wanted something in the middle—something that offered both the indulgence and emotional side of chocolate, whilst also being healthier.
“I saw many brands launching high-protein cereals, milk products, and yoghurts, so I wondered why nothing similar was appearing in the chocolate aisles,” he continued.
“So, I thought, ‘can I re-invent the chocolate bar, and make chocolate truly healthier?’ I then realised that if you remove the sugar from chocolate, it’s actually a pretty healthy product. It can be a great source of natural fats and is the original endorphin releasing snack that makes you feel happier.”
“I wondered how long it would be until a healthier chocolate product appeared and thought, ‘someone’s got to be the first, so it might as well be me,’ and that’s how I got started.”
Getting started
Mark set out to create a product that combined the delicious taste of traditional chocolate with the added health benefits of a protein bar. After months of careful research and development, the WheyBetter brand was born. However, as Mark explains, the path to creating a product that was protein packed, included no-added sugar, whilst being vitamin infused and that had the same chocolate taste and texture was not always smooth.
“I’m based in Yorkshire, which is quite famous for chocolate manufacturing,” he said. “So, I began by working with a local independent chocolate maker who I am still in touch with today.
“At first, I was putting my sports science background to good use, sourcing the correct kinds of protein powder I knew were required to provide the right sweetness profile and nutritional benefits, but I was struggling to source it at a cost-effective price.”
Making his chocolate on a small, homemade scale was delivering great results, but to scale and grow, Mark knew he needed to find suppliers and manufacturers who could support him.
Finding a manufacturer
After researching his options, Mark secured a face-to-face meeting with a large UK manufacturer who showed keen interest but also had some challenging questions…along with the odd commitment test!
They explained that to scale up production, Mark had to make 10 kilos of chocolate in their new food product development (NPD) kitchen. Whilst 10 kilos may not seem much, it’s a lot when each individual bar weighs only 75 grams.
Before committing to a larger run, the manufacturers needed to produce a 10kg sample to taste/test the new recipe and to examine how production could be scaled. However, at £100 per bar, the costs for this test were staggering.
“I faced a difficult decision,” says Mark. “Invest tens of thousands in chocolate that might not work, or simply walk away. I decided to go for it despite the financial risk.
"As soon as I said yes, the manufacturers said they were going to look after me. I then realised this was a test of my commitment and belief in my own brand. Looking back, this was the defining step that proved I was 100 per cent behind my own product and, in doing so, I gained my manufacturer’s backing”.
Building momentum
Since then, Mark has focused heavily on raising awareness of the brand and building momentum. Mark says he makes his own luck, by taking action. “Luck does not come to you… you need to take action to find luck!” By continually putting himself and his brand out there, WheyBetter has come to the attention of buyers and potential investors. “You never know which opportunity will lead to the next big break, so we keep saying yes and moving forward,” says Mark.
With GS1 UK’s support, I’m confident we’re on the right path. Embracing innovation and staying proactive will drive our success as we navigate the ever-evolving retail landscape."
Mark Millard
Founder of WheyBetter
Being proactive and present at industry events has been a key part of Mark’s strategy. He recalls how appearing at the London Coffee Festival, his first major exhibit, was a huge learning curve. While many other brands had elaborate setups handled by agencies, WheyBetter did it all themselves, which was “exhausting but worth it.”
Mark is now looking at ways of communicating his product’s health benefits in independent health stores, gyms, health clubs and especially in retail. WheyBetter’s current range includes immune-boosting chocolate bars, and they have begun testing blends for gut health, cognitive function, relaxation, beauty and more.
This innovative approach has generated media interest, allowing Mark to secure excellent PR opportunities without the support of an agency. The brand has been featured on TV with Aldi’s Next Big Thing, BBC Radio, in the Independent and Women’s Fitness magazine among others.
Becoming a member of GS1 UK
According to Mark, GS1 UK has supported him on his business journey from the very beginning. “The very first industry expo I ever attended was a GS1 UK-sponsored Bread & Jam event,” he recalls. “As a newcomer to the industry, that initial conversation opened doors that have since transformed my business. One year on, we are in discussions with major retailers, which are a direct result of that networking experience.”
Becoming a GS1 UK member has helped Mark become retail ready. Knowing that his barcodes will be accepted by any retailer or marketplace, allowing him to confidently sell his products to anyone, anywhere, at any time, has provided a solid foundation for future growth.
He is now keen to explore how QR codes powered by GS1 could help him communicate his product’s health benefits.
“It’s essential to think ahead in this industry,” he says. “And with GS1 UK’s support, I’m confident we’re on the right path. Embracing innovation and staying proactive will drive our success as we navigate the ever-evolving retail landscape… we are ready for a WheyBetter future!”