As South Africans continue to prioritise health without sacrificing lifestyle, a new local brand is challenging the notion that eating well has to feel restrictive. PRIMO, the company behind South Africa’s first high-protein pudding, is positioning itself at the intersection of indulgence and intelligent nutrition—offering what it calls a “smart swap” for modern consumers.

Bridging South Africa’s Nutrition Knowledge Gap

Research reveals a striking contradiction in local health behaviour. While 92% of South Africans believe that “eating right” is the cornerstone of good health, more than half are still striving to lose weight. This disconnect is often linked to a broader knowledge gap around nutrition, with studies showing that only one in three consumers correctly understands how dietary choices impact weight management.

Compounding the issue is excessive sugar consumption, which is frequently far higher than recommended guidelines. For many, the challenge lies not in motivation, but in navigating confusing food choices while balancing busy personal and professional lives.

Dessert Without the Compromise

PRIMO’s approach is rooted in a simple idea: healthier options should not feel like punishment. According to Co-Founder Tiago Vasconcelos, traditional “healthy” foods often carry the perception of sacrifice.

“South Africans want to eat better, but traditional ‘healthy’ foods often feel like a sacrifice. Our puddings were made to taste like a treat that nourishes your body. It’s dessert without the guilt, and nutrition without the compromise,” he explains.

Each serving delivers 20 grams of protein, is low in calories, and contains no added sugar—designed to satisfy a sweet tooth while supporting weight management, metabolic health, and fitness goals.

A Functional Treat for Modern Lifestyles

Available in Chocolate and Vanilla Brulee, the ready-to-eat puddings are formulated to promote satiety and sustained protein intake without the sugar crash often associated with traditional desserts. Additional flavours are currently in development.

The product appeals to a broad spectrum of consumers:

  • Professionals seeking convenient, balanced snack options
  • Fitness enthusiasts focused on protein intake and recovery
  • Individuals on weight management journeys
  • Parents looking for healthier alternatives for their families

Now available at select retailers nationwide, PRIMO is tapping into a growing demand for functional foods that align with both performance and pleasure.

Built Locally, Designed for Impact

PRIMO is a family-run South African startup founded on the belief that healthy treats shouldn’t feel like a trade-off. The founders identified a clear gap in the market: high-protein products that deliver on taste as much as nutrition.

Co-Founder Alexandro Ferrão notes that the brand was born from a passion for fitness, nutrition and a love of sweet treats.

“PRIMO started out of a passion for fitness, nutrition, and a love of sweet things. Our goal is to make healthy eating feel like less of a chore and make good health decisions easier.”

With nutrition education—particularly around protein—still lagging in parts of the country, the company sees an opportunity to contribute meaningfully to healthier habits. Its long-term vision is to become South Africa’s go-to brand for fortified foods, helping consumers make smarter swaps one product at a time.

In a market where wellness is increasingly intertwined with lifestyle and performance, PRIMO’s protein pudding signals a broader shift: healthy eating that feels sustainable, accessible and, above all, enjoyable.