An Update on the Future of Neue Theory

To our incredible customers, friends, fans and supporters,

This is really difficult news to have to share and I know it will come as a disappointment to so many of you. But after a lot of reflection, we have decided to wind down operations at Neue Theory. 

Over the past two years, we’ve been incredibly proud to build a product that so many of you genuinely love, trust and rely on. Seeing how well our Probiotic Protein Powder and our Digest + Debloat have been received, the remarkable reviews and feedback, the growing sales, and the posts about how meaningful they’ve been in your daily routines, has been one of the most rewarding experiences of my entire career.

And that is exactly why this decision has been devastatingly difficult.

This is not a reflection of the product, the community, the impact, or even the sales. In fact, we’ve exceeded our targets and had some really exciting (and big) retail opportunities in the works for 2026. As far as I am concerned, Neue Theory is and has been an amazing success. 

But, for personal reasons, I can’t continue to run this business, so we’ve decided winding operations down is the right step.

Building a business from scratch has been the epitome of a learning curve and has given me experiences (great and not-so-great) that I never imagined. I have felt every possible emotion on this journey - excitement, exhaustion, frustration, pride, stupidity. It’s truly been a journey. But I am so deeply grateful for the trust, support, and enthusiasm you’ve shown us from the beginning. 

Final Inventory Sale

As we wind down, we’re offering our remaining inventory at reduced prices while supplies last:

Full-size Protein: 70% off
Expiry: March 2026*

Shakers: 60% off

Single-serve Protein Packs: 40% off

Digest + Debloat: 50% off

Once this inventory is gone, we won’t be restocking so if you love our products, this is the time to stock up.

A note on expiry dates and product safety

You’ll notice that the full-size protein has an official expiry date of March 2026. This date reflects the guaranteed full potency of certain functional ingredients (including probiotics) up to that time.

It does not mean the product suddenly becomes unsafe after that date. When stored properly, the product remains safe to consume beyond the expiry, though the potency of specific ingredients may gradually decline over time. This is standard for all products containing probiotics and functional ingredients.

As always, store in a cool, dry place and use your best judgment.

From the bottom of our hearts, thank you for being part of this journey. Your support has meant more to us than we can express.

With gratitude,

Abbey and the Neue Theory team