As South Africans seek a balance between health and lifestyle, PRIMO, a new local brand behind the country’s first high-protein pudding, is proving that nutritional goals don’t require sacrificing the foods you love.
Thank you for reading this post, don't forget to subscribe!“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,” says Tiago Vasconcelos, Primo’s Co-Founder.
Data highlights a critical need for functional alternatives. While 92% of South Africans believe “eating right” is the cornerstone of health, over half are still striving to lose weight. This struggle is often linked to a significant “knowledge gap”; studies show just 1 in every 3 consumers correctly understand how dietary choices impact weight. This lack of objective knowledge, for instance, contributes to a reality where sugar consumption is often 82% higher than recommended guidelines.
Enter PRIMO: a “smart swap” dessert where each serving delivers 20 grams of protein, low calories, and no added sugar. A science-backed way to satisfy a sweet tooth while making meaningful progress toward weight management, metabolic health, and fitness goals.
Available in Chocolate and Vanilla Brulee, each serving is carefully formulated for protein intake and satiety without the sugar crash. More flavours are currently in the development phase.
Ideal for those on a weight management journey, busy professionals, fitness enthusiasts, or parents seeking healthier family options, these convenient, ready-to-eat puddings are now available at select retailers nationwide.
“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.” says Alexandro Ferrão, Primo’s Co-Founder.
ABOUT PRIMO
PRIMO is a local, family-run startup, built on the idea that healthy treats shouldn’t feel like a trade-off. We saw a gap; high-protein foods that don’t taste like a compromise and decided to do something about it.
With nutrition education still lagging in South Africa, especially around protein, saw an opportunity to make a difference. But our goal isn’t just to make pudding; it’s to help people realise that healthy doesn’t have to suck! We’re still small, still learning, but growing fast. Our vision? To become SA’s go-to brand for fortified foods, one smart swap at a time.
