Our story

From Coney Island sweets to gym gains

Hey, I’m Aresh Saqib — avid gym-goer, foodie, and proud son of two Pakistani parents. Kulfé is what happened when the desserts I grew up on met the protein I actually needed.

Aresh and his wife at a mehndi celebration

Growing up in Brooklyn’s Desi community (yes, that Coney Island), my life was basically a never-ending hunt for the best desserts. But as I got older, my stomach and my macros weren’t loving the extra calories and sugar highs (sorry, Mom).

Like every gym bro, I needed more protein — 200g a day if you listen to the “experts.” After choking down my tenth sad chocolate shake, I thought: why can’t protein taste like actual dessert?

No shortcuts, no chalky aftertaste — just the flavors we grew up on, on top of a full-dose whey.

That’s when Falooda Protein was born, and Mango Malai right behind it. Real South Asian flavor nostalgia on a full-dose whey concentrate — 21g of protein, no added sugar, every lot lab-tested. Blend it, stir it into Greek yogurt, or (my hack) run it through the Ninja Creami for a dessert you won’t regret.

Anaar electrolytes and our women’s creatine came the same way: something we wanted for ourselves, made without cutting corners. So if you’re tired of boring protein and love good food — welcome to the fam.

Aresh Saqib, founder

Family-owned

Run by us, from Irvine, CA. Every email lands with a real person who cares whether you liked it.

Heritage-driven

Falooda, mango malai, anaar — flavors from the sweets we grew up on, not a flavor house’s idea of “chai.”

Made for foodies

Full-dose formulas that taste like the real thing. Never a proprietary blend, never a sweetener we wouldn’t eat ourselves.

Lab-tested

Every lot screened for heavy metals

No added sugar

Sweetened with allulose, never sucralose

Made in the USA