Welcome to Half Baked, the newsletter serving up startup ideas as shocking as Zuck breaking a 3-year X silence to launch Muse Spark 😲
In today's edition:
💡 An idea hiding on Greek supermarket shelves
⛽ Walking for attention, Claude in Excel, organic coffee + more
🔍 OpenAI launch, billion-dollar PDFs, one-prompt design studios + more
🍻 An idea that’s all about doing hard time
Let's goooo 🚀
🥚 Egg White Protein Drink
All Whites Reserved
Available Domain: DrinkWhites.com
👤 Source: Fan Bi (buys and advises $5-50M consumer brands) was wandering a supermarket in Athens when he found the most macro-efficient protein drink he's ever seen: 55g protein, 2.5g carbs, $4.20. It doesn't exist in the US, UK or Australia. Yet.
❌ Problem:
Everyone’s obsessed with protein. Literally obsessed. 70% of US adults now say they actively try to eat more protein, and roughly 12% of Americans are on GLP-1s with doctors telling them to protein-load to protect muscle.
But nearly every protein shake on the shelf is built on whey and whey prices have shot up 4x since 2023 (you could say prices have gone whey up, but we would never make such a joke…).
Meanwhile the answer is sitting on a Greek shelf: a five-ingredient Tetra Pak chocolate egg white drink, made by the country's biggest egg producer. Here's the idea.
✅ Solution:
A ready-to-drink egg white protein brand for the US and UK - 94% pasteurised egg white plus cocoa with 50g+ protein per carton.
Partner with a major egg producer for supply and co-manufacturing (exactly how the Greek original works), so your input costs are completely decoupled from the whey crunch.
Launch DTC and into gyms with the protein-maxxers, then chase the lactose-intolerant and GLP-1 crowds into grocery.
🧑💻 Prototyping: Google AI Studio Demo | Remix this Build
💡 The Half Baked Take: This is the oldest playbook in CPG - find a product that's already proven in one market and ship it to another before anyone notices. It’s how Red Bull got started. The whey shortage is the timing unlock, and eggs are the one complete protein with stable supply. Crack on.
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🤖 How To Get Your Entire Org Agent-Ready
You can build an agent for every function, but if your team doesn't adopt anything, all that work goes down the drain.
On July 14, Zapier's Chief People and AI Transformation Officer Brandon Sammut shows founders:
The first agent workflow that got viral adoption within Zapier.
Why adoption craters after the initial spike, and how to keep it alive
How to monitor AI spend without throttling the team
Free, online.
⛽ Fuel for Taking Action
💡 Idea Inspiration: While everyone builds apps to steal your attention, WeWard built one that gives it back (and hit 30 million users doing it). Very cool idea.
⚒️ Founder Tutorial: Here’s the ultimate step-by-step tutorial on how to use Claude with Excel.
🆓 Playbook: They took a channel from 30k to 3 million views. Here's the exact 5-step YouTube growth playbook they used.
💳 Deal of the Day: Run a Business? Earn a $1000 welcome bonus and unlimited cash back with this card.
🤑 Money Shot: This founder went from borrowing off his mum to make payroll to building the world's #1 organic coffee brand. Here's how.
P.S. Our Half Baked Founder Toolkit has playbooks, deals, exclusive offers and much more for founders looking to take action and start or scale their business. 100% free.
🤖 Your Agents Are Ready. But Is Your Team?
You can build an agent for every function at your startup and still watch the rollout stall, because getting adoption is the hard part.
On July 14, Zapier's Brandon Sammut shows founders how to get a whole org genuinely agent-ready, free and online.
🔍️ Everything Else from Today
🛠️ AI Tool: OpenAI just launched GPT 5.6, their latest family of models. Third big model launch this week (after Grok and Meta’s new model). Getting hard to keep up!
📈 Trends with Benefits: Everybody’s talking about “billion-dollar PDFs”, a term coined by Jeremy Giffon. Here’s the rundown.
🎧 Must-Listen: Patrick O'Shaughnessy's second sit-down with Jeremy Giffon (related to the link above of course) is totally worth a listen.
📺 Must-Watch: Watch Riley Brown turn Fable 5 into a full design studio. This is the future of design.
✖️ Trending Tweet: Paul Graham believes there’s one thing you shouldn't waste time learning if you want to start a startup.
🍺 Drunk Business Idea: Phone Jail
Phones ruining family time? Wish you could get them out of the picture for a few hours?
Introducing CellBlock™, the world's first maximum-security prison for smartphones. Four solitary cells behind reinforced steel bars make your phone unreachable, while a "warden mode" texts you if anyone attempts a jailbreak. Early parole is always denied.
CellBlock™ - Serving (screen) time.
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👋 That’s All Folks
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