2012 / reset
Health stopped being a side project.
Hawkins got sober and rebuilt his days around fitness, consistency, and showing up. Protein became part of the routine, but the options did not fit.
A better protein smoothie, built for real life.
The short version: Hawkins needed clean protein that could live inside real days. No blender ritual. No dairy. No chalky compromise. Just squeeze, keep moving, and feel good about what you grabbed.
Hawkins Golden
Founder, YoBe
A note from Hawkins.
I made YoBe because the thing I needed did not really exist: something clean, filling, dairy-free, easy to carry, and actually good enough to keep around.
Not a powder ritual. Not another wellness project. Just a smoothie pouch that could live in a gym bag, a workday, a school pickup, a beach morning, or the awkward gap between meals.
So we built it the way we wanted to use it: real flavor, plant protein, simple ingredients, and no extra ceremony.
Not a powder ritual. Not another wellness project. Just a smoothie pouch that could live in a gym bag, a workday, a school pickup, a beach morning, or the awkward gap between meals.
So we built it the way we wanted to use it: real flavor, plant protein, simple ingredients, and no extra ceremony.
Be Awesome, Hawkins Golden
Hawkins Golden
Founder, YoBe
Hawkins Golden
Founder, YoBe
The story is not a pitch deck. It is a day that needed fixing.
YoBe came from one practical problem, then kept getting shaped by the people using it.
Problem / daily
Dairy-free should not mean joy-free.
He wanted enough protein, clean ingredients, and a flavor worth repeating. Most choices were powders, bars, sugar bombs, or dairy he could not use.
UCLA / tests
The recipe became a real product.
The personal fix turned into a repeatable pouch: plant-based, creamy, portable, and built around the protein people actually needed.
Market mornings
The first believers were real customers.
YoBe grew through conversations, samples, and repeat buyers. The feedback was simple: make it clean, keep it filling, and do not make it taste like homework.
2026 / now
Nine flavors. One simple job.
YoBe is here for the days that move: breakfast gaps, post-workout resets, school pickup, work travel, beach mornings, and late-afternoon crashes.
The product brief stayed simple.
Make clean protein feel as easy as grabbing coffee, but make it something you would actually want every day.
20g
protein
Enough plant-based protein to make the pouch feel like food, not a snack you immediately chase with something else.
4g
prebiotic fiber
Built for steadier energy and a smoother daily routine.
4g
total sugar
Sweet enough to crave, restrained enough to keep in the fridge every week.
100%
plant-based
Dairy-free always, with clean ingredients and no artificial sweeteners.
Who YoBe is for.
People eating well in the middle of real life: rushed mornings, school runs, workouts, beach days, work travel, and the small windows where better choices usually fall apart.
01
For the breakfast you skipped.
A cold pouch in the fridge beats a powder scoop when the morning is already moving.
02
For the gym bag and the car cupholder.
No blender, no shaker bottle, no cleanup. Shake, squeeze, keep going.
03
For the gap between lunch and everything else.
Enough protein and fiber to feel useful without turning the moment into a meal prep project.
04
For people who want clean food to taste good.
Chocolate, Ube, Matcha, Mango, Pineapple, Strawberry, Vanilla Blue Spirulina, Banana, and Chocolate Energy.
Grab a pouch. Keep moving.
Mix your favorites, stock the fridge, and make clean protein the easiest part of your day.
20g plant-based protein
4g prebiotic fiber
4g total sugar
100% plant-based
Dairy-free always
No artificial sweeteners