Protein2Go was founded by Naomi Sabbagh and her daughters, Salwa and Khadije, transforming classic chocolate bars into guilt-free protein snacks. In this profile, co-founder and CEO Salwa talks to Crumb Wire about the family’s journey from kitchen experiments to a sell-out business, the challenges of balancing indulgence with nutrition and why working together keeps the brand meaningful.
Tell us a bit about yourself – what’s your background and what led you to the world of food and drink?
We, as a family, have always been passionate about coming and working together on one idea. It all started with our mum’s passion for healthy eating and her goal to make it all the more enjoyable.
With Khadije’s background in commercial cookery and Salwa’s background in logistics, we were inspired to bring this idea to life. Food has always been a big part of our family; it’s how we communicate. As we got older, we realised how many “healthy snacks” were either bland, overpriced, or didn’t actually live up to their claims.
That gap in the market pushed us to create products that make healthy eating guilt-free.
Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way?
Protein2Go was established around one main goal: creating healthy snacks that are guilt-free and worth the calories. We launched with products inspired by famous chocolate bars like our Hazelnut Truffles, Sneakers and Bounty Delight.
From making small batches in our kitchen, we grew into a female-owned family business supplying gyms, nutritionists, and online customers across Australia.
Some highlights include:
- Selling out our first production run within hours.
- Building a loyal community on social media that shares their “protein snaps” with pride.
- Expanding into protein bars and developing new flavours that balance fun with nutrition.
The biggest challenges have been navigating supply chain issues and educating customers that healthy snacks can still taste indulgent. Balancing affordability with premium ingredients has also been a constant puzzle, but one we’ve learned to solve through careful planning and partnerships.
How has the Australian market responded to the brand, and what has surprised you most?
The response has been overwhelmingly positive to say the least. There’s a rising focus on wellness in Australia, but flavour continues to be just as important. We’ve found that customers are shocked when they realise our products actually taste like the chocolate bars they grew up with.
What surprised us most is how many people love sharing their discoveries. We get so many messages from customers saying, “You’ve replaced my afternoon chocolate fix!” That word-of-mouth excitement has been a huge driver of growth.
What is one thing you wish more people knew about the work you do?
I wish more people realised how much thought goes into every recipe. It’s not just mixing protein powder and chocolate; we test for texture, taste, nutrition balance, shelf stability, and customer feedback.
Behind each flavour is hours of trial and error, because we refuse to release anything that doesn’t taste amazing. There’s also a lot of compliance, nutritional testing, and product development that often goes unseen.
How do you see food and drink culture in Australia evolving and how does your brand fit in?
Australia is moving toward a culture of functional indulgence; people want snacks that make them feel good but also serve a purpose, whether it’s extra protein, better recovery, or sustained energy. Convenience is everything, especially with busy lifestyles, and Protein2Go is perfectly placed in that space.
Our brand fits in by offering something that feels like a treat but still aligns with health goals. We see ourselves as part of the movement that makes healthy eating more accessible, fun, and community-driven.
What keeps you inspired as a founder?
The biggest Protein2Go motivator is the feedback we receive from our community. Every time someone tells us we’ve made it easier for them to stay on track with their health goals, or that they finally found a healthy snack they enjoy, it reminds us of why we initially started.
We as a family are also very inspired by each other. We’re a team composed of a mother and her two daughters, and working together makes the journey even more meaningful.
What’s next for you and the brand?
We’re excited to expand Protein2Go beyond our current product line. New flavours are in the works, as well as exploring retail partnerships so customers can grab our snacks in local health food stores and gyms, not just online.
Longer term, we see Protein2Go becoming a household name in functional snacking, something you’d find in every pantry, gym bag, and office desk.
And finally, what do you like to do when you’re not at work?
When we are not working, each family member is doing their own thing. Between reading, cooking, or even going to the gym, we believe it is vital to balance out your time and give yourself the space you need to recover away from work so that you can be at your best whilst you are at work.
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