phab, the nutritionist-led snacking brand known for making better eating feel easy, has launched The Cheat Bar – a soft, fudgy, dessert-like protein bar designed to make indulgence and nutrition one and the same.
With dessert-style flavours like Blueberry Cheesecake, Chocolate Hazelnut, and Chocolate Peanut Butter, the bars deliver the kind of taste people usually save for “cheat Days” – while packing 15g of organic vegan pea protein, no added sugar, and under 160 calories.
They look indulgent, taste decadent, but function like a hardworking protein bar. No sugar crash, no calorie counting, no pretending to enjoy boring or bland protein. The idea behind The Cheat Bar is simple: People crave every day, not just once a week or once in a while. And food that’s actually good for you shouldn’t come with anxiety or rules attached.
phab created The Cheat Bar to solve a very real category problem. Most protein bars prioritise numbers over taste. Most desserts prioritise taste over how you feel after. Cheat Bars sit comfortably in between: indulgent enough to crave, smart enough to have daily.
Gayatri Chona, nutritionist and founder of Phab says: “As a nutritionist, I’ve spent years watching people negotiate with food by saving joy for ‘cheat days’ and treating everyday eating like a boring chore. That’s not a fun way to go through life. I’ve always believed eating should make you feel good, and so we worked very hard to make Phab bars for anyone who wants pleasure and payoff in the same bite. The idea is that these bars feel indulgent and exciting, but still work for your lifestyle – whether that’s before the gym, after the gym, or even instead of gym. It’s dessert behaviour, with nutrition that actually delivers.”
Designed for modern snackers – from macro-counters and gym-goers to midnight munchers and dessert lovers, phab Cheat Bars are made to fit into everyday life. With this launch, phab continues its mission of reshaping how India experiences protein, moving it out of the gym aisle and into everyday life without losing flavour or fun.
phab Cheat Bars are now available on www.getphab.com and leading quick commerce apps Blinkit and Amazon.