Interviews
Expanding the Protein Dessert Category Beyond Just Ice Cream
How Dylan Paul is carving out an entirely new category in the better-for-you dessert space.
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The protein snack category is crowded. Bars, shakes, chips — every format has been claimed, optimized, and iterated to death.
Dessert is a different story.
Dylan Paul is a former D1 tennis player who spent years frustrated by protein desserts that were too dry, too chalky, and too far from the real thing. So he built his own. Pluff is a line of high protein desserts designed to make indulgence easy — starting with a whipped protein mousse and a high protein ice cream mix made for the Ninja Creami. We sat down with Dylan to talk about carving out a new category, selling out in seven days, and why all the answers come from the customer.
The Product and Audience: What is Pluff and who is it for?
We create a line of innovative high protein desserts focused on making indulgence easy. We currently have two products — a high protein mousse and a high protein ice cream mix. Our target is dessert lovers looking for better-for-you indulgence.
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The Spark: When did you launch, and what made you say "I need to build this"?
I was a former D1 tennis player and during my time in undergrad I always found it difficult to find high protein desserts that I enjoyed. I was not a big fan of the products on the market as they were too dry and chalky. Since then the idea kept nagging at me and ultimately I decided to create my own products.
The Launch: When did you launch and how did you create pre-launch buzz?
I officially launched Pluff in September 2025, starting with our high protein mousse sold via DTC, farmers markets, and gym pop-ups. I later launched our high protein ice cream mix made for the Ninja Creami in March 2026 after noticing a gap in the market.
The First 100: How did you find your first customers?
I got my first 100 customers by hosting pop-ups at gyms all across Orlando, FL.
The Advice: What would you tell a first-time founder in their first 90 days?
The biggest thing is to be customer obsessed. All the answers you seek will come from the voice of your customers. If the product is working, if a flavor is resonating, if you need to pivot — all of it comes from customer feedback and actions.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
The hardest part is staying in the game when things aren't going your way. It's easy to stay consistent when things are working out, but it's extremely hard when sales go to zero and you don't know why.
The Milestone: What has been your biggest "we made it" moment so far?
I don't think I've had a "we made it" moment yet, but rather focused on mini-milestones that show progress. These include winning the Blueberry Boost Accelerator for our blueberry flavor, getting retail placement in Fresh&Co Orlando, and selling out of protein ice cream mix in 7 days.
The AI Trend: How have you used AI to help your business grow?
1000%. AI has been a big part of managing my social media strategy.
The Horizon: What should we be excited to see from Pluff in the next six months?
Expansion of new flavors for our high protein ice cream mix and expansion into new channels like TikTok.
The Recommendations: What are your favorite under-the-radar brands right now?
Smearcase — innovating in cottage cheese through ice cream.
The Shop: Where can readers find Pluff?
You can find Pluff on TikTok Shop or directly at pluffprotein.com.
The Connection: Where is the best place to follow along?
Follow along on Instagram and TikTok at @pluffprotein, or visit pluffprotein.com.
Callahan's Take
What business does a former investment banker know about chocolate mousse? Well, apparently everything.
Dylan has been walking out of pitch competitions with checks and out of gym pop-ups with empty boxes. The results are doing the talking.
Protein dessert is a category without a clear winner. Household brands haven't cracked it yet and emerging brands are scrapping hard for the title. Everyone is chasing protein ice cream right now. But Dylan isn't really playing that game. Pluff is carving out its own lane with a whipped protein mousse and an ice cream mix that rides the Ninja Creami wave without being dependent on it.
And here's the thing — protein mousse isn't even a new idea. It's been sitting in European grocery fridges next to the yogurt and pudding for years. America just hasn't caught on yet.
Dylan saw the gap. He built a product that actually tastes good. Now he's putting in the reps. I'm excited to try Pluff!
