Pre-launch · Registering now

Bold, Unstoppable,
Fit & Free

High-protein ice cream with no added sugar. Register your interest and we'll hold the founding price — no payment today.

BUFF Vanilla Bean ice cream cup
The First Cup

Vanilla Bean

One flavour, done properly.

Real vanilla bean. Real cream. Nothing on the lid that isn't in the cup.

12gProtein
0gAdded Sugar
120mlSingle Serve
The six ingredients in BUFF vanilla bean ice cream, laid out flat
What's Actually In It

Seven ingredients.
That's the whole list.

Whole milk Heavy cream Whey protein isolate Erythritol Vanilla extract Fine salt Monk fruit extract

No stabilisers. No gums. No added sugar. Nothing you can't picture.

Not a description of ice cream. A description of how you should get to live.

A woman confidently ordering at a Hong Kong street-side counter
Bold

You stop accepting the trade-off.

A man laughing with friends at an outdoor table, BUFF cup in front of him
Unstoppable

Discipline and enjoyment were never enemies.

A woman cycling along the Hong Kong harbourfront at dusk
Fit & Free

Enough freedom that staying healthy stops feeling like a project.

We're not selling a dessert that happens to be healthy. We're backing the version of you that doesn't have to choose.

Hands packing a scoop of vanilla ice cream into a BUFF cup
Our Why

Our founder went looking for real high-protein, no-added-sugar ice cream in Hong Kong. It didn't exist. In Europe, it's everywhere.

So we built it ourselves.

It costs more than we'd like. Real whey protein and monk fruit aren't cheap in small batches. That's the honest reason.

The goal was never a premium treat. It's making this normal. Every cup gets us closer.

Register Interest · Pay When We Ship

Lock in the founding price

We're still finalising production, so we're not taking payment. Register now and we'll hold your price until the date is confirmed.

Step 1 · Today

Tell us you're interested

Name and email. Nothing else.

Step 2 · We confirm the date

You get first refusal

We email you the date and a payment link, before anyone else. Buy then, or don't.

Step 3 · Delivery

Your BUFF arrives

Delivered frozen across Hong Kong.

One-Time Purchase
Regular price HKD 86 / cup
HKD 56 / cup
Save 35% · First batch only
Minimum 6 cups per delivery — HKD 336 total
  • One order, no commitment
  • Founding price — first production run only
  • No payment until we confirm your delivery date
  • Walk away any time, for any reason
Best Value
Monthly Subscription
Regular price HKD 86 / cup
HKD 48 / cup
Save 44% · Locked while subscribed
Minimum 6 cups per month — HKD 288 per delivery
  • The lowest price we offer, locked in
  • Monthly delivery once we launch
  • Skip, pause or cancel any month
  • Nothing charged until your first delivery is confirmed
No payment today

Costs nothing. Commits you to nothing.

Why a 6-cup minimum?

Frozen delivery only works from six cups up.

Want to taste it first?

You'll be able to try BUFF at a Hong Kong cafe first. We'll tell the list where.

Good to Know

FAQ

When will I get my ice cream?
We're finalising production with our manufacturer now, so we're not promising a date we can't keep. It may be sooner than we first expected. Register your interest and you'll be the first to know the moment it's confirmed.
Am I paying anything now?
No. Registering your interest takes no payment and no card details, and doesn't commit you to buying anything. It simply tells us you want one, holds the founding price for you, and puts you at the front of the queue. When production is confirmed we'll email you with the date and a payment link, and you decide then. If you've changed your mind, do nothing — nothing happens.
What if production is delayed?
You'll hear it from us directly, with a new date. Because we haven't taken your money, a delay costs you nothing — and you're free to walk away at any point without needing to ask for anything back.
How does the referral reward work?
When you register, you get a referral code. If a friend registers using it, you both get a piece of BUFF merch — no draw, no luck, everyone who qualifies gets one. It's limited to the first 50 people, which is 25 pairs, so it won't run forever. Nothing needs to be bought to qualify, and we'll be in touch about your merch when we launch.
Can I try it before I commit?
Yes — BUFF will be available to taste at a Hong Kong cafe before launch. We'll share the location with everyone on the interest list first, so you can try it before you spend anything.
How does the subscription work?
Once we launch, you'll receive six cups a month at HKD 48 each — HKD 288 per delivery — billed on the day each delivery is dispatched, not before. You can skip a month, pause, or cancel entirely by emailing us at least three days before your next dispatch date, and we'll confirm in writing. Your founding price stays locked for as long as your subscription stays active.
What happens if I'm not home for delivery?
BUFF is delivered frozen, so someone needs to be there to receive it — we can't leave it at the door. You'll pick a delivery window in advance and we'll message you before we arrive. If nobody's available, we'll bring it back and rearrange the delivery with you at no extra cost the first time. Please don't ask us to leave it with a neighbour or at reception unless they can get it straight into a freezer.
Why is there a six-cup minimum?
BUFF ships frozen, and cold-chain packaging costs almost the same whether we send one cup or six. Six is the smallest order that makes delivery work without us cutting corners elsewhere.
Does it really contain no sugar?
We add no sugar. BUFF is sweetened with erythritol and a little monk fruit extract — erythritol is a sugar alcohol, not a sugar, so it doesn't count toward sugar content. What is in there is the small amount that occurs naturally in milk and cream: about 4g per cup. That's why we say "no added sugar" and "low sugar" rather than "sugar free." Full nutritional information will be published before launch.
What's in it — any allergens?
BUFF contains milk and whey protein, so it isn't suitable if you're allergic to dairy. The full list is whole milk, heavy cream, whey protein isolate, erythritol, vanilla extract, fine salt and monk fruit extract. Nothing else.