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One Unlimited has announced the launch of GoodVice, a new line of functional shakes designed to challenge the traditional trade-off between indulgence and health. While launching as a consumer-facing brand, GoodVice serves a dual strategic purpose: it acts as the "reference design" and proof-of-concept for one.bio, the company’s proprietary ingredient technology platform.

The launch targets the emerging "Effortless Indulgence" category, offering a product that replicates the sensory profile of a classic American diner milkshake while delivering significant metabolic and gut health benefits through "invisible biology."

The Tech Stack: one.bio 01

The core innovation underpinning the brand is one.bio 01, a clinically validated prebiotic oat fibre. Unlike traditional fibres that often alter texture or flavour, this ingredient is engineered to be fully soluble, flavourless, colourless, and "non-disruptive" to the food matrix.

Matt Amicucci, PhD, Cofounder and Chief Science Officer of one.bio, described the technology as "infrastructure" rather than a mere formulation trick.

"When biological signal is restored without altering experience, the distinction between 'healthy' and 'delicious' disappears," Amicucci stated. "A shake is what you taste. Beneath it is a system designed to vanish into any food, in any form, for any brand."

Clinical Validation and Metabolic Control

In a 14-day clinical study involving 63 adults, the ingredient demonstrated improved digestive comfort, stabilised blood sugar, and improvements in mood and mental clarity.

Crucially, the GoodVice formulation uses real cane sugar rather than high-intensity sweeteners. The company claims this is made possible by "fibre-mediated metabolic control," where the high fibre content stabilises the body's response to the sugar, allowing for a premium taste profile without the typical metabolic spike.

Product Specifications

GoodVice debuts in three classic flavours: Best-Ever Chocolate, Madagascar Vanilla, and Sweet Cream Coffee.

Nutritional Profile per Serving:

• Fibre: 10g of one.bio 01 prebiotic oat fibre.

• Protein: 15g of grass-fed milk protein.

• Fortification: Added Creatine and Magnesium for energy and recovery.

Breaking the 'Virtuous Suffering' Cycle

Matt Barnard, Cofounder and CEO of One Unlimited, positioned the launch as a critique of the modern "grocery-to-pharmacy loop," where the food system creates inflammation that medicine then manages.

"The trade-off between pleasure and health was never biological — it was technological. That limitation is gone," Barnard said. "If health requires discipline, it will never be the default. Virtuous suffering is a system failure."

By proving that functional efficacy can exist within an indulgent format, One Unlimited aims to demonstrate the viability of the one.bio platform to the broader food and beverage industry.