Launched in June 2023, HUSSL is a Singapore-based digitally native retailer of sports nutrition and supplements. HUSSL is part of Singapore’s 1st food accelerator Innovate360 and it represents both sports and going above and beyond the societal norm.

Despite 2/3 of the world’s population being lactose intolerant (Lancet 2017), most consumers are still consuming dairy-based products with lactose (e.g whey protein concentrate) as lactose-free alternatives such as whey protein isolate and plant-based protein are either more expensive or do not taste good. HUSSL is seeking to change that norm especially in Asia where the percentage of lactose intolerant consumers is 80% or higher.