Re-Introducing Hammer PHOOD

The MRP is Back!

BY BRIAN FRANK

In 2021, we introduced our first Meal Replacement Product that I euphemistically named "PHOOD"! It was a bit hit; everyone loved it. However, the powder was a bit wet and hard to mix up. It was even harder to manufacture, forcing us to go back to the drawing board to modify the formula so it would mix up easier and run on the machinery used to manufacture it. Unfortunately, this took longer than hoped, and we've been out of stock since February.

Luckily, just in time for Fall, I'm thrilled to have PHOOD back in stock and better than ever! It mixes thoroughly, tastes excellent, and provides the same 4-5 hours of satiety that the original did.

The idea of a Hammer meal replacement product (MRP) goes back at least 10 or 15 years. It is a good question why it took us so long to bring one to market. One of my favorite sayings is, "The best time to plant a tree was 20 years ago, but the second best time to plant a tree is today.”

I did not create an MRP until now because it just did not feel right. I could have done a "clean" version of the typical MRPs, but that is close to Recoverite®, which I have always said could be effectively used as an MRP. However, Recoverite lacks fat, which is paramount for satiety and caloric density, so it serves more as a meal bridge than a replacement.

The next part of the MRP story is my evolution through diet theory and practice. I have tried to abstain from refined sugar and encouraged all of you to do the same. The challenge here is that refined sugar is usually replaced with natural sugars and foods our body identifies as sugar. While this is an improvement from the "sugar's not that bad, I don't eat that much" denial, it still does not fully achieve a practice that avoids sugar.

Any diet that restricts or eliminates sugar and wheat is a diet I support. Furthermore, we now know that the "low fat" fad diets of the past were primarily based on flawed research that diverted attention from sugar and blamed fat and cholesterol for our major diseases.

The last puzzle piece is my growing collaboration with Dr. Bayne French. As an informed, educated, and credentialed expert in bariatric medicine, hardcore endurance athlete, and mountain man survivalist, Dr. French has spent the past two decades studying macronutrient intake and its effect on our health and well-being. His advocacy for a higher-fat diet combined with intermittent fasting is compelling and has been a revelation for me.

Ironically, I taught him how to fuel for OCR and the other endurance events in which he excels. Two guys who can't stop developing products would inevitably come together to create a unique one. The result is Hammer Phood, a high protein, high fat, low carb, minimal ingredient powdered drink mix that genuinely fits the definition of a healthy meal replacement product. It will be an MRP for Hammer and Dr. French's bariatric practice.

As with every product that carries my brand, Hammer Phood underwent extensive bench testing for almost two years before being released to the public. In real-world testing, I didn’t go as far with Hammer Phood as with Perpetuem in 2001 when Steve Born did his double 508 record ride, but I did some extreme testing. Initially, I used it as a substitute for either lunch or dinner. Eating breakfast and lunch, then having the MRP for dinner, worked very well.

I also experimented with one MRP and one meal daily for a week, which went well too. I preferred eating my main meal for lunch and the MRP for dinner, but vice versa worked as well.

The final test was 72 hours on nothing but Hammer Phood – 3 servings per day for three days and nothing else besides water. I maintained 30-90 minutes daily moderate-intensity exercise during this testing period. While I would not want to go for much longer than three days on nothing but Hammer Phood, I was amazed at how satiating the 240-calorie serving is. I would enjoy 4-5 hours of complete satiety without hunger pangs.

Now comes the fun part! We release the product into the wild and await your feedback and creative uses! It’s in stock and flying off the shelves.