GoodVice Shakes Up Health, Blending Indulgence with Hidden Science

SACRAMENTO, CA – February 03, 2026 – A new brand launched today with a bold proposition: what if the indulgent milkshake you crave is also exactly what your body needs? GoodVice, the first consumer product from parent company One Unlimited, is debuting a line of functional shakes designed to taste like a classic diner treat while secretly delivering a potent dose of clinically studied fiber for gut, metabolic, and immune health.

The launch introduces a concept the company calls "Effortless Indulgence," a direct challenge to decades of wellness dogma that has pitted pleasure against health. With flavors like Best-Ever Chocolate, Madagascar Vanilla, and Sweet Cream Coffee, GoodVice is not positioning itself against gritty health supplements but against the very idea that well-being must come with sacrifice.

"We didn't fail at health because we lacked discipline," said Matt Barnard, Cofounder and CEO of One Unlimited, in a statement. "We failed because we removed the signals food used to carry. The trade-off between pleasure and health was never biological — it was technological."

The Science of Invisible Health

At the heart of GoodVice's decadent shakes is something you can't see, taste, or feel: one.bio 01, a proprietary prebiotic oat fiber. Developed by One Unlimited's scientific arm, one.bio, this ingredient is fully soluble, flavorless, and colorless, allowing it to disappear completely into the product. Each serving packs 10 grams of this fiber, alongside 15 grams of grass-fed milk protein, creatine, and magnesium.

While the experience is one of pure indulgence, the science aims for tangible results. One.bio recently completed a 14-day open-label clinical study on the fiber with 63 adults. While not placebo-controlled, the study, which compared participants to their own baselines, reported notable improvements. Participants experienced better digestive comfort, even at high doses, stabilized blood sugar levels, and significant enhancements in mood and mental clarity. The company's clinical trial data (NCT06739941) also points to high tolerability, with participants consuming 10g daily reporting zero discomfort.

This is a stark contrast to the common consumer experience with fiber supplements, which are often associated with bloating, gas, and an unpleasant, gritty texture. GoodVice aims to solve the "fiber gap"—the significant shortfall between the recommended 25g daily intake and the average American's consumption of just 12g—by making it an enjoyable, seamless part of a daily routine.

"This is infrastructure," explained Matt Amicucci, PhD, Cofounder and Chief Science Officer of one.bio. "Not a trend. Not a formulation trick. When biological signal is restored without altering experience, the distinction between 'healthy' and 'delicious' disappears."

A Challenge to 'Virtuous Suffering'

Beyond the product itself, GoodVice is launching a philosophical assault on what it terms "virtuous suffering"—the pervasive cultural belief that health must be earned through restriction and resistance. The company argues this framework has created a "grocery-to-pharmacy loop," where the modern food system creates health issues that the medical system then manages.

"If health requires discipline, it will never be the default," Barnard stated. "Virtuous suffering is a system failure."

This message taps directly into a growing consumer sentiment. Market trends show a rising fatigue with restrictive diet culture and a strong demand for products that deliver both functional benefits and genuine pleasure. The concept of "healthy indulgence" is moving from a niche desire to a mainstream expectation, with consumers seeking nostalgic, satisfying flavors in foods that also support their well-being.

The brand’s approach aligns with emerging nutritional science that emphasizes the benefits of eating for pleasure. Experts in the field argue that enjoying food can improve digestion and nutrient absorption by signaling to the brain and gut that it's time to eat, a stark contrast to the stress-induced state often associated with forcing down a "healthy" but unappetizing meal.

"Nutrition without pleasure is a disservice to health," said Sarah Wallace, President of GoodVice. "Delight isn't the obstacle — it's the vehicle. When pleasure leads, health follows."

Beyond the Shake: A Blueprint for the Food System

While GoodVice is the public face of the launch, the company's ambitions extend far beyond the beverage aisle. One Unlimited positions the shake line as a "reference design"—a proof of concept for its underlying one.bio scientific platform. The ultimate goal is not just to sell shakes, but to license its invisible fiber technology to other food and beverage manufacturers.

This B2B strategy envisions a future where this high-function, anti-inflammatory fiber can be integrated into a vast array of everyday products, from baked goods to snacks to pet food, without compromising the taste and texture consumers expect. By doing so, One Unlimited hopes to restore the beneficial biological signals that have been processed out of the modern food supply, making improved health an ambient feature of the food environment rather than a separate, conscious purchase.

The company is entering a booming, and crowded, functional beverage market. Major players like PepsiCo, Nestlé, and Orgain dominate the ready-to-drink protein space. However, GoodVice is attempting to carve out a unique niche by leading with indulgence and embedding its health benefits invisibly. Its unique formulation—combining prebiotic fiber, protein, and micronutrients like creatine and magnesium with real cane sugar stabilized by the fiber—sets it apart from both traditional protein shakes and simple fiber supplements.

The success of this strategy hinges on the ability of one.bio 01 to deliver on its promises without the sensory trade-offs that have plagued functional foods in the past. If the technology proves scalable and effective, it could represent a significant disruption, offering a pathway for the broader food industry to meet consumer demand for health without asking them to sacrifice the joy of eating.

As Barnard put it, the goal is to trigger a fundamental shift. "The era of virtuous suffering is ending," he concluded. "Not because people changed — but because the food finally did. The body always knew what to do. It was waiting for the signal to return. Now it has."