Protein you can bite.
Baked protein chips made with real chicken. Crunchy like the snack you reach for, built like the meal you need. Made for the gym bag and for the school bag, from one Dubai company.
- Real chicken
- Baked, not fried
- Halal
- Made in the UAE**
- Avocado-oil batter
- Around 50% protein by weight*
Two snack habits. One better crunch.
People reach for a shake after training and a bag of fried potato chips after school. Both are about convenience and taste. We keep the convenience and the crunch, and change what is inside.
Protein you can chew
A shake needs water, a shaker and a sink. A bag of chips needs nothing. Our chips target 20g of protein in a 40g pack and 25g in a 50g pack, from real chicken.
Beat shake fatigue
A protein shake tastes the same every day, and after a while many gym goers stop wanting it. Moving from liquid to solid, from smooth to crunchy and from sweet to savoury is a small change that keeps people on their protein habit.
A chip a parent can say yes to
Kids want crunchy, salty and fun. Parents want protein and less oil. Baked chicken chips in a friendly pack give both sides what they want. Schools are also tightening what canteens may sell, which makes the swap timely.
Chikiboo
Meet the chick that comes out of the chip. Crunchy chicken chips in a bright pack kids spot from across the shop, with a protein story parents trust.
- Mild, family-friendly flavour
- Baked, never fried
- Sold through parents, academies and family retail
ProBit
Protein you can bite. Built for the post-session pull from the bag, with a protein-per-pack number that sits well next to a bar or a shake.
- 20g protein target in a 40g pack, 25g in a 50g pack
- Real chicken, avocado-oil batter, halal
- Sold through gyms, studios and sports nutrition shops
Straight from the test kitchen
These are real prototype trays, not renders. Thin baked chicken chips in two shapes: rounds for sharing and strips for dipping. Shape, colour and seasoning will be finalised during pilot production.
Real chicken
Halal chicken is the core ingredient and the source of the protein.
Avocado-oil batter
A light batter made with avocado oil gives the chip its body and flavour.
Thin and shaped
Formed into thin chips designed to crisp evenly.
Baked, never fried
Hot air does the work, so there is no fryer and no deep-fry oil.
The numbers we are building to
Nutrition facts
| 1 pack (40g) · sample, lab test pending | |
| Energy | ~165 kcal |
|---|---|
| Protein | 20 g |
| Total fat | ~6 g |
| Carbohydrate | ~7 g |
| Sodium | ~300 mg |
Illustrative figures for design purposes only. Final values will come from an accredited laboratory and will be printed on the pack in English and Arabic.
Between the chip and the shake
| Baked protein chips | Potato chips | Protein shake | Protein bar | |
|---|---|---|---|---|
| Crunch and salty snack feel | Yes | Yes | No | Chewy or sweet |
| Meaningful protein per pack | Yes, from chicken | Low | Yes | Yes |
| Cooking method | Baked | Usually fried | Not applicable | Not applicable |
| Needs preparation | No | No | Water and a shaker | No |
| Savoury option | Yes | Yes | Rare | Rare |
| Taste variety and texture | Crunchy, savoury, many flavours possible | Crunchy, many flavours | One smooth texture, often one flavour note | Chewy, mostly sweet |
| Halal and made in the UAE | Yes, by plan** | Varies | Varies, mostly imported | Varies, mostly imported |
Proven in the US. Open in the Emirates.
Chicken-based protein chips are already a growing shelf in the United States, where leading brands sell in more than 20,000 stores. That is validation, not a warning. It shows shoppers want the product, and it gives us a path to follow.
Validated demand
A category that works in the world's biggest snack market is a safer bet than an idea nobody has tried. The UAE already spends on protein: the protein supplement market here is estimated at about USD 142 million in 2025 and the healthy snack market at about USD 810 million.
A local, halal gap
We looked for a halal chicken chip brand made in the UAE and found none on the shelves we checked. Taurex plans to make it here, certify it halal and label it in English and Arabic from day one.
Market estimates come from third-party research summaries (IMARC Group, Vyan Intelligence) and are indicative. US store counts are from 2024 company and press reports.
Be a founding pilot partner
We are opening a small launch pilot in Dubai. Early partners get first access to product, a say in flavours, and a place on the pack's launch story.
Gyms and studios
Stock PROBIT at the front desk or juice bar. Members who have already tasted the chips asked for them.
Academies and family venues
Offer CHIKIBOO as a better snack at sports academies, activity centres and family venues. For schools, we follow current UAE canteen guidance and will confirm eligibility before any supply.
Retail and distribution
Sports nutrition shops, health stores and distributors who want a savoury protein product for the shelf.
A protein snack with two front doors
Taurex General LLC is a registered Dubai company building a baked protein chip platform. One product base, one production line, two consumer brands that reach two very different shoppers.
The opportunity
- Protein is now a mainstream snack claim, not just a gym claim.
- Chicken-based chips have scaled in the US, which validates the category, while the format is still new in the UAE.
- Shake fatigue is real: gym goers want protein in a different taste and texture.
- Fried potato and corn chips are restricted in UAE school canteens, which pushes parents to look for alternatives.
What sets us apart
- Around 50% protein by weight target, with 20 to 25g per pack.
- Baked, with avocado-oil batter and halal chicken.
- Made-in-the-UAE, halal brand position that we found vacant on the shelves we checked.
- Dual-brand model: a sporty brand and a kids brand from one base product.
- Gym demand already tested by hand-to-hand sampling in Dubai.
How we de-risk it
- Small pilot run before any heavy equipment spend.
- Gym partners first, then expansion to retail.
- Lab results, registration and pack approval as clear gates before scale.
The team
Where we are
Investment terms are discussed in person. To arrange a conversation, use the form above and choose "Investor".