Functional Food & Beverage Innovator · Product Architect · Global Market Builder

I build what
the world
snacks on next.

Kadir Demir — co-founder of Muscle Cheff, founding board member of Smarter Snacks and Bite & More, now building YOUNITED. 1,000+ product trials. 100+ countries. Zero shortcuts.

Partner with KD See my creations ↓

“Most Innovative / Creative Snack” — Natural Products Expo West 2026

My creations

Every one of these
went through hundreds of trials.

Signature products I architected across four brands: formula, texture, macros, pack, launch. Hover to pick one up.

Brands I built

Started. Scaled.
Still building.

Building now · 2026

YOUNITED

Co-founder · Product Design & Development

Gourmet snacking with real numbers: protein candy bars, cereal cups, real-cheese puffs and spreads. 15g protein, under 199 kcal, zero added sugar, made in the EU.

younitedsnacks.com
Founding board member

Smarter Snacks

High-protein, performance-driven snacks

“Most Innovative / Creative Snack” at Natural Products Expo West 2026. Launched across North America and at Decathlon Hong Kong. Intelligent snacking: high protein, clean ingredients, cheat-meal taste.

Founding board member

Bite & More

Redefining the healthy snack category

Protein Puff (16g protein, ultra-crunchy, low carb), protein pancakes and waffles, iced protein coffee. Vegan, gluten-free and high-fibre lines. Strong retail presence across Migros, Trendyol, Hepsiburada and more.

Co-founder · since 2015

Muscle Cheff

Functional food & beverages with a global footprint

Belgian-chocolate protein bars, spreads, chips, cookies and L-carnitine drinks. No palm oil, no trans fat, no preservatives. Sold in 14 countries.

My process

0+
trials. And counting.

I don't believe in shortcuts. I believe in iteration, precision and obsession. Every product goes through the same cycle until it wins on the shelf — not just in the lab.

  1. 01Ingredient testing

    Source, taste, cost, stability. Hundreds of samples before one moves on.

  2. 02Macro balancing

    Protein up, sugar out, calories capped — without losing the treat.

  3. 03Texture engineering

    Crunch, chew, melt. The part most “healthy” brands skip.

  4. 04Global benchmarking

    Every flavour measured against the best in its category, in its market.

  5. 05Consumer feedback loops

    Real people, real repurchase. If they don't buy twice, back to 01.

  6. 06Retail performance analysis

    Shelf data decides. Velocity, margin, returns.

0+countries of inspiration

Each country taught me
something new.

Consumer behaviour, flavour profiles, retail dynamics, cultural food habits, innovation gaps. These insights go straight into the products.

Work with me

Four things I take
calls about.

01

Partnerships & co-creation

Build a functional product or line with me from bench to shelf. Equity, JV or licensing.

Talk about this → 02

Product & innovation consulting

Formulation, macro design, texture, co-manufacturer selection, cost engineering.

Talk about this → 03

Retail & distribution

Market entry in Türkiye, the Gulf, Europe and North America. Listings, distributors, private label.

Talk about this → 04

Speaking

Intelligent snacking, building brands from scratch, what 100 countries teach you about taste.

Talk about this →

Experience

  • NowCo-founder, YOUNITED

    Product design & development. Gourmet snacking, EU-made.

  • BoardFounding board member, Smarter Snacks & Bite & More

    Product innovation, global expansion, retail partnerships.

  • 2015Co-founder, Muscle Cheff Food & Beverages

    Built a functional food brand with a footprint in 14 countries.

  • 10+ yrsFinance, audit & business development

    Internal audit, enterprise risk, fraud examination, financial control, operational development.

Achievements

  • Award-winning functional snack innovations
  • Retail launches across multiple continents
  • Proven sales records in global markets
  • Multiple brands built from scratch
  • Recognised for innovation at major industry expos
  • Leadership across product, operations and market expansion
Kadir Demir
Kadir Demir · Mister KD

Contact

Let's build
the next one.

Send me your brief — a product idea, a market you want to enter, a stage you want me on. I reply within 48 hours.

Let's talk