Be you, but better
Inspired by the pursuit of authenticity and improvement, we are here to help you create your version of better
About Us
Born January 2026 (the founder's birthday month) Crush embodies a 10 year journey of seeking better ways to live.We work in the Health and Wellness space, starting our journey with natural nutritional supplements. Check out our progress below.
&Fermenta
&Fermenta is our first and flagship nutritional brand - an innovative, all natural yeast-based protein powdered formula designed to work with your digestive system and not against it.Why is &Fermenta so unique?
100% Plant based formula
20 grams of protein in each serving
No artificial colourings, flavourings, preservatives, or sweeteners
Gluten Free
No Dairy or Soy ingredients used*
Added prebiotics and postbiotics for digestive harmony and health
*Our protein is produced in a factory that also handles Walnut, Milk, Soybean, Sesame, Pork, Kiwifruit, Banana, Apple, Cashew NutIf you're interested in getting your hands on the cleanest and most advanced all plant protein ever produced, head to our official shop and see if we ship to your area!
Our Story & Values
Hi everyone, I'm Rob, the very proud founder of CRUSH. I live in Tokyo with my wife and two children. Read on to understand how this all started.
Our Founding StoryEarly 2016, shortly after becoming a father, I felt like the world was caving in me. Bad sleep and eating habits had me low on energy for life, so exercise went out of the window, stress and worry crept in and I was a mess for a few months.On the road to recovery, I decided it was time to reset priorities, and made a commitment to take back control of my physical and mental health.Crush, born January 2026, embodies the 10 year journey of discovering and putting into practice better ways to move, to eat, to sleep; better ways to think, and better ways to live.Everything we do, and will do in Crush centers around two key concepts, “authenticity” and “improvement”, which we express in our core message “Be you, but better”.
Our MissionTo fuel your authentic pursuit of "Better" with the highest quality goods, services, and spaces that strengthen the body and the mind.
Our VisionTo be the health & wellness brand that inspires your start and continuation of “Better”.
Our ValuesCourage: Listen to your inner voice and take the next step forward
Conviction: Shut out the noise, and believe in yourself
Consistency: Build strength over time through positive habits and routines
Compassion: Use empathy and action to help others get to a better place
Humility: Stand lower so that you can always look up
Respect: Give everybody the gift of dignity
The truth is, I never had the courage or conviction to start CRUSH, that was until my parents declining health shocked me into the reality that time wasn't going to wait until I was ready. So here we are, just going for it, with a set of values in our pocket, and seeing where it can go.
Thank You
Don't worry, we see you and will respond as soon as we can.