Our founder, Clarke, grew up in South Carolina where gelatin was a household staple. But gelatin’s sugar content nearly maxes out a day’s serving and sugar-free options are loaded with synthetic chemicals and artificial colors. Even healthier alternatives are packed with gums. 

These didn’t agree with his current way of living a consumption conscious and active lifestyle where he actively reads ingredient lists and tries to hit his daily protein and fiber goals, with intention. 

He was also fed up with dry, unappetizing protein bars, packed with artificial sweeteners and chemicals. He saw an opportunity to use gelatin as a vehicle for protein and fiber that could be sweetened naturally with fruit juice, eliminating the need for aspartame, sucralose, or cane sugar. 

In 2025, Clarke mixed fruit juices, fiber, and protein with gelatin in his New York City apartment, and created a gelatin with macros designed to achieve your goals and with ingredients that you can feel good about.

LASSO is a brand rooted in the belief that health and happiness don’t have to exist at opposite ends of the plate.