The Whole Truth gives out free protein bars close to 'best before' date: 'Help us not waste this food'

The brand garnered a lot of praise from social media users, not just for the initiative but also the tone of their communication. (Image credit: (@UddhavParab263/X, The Whole Truth/Instagram)

Mumbai-based health food brand The Whole Truth has been winning the hearts of its customers and social media users after it decided to give away products nearing their "best before" date so that they end up being consumed and not wasted. The initiative came to light after an X user wrote about it and shared the brand's explanation.

"Oops! There are two extra bars in this order! No, it wasn't an error. This is about us asking you a favour," the company stated in a message delivered to the customer with his order. "You see, these bars have only a few days before they officially reach their 'best before' date. They don't 'expire,' though that's how everyone thinks of it. We put a shelf life that is at least a month lower than what our testing tells us. So please help us not waste this food. Have it, if you will or share it with someone who might have it."

Impressed with the gesture, X user Uddhav Parab (@UddhavParab263) wrote, "The Whole Truth as a brand is so tightly defined that anything and everything can become a marketing opportunity. It's one of the few purpose-based brands that get it right."

The Whole Truth as a brand is so tightly defined that anything and everything can become a marketing opportunity. It's one of the few purpose-based brands that get it right. pic.twitter.com/rupIECJEIr
Uddhav Parab (@UddhavParab263) May 19, 2025

The brand garnered a lot of praise from social media users, not just for the initiative but also the tone of their communication.

"Every word they write feels like the founder is speaking. That personality also kicks in," commented Moghal Saif (@moghalsaifa). "Yeah, rare case of founder and brand voice coinciding and not being annoying," Parab replied.

"Was stalking their LinkedIn [profile], they even have ISB grads working in the founder's office. Marketing and branding are too strong. In my opinion, they have won the trust game in the protein market among the high-earning working-class millennials and Gen Zs. Even dieticians and doctors are recommending The Whole Truth," wrote X user (@cheet_code3).

When the brand responded to the post and said that they're just doing their best, Parab replied: "Just send me all the near expiry cookies. I'll take care of everything. Lol!"