CHEATSYDNEY--:--

CHEAT

EAT THE FUCKING PIZZA.

CHEAT is a functional drink made for the meals you were going to eat anyway.

Pizza. Burgers. Dessert. Midnight noodles. Whatever.

We are not here to tell you not to eat it.

We made CHEAT for it.

CONFIDENCE IN A CAN.

CHEAT LOVES THE PEOPLE WHO MAKE THIS STUFF
Mars, IncorporatedFerrero International S.A.Mondelēz International, Inc.The Hershey CompanyChocoladefabriken Lindt & Sprüngli AGHARIBO GmbH & Co. KGPerfetti Van Melle Group B.V.Meiji Holdings Co., Ltd.Ezaki Glico Co., Ltd.Yıldız Holding A.Ş.pladis GlobalOrion CorporationCloetta AB (publ)August Storck KGTate & Lyle PLCSüdzucker AGAssociated British Foods plcThe Coca-Cola CompanyPepsiCo, Inc.Red Bull GmbHKeurig Dr Pepper Inc.General Mills, Inc.KellanovaConagra Brands, Inc.Grupo Bimbo, S.A.B. de C.V.Calbee, Inc.
つめた〜いCHEAT24H편의점CHEAT RESPONSIBLYเปิด 24 ชม.CHEATOPEN LATE營業中CONFIDENCE IN A CAN
03CAN DENSITY · 1 → 6 → 50 → 500 → PALLET → WAREHOUSE → EARTH
Midnight instant noodles in the pot on a kitchen stove, fridge light in the background, dim kitchen, phone photo
01 CAN
KITCHEN / 01:17
Cases stacked on the stairs of a shared apartment hallway, one case open at the top, a bike leaning against the wall, dim stairwell light48 CANSAn open home refrigerator fully stocked, refrigerator light, shelves packed with drinks and takeaway containers, phone photo with flashRESTOCKA metal ice bucket packed with ice on a nightclub table, colored light, condensationON ICEAn open cooler full of ice on a beach towel, sunscreen, flip flops, bright sunCOOLERCardboard beverage cases stacked in the corner of a small apartment kitchen, one case torn open, phone photoCARTONSA loading dock at dawn, delivery truck with open door, hand truck stacked with cardboard casesCHT-PLT-0117 · PLANT 01 → DC-EAST
A beverage canning line conveyor, blank silver aluminium cans moving in rows under industrial light, shallow depth of fieldCHT-PLT-0342 · DC-EAST → HUB-NORTHA recycling bin overflowing with crushed aluminium cans after a party, morning lightAFTER
Cases stacked on the stairs of a shared apartment hallway, one case open at the top, a bike leaning against the wall, dim stairwell light48 CANSAn open home refrigerator fully stocked, refrigerator light, shelves packed with drinks and takeaway containers, phone photo with flashRESTOCKA metal ice bucket packed with ice on a nightclub table, colored light, condensationON ICE
An open cooler full of ice on a beach towel, sunscreen, flip flops, bright sunCOOLERCardboard beverage cases stacked in the corner of a small apartment kitchen, one case torn open, phone photoCARTONSA loading dock at dawn, delivery truck with open door, hand truck stacked with cardboard casesCHT-PLT-0117 · PLANT 01 → DC-EAST
A beverage canning line conveyor, blank silver aluminium cans moving in rows under industrial light, shallow depth of fieldCHT-PLT-0342 · DC-EAST → HUB-NORTHA recycling bin overflowing with crushed aluminium cans after a party, morning lightAFTER
TOKYO · CONVENIENCE STORE · STOCKEDSYDNEY · PETROL STATION · STOCKEDSEOUL · AFTER DINNER · OPENINGLOS ANGELES · DRIVE-THROUGH · IN CUP HOLDERNEW YORK · PIZZA COUNTER · TWO SLICESLONDON · NIGHT BUS · UPPER DECKBANGKOK · NIGHT MARKET · PAD THAIDUBAI · MINIBAR · RESTOCKEDMIAMI · VIP TABLE · ON ICEPARIS · KEBAB-FRITES · 02:00BERLIN · SPÄTI · STEPMEXICO CITY · AL PASTOR · SIEMPRE

KitKatPerrierSkittlesBountyKinder BuenoMilkaHallsHershey’s KissesPirate’s BootyGoldbearsChupa ChupsTridentPeperoDarsPretzJacob’sDr. YouToffifeeFantaTopo ChicoCheetosRed BullSnappleBetty CrockerSpecial KSlim JimBimboKappa Ebisen
04NOT A WEIGHT LOSS DRINK

NOT A WEIGHT LOSS DRINK.

An athlete sitting on the gym floor after training, towel over shoulders, sweaty, gym bag, natural lightFish and chips in white paper on a beach wall at golden hour, sand, ocean behind, a hand grabbing a chipSingapore hawker centre table with chicken rice and chili crab, tissue packets, plastic trays, fluorescent light, crowdBack seat of a rideshare at night, two friends, phone light on faces, city lights streakingSão Paulo bar table at night with a stack of coxinhas and a big burger, friends, warm light, graffiti wallA gaming desk at night with RGB lighting, two monitors showing abstract game visuals with no text, mechanical keyboard, a pizza box open on A birthday cake with lit candles on a crowded table, hands, party hats, flashMelbourne laneway cafe table, a brunch plate of loaded fries and a burger, graffiti wall, overcast lightA food delivery paper bag opened on a couch, burger boxes and fries, TV glow, blanketA pub table with a Sunday roast half eaten, wooden table, dim warm light, friends' armsMidnight instant noodles in the pot on a kitchen stove, fridge light in the background, dim kitchen, phone photoSports stadium seats during a night game, floodlights, a cardboard tray of nachos and a hot dog on a knee
Late-night ramen counter in Tokyo, a half-eaten bowl of tonkotsu ramen, chopsticks resting on the bowl, steam, small wooden counter, warm laKorean fried chicken spread on a table in a busy late-night restaurant, pickled radish, wet wipes, friends' hands reaching in, harsh flashAn after-party kitchen at 4am, people sitting on the counter, takeaway boxes, one lampA DJ behind the decks in a small dark club, red light, crowd hands, flashSurf car park at dawn, a wetsuit half peeled, board on the roof rack, towel on the ground, takeaway bagNew York pizza slice on a paper plate on a stainless steel counter, grease stains, red pepper shaker, a folded slice being lifted, harsh fluA person standing in front of an open fridge at night in a dark kitchen, lit only by the fridge light, bare feet, hoodieBangkok night market stall, a plate of pad thai on a plastic table, plastic stools, string lights, crowd, smoke from a grillA running club stretching on a bridge at sunrise, race bibs, one runner bent over laughing, city skylineTaipei night market, a paper bag of fried chicken cutlet and a stack of xiao long bao, crowd, lanternsImprov troupe green room, costumes on hooks, a mirror with bulbs, someone eating a slice standing upCinema seat with a large popcorn bucket, screen glow, dark, phone photo
Backyard BBQ with a smoking grill, sausages and burgers, plastic table with buns and sauces, friends in the background, golden hourA fitness creator taking a mirror selfie in a gym, phone covering face, brightA conveyor belt sushi counter at night, plates stacked, green tea, phone photoAirplane tray table with a snack box, window seat, clouds outside, cramped seat, phone photoClub queue in Berlin at night, concrete, graffiti, people in black, cold blue light, a currywurst tray in someone's handSideline of a five-a-side football pitch at night under floodlights, kit bags and boots, a player mid-laugh pulling off a shin padComedy club table in the dark, a small candle, two friends crying with laughter, stage light spillGroup selfie at a restaurant table at night, four friends leaning in, flash, plates of food belowA greasy kebab-frites in paper on a Paris bistro table at 2am, metro entrance visible outside, warm lightAirport gate seating late at night, people slumped with luggage, departures board blurred, fast-food bag on a seatAn open home refrigerator fully stocked, refrigerator light, shelves packed with drinks and takeaway containers, phone photo with flashA food creator filming an overhead of a loaded burger with a phone, kitchen, ring light

No meal plans.

No weigh-ins.

No before-and-after photos.

No pretending you are suddenly the kind of person who orders dressing on the side.

CHEAT is about harm mitigation.

Because sometimes the smarter answer is not “don't.”

Sometimes the smarter answer is CHEAT.

NescaféS.PellegrinoMars BarGalaxyFerrero RocherTobleroneTangJolly RancherLindtStarmixAlpenliebeHello PandaXylitolin JellyPejoyCarr’sLäkerolKnoppersMinute MaidSimplyMountain DewDr PepperCheeriosPringlesGoldfishOrville Redenbacher’sThomas’Harvest Snaps
05THE CALORIC CONDOM · MEMBRANE

THE CALORIC CONDOM.

You know what you're about to do.

Plan accordingly.

CHEAT RESPONSIBLY.

06MADE FOR CHEAT MEALS

MADE FOR CHEAT MEALS.

Drink CHEAT before or with the food you actually want to eat.

That's it.

No lifestyle overhaul required.

A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar tableA PLATTER OF BUFFALO WINGS WITH BLUE CHEESE AND CELERY
A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar tableA PLATTER OF BUFFALO WINGS WITH BLUE CHEESE AND CELERY
A double cheeseburger with dripping sauce on greaseproof paper, fries around it, dark moody tableA DOUBLE CHEESEBURGER WITH DRIPPING SAUCE ON GREASEPROOF PAPER
A stack of pancakes with syrup pouring, ice cream melting on top, diner counterA STACK OF PANCAKES WITH SYRUP POURING
A whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableA WHOLE PEPPERONI PIZZA ON A PAPER-LINED TRAY
A bucket of fried chicken tipped over on a table, pieces spilling, biscuits, hot sauceA BUCKET OF FRIED CHICKEN TIPPED OVER ON A TABLE
Overhead of a rich ramen bowl, soft egg, chashu, chopsticks lifting noodles, steamOVERHEAD OF A RICH RAMEN BOWL
A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar tableFOODLate-night kebab shop counter in London, doner wrap in foil, chips, fluorescent light, a queue reflected in the glassBRITISH TAKEAWAYA pub table with a Sunday roast half eaten, wooden table, dim warm light, friends' armsBRITISH TAKEAWAYFast-food drive-through order in a car, a paper bag of burgers and fries on the passenger seat, dashboard, palm trees through the windshieldAMERICAN FAST FOODToronto late-night poutine in a takeaway container held in a gloved hand, snow falling, streetcar lights behindCANADIANLate-night ramen counter in Tokyo, a half-eaten bowl of tonkotsu ramen, chopsticks resting on the bowl, steam, small wooden counter, warm laJAPANESE
A shared dessert table: molten chocolate cake, ice cream, spoons from multiple people, flashFOODSingapore hawker centre table with chicken rice and chili crab, tissue packets, plastic trays, fluorescent light, crowdHAWKERSão Paulo bar table at night with a stack of coxinhas and a big burger, friends, warm light, graffiti wallBRAZILIANOverhead of a rich ramen bowl, soft egg, chashu, chopsticks lifting noodles, steamFOODOverhead of a huge pile of fries with dipping sauces in a paper-lined basketFOODMelbourne laneway cafe table, a brunch plate of loaded fries and a burger, graffiti wall, overcast lightBRUNCH
Mexico City taco stand at night, a plate of tacos al pastor with pineapple, salsa bowls, plastic stools, streetMEXICANA food delivery paper bag opened on a couch, burger boxes and fries, TV glow, blanketFOODBangkok night market stall, a plate of pad thai on a plastic table, plastic stools, string lights, crowd, smoke from a grillTHAIA bucket of fried chicken tipped over on a table, pieces spilling, biscuits, hot sauceFOODTaco truck at night in Los Angeles, a paper plate of street tacos with lime, string lights, people waiting in lineAMERICAN FAST FOODHong Kong diner booth, a plate of baked pork chop rice and milk tea, laminate table, harsh lightCHINESE
Jakarta street warung at night, a plate of nasi goreng with a fried egg, plastic chairs, motorbikes passingINDONESIANA whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableFOODKorean fried chicken spread on a table in a busy late-night restaurant, pickled radish, wet wipes, friends' hands reaching in, harsh flashKOREANA row of street tacos on a metal tray, lime wedges, onion and cilantro, salsa in small bowlsFOODFish and chips in white paper on a beach wall at golden hour, sand, ocean behind, a hand grabbing a chipAUSTRALIAN TAKEAWAY
A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar tableFOODLate-night kebab shop counter in London, doner wrap in foil, chips, fluorescent light, a queue reflected in the glassBRITISH TAKEAWAY
A pub table with a Sunday roast half eaten, wooden table, dim warm light, friends' armsBRITISH TAKEAWAYFast-food drive-through order in a car, a paper bag of burgers and fries on the passenger seat, dashboard, palm trees through the windshieldAMERICAN FAST FOODToronto late-night poutine in a takeaway container held in a gloved hand, snow falling, streetcar lights behindCANADIAN
Late-night ramen counter in Tokyo, a half-eaten bowl of tonkotsu ramen, chopsticks resting on the bowl, steam, small wooden counter, warm laJAPANESEA shared dessert table: molten chocolate cake, ice cream, spoons from multiple people, flashFOODSingapore hawker centre table with chicken rice and chili crab, tissue packets, plastic trays, fluorescent light, crowdHAWKER
São Paulo bar table at night with a stack of coxinhas and a big burger, friends, warm light, graffiti wallBRAZILIANOverhead of a rich ramen bowl, soft egg, chashu, chopsticks lifting noodles, steamFOODOverhead of a huge pile of fries with dipping sauces in a paper-lined basketFOOD
Melbourne laneway cafe table, a brunch plate of loaded fries and a burger, graffiti wall, overcast lightBRUNCHMexico City taco stand at night, a plate of tacos al pastor with pineapple, salsa bowls, plastic stools, streetMEXICANA food delivery paper bag opened on a couch, burger boxes and fries, TV glow, blanketFOOD
Bangkok night market stall, a plate of pad thai on a plastic table, plastic stools, string lights, crowd, smoke from a grillTHAIA bucket of fried chicken tipped over on a table, pieces spilling, biscuits, hot sauceFOODTaco truck at night in Los Angeles, a paper plate of street tacos with lime, string lights, people waiting in lineAMERICAN FAST FOOD
Hong Kong diner booth, a plate of baked pork chop rice and milk tea, laminate table, harsh lightCHINESEJakarta street warung at night, a plate of nasi goreng with a fried egg, plastic chairs, motorbikes passingINDONESIANA whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableFOOD
Korean fried chicken spread on a table in a busy late-night restaurant, pickled radish, wet wipes, friends' hands reaching in, harsh flashKOREANA row of street tacos on a metal tray, lime wedges, onion and cilantro, salsa in small bowlsFOOD
Fish and chips in white paper on a beach wall at golden hour, sand, ocean behind, a hand grabbing a chipAUSTRALIAN TAKEAWAYNew York pizza slice on a paper plate on a stainless steel counter, grease stains, red pepper shaker, a folded slice being lifted, harsh fluNEW YORK PIZZA

NespressoM&M’sMilky Way5 GumTic TacRitzSwedish FishTwizzlersLindorTangfasticsAirheadsYan YanKoala’s MarchChocoballCaplicoFlipzMalacomerciPoweradePepsiGatorade7UPNature ValleyCheez-ItPepperidge FarmDuncan HinesSara LeeJagarico
CHEATCHEAT RESPONSIBLYCONFIDENCE IN A CANEAT THE FUCKING PIZZAINDULGENCE MITIGATIONCHEATSUGARS™LIFE HAS CALORIESCHEATCHEATCHEAT
07FEED · ILLUSTRATIVE · SYNTHETIC HANDLES
Midnight instant noodles in the pot on a kitchen stove, fridge light in the background, dim kitchen, phone photo
@noodlesat1am2h

3am. no regrets

@rhi_3h

the fridge shot is insane

♥ 89REPLY
Upper deck of a London night bus, rain-streaked window, a person eating chips from paper, orange street light
@pizzaboys.lon4h

night bus chips >>>

@marcus1d

ok the pizza tho

♥ 302REPLY
Bangkok night market stall, a plate of pad thai on a plastic table, plastic stools, string lights, crowd, smoke from a grill
@bkk.nightmarket8h

ผัดไทยกับ cheat 🔥

An after-party kitchen at 4am, people sitting on the counter, takeaway boxes, one lamp
@afters.crew1d

4am kitchen council

@aleja9h

necesito esto en mi ciudad

♥ 122REPLY
Jakarta street warung at night, a plate of nasi goreng with a fried egg, plastic chairs, motorbikes passing
@jkt.motor4h

nasgor jam 12 malam

Cuban sandwich and croquetas on a paper tray at a walk-up window, pastel wall, bright sun
@ventanita.mia9h

croquetas at the window

@noor4h

seen it in the hotel minibar lol

♥ 33REPLY
A row of Japanese vending machines on a narrow Tokyo side street at night, rain-wet pavement reflecting neon signs, a person in a hoodie staTOKYO / VENDING MACHINE
@spotted.cheat1h
A restaurant backbar with a glass-front fridge, dim warm light, bottles, a bartender's handsLONDON / PUB FRIDGE
@backbar1d
@chloé8h

encore une pizza alors

♥ 58REPLY
A person standing in front of an open fridge at night in a dark kitchen, lit only by the fridge light, bare feet, hoodieme: i'll be good this weekalso me at 1:17am
@kai → @mia2m

u still at the servo

yeah grabbing cans

Overhead shot of a messy table with two smash burgers, fries spilled from a paper bag, ketchup, crumpled napkins, flash
An open home refrigerator fully stocked, refrigerator light, shelves packed with drinks and takeaway containers, phone photo with flash
@fridgegoblin5h

fridge restock 🧊

Korean fried chicken spread on a table in a busy late-night restaurant, pickled radish, wet wipes, friends' hands reaching in, harsh flash
@minji.eats7h

진짜 매일 마심

Mexico City taco stand at night, a plate of tacos al pastor with pineapple, salsa bowls, plastic stools, street
@carlos.cdmx6h

pastor + cheat, siempre

An athlete sitting on the gym floor after training, towel over shoulders, sweaty, gym bag, natural light
@laylaruns3h

post-gym reward is a burger. fight me

Singapore hawker centre table with chicken rice and chili crab, tissue packets, plastic trays, fluorescent light, crowd
@hawker.hunter2d

chicken rice is not a diet food and i'm at peace

@tomtom6h

eat the pizza. simple

♥ 540REPLY
A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar table
@wingsandthings3d

sunday. wings. cheat. nap

Taipei night market, a paper bag of fried chicken cutlet and a stack of xiao long bao, crowd, lanterns
@taipei.late2h

雞排配這個

A late-night Berlin kiosk (spaeti) storefront, glowing fridge visible inside, people sitting on the step outside
@spaeti.life3h

späti step, currywurst, then in

The end of a dinner party: a messy table with empty plates, crumbs, napkins, candles burned down, several empty aluminium cans
@emptycans2d

the aftermath

Australian petrol station shop at night, fridge doors glowing, snack aisle, plain white fuel pumps and a plain white unbranded canopy with nSYDNEY / PETROL STATION
@aisle.seven9h
Korean convenience store interior late at night, bright white light, a small table by the window where people eat instant noodles, glass stoSEOUL / CONVENIENCE STORE
@konbini.log6h
A whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableone sliceone whole pizza
Back seat of a yellow taxi at night, rain on the window, city lights, a takeaway bag on the seat
NEW YORK15h
New York pizza slice on a paper plate on a stainless steel counter, grease stains, red pepper shaker, a folded slice being lifted, harsh flu
@sliceguy_bk1d

two slices and a cheat. standard

Australian petrol station shop at night, fridge doors glowing, snack aisle, plain white fuel pumps and a plain white unbranded canopy with n
@bondi_servo12h

servo run 1:17am

@yuki.t5h

これ気になる

♥ 47REPLY
Festival crowd at dusk, wristbands, a hand raised, stage lights, dust, phone photo
@festivalfeet2d

who brought the whole carton

@soojin2d

편의점에서 봤어요

♥ 61REPLY
Fast-food drive-through order in a car, a paper bag of burgers and fries on the passenger seat, dashboard, palm trees through the windshield
@driveth.ru10h

cup holder occupied

A shared dessert table: molten chocolate cake, ice cream, spoons from multiple people, flash
@dessertfirst14h

we ordered three desserts for two people

São Paulo bar table at night with a stack of coxinhas and a big burger, friends, warm light, graffiti wall
@sp.lanches1d

coxinha e cheat, bora

@pat3d

not a weight loss drink. finally someone said it

♥ 418REPLY
Manila fast-food table with fried chicken, rice and gravy, jeepney visible outside the window, bright
@jeepney.eats11h

chicken + rice + gravy. always

A cramped New York bodega interior at night, packed shelves, cat on the counter, glowing drink fridge at the backNEW YORK / BODEGA
@fridgewatch4h
Luxury hotel minibar open, marble, warm spotlight, neatly arranged snacks and glass bottles, folded card on the shelfDUBAI / HOTEL MINIBAR
@minibar.report3d
@sam → @jonow

pizza tonight?

already ordered. bring cheat

A double cheeseburger with dripping sauce on greaseproof paper, fries around it, dark moody tabledressing on the sideabsolutely not
London street at night, chicken shop and off-licence fronts glowing, wet pavement, a cyclist passing
LONDON22h
@dan.o1h

where do u get these

♥ 214REPLY
Inside a Japanese convenience store at night, the glowing beverage fridge aisle with glass doors, cold fluorescent light, dense shelves, ver
@konbini_run3h

コンビニで発見

A greasy kebab-frites in paper on a Paris bistro table at 2am, metro entrance visible outside, warm light
@theo.paris1d

encore une 🍕

A gaming desk at night with RGB lighting, two monitors showing abstract game visuals with no text, mechanical keyboard, a pizza box open on
@deskdinner9h

gaming, pizza, cheat. the trinity

Luxury hotel minibar open, marble, warm spotlight, neatly arranged snacks and glass bottles, folded card on the shelf
@roomservice_ok1d

minibar had it. we're fine

Melbourne tram stop at night in the rain, a person with takeaway bags, tram lights streaking
@tram_snacks5h

rain, tram, chips

Hong Kong diner booth, a plate of baked pork chop rice and milk tea, laminate table, harsh light
@hk.neon6h

焗豬扒飯 + 一罐

@lena.b1d

midnight noodles gang 🙋

♥ 76REPLY
Toronto late-night poutine in a takeaway container held in a gloved hand, snow falling, streetcar lights behind
@6ix.eats7h

-12° and still getting poutine

Osaka street food stall at night, a paper tray of takoyaki with bonito flakes moving in the heat, dense lantern signage, crowd behind
@osaka.tako5h

たこ焼きの後の一本

@ben.k2h

life has calories

♥ 265REPLY
An airport newsstand fridge, glass doors, travellers walking past with roller bagsLOS ANGELES / AIRPORT FRIDGE
@gate.b122d
Nightclub VIP table in Miami, ice bucket with sparklers, neon pink and blue light, friends dancing in the background, flashMIAMI / CLUB TABLE
@ice.bucket12h
Hotel room bed with room service tray, burger and fries under a cloche, city lights in the window, warm lamp
@leo → @ana12m

fridge is empty

not anymore 📦

08CHEATSUGARS™ · PLATFORM

CHEATSUGARS™

The science inside CHEAT starts with CheatSugars™.

We are developing a functional sugar platform for the moments when people choose indulgence.

The first application is CHEAT.

It will not be the last.

CHEATSUGARS™
PLATFORM · APPLICATION 01 · CHEAT
Straight-on phone photo of a three-door glass beverage fridge in a small convenience store at night, all three doors closed, the glass slighA home fridge door wide open at night, every shelf and door rack crammed with cans, a milk carton shoved aside, more cans stacked on the flo
BEVERAGES
01 APPLICATION 01 · CHEAT
A whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableA stack of pancakes with syrup pouring, ice cream melting on top, diner counter
FOOD
02 INDULGENCE OCCASIONS
A restaurant backbar with a glass-front fridge, dim warm light, bottles, a bartender's handsLuxury hotel minibar open, marble, warm spotlight, neatly arranged snacks and glass bottles, folded card on the shelf
HOSPITALITY
03 BARS · HOTELS · TABLES
Convenience store checkout counter with a card reader, a small cardboard countertop display box, snacks, bright lightA modern beverage vending machine with a glass front and lit product rows, on a street corner at night
RETAIL
04 FRIDGE · CHECKOUT · VENDING
Festival crowd at dusk, wristbands, a hand raised, stage lights, dust, phone photoSports stadium seats during a night game, floodlights, a cardboard tray of nachos and a hot dog on a knee
COLLABORATIONS
05 CULTURE · EVENTS
A beverage canning line conveyor, blank silver aluminium cans moving in rows under industrial light, shallow depth of fieldCardboard beverage cases stacked in the corner of a small apartment kitchen, one case torn open, phone photo
FUTURE APPLICATIONS
06 PLATFORM · TBC
09WHY CHEAT EXISTS

WHY CHEAT EXISTS

The food industry has spent decades making food easier to crave.

The health industry responded by telling people to stop eating it.

That clearly solved everything.

CHEAT takes a different position.

People will indulge.

So build something for the indulgence.

We call the category Indulgence Mitigation.

Car dashboard on a road trip at sunset, snacks on the dash, highway ahead, feet on the dashPIZZA COUNTERA birthday cake with lit candles on a crowded table, hands, party hats, flashBIRTHDAY CAKEStraight-on phone photo of a three-door glass beverage fridge in a small convenience store at night, all three doors closed, the glass slighAIRPORT FOODMelbourne tram stop at night in the rain, a person with takeaway bags, tram lights streakingDATE NIGHTBackyard BBQ with a smoking grill, sausages and burgers, plastic table with buns and sauces, friends in the background, golden hourSPORTS STADIUMAn artist's studio with paint-splattered floor, canvases, a pizza box on a stoolNIGHTCLUBCases stacked on the stairs of a shared apartment hallway, one case open at the top, a bike leaning against the wall, dim stairwell lightROAD TRIP
Hotel room bed with room service tray, burger and fries under a cloche, city lights in the window, warm lampTAKEAWAYHong Kong diner booth, a plate of baked pork chop rice and milk tea, laminate table, harsh lightOFFICEMidnight instant noodles in the pot on a kitchen stove, fridge light in the background, dim kitchen, phone photoGAMINGBack seat of a rideshare at night, two friends, phone light on faces, city lights streakingHOTELA recycling bin overflowing with crushed aluminium cans after a party, morning lightFESTIVALSurf car park at dawn, a wetsuit half peeled, board on the roof rack, towel on the ground, takeaway bagHOME FRIDGEClub queue in Berlin at night, concrete, graffiti, people in black, cold blue light, a currywurst tray in someone's handPIZZA COUNTER
INDULGENCE MITIGATION

MiloSnickersDove ChocolateNutellaRaffaelloChips Ahoy!CLIF BARIce BreakersGhirardelliMAOAMFruittellaMeiji Milk ChocolateMilkisMorinaga Milk CaramelÜlkerTurtle ChipsAhlgrens bilarCoca-ColaSchweppesLay’sQuakerA&WYoplaitPop-TartsSnyder’s of HanoverAngie’s BOOMCHICKAPOPCalbee
10BUILT FOR A VERY LARGE HUMAN HABIT · WORLD MOSAIC

BUILT FOR A VERY LARGE HUMAN HABIT.

People eat junk food in Los Angeles.

They eat it in Sydney.

They eat it in Tokyo.

They eat it in Seoul.

They eat it at airports, stadiums, cinemas, festivals, restaurants, bars, hotels and at 1:17 in the morning standing in front of the fridge.

CHEAT does not need to invent a new behaviour.

The behaviour already exists.

We intend to be there when it happens.

EVERY CITY / EVERY NIGHT
11TAKE CHEAT GLOBAL · SIX WORLDS

TAKE CHEAT GLOBAL.

We are looking for serious operators who can build CHEAT in their market.

A shrink-wrapped pallet of cardboard beverage cases in a warehouse, forklift in the background, concrete floor, high ceilingsA vast distribution warehouse with endless racking full of shrink-wrapped pallets, forklifts, cinematic wideA loading dock at dawn, delivery truck with open door, hand truck stacked with cardboard casesA white delivery truck side view on a highway at sunrise, blank side panel, motion
01 WAREHOUSE / PALLET · SHRINK-WRAPPED PALLET

Distribution.

A wall of glass-door beverage refrigerators in a convenience store, brightly lit, empty shelves ready for stocking, reflections on the glassConvenience store checkout counter with a card reader, a small cardboard countertop display box, snacks, bright lightA convenience store fridge door swung open, condensation on the glass, cold light, a hand reaching inStraight-on shot of an empty white refrigerated retail shelf with price-tag rails, cold light
02 FRIDGE / CHECKOUT · FRIDGE DOOR

Retail.

A restaurant backbar with a glass-front fridge, dim warm light, bottles, a bartender's handsA metal ice bucket packed with ice on a nightclub table, colored light, condensationA nightclub booth table with an ice bucket, strobe light frozen by flash, hands, glitterLuxury hotel minibar open, marble, warm spotlight, neatly arranged snacks and glass bottles, folded card on the shelf
03 RESTAURANT / CLUB · ICE BUCKET

Hospitality.

A beverage canning line conveyor, blank silver aluminium cans moving in rows under industrial light, shallow depth of fieldA loading dock at dawn, delivery truck with open door, hand truck stacked with cardboard cases
04 FACTORY / LINE · CONVEYOR

Local production.

Shibuya-style crossing at blue hour packed with pedestrians, giant screens, dense vertical signage, cinematic wide shotManhattan street corner at night, pizza counter glowing, steam from a manhole, people crossing, taxisLondon street at night, chicken shop and off-licence fronts glowing, wet pavement, a cyclist passingSeoul night street with dense neon signboards stacked vertically, food delivery motorbikes passing, wet asphalt
05 MAP / CITY · MAP TILE

Territory licensing.

Festival crowd at dusk, wristbands, a hand raised, stage lights, dust, phone photoA DJ behind the decks in a small dark club, red light, crowd hands, flashSports stadium seats during a night game, floodlights, a cardboard tray of nachos and a hot dog on a kneeCinema seat with a large popcorn bucket, screen glow, dark, phone photo
06 CULTURAL COLLABORATION · BLANK COLLAB CAN

Strategic partnerships.

BRING CHEAT TO YOUR COUNTRY.

BRING CHEAT TO YOUR COUNTRY
BRING CHEAT TO YOUR COUNTRY · OPERATOR ENQUIRY
12HAVE AN AUDIENCE?

HAVE AN AUDIENCE?

Good.

CHEAT is looking for creators who actually eat.

Improv troupe green room, costumes on hooks, a mirror with bulbs, someone eating a slice standing upComedy.
A traveller on a train with a window view of countryside, a snack on the fold-down tableCulture.
Sports stadium seats during a night game, floodlights, a cardboard tray of nachos and a hot dog on a kneeSport.
Mexico City taco stand at night, a plate of tacos al pastor with pineapple, salsa bowls, plastic stools, streetFood.
London street at night, chicken shop and off-licence fronts glowing, wet pavement, a cyclist passingCulture.
Melbourne laneway cafe table, a brunch plate of loaded fries and a burger, graffiti wall, overcast lightFood.
Cuban sandwich and croquetas on a paper tray at a walk-up window, pastel wall, bright sunFood.
A person's hand holding a folded pizza slice toward the camera in a busy pizzeria, cheese pull, other hand reaching for a drink, flashFood.
Bondi-style beach at sunrise, surfers, coastal path, a takeaway coffee cart, wide cinematicSport. · Fitness.
Outdoor basketball court at dusk, a sweaty player sitting against the fence taking a break, ball on the ground, city behind, flashSport. · Fitness.
A shared dessert table: molten chocolate cake, ice cream, spoons from multiple people, flashFood.
Toronto late-night poutine in a takeaway container held in a gloved hand, snow falling, streetcar lights behindFood.
Back seat of a yellow taxi at night, rain on the window, city lights, a takeaway bag on the seatNightlife.
São Paulo bar table at night with a stack of coxinhas and a big burger, friends, warm light, graffiti wallFood.
Nightclub VIP table in Miami, ice bucket with sparklers, neon pink and blue light, friends dancing in the background, flashMusic. · Nightlife.
A row of Japanese vending machines on a narrow Tokyo side street at night, rain-wet pavement reflecting neon signs, a person in a hoodie staNightlife.
A nightclub booth table with an ice bucket, strobe light frozen by flash, hands, glitterMusic. · Nightlife.
Hong Kong diner booth, a plate of baked pork chop rice and milk tea, laminate table, harsh lightFood.
Back seat of a rideshare at night, two friends, phone light on faces, city lights streakingNightlife.
Singapore hawker centre table with chicken rice and chili crab, tissue packets, plastic trays, fluorescent light, crowdFood.
Dubai mall food court at night with a view of glass towers, polished floor reflections, sleekCulture.
A bucket of fried chicken tipped over on a table, pieces spilling, biscuits, hot sauceFood.
Taipei night market, a paper bag of fried chicken cutlet and a stack of xiao long bao, crowd, lanternsFood.
A platter of buffalo wings with blue cheese and celery, sauce smears, sports bar tableFood.
Overhead of a rich ramen bowl, soft egg, chashu, chopsticks lifting noodles, steamFood.
A doner kebab wrap cut in half showing the filling, chips, garlic sauce, foilFood.
A row of street tacos on a metal tray, lime wedges, onion and cilantro, salsa in small bowlsFood.
Festival crowd at dusk, wristbands, a hand raised, stage lights, dust, phone photoMusic. · Nightlife.
Podcast desk with two mics and a laptop, a host mid-sentence with hands up, takeaway wrappers on the deskMusic. · Comedy.
A creator holding up a drink toward the camera mid-sentence in a kitchen, phone screen composition, ring light reflection in the eyes, casuaComedy.
A boxing gym after a session, hand wraps half undone, heavy bags behind, sweat, phone selfie angleSport. · Fitness.
Comedy club table in the dark, a small candle, two friends crying with laughter, stage light spillComedy.
Singapore skyline at night from a rooftop bar, futuristic towers, humid glowCulture.
Band rehearsal room, amps, cables everywhere, a drummer resting sticks, pizza box on the amp, harsh flashMusic.
A food creator filming an overhead of a loaded burger with a phone, kitchen, ring lightFood.
Gym floor water break between sets, a barbell loaded behind, towel over the bench, mirror selfieSport. · Fitness.
Streetwear fit check in a mirror, sneakers, layered hoodie, city apartmentMusic. · Culture.
Car dashboard on a road trip at sunset, snacks on the dash, highway ahead, feet on the dashComedy. · Culture.
Club queue in Berlin at night, concrete, graffiti, people in black, cold blue light, a currywurst tray in someone's handMusic. · Nightlife.
An artist's studio with paint-splattered floor, canvases, a pizza box on a stoolCulture.
Jakarta traffic at night, motorbike delivery riders with insulated food boxes, rainCulture.
Hotel room bed with room service tray, burger and fries under a cloche, city lights in the window, warm lampCulture.
Manila street at dusk, jeepneys, sari-sari store front, hanging snack packets, warm lightCulture.
A late-night Berlin kiosk (spaeti) storefront, glowing fridge visible inside, people sitting on the step outsideNightlife.
An athlete sitting on the gym floor after training, towel over shoulders, sweaty, gym bag, natural lightSport. · Fitness.
Group selfie at a restaurant table at night, four friends leaning in, flash, plates of food belowComedy.
Yoga studio after class, rolled mats, a woman sitting on her mat drinking, warm window lightSport. · Fitness.
Cinema seat with a large popcorn bucket, screen glow, dark, phone photoComedy.
Bangkok street at night, tuk-tuks, tangled wires, food carts, neon, motion blurNightlife.
Bangkok night market stall, a plate of pad thai on a plastic table, plastic stools, string lights, crowd, smoke from a grillFood.
Late-night kebab shop counter in London, doner wrap in foil, chips, fluorescent light, a queue reflected in the glassFood.
A DJ behind the decks in a small dark club, red light, crowd hands, flashMusic. · Nightlife.
A food delivery paper bag opened on a couch, burger boxes and fries, TV glow, blanketFood.
Sideline of a five-a-side football pitch at night under floodlights, kit bags and boots, a player mid-laugh pulling off a shin padSport. · Fitness.
Jakarta street warung at night, a plate of nasi goreng with a fried egg, plastic chairs, motorbikes passingFood.
Backyard BBQ with a smoking grill, sausages and burgers, plastic table with buns and sauces, friends in the background, golden hourComedy.
A gaming desk at night with RGB lighting, two monitors showing abstract game visuals with no text, mechanical keyboard, a pizza box open on Music.
Late-night ramen counter in Tokyo, a half-eaten bowl of tonkotsu ramen, chopsticks resting on the bowl, steam, small wooden counter, warm laFood.
New York pizza slice on a paper plate on a stainless steel counter, grease stains, red pepper shaker, a folded slice being lifted, harsh fluFood.
Melbourne tram stop at night in the rain, a person with takeaway bags, tram lights streakingCulture.
An after-party kitchen at 4am, people sitting on the counter, takeaway boxes, one lampMusic. · Nightlife. · Comedy.
Record shop crate digging, a person holding up a sleeve, stacks of vinyl, fluorescent lightMusic. · Culture.
A birthday cake with lit candles on a crowded table, hands, party hats, flashComedy.
Manhattan street corner at night, pizza counter glowing, steam from a manhole, people crossing, taxisCulture.
A fitness creator taking a mirror selfie in a gym, phone covering face, brightSport. · Fitness.
A double cheeseburger with dripping sauce on greaseproof paper, fries around it, dark moody tableFood.
Small home studio desk at 2am, mixing console glow, headphones, late-night noodles in a pot on the deskMusic. · Nightlife.
Hong Kong street with dense hanging neon signs, a cha chaan teng diner glowing, minibus passingNightlife. · Culture.
A person standing in front of an open fridge at night in a dark kitchen, lit only by the fridge light, bare feet, hoodieNightlife.
Shibuya-style crossing at blue hour packed with pedestrians, giant screens, dense vertical signage, cinematic wide shotCulture.
Messy college dorm room, bunk bed, a plain laptop with no logo, takeaway containers, string lights, a mini fridgeMusic. · Comedy.
A comedian backstage in a green room, brick wall, mirror lights, takeaway box openComedy.
Manila fast-food table with fried chicken, rice and gravy, jeepney visible outside the window, brightFood.
Surf car park at dawn, a wetsuit half peeled, board on the roof rack, towel on the ground, takeaway bagSport. · Fitness.
Toronto convenience store at night in winter, fogged window, glowing fridge insideCulture.
São Paulo avenue at night, dense towers, motorcycle couriers, wet streetsCulture.
Upper deck of a London night bus, rain-streaked window, a person eating chips from paper, orange street lightNightlife.
Dotonbori-style canal street at night, huge illuminated signboards, crowds, reflections in the water, phone photo from the bridgeNightlife.
Osaka street food stall at night, a paper tray of takoyaki with bonito flakes moving in the heat, dense lantern signage, crowd behindFood.
Midnight instant noodles in the pot on a kitchen stove, fridge light in the background, dim kitchen, phone photoFood.
Paris late-night street, a boulangerie glow, cobblestones, scooters, people queueing at a kebab windowNightlife.
Gym bag open on a locker room bench, towel, headphones, shaker bottle, sneakers, fluorescent lightSport. · Fitness.
A whole pepperoni pizza on a paper-lined tray, one slice pulled with a cheese stretch, chili flakes, greasy paper, dark tableFood.
Airport gate seating late at night, people slumped with luggage, departures board blurred, fast-food bag on a seatCulture.
Taco truck at night in Los Angeles, a paper plate of street tacos with lime, string lights, people waiting in lineFood.
Los Angeles boulevard at dusk, low sun, palm trees, a convertible, fast-food signs without readable text, cinematic wideCulture.
A greasy kebab-frites in paper on a Paris bistro table at 2am, metro entrance visible outside, warm lightFood.
A running club stretching on a bridge at sunrise, race bibs, one runner bent over laughing, city skylineSport. · Fitness.
Korean fried chicken spread on a table in a busy late-night restaurant, pickled radish, wet wipes, friends' hands reaching in, harsh flashFood.
An open cooler full of ice on a beach towel, sunscreen, flip flops, bright sunSport. · Fitness.
Open-mic backstage, a comedian reading notes on a phone under a bare bulb, brick wall, a stoolComedy.
Fish and chips in white paper on a beach wall at golden hour, sand, ocean behind, a hand grabbing a chipFood.
Cycling group at a cafe stop, road bikes leaning on a wall, helmets on the table, croissantsSport. · Fitness.
Mexico City street corner at night, a glowing corner store, papel picado, people gatheredCulture.
Overhead shot of a messy table with two smash burgers, fries spilled from a paper bag, ketchup, crumpled napkins, flashFood.

If your audience understands the difference between living well and living like a monk, we should talk.

WORK WITH CHEAT.

WORK WITH CHEAT
WORK WITH CHEAT · CREATOR ENQUIRY

NesquikTwixExtraKinder SurpriseCadburybelVitaReese’sSkinnyPopRussell StoverMentosSmintApolloHi-ChewPockyGodivaMarket OWerther’s OriginalSpriteCosta CoffeeDoritosTostitosSunkistHäagen-DazsRice Krispies TreatsCape CodDAVID SeedsJagabee
13MEDIA, COLLABS & BAD IDEAS

MEDIA, COLLABS & BAD IDEAS.

Want to put CHEAT in a restaurant?

A stadium?

A movie?

A festival?

A hotel minibar?

A fast-food collaboration?

A tour bus?

A vending machine outside a nightclub?

Now we're talking.

PARTNER WITH CHEAT.

PARTNER WITH CHEAT
CHEATCHEAT RESPONSIBLYCONFIDENCE IN A CANEAT THE FUCKING PIZZAINDULGENCE MITIGATIONCHEATSUGARS™LIFE HAS CALORIESCHEATCHEATCHEAT
14CLOSER

LIFE HAS CALORIES.

CHEAT RESPONSIBLY.

Morning-after party table covered with empty and half-full cans, crushed chips, a pizza box with one slice left, cigarette ash, sticky ringsThe end of a dinner party: a messy table with empty plates, crumbs, napkins, candles burned down, several empty aluminium cansAn after-party kitchen at 4am, people sitting on the counter, takeaway boxes, one lampA recycling bin overflowing with crushed aluminium cans after a party, morning light
Morning-after party table covered with empty and half-full cans, crushed chips, a pizza box with one slice left, cigarette ash, sticky ringsThe end of a dinner party: a messy table with empty plates, crumbs, napkins, candles burned down, several empty aluminium cans
An after-party kitchen at 4am, people sitting on the counter, takeaway boxes, one lampA recycling bin overflowing with crushed aluminium cans after a party, morning lightA home fridge door wide open at night, every shelf and door rack crammed with cans, a milk carton shoved aside, more cans stacked on the flo