CHEATSYDNEY--:--
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.

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
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
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