Why our protocols end

Every 28-day protocol we sell has a date printed on every sachet, and the last sachet has the last date. When you finish it, the box is finished. There is no auto-renew, no discount for setting up a standing order, and no reminder email on day 25 telling you to keep going.

That is a deliberate commercial decision that costs us money, so it is worth explaining. A subscription that runs forever assumes the product should be taken forever. For most of what we sell, nobody has shown that. The trials that exist ran for weeks or a few months and then stopped, and so should you, at least for long enough to find out what happens.

The end date is also a measurement. If you take something for four weeks and stop, you will learn in the following two weeks whether it was doing anything. If you never stop, you never find out, and you are paying monthly for the not knowing.

Some people finish a box, wait, and buy another. That is the customer we want: someone who checked. If the second box is because the first one worked, we are glad to sell it. If it is because the first one ended and ending felt uncomfortable, we would rather you sat with that for a while.