January. The month of good intentions, gym memberships, and… miserable salads. We all know the struggle: you want to start the year strong, but let’s be honest, your cravings don’t care about the calendar. You want to snack, but you don’t want the guilt.

Uncle Bill thought: why should you have to choose?

Together with More Nutrition, we launched the very first All You Can Cheat Restaurant: a brunch concept where cravings were celebrated, not punished. We hijacked the legendary Pannenkoekenboot and invited Nienke Plas, influencers, and Jumbo winners to stuff their faces—responsibly.

We swapped sugar bombs for smart alternatives like high-protein Tirami-stachio and Apple-pie pancakes that taste like a sin but fit perfectly into a healthy lifestyle. It was high protein, low sugar, and zero regret. A brunch that made cheating feel surprisingly responsible.