After successfully breaking up with sugar, it’s time for the next step. Together with More Nutrition, we’re launching Cheat Smarter.

Living a healthy lifestyle shouldn’t mean restricting yourself. Instead of fighting cravings, we simply say Cheat Smarter: less sugar, more protein, and zero compromises on taste. Every day can be a cheat day with MORE.

In three new videos, comedian Nienke Plas faces constant temptation from classic sugary snacks. But instead of giving in, she makes the smart choice — going for MORE. It proves exactly what we want to show: making better choices doesn’t have to feel boring or functional.

We’re backing the campaign with a broad rollout of copy assets, influencer collabs, and promos. And to show that MORE fits perfectly into real life — way beyond the gym — we’re taking the brand straight to Pinkpop.