Wheyhey, a fledgling UK-based high-protein ice cream brand, has had a rollercoaster three years, entering administration in 2012 before fresh investment enabled the business to start again. It is now riding the wave of rising consumer interest in protein. Co-founder Damien Kennedy declines to comment on the reasons for Wheyhey's administration but outlines the company's development, his belief high-protein will soon be a mainstream category and his desire for the firm to follow in the footsteps of Red Bull and Innocent.