After 50, you lose 1–2% of your muscle every year. By 75, that compounds to 45% gone.
What matters most after 50 isn't vanity. It's independence. Kept helps you hold on to it.
Why your protein isn't working like it used to.
Most of us are told staying strong is simple: eat your protein and keep active. But after 50, the muscle maths changes.
Your body starts to break down muscle faster than it can rebuild it. It's a silent shift that happens whether you're active every day or not.
Hormone levels drop, low-grade inflammation rises, and the signals driving that breakdown grow louder each year.
And at the same time, the protein you eat does less. It's called anabolic resistance — the same 20g of protein that maintained your muscle at 40 produces a weaker rebuilding response at 60.
So the rebuilding slows down. The breakdown speeds up. And the gap between the two widens each year.
Exercise, protein, collagen powders — they're all good things. But none of them slow the breakdown. That's the half nobody talks about.
You don't feel 1% of muscle loss. You don't feel 2%. But it compounds. Silently. Year after year.
Estimated annual muscle loss acceleration from age 40. Based on Lexell et al. 1988; Mitchell et al. 2012; Goodpaster et al. 2006
How it compounds
By 55, around 10% of muscle mass is already gone. Most people don't notice anything major.A bit slower to get going in the morning. A physical day that empties the tank more than it used to.
By 65, 25% gone.1 in 3 fall every year — and it's never the dramatic stuff. It's getting out the bath. The kerb. The muscle that would have caught the stumble, gone.
By 75, around 40% gone.The world has quietly shrunk. Things that were once second nature slip away. The garden. The walks. The independence.
By 80, 1 in 2 people fall at least once a year.Over 500,000 fragility fractures occur in the UK every year — and falls are the single biggest cause of death from injury in the over 65s.
1 in 3 People who Fracture a Hip after 65 Don't Survive 12 Months.
Of those who do survive, 25% never return home.
For those who do return home, life is still never quite the same.
Because the weeks spent recovering in bed accelerate the very muscle loss that caused the fall.
A single week of bed rest after 60 can drain as much muscle as an entire year of normal decline.
The part of menopause nobody warned you about.
Muscle and bone loss happens to everyone after 50. But for women, menopause makes it significantly worse.
Oestrogen doesn't just regulate your cycle — it protects your muscles. When levels drop, building new muscle becomes significantly harder.
Everyone talks about:
- The fatigue
- The hot flushes
- The brain fog
But underneath all of that, your muscles are quietly losing the protection that kept them strong. That's the part that drives frailty — and it's the part nobody talks about.
And it's not just muscle. Oestrogen protects your bones too. Women lose 25% of their bone mass between menopause and age 60 — with the rate of loss accelerating 2 to 3 times faster once oestrogen drops.
Adapted bone mass data from Riggs & Melton 1986; Matkovic 1991; Hansen et al. 1991
Once that protection is gone, the body can't rebuild fast enough to keep up. And when bones weaken, the consequences of even a minor fall change completely.
70% of all hip fractures happen in women — most after a simple fall at home.
Getting weaker with age might seem inevitable. It's not.
The body changes with time — of course it does. But the slide into frailty isn't healthy ageing. It's what happens when the body stops getting what it needs.
The average British woman lives to 83. But healthy life expectancy is just 63.
That's the 20 years that were supposed to be yours — not fully lived.
The decline is real. But so is the opportunity to do something about it.
The two problems at the root of it all.
Losing muscle doesn't just mean getting weaker. It means losing the specific fibres that keep you on your feet — the fast-twitch muscles that fire in milliseconds to catch you when you stumble.
Those are the first to go. With age, they physically waste away and get replaced by fat and scar tissue.
By 75, more than half of them are gone.
And here's what makes it harder to spot: strength declines around three times faster than muscle size.
That's why someone can look fine, feel fine, walk every day — and still fall without warning.
Adapted strength decline data from Goodpaster et al. 2006; Koster et al. 2011; Mitchell et al. 2012
As for bone, we tend to think of it as a lifeless, unchanging solid. It's not.
It's a hormone-producing factory and just like muscle, bone is in a constant cycle of breakdown and rebuilding.
And with age, the cells that break it down become overactive while the cells that rebuild it increasingly struggle to keep up.
The bone gets thinner and more brittle. A fall that would have been nothing at 45 becomes a fracture at 65 — because the bone no longer has what it needs to absorb the impact.
The healthcare system treats these as separate problems.
One specialist for bones. Another for balance. A calcium tablet for one, a physio referral for the other.
But muscle and bone aren't separate systems — they're one. And the body is only as strong as its weakest part.
Two problems. One formula.
Falls don't happen because your bones are weak. Falls happen because muscles are weak.
But when someone falls, what determines whether they get up and carry on — or end up in a hospital bed — is the strength of their bones.
So you need both. Muscle that reduces the chance of falling. And bones that can survive the impact if you do.
That's what Kept was built for.
Slow the muscle breakdown01
Kept slows the breakdown — suppressing the signals that accelerate muscle loss after 50, while fuelling the everyday strength that catches a stumble or keeps you upright on a wet pavement.
Stronger muscles mean fewer falls.
Strengthen the bones 02
Kept strengthens bones from the inside — building density, improving structure, and directing the right minerals to the right place.
Stronger bones mean that if you do fall, the impact is less likely to end in a fracture.
Keep your muscle. Protect your bones.
Prevent the fall.
Kept works without exercise. It works even better with it.
The clinical trials show HMB preserves muscle in people who don't exercise at all. But when you add gentle movement, the results compound.
We provide a free weekly live Pilates session for our subscribers, because the results go further when you do.
Weekly Live Pilates
"My classes are built so everyone can take part — standing, seated, whatever works for you. All from the comfort of your own home."
A live, one-hour guided class every week. Gentle, low-impact, no equipment. All ability levels welcome. Every class recorded so you can do it live or catch up later.
Included FreeWhat to Expect.
Muscle protection isn't something you feel after a week. It works consistently, quietly, over months.
Week 1–2
Nothing will feel different yet. That's expected. Your body is building up to effective levels of the active ingredients. The work is happening underneath.
Month 1–2
For many, the first benefits start to show — a bit more energy after a long day, recovery feeling quicker after exercise. Grip strength begins to improve.
Month 3
This is where the clinical research shows real protection. Meaningfully less muscle lost. More strength preserved. Better function in the movements that matter day to day.
Months 6–12
Muscle loss doesn't take a break. Neither should the protection. This is where consistency compounds — stronger muscles, denser bones, and better function with every month that passes.
Independence, kept.
One scoop in your morning coffee.
That's it.
Kept simple. No taste. No texture. No chalky protein shakes. Just what you already do every morning, plus one scoop.
Scoop
One level scoop. About a teaspoon and a half. That's your full daily dose.
Stir
Stir into your morning coffee, juice, porridge, or yoghurt. It dissolves completely.
Done
Nothing about your morning has changed, except your muscles now have what they need.
What doctors say
about Kept.
Try Kept for 90 days.
No faff, no questions.
We give you 90 days to try it risk-free. If you don't feel it's for you, we'll refund you in full. No bother. No questions asked.
Strength, kept.
- Delivered to your door quarterly
- 3 months for the price of 2 — every order
- Free UK delivery £3.99
- Weekly live Pilates class + recorded library £36/mo
- Home Resistance Training Guide £12
- The Low-Effort, High-Protein Guide £9
Dispatched next working day ● 90-day guarantee
Delivered every 3 months. Skip or cancel anytime.
- Free UK delivery
- 1 month access to weekly live Pilates class + recorded library £36/mo
- Home Resistance Training Guide £12
- The Low-Effort, High-Protein Guide £9
Dispatched next working day ● 90-day guarantee
One-time purchase. No subscription.
5% of all profits go to Hope for Justice — fighting child trafficking in the UK.
Most supplement brands write their own claims. Nobody checks them.
The European Food Safety Authority is the EU's independent science regulator. Its job is to decide whether the claims a supplement brand makes are actually backed by science. Most aren't.
Fewer than 10% of claims submitted to EFSA are approved. The health claims on this page carry formal EFSA verification — meaning the science behind them has been independently reviewed and confirmed.
Good questions. Straight answers.
Sarcopenia is the medical term for age-related muscle loss. After 50, your body breaks down muscle faster than it can rebuild it — leading to reduced strength, increased fall risk, and loss of independence over time. Kept is specifically formulated to target this process.
At 3g per day, creatine has a very strong safety record across decades of clinical research. It has been studied in adults over 55 with no adverse effects on kidney function in any published trial. The EFSA reviewed the evidence and authorised a specific health claim at this exact dose. If you have a pre-existing kidney condition, speak to your GP before starting any new supplement.
The NHS doesn't prescribe supplements. Not ours. Not anyone's. That's a policy position about how supplements are classified, not a judgement on whether they work. Absence of prescription is not absence of evidence.
Protein helps build muscle. It doesn't slow the breakdown that accelerates with age. HMB does. They're two separate processes. Protein supports muscle building. HMB directly targets the breakdown. Kept contains HMB at the clinical dose shown to significantly reduce that breakdown, alongside nutrients that strengthen muscles and bones.
Kept contains 1,000 IU of vitamin D. The recommended upper safety limit is 4,000 IU per day — so if taking both keeps you under that, there's no need to change anything.
That said, Vitamin D on its own is only doing half the job. Without K2 to direct it and magnesium to activate it, much of what you take goes unused. Kept isn't a collection of random vitamins — it's a complete system where every ingredient makes the others more effective.
If you take regular medication, we'd always recommend mentioning any new supplement to your GP or pharmacist before starting.
You might not — and that's expected. Muscle preservation isn't something you feel happening. It's the absence of loss. The clinical trials measured outcomes at 3 and 12 months using strength tests and body composition scans, not self-reported feeling. That said, a lot of people do notice everyday tasks feeling easier within the first few months.
Kept stirs into juice, porridge, yoghurt, hot chocolate, Horlicks, or any hot drink. The formula was designed to be no faff — it disappears into whatever you already have each morning.
While Kept is unflavoured, the tannins in some teas can occasionally interfere with how the powder dissolves — if that's the case, herbal teas tend to work better.
A promise, kept.
We built Kept because people we love needed it. A real problem in our own family that nothing on the shelf solved. If it helps you or someone you love, that's everything.
If you're buying this for a parent or someone close to you, we've included a quick-start guide in every order written for them — what it does and why it's worth sticking with.
If you have any questions, concerns, or just want to talk to someone before ordering, reach out to me directly at benjamin@kept.com. I read every email.
Co-Founder.