Three of us, in our forties. Twenty years of not thinking about what we ate or drank.
Then it stopped being about us. Between the three of us there are four daughters, aged 6 to 16. Different ages, different days, different needs. One aim for all four: that what they eat and drink now sets them up for the years ahead. Long school days, skipped meals and energy drinks that didn't look right weren't getting them there.
So we started flipping packs over in supermarket aisles and googling the INS numbers in the car park. Almost nothing survived the read. We couldn't find anything we'd give our own kids, so we made it.
One rule decided everything: if we wouldn't hand it to a 14-year-old every day for a year, it doesn't launch.
Our priority order
- You before cost.Sucralose was cheaper
- You before shelf life.No preservatives
- You before the easy formula.20 asked, 16 refused
- You before the launch date.8 months
That's what the line under our name means.



