The Three Challenges That Inspire Us

Nutrient Density

Nutrients are the source of life (along with air and water). “You are what you eat” may sound cliché, but it is fundamentally true.

Nutrient density in food, rather than getting nutrients from supplements in pill form, is critical and associated to better health. In summary, food contains a balance of nutrients including protein, fats, fibre, minerals, vitamins, and antioxidants that the body is well adapted to and can thrive on.

The search for the most nutrient-dense real food ingredients is therefore at the core of everything we do.


In North America especially, many people are developing the (good) habit of paying close attention to their bodies after eating different foods. We’re developing a culture of self-testing. In so doing, we’re discovering that we have intolerances to certain foods—and sometimes we don’t have to pay close attention at all, because it’s painfully clear! These foods make us feel sick, bloated, foggy or low on energy instead contributing to our wellbeing.

It turns out there are certain ingredients that are frequently responsible for these types of reactions. In nutrition bars and powders, legume proteins (pea and soy), dairy, gluten, sugar alcohols, fructose, and refined sugar among other ingredients are most often the culprits. 


Sustainability isn’t just a buzz word here. It’s at the core of the questions we ask ourselves about food. If we can’t sustain something into the future, then why would we actively promote it now? We’re determined to be part of the solution and not the problem. This doesn’t mean we’re perfect, but it means that we won’t stop thinking about the details, and striving to do better. 

Sourcing sustainable ingredients, planting trees, and managing packaging design and life cycle are where we focus our efforts. 

Toward Smarter Food

We’ve identified crickets, microalgae like spirulina, functional mushrooms, marine collagen, roots and seed proteins as checking all the above boxes, and we’re in a constant search for more of them. As we discover more, we’ll undoubtedly launch new products! For feedback, ideas or requests, always feel free to write to contact us

Learn more about:
Cricket powder
Reishi Mushroom