And the battlefield is your stomach. The modern Western diet is rich in sugar, fat, carbohydrates, and ten-syllable artificial ingredients that would make a spelling bee champion nervous. We're on a mission to help you snack smarter: with simple, quality ingredients, a focus on health & performance, and delicious taste.
Big Food wants you addicted. After a millennia of evolution, our brains are wired to crave sugar and high calorie foods. For millions of years, homo sapiens did not know when their next meal would be: hunter-gather tribes would relish a bounty of fruit or glut themselves on rich organ meats, knowing that they might go hungry for a few days before their next meal. We evolved to crave these types of foods just in case. But modern food is available at the push of a button. Things like cookies, candy, and french fries did not exist when we evolved to crave fat and sugar. Now, food scientists have chemically engineered snacks to hijack your brain's hardwired cravings, resulting in (admittedly delicious) monstrosities like flamin' hot cheetos.
It's time to take back control.