Our story
We're Greenback.
Nice to meet you.
Born in a Sydney kitchen in 2019. Built by, and for, everyday Australians who want to feel strong without the nonsense.
Why we exist
It started with a terrible protein bar.
3pm. A servo. 2019.
One bite and instant regret. Chalky, weird aftertaste, the works. Then we read the label: 50-plus ingredients in a 50g bar.
It hit us that “good for you” had somehow come to mean “no fun at all”. And that most of it was made for people who already lived at the gym.
We thought everyone deserved better.
So we made our own.
Some servo
Somewhere in Sydney
15:02 / 2019 / Till 2
The bar that started it all
- Ingredients
- 50+
- Weight
- 50g
- Taste
- Chalk
- Texture
- Drywall
- Aftertaste
- Lingering
- Enjoyment
- 0%
- Total
- Regret
Never again
Our purpose
To make everyday strength easier for every Australian.
Not just the fit ones. Not just the plant-based ones. Everyone. That's the job, and we're only getting started.
Our symbol
So… why a gorilla?
Silverbacks are among the strongest animals on earth. They live on plants. They look after their troop. And they don't need to shout about it.
Quietly strong. Loyal to their crew. We reckon that's a pretty good way to live.
What we stand for
Easy to say. Harder to live by.
Anyone can write values on a wall. Here's what ours actually mean in practice.
Enjoy it or it doesn't count.
- It means taste comes first, every time, in everything we make.
- It doesn't mean eating things you don't like because they're “good for you”.
Nothing to hide.
- It means honest labels, honest claims and straight answers.
- It doesn't mean fine print, mystery ingredients or miracle promises.
Everyone's welcome.
- It means no jargon, no judgement and no gatekeeping.
- It doesn't mean pretending everyone has the same goals or the same body.
Everyday over extreme.
- It means small, good choices, made often.
- It doesn't mean crash diets, 5am ice baths or “no days off”. (Unless that's your thing.)
So far
From one kitchen to millions of Australians.
Turns out we weren't the only ones over it.
-
2019
A Sydney kitchen
After one too many chalky bars, we started from scratch.
-
2020
The first ever bar
On July 3rd, 2020, we produced our first ever protein bars.
-
5,000+
Stores nationwide
From corner servos to the big supermarkets, right around Australia.
-
10M+
And counting
One sold every 11 seconds.
-
Next
Bigger than a snack
More ways to make everyday strength easier. Same rules.
Built with the Troop
We don't do this
alone.
Tradeshow
Meal Prep
New buzz
sporting
Community
Community
Community
Where we're going
The best bit? We're just getting started.
More is coming, and the Troop hears about it first. Pull up a chair.