Our Food Philosophy

Taste first. Then everything else.

The Greenback standard is simple: it has to be genuinely good for you and taste great. If it can't do both, it doesn't get our name on it. That goes for everything we make, and everything we make next.

The rulebook

Five rules. No exceptions.

Everything we make passes all five before it gets the gorilla on the pack. Everything we make next will too.

  1. Taste comes first.

    We decide how it should taste before we decide anything else.

  2. Every ingredient earns its spot.

    If it doesn't have a job, it doesn't go in.

  3. Plant-based, always.

    Good for the whole household, whatever's on your plate.

  4. Nothing hidden.

    Every ingredient on the label, in plain sight.

  5. Better, or it doesn't launch.

    If it's not better than what's already out there, it goes back.

What stays out

The never list.

Eight things you won't find in anything with our name on it. Not now. Not later.

  • No Dairy & whey

    100% plant-based. Always.

  • No Gluten

    Made and tested gluten free.

  • No Artificial colours & flavours

    The good stuff should speak for itself.

  • No Artificial preservatives

    Shelf life comes from how we make it.

  • No Mystery ingredients

    If we can't explain it, it's not going in.

  • No Miracle claims

    We'll never promise what we can't back up.

  • No Label padding

    Nothing added just to brag about on the front.

  • No Chalk

    The reason we exist.

How we make things

Better, or back it goes.

We'd rather launch late than launch average.

  1. Step 1: It starts with a feeling

    What should this taste like? How should it make your day better? That's the brief.

  2. Step 2: We make it work

    Then we get the good stuff in, and take anything that's just for show out.

  3. Step 3: The Troop judges

    Real people try it before anyone else. They don't hold back, and we don't want them to.

  4. Step 4: Better, or back it goes

    If it's not better than what's already out there, it doesn't get the gorilla.

Our promise to you

Don't take our word for it. Check.

Trust should be easy to test. So we make it easy.

  • Read every label

    Full ingredients on every product, online and on pack.

  • Ask us anything

    Real people answer. Usually with a straight answer and a bad joke.

  • Try it, risk-free

    Not for you? Your first box is on us.

Where we're going

Standards you can taste.

See for yourself. Your first box is on us if it's not for you.

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