We Didn't Set Out to Start a Breakfast Brand. We Just Wanted to Feed Our Family Real Food.
And what we discovered about "healthy' breakfast products changed everything.
Our Mission
This brand exists for one reason:
To prove that clean, honest breakfast food can exist without compromise.
🅇 No hidden ingredients.
🅇 No deceptive marketing.
🅇 No cutting corners.
Just food you can feel good about serving - to yourself and the people you love most.
What We Believe
We believe breakfast should fuel you, not fool you.
We believe you deserve to know exactly what’s in your food.
We believe:
- Real ingredients matter
- Olive oil beats seed oils
- “Natural flavors” shouldn’t be a mystery
- Sugar doesn’t belong everywhere
- Clean eating shouldn’t mean sacrificing taste or convenience
And we're against an industry that prioritizes shelf life, profit, and deceptive labels over people’s health.
This isn’t about perfection. It’s about making better choices easier.
Meet the Founders
Isabelle Tobin
Founder, inspired by her mother & grandmother at Plein Air - masters of jam, chutneys, and a famous chicken sandwich. They taught her that delicious is healthy and starts with honest ingredients.
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Sarah Tobin
Founder, good food enthusiast, Aussie through and through. Years of making healthy breakfast blends for family and friends turned into a mission to bring real, healthy and joyful breakfasts to more people.
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Find Your Flavor
If you've ever stood in a grocery aisle reading labels…
If you've ever felt confused by "healthy" marketing…
If you've ever wanted better options but didn't know where to start…
You're in the right place. This isn't about being perfect. It's about being informed and choosing better when you can.