About Us.

The big food companies continue to dial up the perceived goodness on their snacks but all they’re doing is health washing the market with dubious claims.

Creating genuinely healthy and tasty snacks takes time and money, and shareholders don’t like that. When we set out to make truly delicious health food with no artificial thickeners and fillers, no artificial sweeteners or sugar alcohols, and without using loads of dried fruit, people said ’no chance’.

After years of frustrating trials, the ‘a-ha’ moment came when we re-invented an ancient curing process. It created our first product, a jerky bar that was pure and not packed with sugar or preservatives. That was tender not tough. That tasted like a delicious roast.

Our next challenge, a sweet tasting bar, was even harder to create without artificial crap or too much sugar. We persisted and created our collagen bars based on nut butter. It seems too good to be true - bars that are 100% natural, low sugar and packed full of goodness and taste. Healthy snacks that are genuinely good for you. And we actually did it!

When you buy Chief products, you’re saying no to Big Food companies pretending to be healthy when they’re not. You’re helping us lead the way in the battle against the health destroying impacts of cheap, highly processed, artificial foods and too much sugar. You’re helping us prove we don't need all this crap in our food and there is a better way. You're also telling farmers that consumers care about where their food comes from - that we don’t like what Industrial Farming stands for, and that Regenerative Farming is the best thing for the health of people and the planet.