How are they different?

We use collagen as a protein source because we love its clinically proven benefits for anti-ageing and recovery, and we like its environmental credentials too. But what really sets these bars apart is what's not in them.

We started Chief because we were sick of only being able to find snack bars full of artificial thickeners, fillers, emulsifiers, sweeteners and sugar alcohols. Even the healthier ones are full of dates because they're cheap and sweet. But dates and too much dried fruit also pushes the sugar up above 40%. Don't let anyone fool you that it's "natural sugar", it's sugar... and it's the worst kind of sugar, fructose. There's nothing wrong with dried fruit in moderation, but dumping 4+ teaspoons of sugar into your system with each snack is not something you want to do every day.

We wanted to make healthy, every day snacks, without any of this stuff - you know, made from real food. These bars are based on nut butter and being free from all the above mentioned artificial junk and dried fruit means they're not the chewy bar you might be used to, they're more of a delicious biscuity texture.