This pause in regular programming ends tomorrow. In less than the next 12 hours, we finally reveal what we’ve been upto. What big, scary, exciting thing we’ve been ranting about all week.

But before we do that, we wanted to take a moment, and thank you.

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We’re less than 9 months old. If 9 months ago, you’d told us we’ll sell over 3 lakh bars, that thousands of people will rave about them, and that almost a lakh will choose to follow us - we’d have laughed and told you to keep it together. Dream runs are called that for a reason.

But it happened. One bar at a time. One myth-busting, truth-speaking, insta-post at a time. It happened. We built a solid business, never sold our soul, and ended up finding a family!

When everyone told us to ‘dumb-it-down’ for the consumer, we decided to detail-it-up. When everyone told us to ‘tell her what she wants to hear’, we decided to tell her what she needs to. What she deserves to.

And in the love you gave us in return, you proved it works. That truth...still works.

So as we get ready to reveal to you, your beloved brand’s new avatar tomorrow, we just wanted to say thank you.

Thank you. For proving that doing well by doing good, is possible.

We’re blessed to have a fam like you.

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It’s finally time. At the stroke of midnight.

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We’re pausing regular programming because something BIG is coming up!

In a few days, we’ll announce a big change. But it isn’t really a ‘change’. It’s an Evolution.

With ‘𝗮𝗻𝗱 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝗲𝗹𝘀𝗲’, we’d made a bet. As we evolve, we’re now betting the house on it.

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To re-build the world’s trust in its food. That’s our purpose. The reason we exist.

We believe the world has lost trust in its food. Especially the packaged kind. And with all the chemicals and refined sugar and incomprehensible stuff lurking in those packets, perhaps rightfully so.

Brands lost consumers’ trust, because they spoke half-truths.

When sugar got a bad rep, they replaced it with corn syrup. When ‘added sugar’ got a bad rep, they replaced it with sugar alcohols. As the curtain now drops on polyols, substitutes like maltodextrin and artificial sweeteners are standing-by, ready.

Well, if the secret-keeper keeps upping his game, so must the truth-speaker.

So we’re doubling down. Because you’ve put your trust in us. And we intend to keep it.

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Watch this space.

PS: Can you guess what it is?

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We’re pausing regular programming because, something BIG is coming up!

In a few days, we’ll announce a big change. But ‘change’ isn’t the right word for it.

What’s coming up, is an Evolution.

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In our few months of existence, we’ve discovered numerous ways in which food-marketeers obfuscate facts.

Brown bread isn’t really brown. Sugar-free doesn’t mean no sugar. Healthy cereals are just well-disguised carbohydrate bombs. Natural fibres are made in chemistry labs. We could go on and on.

When we created ‘𝗮𝗻𝗱 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝗲𝗹𝘀𝗲’, we went beyond what other seemingly clean-label brands were doing, and declared each and every ingredient, upfront. We thought that was enough.

But now, having seen how deep the rot runs, we believe it isn’t. We believe that you deserve to know the truth, not just about ingredients, but about EVERYTHING.

So we’ve decided to evolve. Into a brand that does just that.

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Watch this space.

PS: Can you guess what it is?

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We’re pausing regular programming because something BIG is coming up!

And we came up with this ‘something BIG’ because we took a pause.

Ok, to be honest, we were forced to take a pause. All of us were!

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As the pandemic brought the world to a grinding halt, we too decided to pause and reflect on what we’d been creating.

We’d started this brand with a simple mission: To re-build the world’s trust in its food.

Everything we did, from declaring all ingredients on the front of the pack, to busting popular food-myths....it was all in service of this one mission.

And folks like you loved it. In fact, honestly, we were overwhelmed with just how much you loved it.

And yet, when we asked ourselves - “are we doing enough?”, we came up short. Against our own expectations.

So we’ve decided to change that. We’ve decided to live up to our own expectations. And to hopefully exceed yours.

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Watch this space.

PS: Can you guess what it is?

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