The other day, one of our beautiful long-time customers Pandora @panda_eats reached out to me. She was on the hunt for a variety of snack she could gift a friend, something that actually tasted good, was made from real ingredients and didn’t leave a weird aftertaste or bloated belly behind. So, she did what any good friend would do: she researched.
Like, really researched.
Pandora told me she looked at dozens of snack brands across Australia, read through endless ingredient panels, asked friends for recommendations and trawled through Google reviews. And do you know who kept coming up? Sneaky Wholefoods.
She messaged me to tell me how impressed she was, not just by the flavours or the reviews, but by how consistent we were in everything we stood for. She pinpointed all the little details that make us different from other brands. Which happened to be all of the foundations I built Sneaky Wholefoods on back in 2014. And it got me reflecting on our journey and how we set ourselves apart in a market full of protein-packed snacks.
Our first trial of protein bars flavours back in August 2014 (key lime pie, mochachino, apple pie, blueberry muffin)
So if you’ve ever wondered what makes Sneaky... Sneaky, here are 5 big ways we stand out in the Aussie snack world.
We’re not a sugar alcohol science experiment.
You’ll never find sugar alcohols or artificial sweeteners in our snacks, no erythritol, no maltitol, nothing that would cause a laxative effect or come with a warning. (These types of snacks were the reason I started making my own and what ultimately kick started Sneaky Wholefoods)
Instead, we sweeten things naturally using ingredients that add flavour and benefit: think coconut nectar, dried fruits and vegetable powders. We keep it simple, wholesome and tummy-friendly, so you’re not left with a weird aftertaste or a bloated belly.
We believe snacks should taste good and feel good.
We’re not just date paste in disguise.
Back when we launched in 2014, almost every “healthy” wholefood snack bar on the shelf was date-based, like, over 50% dates. The problem? No matter what flavour was on the label, they all pretty much tasted the same. Datey, sticky and indistinguishable.
I knew I wanted something different. So instead of building our bars around dates, I built them around cashews.
Why? Cashews are creamy, rich in healthy fats and beautifully neutral, which meant I had the perfect base to build real flavour into our snacks. Vanilla Cookie Dough tastes like Vanilla Cookie Dough. Mint Brownie actually tastes like Mint Brownie. We still use dates (because they’re nutritious!), but they’re not the first ingredient on our list.
We don’t just chase protein, we balance the whole picture.
We’re called Sneaky Wholefoods for a reason. And that word whole? It’s kind of everything to us.
When we say we “sneak a little goodness into your day,” we’re talking about whole nourishment, snacks that deliver protein, yes, but also healthy fats, carbohydrates, fibre and nutrients. A full macronutrient profile designed to fuel your body the way it needs.
We’ll never be one of those fat-free, low-carb, protein-maxed snack brands. That’s just not us. We believe in balance, in snacks that sustain, satisfy and actually make you feel better. Handmade with care, from wholefood ingredients your body recognises and will love.
Every ingredient plays a purpose.
We don’t add fillers. We don’t pad the label with trendy ingredients that do nothing. If it’s in our snacks, it’s doing something.
From the fibre-rich psyllium husk, to antioxidant-rich fruit powders, to the low-GI coconut nectar, every single ingredient has a role to play in how our snacks taste, nourish and support your day. We think food should work with your body, not against it.
Our customers feel the difference.
We hear it all the time: “I can finally enjoy 'protein bars' again.”
Whether it’s the soft, creamy texture, the balance of flavour or the noticeable lack of tummy issues, people can feel the difference when they switch to Sneaky.
Our snacks aren’t just a box to tick on your macros. They’re a moment of delicious, nourishing goodness. A snack you actually want to eat.
In a sea of snack brands, here’s our promise:
We’ll never follow a health trend just because it’s trendy.
We’ll never compromise on flavour for the sake of a macro claim.
And we’ll always make our snacks with intention, integrity and wholefood goodness.
While we have updated our branding over the years, what we choose to sneak inside our snacks, has always remained the same.
So, if you’re someone who’s tired of all the same, same protein bars, tummy upsets or flavour fatigue… maybe it’s time to sneak a little goodness into your day with Sneaky Wholefoods.
If you are wondering what flavours to start with I asked Pandora to share her top 3 Sneaky favourites. In no particular order, here’s what she picked:
- Vanilla Cookie Dough Better Being Protein Bar
- Peanut Butter Cookie Nourish Bite
- Hazelnut Choc Fudge Better Being Protein Bar
By Daisy, Founder of Sneaky Wholefoods
