Have you ever noticed slight changes in the taste or texture of your favourite snacks after they’ve landed on the shelves of retail giants? Maybe it’s just a subtle difference, but it makes you wonder: what’s really changed?
You’re not alone. Across Australia, many consumers are experiencing this and the truth behind these changes is tied to how major retailers influence the food industry.
At Sneaky Wholefoods, we’ve made a deliberate choice: to stay small and ingredient focused. While you can find our snacks in independent supermarkets like IGA, health food stores and select stockists, we choose not to compromise our recipes or values to meet the demands of retail giants.
Why are these changes happening?
Retail giants have enormous power over which products make it to their shelves. To be stocked, brands often have to meet strict nutritional criteria, particularly around sugar content and health star ratings.
These retailers enforce rigorous specifications through their buying teams and category managers, often requiring reformulation of products to achieve lower sugar levels or better “health label” appearances. For many brands, this means swapping out their traditional ingredients for sugar alcohols, chicory root fibre or other additives that help lower calories and improve health star ratings. But here’s the catch: These sugar substitutes are often ultra-processed ingredients that can impact taste and texture.
Many such formula changes happen quietly, without informing loyal customers about the transparency of ingredients used in their products.
The Health Star Rating system, while helpful in many ways, has been criticised for allowing ultra-processed foods with such additives to earn high scores, giving the impression they’re healthier than they truly are.
Sources: [The Guardian (2024)], [The Conversation (2021)], [ABC News (2023)]
What are sugar alcohols, and should you be concerned?
Sugar alcohols like erythritol, maltitol and sorbitol are now commonplace in protein bars and low-carb snacks. They provide sweetness without the calories of sugar. But emerging research raises concerns around:
- Digestive issues such as bloating and gas.
- Possible links between erythritol and vascular health risks.
These ingredients can make products look healthier on the label, but they don’t always mean better nutrition for your body.
So, why isn’t Sneaky Wholefoods in Big Retailers?
If you’re wondering why, you can't find Sneaky Wholefoods in the Big 2 Supermarkets, here’s the truth:
We choose not to be. We believe in making snacks with integrity, not compromising on ingredients just to meet rigid retailer formulas or shelf specifications to get seen as a possible product for them to place on their shelves.
Being small-batch and handmade means:
We can avoid what big retailers often require for products to meet shelf compliance.
We prioritize real, wholefood ingredients over aiming for a 3.5+ health star rating or shelf-life tricks.
We maintain transparency with you, our community, about exactly what goes into our snacks.
This means Sneaky Wholefoods might not be everywhere, but when you find us, you can trust you’re getting the real deal.
Our commitment to handmade, wholefood quality
At Sneaky Wholefoods, we intentionally choose a different path. We believe snacks should be made from real food, with honest ingredients and care, not formulas designed just to please retailers, game rating systems or getting so big in business that our mission takes a detour.
Because we stay handmade and small-batch:
- We maintain full control over every ingredient and every batch.
- We work with trusted suppliers who meet our high standards.
- We avoid artificial sweeteners, sugar alcohols and fillers.
- We prioritize freshness, flavour and nutrition.
Why should you care?
Because your body deserves more than a marketing checklist or a “health star” on a package. It deserves snacks made with integrity, transparency and respect for your wellbeing.
Next time you notice a change in your favourite health and wellness consumables, ask yourself: Is this still the real, nourishing food I thought it was?
When you choose Sneaky Wholefoods, you’re choosing a brand that stays true to their roots.
And because you’ve taken the time to learn why we chose a different path, I want to say thank you.
Here’s a little something just for you:
Use code SMALLBATCH at checkout for 10% off your next order (valid for one use per person)
Ready to taste the difference? Explore our range of handmade, wholesome snacks and join us in choosing real food that supports your health without compromise HERE
