Trigger Warning: This blog discusses topics such as disordered eating and food-related guilt. If these themes are difficult for you, please take care while reading or skip if needed. Your wellbeing always comes first.
What if our relationship with food was never broken, just buried beneath years of noise?
Hey, we’re Daisy and Steph, Founder and Nutritionist of Sneaky Wholefoods and two people who’ve been through the wringer when it comes to food.
In our early teens and twenties, we counted, restricted and skipped. We labelled foods “good” and “bad.” We fell into guilt, climbed out, only to fall in again. After years of riding that exhausting cycle and doing some pretty confronting personal work, we began to truly understand the the impact behind the food language within the health industry. How it shapes beliefs. How it can impacts your entire relationship with food.
It was a turning point for us. Because the problem wasn’t just what we were eating. It was the language around it. We began to see how words like “guilt-free,” and “curb your cravings" weren’t just throwaway phrases. They were shaping how we felt about ourselves, our bodies and our worth. And we’ll be the first to put our hands up, we used to say those things all the time, as we too saw them as normal terms to use. But throughout our journey, we started to realise just how deeply that language affected not only us, but so many others.
Because let’s face it, the words we grew up hearing around food? They stick. We hear them so often, we start to think they’re normal, so we rarely stop to question their intent. But the truth is, for a lot of people, the language used in health spaces hasn’t always felt kind. And research backs this up: certain language, especially when it comes from a place of guilt or shame, can make people feel judged or disconnected from their own needs. So, we're here to change that script.
Why we’ll never say “Guilt-Free” again
Let’s be honest: “guilt-free” is outdated, overused and totally missing the point. Why? Because there should be no guilt in the first place. If your food label has to reassure you that it won’t make you feel bad... it’s already playing into shame. Instead of labelling our snacks as “guilt-free,” we focus on what they’re full of: nourishing ingredients like plant protein, fibre rich dates and nuts all chosen to help support your energy, mood, hormones and wellbeing. Designed to be an addition to your day.
And “Crave”? Yeah, we’re reclaiming that too
Cravings used to make us panic. We saw them as a sign of weakness, like we’d failed at being “healthy” if we wanted something rich, sweet or comforting. But here’s what we’ve learned: cravings aren’t the problem. The way we’ve been taught to feel about them is. Cravings are just your body speaking up saying: “Hey, I need something. Energy. Comfort. Nutrients. Pleasure. Listen to me.”
The word crave has been twisted. It’s been linked to shame, temptation and regret. And for a lot of people, that word alone can bring up guilt. So, we’re done treating cravings like they’re the enemy. We’re done acting like wanting something delicious means you’ve done something wrong. Instead, we’re choosing words that support choice, balance and ease.
Our philosophy?
You’re allowed to want something sweet.
You’re allowed to snack mindfully without over analysing it.
You’re allowed to eat in a way that actually feels good, for you.
It’s nourishment without the noise.
So, what’s in a Sneaky snack, then?
We're not about cutting things out. We're about sneaking more goodness in. Every protein bar, nourish bite and protein ball mix is packed with nutrient-rich ingredients designed to fuel your body and make snack time simple.
Here’s what’s really inside:
What’s in the name (and the snacks)?
At Sneaky Wholefoods, it all starts with what’s inside. From our grab-and-go bars to our make-at-home mixes, we use real, wholefood ingredients to give you feel-good fuel without the labels that make you second-guess. No food rules. No lectures. Just delicious snacks that work with you, not against you.
We didn’t call ourselves Sneaky because we’re hiding anything, it's quite the opposite. We’re here to sneak a little goodness into your busy-ass life. Whether you’re juggling toddlers or stuck in back-to-back Zooms, our snacks are designed to make your day a little easier (and a whole lot tastier).
This isn’t just food. It’s a whole movement.
We’re on a mission to rewrite the story around eating. With kindness. With honesty. With actual flavour. Because food shouldn’t make you feel small. It should make you feel alive.
It should connect you to joy, to memories, to moments with people you love.
Food is fuel, yes, but it’s also comfort, culture, celebration.
So next time you unwrap a Sneaky bar, remember: You’re just giving your body what it needs. And to us? That’s worth celebrating.
Daisy & Steph
Sneaky Wholefoods
