We launched in 1992 with some fundamental beliefs; everybody, no matter how young, deserves to eat well, and that great-tasting organic ingredients and delicious recipes can encourage a life-long love of food. We’ve stuck to these beliefs fanatically.

No junk promise

We’re committed to never adding anything unnecessary and to setting standards in what we do. It's called our No Junk Promise. We're campaigning for change in the food industry, and aim to educate parents, children and the food industry about the impact of food on children’s health. We challenge the government and food industry to make nutritious food more widely available, especially for children.