I’m Damien Gray, founder of SNACK’d. I was raised vegetarian; my mum is a vegan and raw-food chef, so eating with integrity has always been my baseline. The idea for SNACK’d came while I was living in a van in New Zealand on a diving expedition—long days, cold water, and the constant need for energy that didn’t come from ultra-processed junk.

Back in the UK, working as a Buyer at Asda, I saw every trend hit the shelves. Most of it? Over-engineered. Packed with fillers, emulsifiers, preservatives—food that looked healthy but wasn’t. So I started developing something different: cereal bars that taste indulgent but are made with real, natural ingredients, high fibre, and no nonsense. Bars with guts, for people with guts.