Our story
We love sweets.
That's the whole point.
TooGood exists so nobody has to choose between enjoying sweets and looking after themselves.
"Anyone that knows me knows I love sweets. Like, I actually demolish them in seconds."
Which always left me feeling super guilty afterwards. I didn't want to give them up, and the "healthy" options I found were either loaded with sugar alcohols or tasted like cardboard.
I believe you should enjoy life and eat the things you love. For me, that's sweets — and I know millions of other people feel the same.
So I'm making sweets that taste like the real thing, but make it easier to enjoy them every day. 27 g of prebiotic fibre, under 2 g of sugar, 100 calories a pouch, no sugar alcohols and nothing artificial. And one simple rule: if I can't pronounce an ingredient, it doesn't go in.
My ambition is simple: build the world's most loved better-for-you sweets brand.
No compromise
You shouldn't have to pick between enjoying sweets and looking after yourself. So we removed the choice.
Never preachy
We're a sweets company that happens to be better for you — not a diet, not a supplement, not a lecture.
Balance, not perfection
One pack a day, enjoyed properly. That's the whole plan.