Our promise
We read the label so you never have to.
Radical curation is the whole business model. If an ingredient makes us squint, the product doesn't make the shelf — no matter how good the margins are.
1 in 5
Fewer than 1 in 5 products we screen make it onto Superfoods.
161 products. 23 brands. Hundreds rejected — politely, but firmly.
The blacklist
Never on our shelves. Not once, not ever.
Some ingredients don't get a second interview. If it's on this list, the whole product is out — flagship bestseller or not.
✕High-fructose corn syrup
✕Artificial colors (Red 40, Yellow 5…)
✕Partially hydrogenated oils (trans fats)
✕Brominated vegetable oil
✕Aspartame & saccharin
✕Synthetic nitrates & nitrites
Then the survivors get graded
Every product is judged on what's inside the wrapper.
SugarAdded sugar gets the side-eye. Sugar alcohols hiding as "0g sugar" get a harder one.
AdditivesWe count them. Fewer is better; zero is beautiful.
Protein & fiberThe stuff that earns its calories. We check the ratio, not the marketing.
IndependenceNo brand can pay for a better verdict. Ever. That's the whole point.