Why We're Changing our Name

Thinking outside the wrapper is what defines us and our customers. We needed a name to reflect this.

Thinking outside the wrapper is what defines us and our customers. We needed a name to reflect this.

We launched this company from a basement in Denver, Colorado with nothing more than a why. Not a what or a how, but a WHY. We were fed up with the deceit, lies, and misleading marketing of the food industry--the worst offenders of which were claiming their products to be healthy. And while our ire spanned many aisles of the grocery store, there was one aisle in particular that represented everything wrong with our food ecosystem: the nutrition bar aisle.  

From the bars promoting 20 grams of protein and 0 grams of sugar per serving to those that make slightly fewer pretenses about their ingredients, we became fed up with what we were seeing. Sugar alcohols, artificial sweeteners, weird emulsifiers (what companies use to hold their bars together and keep oils from separating), and "natural flavors" were being pumped into bars to a sickening degree--both figuratively and literally. Nausea, gastrointestinal distress, brain fog, and inflammation are just some of the physical ailments these bars are known to cause. Some of the long term effects are even more severe.

So, we set out to unmask products and ingredients for what they are. No more lengthy ingredient labels that require a chemistry degree to understand. No more candy bars posing as nutrition bars in disguise. No more companies and products hiding behind a wrapper.

And our WHY became both a mission and our north star. We wanted to empower people to take control of their food. We wanted the consumer to have all the power when it comes to their nutritional well being. So we decided to completely rethink nutrition bars. We started by unwrapping them at the most basic level, which is simply a combination of ingredients. And if a nutrition bar is merely a combination of ingredients, why couldn't we just give people the ingredients to make their own? we asked. 

And with that question, the concept of nutrition bar dough was born. 

We started our little company under the name Choice because that's what we want everyone to have when it comes to their food--a choice. We believe that finding healthy snacks shouldn't be a challenge. We believe that nobody should feel stuck buying products made with ingredients they've never heard of. We believe that companies shouldn't be able to get away with using harmful ingredients--and that they should be held accountable when they do. We believe in radical transparency between manufacturer and consumer. We believe we're all in this together and that we can reach new heights--as individuals, as communities, as a nation-- when we're properly fueled. And we believe this all starts with food.

                                                           

So starting today, we are changing our name to Unwrapp'd because the name on our jar is just as important as what goes in it. And we believe that Unwrapp'd is more than a name. It's a mindset. It's a philosophy; a way of life. It's an invitation and a challenge to rethink food and live outside the wrapper.

You are what you eat, and food can be the most beautiful form of self-expression of all. All you need to do is live unwrapped.

So, come status quo-breakers and adventurers. Come rebels, renegades, and free spirits. Come outside-the-box thinkers and tinkerers. We now have a brand to go with our product that we feel is worthy of YOU.

 

Tom Miner1 Comment