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At the core of our philosophy is that nutrition and lifestyle are central to many of the metabolic diseases plaguing our population today.We truly believe that the most effective question to ask ourselves when choosing what to eat is whether the food is going to fight disease or feed it.And that the answer to this question will not be the same for everyone who answers it.This is the understanding and reasoning that has gone into carefully selecting every SINGLE product on this site, and we urge all of our customers to adopt this question when thinking about food.

Most of our site is geared towards keto, and that's because we fully believe that carbohydrate restriction is one of the most credible, scientifically proven dietary interventions for a huge range of diseases.We believe that proper food is the real medicine we need, not pharmaceuticals. Yes, medication has its place but it's dished out a little too easily these days and the root cause of the vast majority of metabolic disease is nutrition and lifestyle.

After the healing that comes with keto, we lean towards living a low-carb or primal lifestyle with more flexibility built in to it to keep your body metabolically fit and ensure you are getting a varied and rich nutrient intake. See below more info.
What are the main benefits of the keto diet?

The main reason people become interested in keto is because of its powerful potential to help you lose weight, and fast!

However, there are lots of other health benefits associated with the keto diet, for example.

Type-2 Diabetes reversal

Potential cancer prevention and treatment

Better control over appetite and hunger

Increased cognitive ability

Improved lipid profile: Triglycerides and HDL cholesterol

Hormone therapy.

100% clean ingredients

There is MUCH confusion about whether certain ingredients are 'keto' or 'not keto.' However, this is extremely limited thinking as ketosis is a metabolic state entered into when carbs are limited.If you are on keto, the primary question is whether any given food will kick you out of ketosis? This simple question, however, is the source of much of our angst as there is a lot of misinformation out there and it's possible to stay in ketosis whilst following an EXTREMELY unhealthy diet.

This is why we look at things from a different perspective as what's the use of being in ketosis if you're actually doing yourself harm? So, the secondary question that EVERYBODY should be asking themselves is this: "is this food going to fight disease or feed?".We go to extraordinary lengths to check all of the products that we list on our site. Every single ingredient is checked by one of our nutritional experts so you can shop with confidence that everything on our site is super clean and healthful.

Now, we do range some products which cause a lot of controversy in the keto world, especially things like gluten and natural sweeteners. However, we invite you to take some time to read about some of the ingredients that we have decided to include. In this way, we're completely transparent and you can make your own mind up.