How we decide what goes in
Our editorial standard
How we decide what goes in.
You have been promised a lot by tins on a shelf. Here is the standard we hold ourselves to instead.
The rule
We cite. We don't claim.
We will tell you what an ingredient is, where it comes from, and how much of it is in the pouch. We will not tell you what it will do to your child. Those are two very different sentences, and the difference is the whole brand.
The three gates
Before any ingredient earns a place.
It is easy to find a study that flatters an ingredient. It is harder to find one that actually applies to your child. Every ingredient has to pass all three of these — not one, not two.
01
The right form
The research has to have used the same form of the ingredient we use — not a distant cousin of it. Ingredients are not interchangeable just because they share a name on a label.
02
The right amount
The research has to have used an amount close to what is actually in the pouch. A trace of something impressive is a marketing decision, not a nutritional one — and if our amount does not match the research, we do not use the research.
03
The right children
The research has to have been done in children of roughly the age this is made for. A great deal of nutrition research is done in infants. Our product is for children six and above, and we will not borrow an infant's evidence to sell to a nine-year-old's parent.
What we will never say.
- Nothing about height or growth. No pouch makes a child taller. Anyone who implies otherwise is selling you your own hope.
- Nothing about brains or intelligence. We will not put a number about brain development next to a picture of our product.
- Nothing about immunity or illness. We will not suggest this keeps your child from getting sick.
- Nothing about exams, focus or school performance.
- And nothing aimed at your child. No mascots, no cartoons, no games. We sell to parents, who can judge for themselves.
Some of these claims would be legal to make. We still will not make them. If a claim needs a footnote to survive, it is not a claim — it is a sales tactic.
What we do not have yet.
Most brands only tell you what they have. Here is the other half of the page.
We are engaging an Indian paediatric reviewer to check the formulation against Indian nutritional guidance before launch. Until that is signed, we claim no paediatric endorsement — and you will not see a doctor's face anywhere on this site.
We intend to commission one after launch, in India, with children in our age group. Whatever it finds will be published — including if it finds nothing.
We are new. We have a carefully sourced formulation, a clean supply chain and full testing — we do not have ten years of customers. We would rather you knew that from us.
You have been asked to trust a lot of labels. We would rather earn it slowly, by telling you the boring truth and letting you check it.
Every ingredient → What we test → Where it comes from →
Made in Australia. Made with certified-organic Australian A2 milk.
For children aged 6 years and above only · Not for infants under 12 months. Contains MILK.