Honestly I Am, a protein bar brand built on a short, recognisable ingredient list, has secured a listing in WH Smith, a fast step up for a business that sold its first bar only months ago.
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The bars carry 12g of protein across nine to eleven ingredients, with no artificial additives, positioned as a refined-sugar-free option that still delivers on taste.
The proposition targets a specific frustration the founders felt as shoppers: "healthy" bars fronted by big claims but backed by long ingredient decks and more sugar than protein. Honestly I Am's pitch is that clean-label and indulgent needn't be a trade-off, in one of the most crowded corners of functional snacking.
"People care more than ever about what goes into their food, but they still want indulgence. We're building the UK's cleanest protein bar brand to give them both," said co-founder Hemanshu Saini.
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