We focus on asking the tough questions at every stage of our business to minimise our impact on the environment and we endeavour to educate people on these important issues of looking after the world around us.’

Born out of a passions for adventure and food:

Fred and Luke are old friends who have pushed each other around the world in the exhilarating search for adventure. For both of them, it is the world of ultra-marathons that has proved to be their ultimate passion. They thrive off challenging new trails, having competed in the most extreme events up mountains, through jungles and across deserts.

Solving a problem:

Like so many athletes, Fred and Luke found many sports nutrition products a source of constant frustration. So often processed and high in sugar they became concerned about the possibilities of long term damage the snacks could have. They wanted functional food made of real ingredients. As Luke’s family has been in the butchery business for generations, they started making packs of homemade biltong, dried fruit and nuts to energise them when they needed it most.

Creating a snack they’re proud of:

Realising the quality and taste of their combinations, they sought to try and make something in a more convenient format that could be taken on long trips as a source of energy and protein. They engaged the help of one of the UK’s top food development chefs to look at how they could combine ingredients and develop the ultimate flavoursome snack bar. They used only whole ingredients and sourced the best grass-fed beef from organic farms. Time and hard work allowed them to perfect the slow cooking and drying technique that delivers an incredible taste that they have in the PRIME Bar.

Our challenge to you:

The iconic image of Mont Blanc represents the challenge Fred and Luke have set themselves; to complete the Ultra-Trail du Mont Blanc in 2018. Regarded as one of the world’s toughest ultra-running races, it’s a gruelling nonstop 170km race encompassing an astronomic 10,000 meters of ascent. By putting the fearsome image of the mountain on their packaging the boys want to inspire people to go and claim their own peak. So get outside and push yourself beyond all limits you’ve set yourself!

OUR VALUES

1. Provenance

Fred and Luke are old friends who have pushed each other around the world in the exhilarating search for adventure. For both of them, it is the world of ultra-marathons that has proved to be their ultimate passion. They thrive off challenging new trails, having competed in the most extreme events up mountains, through jungles and across deserts.

2.Real food

We care what we put into our bodies and value simple, real ingredients like the food our parents brought us up on. So often it’s easy to compromise when you are on the go but we want to change this. Our bars are made from real, honest ingredients you have at home - meat, seeds, fruit, vegetables and herbs and spices.

3.Outdoor life

We believe in the elevating power of an active outdoor lifestyle – whether on the trails, on the slopes or in the water. The more time outdoors, the healthier we feel, happier we are and the more fulfilled our lives can be. We endeavour to inspire people to get outside and go on an adventure!

4.Sustainability

A passion for the great outdoors drives us to do whatever we can to help protect it. As well as trying to minimise our impact on the environment we also aim to educate people in the important issues of caring for the environment.