Our Mission
To sneak a little goodness into your day
A bite of who we are
Hello! We're Daisy and Steph, and we're thrilled you've found your way here.
As a chef (Daisy) and nutritionist (Steph), we believe that eating nutrient-dense foods and making choices to nourish our bodies in ways that make us feel our best are essential for sustaining our physical and mental wellbeing.
That’s why at Sneaky Wholefoods, we're dedicated to supporting your wellbeing by sneaking in a little goodness (nutrients) into your day with our protein bars, nourish bites, and protein ball mixes. Designed to give you energy, improve focus, uplift mood, and encourage healthier daily choices.
Whether you choose our quick grab-and-go Protein Bars and Nourish Bites or our easy five-minute make-at-home Protein Ball Mixes, Sneaky Wholefoods is here to support you on your wellbeing journey.
Real ingredients, real convenience, and 100% enjoyment.
Meet Daisy
Hi there! I am the founder of Sneaky Wholefoods and I absolutely love snacks and desserts.
My journey began straight out of high school when I dived into the culinary world and worked my way up to becoming a head chef at 21.
During this time, I honed my skills in creating meals that were not only balanced and delicious but also developed a deep passion for crafting desserts, a love that still drives Sneaky Wholefoods today.
While my time as a chef was fulfilling in many ways, my health and nutrition often slipped through the cracks amidst my demanding schedule. Despite my best efforts, I found myself reaching for snack bars loaded with sugar alcohols and fillers. Which led me to turn to Mr. Google for answers as to why I felt unsatisfied and unfulfilled. That's when I began experimenting with nutrient-dense ingredients and started making my own snack bars, which ultimately led to the founding of Sneaky Wholefoods in 2014—a brand born out of a desire to provide a better snack solution.
Becoming a mother for the first time in 2022 reinforced the importance of having convenient snacks on hand while balancing multiple responsibilities and prioritizing nutrient-dense foods to sustain my own energy with a newborn, now toddler.
Every day, I'm proud that Sneaky Wholefoods offers the convenience and nourishment we all deserve.
Daisy, Sneaky Wholefoods Founder, Chef, Toddler Mum
Meet Steph
As someone who is always juggling multiple commitments (work, business, social media, study, and the gym), having the time and energy to get everything done to the absolute best I can without sacrificing my health in the process, is a huge priority!
Before I found and partnered with Sneaky Wholefoods, I constantly relied on lower-calorie or sugar-free snacks that never quite satisfied, leaving me low on energy and often feeling sluggish, or worse—sick to the stomach!
Navigating my own health issues and food sensitivities quickly taught me the importance of choosing snacks that prioritise nutrient-dense ingredients over sugar alcohols, fillers, or sweeteners. That's why Sneaky Wholefoods resonates with me so deeply.
Founded on the belief that snacks should add value, nutrition, and enjoyment to busy days, Sneaky Wholefoods has allowed me to finally simplify snack-time amidst my often chaotic lifestyle and reap all the benefits of convenience combined with quality nutrition.
Now, as a qualified Nutritionist, it's incredibly fulfilling to empower others with the same opportunity to treat themselves better (literally!) with our range.
Steph, Sneaky Wholefoods Partner, Nutritionist, Recipe Creator
The journey
From little things big things grow
2014-2016 Starting small and local
Daisy didn't kickstart things alone; she had her then-boyfriend (now hubby), David, by her side, juggling full-time work while helping make, package, and deliver. They began by servicing local cafes in Perth and up a pop-up-stall at farmers' markets every weekend, they started with just 5 bars, 5 bliss balls, with their O.G snack being their Snick Snack Bar, which ended up inspiring the name “Sneaky”. Quickly gaining momentum, Sneaky Wholefoods grew to over 40 cafes across Perth and fostered a vibrant community of customers at the markets.
2016 -2018: National Expansion and Packaging Innovation
Daisy embarked on national expansion, partnering with five distributors across Australia. Daisy took the lead in sourcing a innovative packaging solutions for handmade businesses. It wasn’t easy, it took months of connecting with suppliers nationally, eventually landing the perfect packaging solution. From there Sneaky Wholefoods rapidly expanded to over 400 stores nationwide. Upgrading from their overheating Brevilles to industrial-sized food processors was pivotal, ensuring they met demand while maintaining top-notch quality. This marked a significant milestone in their growth journey and solidified Daisy's commitment to the entrepreneurial life with Sneaky Wholefoods.
This success led Daisy to launch an online presence, making their snacks available to customers nationwide. With the online platform thriving, Daisy assembled a passionate squad of ambassadors who enthusiastically spread the Sneaky love across the country, supporting her mission. This period not only marked significant growth but also positioned Sneaky Wholefoods as a beloved snack brand to thousands of people across Australia.
In 2018, Brand Ambassador Steph collaborated with Sneaky Wholefoods to launch a new line of Do-it-Yourself Better Being Blend (9 Snack Mixes) which aligned with both Steph’s and Daisy’s creativity in making better-for-you alternatives.
2019 - 2021 Partnership, Expansion, and Strategic Adaptation
In 2019, Steph officially joined Sneaky Wholefoods as a partner and together we expanded our snack lineup by introducing four exciting new flavours to our Better Being Blends and a new line of Better Being Bars. However, facing distributors whose priorities didn't align with our core values, we pivoted towards strengthening our e-commerce presence to uphold brand integrity.
Amidst the challenges of the COVID-19 pandemic in 2020, Sneaky Wholefoods boldly expanded our bar and blend offerings and collaborated with smaller boutique distributors and food brokers who shared our commitment to quality and authenticity. This strategic shift allowed us to maintain high standards and ensure our snacks weren’t sitting in warehouses for months on end before they made their way to the hands of our retailers and customers.
A year later we celebrated a significant milestone with the launch of our best-selling Strawberries & Cream Better Being Bar selling over 10,000 bars within the 3 months, marking a year of remarkable growth and expansion for Sneaky Wholefoods.
2022 - 2023 Baby, Uni and a diagnosis for both of us
In early 2022, Daisy welcomed her daughter Winnie, marking a profound moment as she embarked on the balancing act of parenthood alongside her commitment to Sneaky Wholefoods. Becoming a first-time mother highlighted the importance of having convenient snacks readily available, particularly during busy times of the day, mostly during those midnight feeds! It was also during this time that Steph was furthering her knowledge by returning to university to pursue a Bachelors degree in food and nutrition, dedicating herself to enhancing our understanding of health and wellness.
By 2023, we introduced an exciting limited-edition series of protein balls. Each month, we invited our community to explore a new, innovative flavour, directly shaping our snack offerings for the upcoming year. This series was not only about pushing the boundaries of flavour and quality but also about creating dessert-inspired snacks.
In late 2023 both Daisy and Steph received a diagnosis of celiac disease. While somewhat anticipated due to their sensitivities, this development reinforced their commitment to maintaining Sneaky Wholefoods as a 100% Gluten-Free Snack Business. It became a personal mission for Daisy and Steph to ensure that everyone, regardless of dietary restrictions, could enjoy the nutritious and delicious snacks.
2024 - Entering a new Era and hitting personal milestones
Sneaky Wholefoods celebrates its 10th birthday this September, marking a decade of growth. To commemorate this milestone, we've unveiled a refreshed look that reflects our evolution into the next decade of business. This special year also marks Steph's achievement in qualifying as a nutritionist, deepening Sneaky Wholefoods commitment to understanding health and wellness at a profound level.
