SAVOURY
Organic Beef Bars
Made with organic, grass-fed Australian beef. Clean ingredients, no nasty preservatives.
THE PACK FLIP TEST
TAKE PACK FLIP TEST
Your protein bar has two stories. Read the one on the back.
The front promises protein, energy and health. The ingredients and nutrition panel tell you what's actually inside. Here's what to look for.
01 / READ THE INGREDIENTS02 / CHECK THE NUMBERS03 / QUESTION THE CLAIMS
01 — THE REVEAL
The front sells the dream. The back shows the reality.
Flip this fictional bar to see why reading the full label matters.
BECOME A PACK FLIPPER
Good marketing can make junk sound like a health food.
High protein. Low sugar. Natural ingredients. They're useful claims, but they don't tell you the whole story.
Now check what went into it.
Tap or click the pack to flip it.
Illustrative example only, not a label from an actual competing brand. Assess real products using their own full ingredient list and nutrition panel.
02 — THE PACK FLIP TEST
Three things to check. Every time.
You don't need to know every ingredient by heart. You just need to know where to look.
01
Start with the ingredients
In Australia, ingredients are generally listed from highest to lowest by ingoing weight. Focus on the first few to understand how a food is made. Look for real food ingredients.
Avoid ingredients you don't recognise, especially numbers.
02
Check the nutrition panel
Look at protein, sugar and serving size. The per 100g figure is the percentage (e.g. 30g sugar per 100g is 30% sugar). Is the serving size realistic or are you likely to eat a lot more?
A good serve of protein helps fill you up. Try to limit high sugar foods (>15% sugar).
03
Decide what matters
Simple, quality ingredients. No junk you don't recognise. A good source of protein. Not too high in sugar. Choose the products that match your priorities.
Choose consciously, not just from the front claim.
03 — PUT CHIEF TO THE TEST
Now flip over our packs.
We believe convenient food can be made with considered ingredients. But don't take our word for it: check the label on every flavour.
SAVOURY
Organic Biltong
Air-dried organic beef made for convenient savoury snacking. Clean ingredients, no nasty preservatives.
SWEET
Collagen Protein Bars
Nut butter based bars with collagen protein. Real food ingredients, no junk.
Ingredients and nutrition can vary by product and flavour. Always check the current packaging, including allergens.
Actual ingredients and nutrition may vary by flavour or batch. Always refer to the latest packaging.
04 — WHY WE MADE CHIEF
Made for pack flippers, like you.
When we started Chief, we wanted something surprisingly simple: nutritious snacks we could feel good about eating and giving our families.
That means taking ingredient choices seriously, making food genuinely convenient and refusing to compromise on taste. The quickest way to understand our approach? Read our labels and decide for yourself.
05 — YOUR TURN
Taste the difference.
Try the sweet and savoury snacks in our Best Sellers Snack Pack and put Chief to the pack flipping test.
THE TASTE-AND-TRANSPARENCY TEST
View the snack pack
Best Sellers Snack Pack
10 snacks to explore: 3 organic beef bars, 3 biltong and 4 collagen protein bars. Find your favourite, then read its full label.
★★★★★
“All are so delicious, healthy and filling perfect for the on the go healthy protein hit. 10/10”
View ingredients, nutrition and purchase options on the product page.
✓10 snacks
✓Sweet and savoury
✓Real-food focus
GOOD QUESTIONS
A little more clarity.
Does high protein automatically mean a better snack?
Not necessarily. Check the protein amount alongside the ingredient list, energy, sugar, serving size and your nutritional needs.
Are unfamiliar ingredients necessarily unsafe?
No. A complicated name is not proof that an ingredient is harmful. This test helps you understand the overall product, not judge a single word.
Do all Chief products have the same ingredients?
No. Ingredients, allergens and nutrition vary by product and flavour. Refer to each current product label.
REAL FEELS BETTER
Flip the pack. Taste the pack. Decide for yourself.
We believe the best food brands should welcome a closer look. We'd love you to put ours to the test.
TRY THE BEST SELLERS SNACK PACK
Ready to flip the pack on Chief?10 snacks · Sweet and savoury · 90-day guarantee
SEE THE PACK