Start with the ingredients
The first ingredient makes up the greatest proportion by weight. Start with the first few ingredients to get the bigger picture.
Real feels better
Looking for real?Read the back
The front makes promises. The back tells the story. Learn how to read ingredient lists and nutrition panels with our free food label guide.
Get the free guide
No purchase required
FREEeBookFlip the pack.
Read the back.
Read the back.
01 / THE IDEA
Flip the pack.
Know your food.
Food packaging tells you what a product wants you to notice. The ingredient list and nutrition panel help you see what's actually inside.
Compare per 100g
Serving sizes vary between brands. The per 100g column helps you make like-for-like comparisons.
Look beyond the claims
Consider ingredients, nutrients and your own needs — not just the big promises on the front.
02 / HAVE A GO
There's always
more to the story.
Next time you grab a snack, take two seconds to turn it over. Here's where to start.
Get the full guideIllustrative teaching example — not a real product label.
03 / OUR STORY
Real feels
better.
We started Chief because better food should be easy to find, delicious to eat, and made from ingredients you understand. This is what Real Feels Better means to us.
Read the label guide04 / INSIDE THE GUIDE
A little knowledge.
Better everyday choices.
Practical information from Chief, including an easy-to-use checklist you can keep for your next shop.
01
What's really in it?
Learn where to start when looking at an ingredients list.
02
Make fair comparisons
Understand the per 100g column and check serving sizes.
03
Take it shopping
Keep the printable checklist handy the next time you shop.
Send it to meNo purchase needed.
05 / READY FOR YOUR NEXT SNACK?
Healthy snacks worth flipping for.
Once you know what to look for, making your next snack choice gets a little easier. Explore our Collagen Protein Bar Mixed Box.
Collagen Protein Bars - Mixed Box $54.95
Shop the Mixed Box
Prefer to learn first? Get the free guide
ONE SMALL HABIT
Next time, flip it.
A little curiosity can go a long way.