Why we exist
Ever wondered why most brands hide their ingredient list, in microscopic font, at the back? Why you’re made to stare, squint eyed, at the crimp, just to figure out what your food is made of?
As an obese kid trying to eat healthy, I used to ask these questions everyday. I never got an answer, so I did my own research.
Brands hide what goes into their food, because they have something to hide.
Because they’d rather have you drool over fake pictures of molten, drippy chocolate, than have you discover that your food contains artificial sugars and preservatives and other hard-to-pronounce chemicals.
In the name of ‘healthy’, we’re all being sold a bunch of lies. And I was done being lied to.
So I, along with a bunch of like-minded (and equally betrayed) folks, created ‘and nothing else’.
Food so clean, we proudly declare every single ingredient that goes into it, upfront.
No chemicals, no sweeteners, no hiding, no bullsh*t. Just a handful of simple, natural ingredients your mom would approve of. And nothing else.
Founder. CEO. Obese kid. Fit adult. Hell bent on setting packaged food right.
PS: I write a health blog called FITSHIT, where I expose big-food-brands and how they lie to make their products look ‘healthy’.
Disclaimer: Views on the blog are personal. So is the crusade.
Who is this guy?
Shashank started his fitness journey at over 100kgs, 15 years ago. In the decade that followed, he taught himself fitness, lost 40kgs, ran several marathons, and helped many friends and colleagues get onto the fitness bandwagon.
An IIM graduate, he has self-experimented with every fitness-fad and quick-fix out there, and now writes a health column @The Quint, that’s read by thousands every week. He is also a Top Writer in ‘Food’ & ‘Health’ on Medium.com.
After all these years of research and self-experimentation, he believes there’s only one universal food truth –
good food is made of good ingredients. and nothing else.
ANE the brand, is a physical manifestation of this food philosophy.
PS: It is very strange to write about yourself in third person.