Taking control of your future
For those lucky enough to have been born healthy, staying healthy is largely down to life habits. What we eat is one of the most important.
Average life expectancies have risen, but few of us are average. Individual lifespans vary hugely. In Switzerland, more than 1 in 9 men die before reaching retirement1. Healthy life expectancy – years of life in good health – varies widely too, trailing life expectancy by around 10 years2.
In Switzerland, roughly 60% die from heart disease, cancer or type 2 diabetes, three largely lifestyle diseases3. Genetics play a surprisingly small role in these illnesses. The US National Institute of Health reckons only 5-10% of cancer is genetic, and the World Health Organisation thinks 80% of cardiovascular disease can be prevented.
While we still have much to learn, we can make some really good dietary bets based on what science has uncovered so far. Eating more whole plants is one of the surest bets.
The whole-plant advantage
Whole-plant diets contain very little saturated fat, the leading cause of heart disease. In addition, they fill you up, helping to break the cycle of hunger that comes with highly processed, often calorie dense, foods. Whole plants are also full of vitamins, minerals and antioxydants.
Small communities in Italy, Greece, Japan, Costa Rica and California that live extraordinarily long healthy lives, live on whole-plant rich diets. The World Health Organisation recommends diets high in whole plants, low in processed foods, and low in foods containing saturated fats.
Changing habits while surrounded by unhealthy temptation
Most know that food choice affects long term health, but changing unhealthy eating habits is tough in the modern food ecosystem. Competition in the food business has led to a taste arms race with the sweetest, saltiest and greasiest foods vying for our attention. We are hardwired to crave these calorie dense foods. This combined with the drift towards processed foods, with their long shelf lives and branded recipes has left us surrounded by unhealthy temptation.
Tempting vegan junk
Adding to the challenge, the rise of veganism has led to more and more highly processed plant-based junk food. More and more, a simple shift to a plant-based diet doesn’t automatically mean better heath.
How can we break the cycle?
Breaking old habits is hard but it can be done. We hope to help some break out of this cycle by filling mailboxes with healthy breakfasts and tips on healthy eating.
With our breakfasts you can be confident you’re off to a healthy start with a minimal environmental food footprint. Our products are focused on health with the detail explained.
Packed with nutrition
We pack our cereals full of whole-plant nutrition so you can be confident you’re getting a sizable chunk of what you body needs every day, without the bad stuff. And they’re fresh, shipped after they’re made.
Unrefined high-fibre health
Our eight-metre long intestine was not designed for refined food. High-fibre, whole foods are what it needs to stay clean and healthy.
Fibre helps to slow down digestion, so any sugar is released slowly. Free sugar and refined carbohydrates slip straight into the blood stream causing sugar spikes. This eventually leads to long-term health problems.
In addition, high-fibre foods are filling, and unlike many highly refined foods, don’t trigger a continuous cycle of hunger.
100g of our cereal has around 12g of fibre, around 40% of the recommended daily amount.
Low in saturated fat
Saturated fat is associated with high blood cholesterol and heart disease. Plants contain very little of it. The WHO recommends keeping saturated fat under 10% of calories consumed. Our products contain less than 3g of saturated fat per 100g, which comes mainly from highly nutritious nuts.
Scientists haven’t fully explained why, but a few nuts a day are associated with less cancer and heart disease. Some studies associate nuts with lower blood cholesterol and better arterial function, which might explain some of it. Nuts, along with vegetables seem to be two key health features of the Mediterranean diet.
Why does saturated fat cause so many problems? It seems to be a design issue. Clogged arteries from eating saturated fat affects only herbivores. Cats and dogs can eat saturated fat to their heart’s content and never develop atherosclerotic plaques.
Full of protein
100g of our cereal contains close to 14g of protein, around 25% of the recommended daily allowance, including all the essential amino acids.
There is an old idea that plant proteins are incomplete, meaning they don’t contain all the essential amino acids. This is simply untrue. A United Nations database of amino acids in foods shows most plants contain all of them.
Low in free-sugar
The WHO distinguishes between “free sugars” and sugars still in nature’s wrapper. Sugar, corn syrup, honey, agave syrup, maple syrup, date syrup, and fruit juices are all high in “free sugar”.
Free sugars pass too quickly through our gut wall causing all kinds of slow-burn health problems.
The sugar in fresh and dried fruit is still contained within cell walls the way nature intended, so it doesn’t throw the body into a spin.
The WHO recommends cutting free sugar to less than 6 teaspoons a day. That’s roughly one 300ml serving of orange juice.
Our cereals have less than one teaspoon of free sugar per serving, which comes from sparingly adding organic honey, date or maple syrup. And, we refuse to pretend that honey and date syrup are not sugar. They are. Instead we use them sparingly.
Full of essential nutrients
Many diets lack key nutrients. We choose ingredients that help fill nutrient gaps. A 100g serving of our cereal provides around 50% of recommended daily allowances of iron, 10% of calcium, 10% of daily folate and 10% of vitamin A. Our cereals are nutrient dense.
1 Mortality tables for Switzerland – Federal Statistical Office
2 Healthy life expectancy by country – source World Health Organisation
3 0.83 grams per kg of body weight – source World Health Organisation
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