Sisters-in-law Sara and Maria were always committed to eating clean, but they found that typical “healthy” snacks, like kale crisps, just didn’t satisfy their cravings. Recognising a gap in the market, they envisioned a brand that could reinvent classic indulgent snacks by improving their nutritional value—without sacrificing the delicious flavours everyone loves. Soon Well & Truly was born, a clean and ethical snacking line offering everything from savoury crisps to sweet oat milk chocolate.