All That Matters

Founded by Jitesh after a life changing stay as a monk, All That Matters Superfood Puffs are redefining everyday snacking. Made with just three core ingredients: amaranth, millets and rice grits.

Unlike many snacks built around corn, potato or pea fillers, our oven baked puffs are made using naturally nutrient-dense grains and seasoned with 100% natural flavourings, delivering a full-bodied crunch with great nutrient density that's gluten free, vegan, high in fibre and a source of protein.

Our range combines familiar favourites like Sea Salt & Cider Vinegar and Sour Cream & Chives with bolder flavours including Peri-Peri and Himalayan Pink Salt, giving shoppers both comfort and discovery.

Already introduced to 8,000+ consumers across the UK, we've sold 5,000+ packs through just three brand activation events, generating strong purchase intent, repeat purchases through our website and exceptional consumer feedback. We're also proud to be one of the highest-rated savoury snack brands on Yuka, reflecting our commitment to simple ingredients and better nutrition.

All That Matters gives retailers a genuinely differentiated proposition, bringing ingredient-led innovation and naturally resilient grains into one of the UK's biggest food categories.