Love British Food


Backing British was never a question for us. It was a necessity, that we would use 100% British meat within our products from farmers we knew and trusted.

Next time you pick-up a meat snack, check the ingredients list and see if you can find the country of origin for the meat. You'll be surprised how few actually use British meat. Imported meat may be cheaper but it comes at an added cost to the environment and more often than not, animal welfare.

A rising tide lifts all boats. Therefore we hope that by raising the standards, eventually the rest of the market will follow. So when we discovered Love British Food we knew that this was an initiative we must be involved with to help spread our message further.


Love British Food is the leading promoter of buying British,  highlighting the importance of buying local.

We are currently at a time where the importance of backing British farming and eating British food is more important than ever.

Teaming up with Love British Food is something that we are incredibly excited about and we can’t wait to get involved with projects throughout the year, particularly our first British Food Fortnight.

Make sure to check us out on their website and social media channels soon and see how you can use the power of our wallet to make a difference and buy British. #LoveBritishFood.




To kick-off March, Laura takes a look back at Veganuary and debates how feasible it is for anyone to live a vegan lifestyle.

Every year we are bombarded with new fad diets, and to kick of 2018 we’ve seen the rise of Veganuary, a month where people around the world choose to undertake a vegan lifestyle.  However, just how achievable is a vegan lifestyle?

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Technically anyone who chooses to abstain from eating and using animal products is vegan but some vegans do choose to go the extra lengths to avoid using anything associated with the use of animals. The truth is, it’s virtually impossible to be 100% vegan and live a life that doesn’t involve the use of animal by products. The fact is, almost everything, contains animal products. The rubber soles of your trainers, the steel within your car and even the photo paper you printed your holiday snaps on all contain animal products.

When farmers and others within the meat industry tell you that every part of the animal is utilised they really aren’t lying. The meat is the most obvious by product of animals accounting for approximately 51%  of a cows carcass with the remaining 49% forming a use in our day to day life.  

Shampoos, soaps, cosmetics and even pain relief contain animal by products, from fatty acids, collagen, keratin, lactose, lanolin and even musk.  The dining room table and chairs you sit and eat from will contain animal by products in the glue. The strings on a tennis racket or a musical instrument, plastic or animal gut? Both contain animal by products.

Your car contains animal products? Surprise! Animal fat is used in the production of steel and to vulcanise rubber. Antifreeze also contains animal fats, as does hydraulic brake fluid! Bricks, plaster, home insulation materials and cement mix can also contain animal fats, which make them last longer.

The unlimited use of the animals carcass is amazing.  There is nothing wrong with the choice people make whether to abstain from eating meat or whether you choose to devour a roast dinner every night of the week!  But it really does pose the question, can you ever really be vegan?


Meet Mr Average


Our mission is to fuel the "outsiders" and that's not just those people rowing the Atlantic or skiing across the Arctic. It's people who inspire others to get out of their comfort zone to where the magic happens. Self-titled Average Geoff is one such person. Discover what motivates Geoff to motivate others via his rapidly growing social profile.

I've been asked on several occasions if I’ve always been fit and crazy (I think in my case the two go hand in hand). The honest answer is no!

I was not a very active child or teenager. I’ve messed about with fitness for most of my adult life but never really focused on anything until about 6 years ago. Like many others, I had a realisation that despite lifting some barbells and drinking protein shakes I was far from being fit. I couldn’t run a 5k, I would be nearly dying after any sort of sprint and my ability to move my own bodyweight was nearly non-existent!

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I decided I wanted something different. I wanted functional strength, to be a role model for my son....and to look good with my T-shirt off. Finding the balance of family life, fitness and full-time shift work hasn’t been easy. After 6 years of successes and a lot of lessons, here I am.

I’m proud of the progress I’ve made and what I’ve accomplished and my social media presence is my way of motivating and inspiring others to find their balance. So get up, get out and get it done.


More Than A Meat Bar


To mark World Innovation Day I thought I'd trawl the archives. In the hope that I could inspire you to take a leap of faith.

Dreams are the most profound when they seem the most crazy. Co-incidentally, I was told I was crazy, when I first met with the head of innovation at the Food Centre Wales in 2014. With no knowledge of food production, I was convinced there was an opportunity for an ambient meat bar. I refer to it as the naively optimistic years!

The interview in the short edit below was filmed back in 2015. I was on the verge of launching a Kickstarter campaign for an idea called Fori. One thing that still rings true, three years later, is the ambition to be more than a meat snack, to kick start a revolution. A movement towards snacking on real food and away from sugar laden treats we're misled to believing are healthy.

A revolution never dies.

Through thick and thin, our mission is the one thing that drives our business forward. I can't wait to reveal what we have in store for 2018. This revolution is only just getting started.

Into the void








When young gymnast, Ben Goodall got in touch to thank us for developing Fori, we were intrigued to know more. In just 19 years Ben has grasped more about nutrition than many manage in a lifetime. Here's, Ben's story about how he got in control of his diet and his journey to represent team GB.

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With obesity statistics and "overweight Britain" appearing in headline news most days, there is a constant reminder to shape up our diets and move to living a healthier lifestyle. Unfortunately, on the other hand with social media dominating most of our lives, young millennials are facing increasing pressure to have a perfect body.

Ben was a 15 year old, trying to juggle friends, GCSE revision and devoting 90% of his time to gymnastics. As with most 15 years olds, Ben was poorly informed about nutrition and adopted a typical Western diet, which unfortunately led to bloating and gut issues. Combined with the pressures of stereo-typical images, Ben felt insecure and developed body issues, eventually becoming clinically underweight. Unaware of the impact Ben, went to the British Championships which sadly finished in a disaster.

"I was unable to complete any of my routines and missed out on the finals"

Left very disheartened, he sat down with his National Coach to hear the words -

"You need to eat more chicken dinners"

Of course, this wasn't easy for Ben to hear, but it was the light bulb moment Ben needed. Ben realised he wasn't treating his body the way it deserved and nourishing it with the right nutrients needed to preform gymnastics to this level. Therefore, Ben got back to a healthy body weight and went back to the British championships the following year to prove to himself he could do it and not only did he prove to himself, he also tumbled his way to a silver medal in the 2015 British championships.


Even though Ben had overcome his nutrition problems, injuries sometimes are inevitable. The stress of training for bigger moves left Ben struggling with his spine and was unable to compete for the whole of 2016 and losing his spot on the British team. Ben was gutted, but true to his spirit he stayed upbeat and wouldn't let his injury define him, he would come back and this time stronger.

Ben did just that, securing his place back in the British 2017 championships coming home with another silver. This meant he could now finally go to the World's in Bulgaria, in which he did earning himself a PB and 8th place!



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"Sorting out my nutrition was one of the most important steps in getting me to where I am today; it boosted my performance and helped me recover from my injury"

Now that Ben understands the importance of nutrition and furthering his knowledge on what diet is optimal for him, Ben has decided to adopt a Paleo inspired diet. However, one problem Ben faces on a daily basis is trying to maintain good nutrition whilst being on the go.

"Portable, clean, tasty and ambient nutrition is hard to find"

As even though Ben is a fan of sardines, they are not the most convenient and very smelly to take on a plane. Therefore, this quest led Ben to our bars which is music to our ears as our one mission when creating Fori was to make the ultimate snack without compromise.

Learning 2

"Life is not a journey that happens to you, you have to get out there! Play an active role in shaping the way you want your life to be. Take the bad with the good and keep going. But most importantly have fun and enjoy it"

The admiration we have for this young Foriger is up there and it has been a pleasure to help him on his quest to eat clean and punch above his weight!



What does it all mean?


Cheap meat often comes at a price. Paid for by the farmers, processors, animals and ultimately the environment.  To help you navigate the landscape (and following on from our journal; How to buy the best meat) our resident agricultural expert, Laura, has taken a look at the claims found on packaged meat and reveals what they all mean.

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Organic agriculture is about a way of farming that pays close attention to nature. It means fewer chemicals on the land such as artificial fertilisers and the absence of veterinary medicines such as antibiotics in rearing livestock and the avoidance of genetic modification. Organic farming can also offer benefits for animal welfare, as animals are required to be kept in more natural conditions. 

  • Organic farms don’t use chemical fertilisers or pesticides and the routine use of antibiotics is not permitted, organic systems also dictate that the animals must have access to the outdoors for the majority of their lives.
  • Organic standards are defined by law, and farmers and processors must be certified by an approved organisation, the most renowned is the Soil Association. The Soil Association organic logo appears on approximately 80% of organic food produced in UK


Free-range allows for chickens, pigs and most recently cattle to be outside for at least part of their lives.

  • Free- range poultry must meet legal requirements. The RSPCA states that chickens must have a defined amount of space (no more than 13 birds a square metre), be 56 days old before they are slaughtered and have continuous daytime access to open-air runs, with vegetation, for at least half their lifetime.
  • A varied environment allows the animals to exhibit more of their natural behaviours.

Grass fed

Grass fed focuses on the traditional practice of grazing cattle and sheep on grassland as opposed to what is perceived as a more intensive practice of indoor fattening on grains.

  • In the UK, the words grass fed can be used to describe food from animals that have spent the majority of their time eating grass.
  • If you are seeking meat from animals solely fed on grass and forage crops then look for the Pasture-Fed Livestock Logo. It is a farmer-led organisation that promotes the health, welfare and environmental benefits of raising cattle and sheep exclusively on grass and forage crops.


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Britain's largest food label, the Red Tractor, guarantees that products featuring the Union Jack attached to the Red Tractor logo have been born, raised, slaughtered, grown, prepared and packaged entirely within the UK and in accordance with their strict standards. They beleive all animals should have the following:

  • Freedom from hunger and thirst - by ready access to fresh water and a diet to maintain the animals' full health and vigour.

  • Freedom from discomfort - by providing an appropriate environment including shelter and a comfortable resting area.

  • Freedom from pain, injury or disease - by prevention or rapid diagnosis and treatment.

  • Freedom to express normal behaviour - by providing sufficient space, proper facilities and company of the animal's own kind.

  • Freedom from fear and distress - by ensuring conditions and care which avoid mental suffering



RSPCA Assured is an independent certification by the RSPCA, unlike other labelling schemes they are independent from both the food and farming industries.

  • Their vision is for all animals to have a good life and to be treated with compassion and respect and as such are acknowledged as a higher-level scheme by the UK government.
  • RSPCA go above and beyond the standards of free range but don’t replicate all of the standards laid out within organic certification.

The simplest thing you can do to help raise animal welfare standards is to vote with your wallet. Whenever possible choose the highest standard you can afford. Finally, watch out for the meat in your meals when eating out. Don't be afraid to ask where it comes from and do your research if eating any meat-based product. As a bare minimum, always look for the Red Tractor logo.


A Lidl Adventure


We're here to disrupt, to change a market and save you from crap snacks. So when the grocery giant Lidl, said they were interested in stocking Fori we jumped at the chance!

For the next month, our superior sustenance will be stocked in 350 Lidl stores nationwide. Meaning you can pick up and stock up, during your weekly shop.


Of course, it's not conventional for a start-up food brand to launch with Lidl. But we're not a conventional start-up. We want to influence change, and arguably, Lidl has done this more than any other grocery retailer in the UK! So we're grateful to Lidl for the opportunity, to lead the charge and make snacking better for everyone.


Lessons learned and future plans


Reflecting back on 2017 has been cathartic. Those victories that we overlooked amidst the mania of running a food start-up soon add up.

80k Fori bars were consumed, we exhibited at 6 major trade shows in 3 countries, won 4 awards for innovation and increased our small but perfectly formed team by 50% (from 2 to 3!).

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We're not a conventional food start-up, but that suits us. Because we're not a conventional product nor do we have realistic expectations (self-imposed). We have a long-term vision and we know it's not going to be easy but we laid great foundations in 2017.

Did we get close to our forecasts? NO! Do we know a lot more than we did 12 months ago? YES! Success can be measured in many ways. We know, one day, we will hit that forecast but for now, we're learning, evolving and grafting.


2017 taught us some valuable lessons, that can only be gained through experience and being in the midst of a food start-up. Our experiences were from the sublime to the ridiculous. Seeing the bars in Whole Foods for the first time, recruiting a small but awesome team and receiving emails from people who've used our bars to fuel their adventures are just a few of the things to make us feel really proud. As for the ridiculous, witnessing a person washdown protein powder with Redbull at BodyPower or being asked for £10k+ listing fees / marketing contributions makes you realise the challenge we face. 

For us, 2018 is all about evolution. We want to disrupt, to change the snacking landscape for the better and for the future. Starting next week, we will be one step closer, to our vision of making superior sustenance convenient and affordable when our bars become available in Nisa and Lidl. Then in early Spring we will be launching several new flavours and formats which will really shake things up. Please, keep in touch and join us for the ride, it's going to be one hell of an adventure!


How to buy the best meat


A once hallowed ground, free from marketing skulduggery, the meat aisle at your local supermarket is now laden with choices, set to bamboozle and potentially mislead. This means that it is more difficult than ever to decipher the "fake farms" from the real ones and make the best choice for you and your family. Thankfully, our latest recruit, Laura Talbot is here to help.


Go Local! One of the many things we are passionate about at Fori HQ is sourcing locally. Buying directly from a local farm shop, butchers or farmers market comes with a higher guarantee of a short supply chain. It can also mean higher British welfare standards, not only this, but it can help to keep the cost down, by cutting out the middleman. In these uncertain times, it’s more important than ever to help support local businesses and keep British agriculture thriving.

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Local may not always mean local

Don’t be afraid to challenge where you shop and ask where the meat comes from. Whilst we like to trust our small butchers it’s important that you still ask the question. What we perceive to be local may be different to the reality. We've been duped before, buying meat from a local Welsh butcher, only to discover the heard lives in Aberdeen! An absolute travesty, given the Welsh heritage for producing some of the UK's finest cattle and sheep.


Some of the tastiest cuts of meat are also the cheapest and we’re seeing them make a comeback. Next time you’re in the kitchen cooking up a storm give slow cooked beef cheek a try, it won’t disappoint.

Buying from a farm shop isn’t always the most practical solution, in which case it’s important to know your labels. Keep tuned for our next journal post from Laura, in which she takes a closer look at the labels adorning the meat on the supermarket shelves...




We created Fori to fuel the pioneers, those people who take themselves and often others out of their comfort zone to see where the magic happens. For Will Whitehead and his crew, the magic will happen somewhere between San Sebastian in the Canary Islands and Nelson’s Dockyard English Harbour in Antigua.

Turning his back, temporarily, on a career in creative advertising Will has turned to the Talisker Whisky Atlantic Challenge to see if it can make him "feel alive". It takes a certain kind of person to keep going when faced with blisters, salt rash, sharks and sleep deprivation. To this day, many more people have climbed Everest, reached the North Pole or ventured into space than have successfully rowed the Atlantic.

Read on to discover what motivates this 23 year old to take on one of the hardest sporting challenges around.

"I saw the Atlantic rowing race on TV during my final major project at University. I was heading to London to start a career in creative advertising but ultimately I felt it wasn't the right path for me. I saw the Atlantic project as an opportunity to really experience the feeling of 'being alive' as you'll hear people describe it; I don't want to be an old man one day to look back on my twenties as if I hadn't made the most of them."

How the thought came a reality 

"The thought of 'feeling alive' was enough, it gave me the drive to go out and make it happen. Fortunately too, I always knew that Mark, another team member had been interested in taking on the challenge too, so together we started to make it a reality"

the row is only part of the challenge

"I haven't even started the row yet but the past two years have been the hardest I've ever faced mentally. The project is massively time consuming, testing your entrepreneurial spirit to raise 100K to fund the expedition."
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What keeps you going?!

"As hard as it is on times, I think this is that kind of experience that can only help you grow. Also, if I settle for a life of Sunday walks and cooking, I hope the achievement will vanquish any doubt of my own capability!"
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Will and his team; WIGHT LIGHTENING set off on the 12th December. They will also be raising money for two charities too, the Ability Dogs for Young People and Ellen MacArthur Cancer Trust. We will be documenting their trip throughout and look forward to touching base with Will after, will this be the start to many adventures?