Created by a quartet of wellbeing buffs, Chief Nutrition is aiming for global domination with its range of health bars. By Samantha Schelling.
Libby and Justin Babet’s lives revolve around wellbeing. The couple own and run two fitness studios, while health journalist Libby was also a trainer for Channel TEN’s The Biggest Loser.
The couple saw a gap in the snack bar market when they could not find a bar that met their health ideals of no fillers, sugars or preservatives, but still tasted good. So, they decided to make their own.
Five years ago they joined forces with nutritionist and exercise physiologist Veronika Larisova, and Brock Hatton, founder of health-food distribution company This Natural Life. The team began experimenting with a snack bar that fitted their ideal as “unashamed health freaks” – a product where “even the small print meant it was good for you”.
Justin Babet says, “It started as a side project. We were very focused on getting our products right for the first three years. Then, two years ago, we felt we were ready to scale, so I sold my tech business and went full-time, along with Brock.”
That first product was Chief Bar, a savoury meat bar in two flavours, Beef & Chilli and Lamb & Rosemary. Along with grass-fed meat, the bars contain some herbs, nuts and “a tiny bit of dried fruit”.
Babet says, “We're targeting those who want to eat high quality, real-food snacks when they're on the move, doing things like hiking, trail running, rock climbing, snowboarding, surfing and so on.
“Our meat bars are a savoury option, so they're perfect for anyone on the road. We personally take them wherever we travel, and I always keep a few in my glove box for when I don't have time for lunch.”