The Treat Trunk Story

Treat Trunk has been helping people snack better since 2018. We took the business over in 2024, and we think it is worth telling you where it came from, because the reasons it started are the reasons we wanted to keep it going.

How Treat Trunk began

Treat Trunk was founded by Sally, a mum who had spent most of her life stuck in a cycle of sugar addiction. Low energy, fatigue, brain fog, mood swings and digestive trouble were just normal for her. When she fell pregnant with her first child in 2011 she committed to a healthier, less processed way of eating, read everything she could about nutrition, and started making better snacks at home.

What she worked out along the way is that the problem is not willpower. It is availability. What you see in the supermarket is a tiny fraction of what actually exists, and plenty of what gets labelled “healthy” does not deserve the word. She found high fructose corn syrup listed as a main ingredient in snacks sold as good for you, and artificial colourings and additives in products aimed squarely at children.

So in the spring of 2018 she went looking for a snack box that would do the hard work of finding the good stuff for her. She tried what was on the market, was disappointed by all of it, and built the one she actually wanted instead. That was Treat Trunk.

Why we took it on

We took Treat Trunk on in 2024. We were not parents yet at that point, but the problem was not a hard one to recognise: eating well is made unnecessarily difficult, and a great deal of what gets sold as healthy is marketing. Sally had built something genuinely honest, and we did not want to watch it quietly disappear or get watered down by someone who did not care how it worked.

We are new parents now, and the whole thing has become considerably less theoretical. We spend our days doing exactly what she described. You want to give your child a better start, you have a fair idea of what that looks like, and then you run out of time and energy to build it from scratch every single day.

Reading Sally’s story back now, it lands differently. Her view was that treating yourself should not mean harming yourself, and that small sustainable changes beat strict rules you abandon within a fortnight. We agreed with that in 2024 on principle. We agree with it now from experience.

That is why we bought an existing business rather than starting our own. The values were already right. Our job is to carry them forward and push them further.

What we are building

We still taste test everything that goes in a box. We still look for small independent brands using real ingredients, and we still care who we buy from, because a lot of them are one or two people working hard to make something good. Getting those brands in front of more people is a genuine part of the point.

We want healthy snacking to feel like a treat rather than a compromise, for adults and for children. Our one-off boxes and our mini subscription can be customised for adults, kids or both at checkout, and the full size subscription is built for the whole family.

The habits children form early tend to stick. If we can make the good stuff the exciting stuff, we think that is a contribution worth making.

Thanks for reading, and thanks to Sally for starting it.