About

Childhood has changed.

Something's not quite right.

As a 5 year old in the early 80's, I danced out of the cinema having just watched Rocky Knock out Clubber Laing. I didn't know it at the time, but the 80's was a time when all the best movies followed the mythical "Heroes Journey". 

The underdog had won, he had taken risks, fought the dragon and came away victorious.

Not only do they not make movies like that anymore, we don't teach young people to feel like that anymore.

As two dads of sporty children, we have seen the positive impact of our children competing and playing to win.

As concerned dads, we have seen the devastating impact of removing meritocracy from youth culture and replacing it with participation awards and mediocrity as a target. 

We’ve removed the goal of excellence for young people and it’s making them unhappy.

We want our children and their friends to believe they can be heroes.

We want them to take risks, have adventures, fight the dragon, come out victorious, or if they've lost, they come away wiser.

In addition, like most parents, we want our ambitious and adventurous children to eat well. Snacking is a challenge, the options are severely limited. Protein bars are for adults and often full of ingredients we aren't so certain of. Chocolate bars are full of sugar, fruit is boring for them and snacks aimed at young people insist on speaking to them like they are babies. 

So we created RISING, to celebrate the HERO in your child. To give them snacks they want and a movement they can believe in.

It's a great tasting protein cookie, filled with a delicious centre and made with Milk Protein, ground oats and coconut oil. RISING is a snack that eliminates the sugar found in most snacks, yet retains the taste.

Come Join the RISING.

Help our young people believe in the HERO again.