Where we come from

We lived unhealthily for a long time. But we changed that. For the most part. Today we eat mostly plant-based, minimally processed foods and enjoy the benefits. We thought a lot about how we could share the benefits with others. Maybe we were a little naïve, but we decided to stop just talking and actually do something about it.

We started in a garage

Yes, we started in a garage. Not because of the romantic notion of a garage startup company, but because that was our only option. No money. No help. Just two best friends. Eager and broke with a goal to make change happen.

And we did – we’ve reached tens of thousands of people and plan to reach much more. We’ve moved out of the garage, but nothing else has changed about us. We are still broke, we have grandiose ambitions and a bunch of flaws and insecurities that keep us human. And this will never change. (except the broke part hopefully)

Tasty and good-for-you

In the breakfast and snack categories, there were two kinds of products: 1) tasty and bad for you and 2) good for you but taste like cardboard. We believe that tasty should be good for you. Our mission is to make the good-for-you options available and easier for everyone to choose.

We can get obsessive

We never cut corners. If a new product doesn’t meet our standards, we won’t ship it. Period. ‘Okay’ is not good enough. Take our Pekándios granola. We’ve gone through over 100 iterations. Always improving, little by little. We kind of need to get it right. Strange, but it turns out fear of failure tastes pretty good.

Knowing who we are

Starting a business with your best friend is great. It’s also really challenging. The reason why Viblance works and we’re still friends is we know who we are – and who we’re not. A balance between staying true to ourselves and taking the risk to stand up for what we believe in. This is the Viblance culture. And most importantly, it attracts like-minded people that want to make the same thing happen. Viblance is as great as the people behind it who make it happen.

Upfront about it

Laboratories, “experts” or marketing gurus. It’s not us. We don’t have anything against conventional wisdom. We just don’t always follow it. We’re industry outsiders with naive ambitions, a bunch of flaws and insecurities that keep us human. We want to make breakfast and snacking great again with no bullshit in our products and in our communication.  And we’re upfront about it.