Why We’re Here: Bringing character in food that is good for you

When we started this journey with Viblance, it wasn’t about building a business empire or following a trend. It was about making something simple and honest, something that we could stand behind. If you’ve ever spent time experimenting in the kitchen, you know what I mean—food becomes a part of your story, and sharing it is like inviting people into a small piece of your life.

Why take joy out of healthy food?

We noticed a shift in the food world when “healthy eating” became mainstream. Suddenly, everything was all about what was left out: gluten-free, sugar-free, additive-free, flavor-free. Sure, a lot of this stuff matters. But somewhere along the way, it felt like we started to lose the joy in food. When a product is free from everything, it sometimes ends up free from taste and character, too.

We believe in celebrating ingredients, not stripping them down to a shadow of what they could be. We wanted to make food that tastes as good as they make you feel. Every ingredient we use has a purpose, and the right combination together shapes a personality. In fact, our brand identity is built around the idea of characters exploring ingredients—because we see food as an adventure, not a list of what it’s missing.

Real ingredients, real flavours

We work with wholesome ingredients. From the beginning, we knew that if we were going to make something genuinely good, it had to come from real ingredients—not shortcuts. And no “natural” aroma’s either. It’s easy to give something taste when add a bit of “natural” flavouring. But instead of adding flavours from a lab, we spent countless hours in the kitchen, testing recipe after recipe to find the perfect balance of ingredients.

We also believe in a wholesome, plant-based diet where each ingredient plays a meaningful role, delivering both taste and nourishment. Everything is becoming more and more processed these days. It’s cheaper. It’s quicker. But it’s no longer real.

It’s About Connection

For us, Viblance is more than just products on a shelf. It’s about bringing people together over something real. We want you to feel the joy of good food, to have a moment where you don’t just eat but savor. Because food should be more than fuel; it should be a little piece of happiness in your day.

So, that’s why we’re here. We’re not trying to be perfect, and we don’t have it all figured out. But we’re dedicated to staying true to what matters: real food that brings joy, from our table to yours.