It all started with a carton of almond milk…

Wellful began with a simple wake-up call. One day I picked up a 5-star rated almond milk, only to realise it had less than 2.5% almonds and a long list of additives I didn’t recognise. From then on, I couldn’t help but read every label. I stopped trusting catchy phrases that sounded healthy but hid sugars, syrups, and vegetable oils. It was frustrating, but it also opened my eyes.

Still, what truly lit the fire for Wellful wasn’t here in New Zealand.

Each time I travelled back to the GCC for work, I looked forward to seeing the same wholesome options I’d grown used to at home. But even in the most niche grocers, almost everything carried some sort of nasty. The first time I went with my daughter Amara, it hit differently. I wanted to feed her with the same confidence I had in New Zealand, and I couldn’t. It hit me in a way it hadn’t before: if I were still living in the GCC today, I wouldn’t have close to the variety of wholesome options I now have for my kids. That moment shook something deep in me.

It was then I realised: this wasn’t just about my family. The region deserved better.

Wellful exists to bridge that gap. We champion the incredible, honest brands of Aotearoa and Australia and share them with the GCC — products made with care, transparency, and ingredients you can actually trust.