Our Story

Our Story

Founder Sarah Mace built up her award winning business from her home kitchen in 2013 after a period of illness, injury and allergy led her to transform the diet of her family in order to gain optimum health.

Unable to find any baked snacks on the market that were not only free from grain, dairy & refined sugar but also without unhealthy substitute ingredients, Sarah began developing her own. The rules – every ingredient had to earn its place nutritionally, no dodgy additives or coatings, and absolutely no compromise on taste.

Fast forward to today, and with 2 Free From Food Awards, new premises and a growing customer base in the UK and overseas,  those once home-baked family snacks are now the eye catching and delicious range of Primal Joy branded bars, bites and granola.

Every product is still hand made & packaged by Sarah and the in house team with only the best organic whole food ingredients. Based on nuts, seeds, coconut oil & honey Primal Joy products are free from grains, gluten, dairy, soy & refined sugar. They’re the go-to products not only for those with special diets but for everyone who wishes to cut back on refined sugar, but without compromising on taste.