Squirrel Sisters
Squirrel Sisters is a UK-based, bootstrapped snack brand producing vegan, gluten-free, no-added-sugar snack bars for health-conscious consumers. Founded in 2015 by sisters Gracie and Sophie Tyrrell, the company's three core products are sold direct-to-consumer and through 2,000+ UK retail stores including Waitrose, Holland and Barrett, and Boots.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Squirrel Sisters does
Squirrel Sisters is a UK-based, founder-owned consumer packaged goods brand producing vegan, gluten-free snack bars with no added sugar. Founded in 2015 by sisters Gracie and Sophie Tyrrell following Sophie's diagnosis of Wolfe-Parkinson-White syndrome, the company originated from a personal need for sweet-tasting snacks without refined sugar and serves health-conscious UK consumers including vegans, individuals managing dietary restrictions, and shoppers seeking alternatives to sugar-laden snacks. The portfolio consists of three core SKUs—Cacao Brownie, Peanut Raspberry, and Peanut Caramel—manufactured by a family-run UK factory under a proprietary water activity control process that maintains levels under 0.6 to extend shelf life without compromising taste or nutritional quality. All products hold Sugarwise certification (international no-added-sugar authority) and Vegan Society certification, and the company claims the only UK snacking brand with an entire award-winning range free from added sugar.
The business operates a dual-channel revenue model combining direct-to-consumer e-commerce via a Shopify-based storefront (squirrelsisters.com) with broad UK retail distribution. Consumer pricing ranges from £1.20 for a single 40g bar to £12.99 for a box of 16, with free delivery above £35. On the retail side, products are stocked in over 2,000 UK stores across premium grocery (Waitrose), health retail (Holland and Barrett, Whole Foods), luxury department stores (Selfridges, Harvey Nichols), pharmacy (Boots, 68+ stores), online grocery (Ocado, Amazon), regional premium (Booths), and petrol station convenience (BP with M&S). Wholesale distribution is handled through DDC, Holleys Fine Foods, and Suma. In January 2021 the company expanded its direct channel into Britain's first no-added-sugar online shop, aggregating third-party no-added-sugar brands alongside its own range.
Squirrel Sisters operates as a bootstrapped private limited company (GT.Well Limited) headquartered in London with a registered office in Devizes, Wiltshire. The founders maintain full ownership and control with no external equity investment to date ('We have achieved this on our own without any investment to date'). Marketing is content-led, leveraging an authentic founder health story, a published cookbook ('Naturally Delicious Snacks and Treats', Pavilion Books, 2018), three consecutive Great Taste Awards (2016-2018), BBC Good Food recognition (2022), and earned media in The Independent, Women's Health, and The Evening Standard. The company trades actively with a maintained e-commerce site, ongoing product development, and nationwide retail presence, but remains small (1-10 employees) and UK-only in geographic scope.
Squirrel Sisters firmographics
Firmographics- Name
- Squirrel Sisters
- Legal name
- GT.Well Limited
- Website
- https://squirrelsisters.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Squirrel Sisters is a UK-based, bootstrapped snack brand producing vegan, gluten-free, no-added-sugar snack bars for health-conscious consumers. Founded in 2015 by sisters Gracie and Sophie Tyrrell, the company's three core products are sold direct-to-consumer and through 2,000+ UK retail stores including Waitrose, Holland and Barrett, and Boots.
- Ownership category
- akta.pro rank
Squirrel Sisters industry classification
Industry- Product category
- Healthy Snack Bars
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
- akta.pro secondary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Squirrel Sisters is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Squirrel Sisters business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Direct E-commerce Sales: Online sales through company website with home delivery. Consumers can purchase individual bars, multi-packs (Box of 6, 12, 16). Revenue from direct online transactions with consumers in the UK.
- Retail Distribution: Products sold through major UK retailers including Waitrose, Holland and Barrett, Whole Foods, Selfridges, Harvey Nichols, Booths, BP Petrol Stations, Ocado, Amazon, and Boots. Wholesale distribution through DDC, Holleys Fine Foods, and Suma.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Bar - £1.20 per 40g bar |
| Unit Pricing | Pay-as-you-go | Box of 6 - £5.50 |
| Unit Pricing | Pay-as-you-go | Box of 12 - £9.99 |
| Unit Pricing | Pay-as-you-go | Box of 16 - £12.99 |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels9 records
Squirrel Sisters product offering
Product offeringCore offering
Squirrel Sisters is a UK-based healthy snacking brand that manufactures and sells vegan, gluten-free, no-added-sugar snack bars made with nuts, dates, fruits, and seeds. The product portfolio comprises three core flavors — Cacao Brownie, Peanut Raspberry, and Peanut Caramel — sold as single bars or in multi-pack boxes (6, 12, or 16) through the company's own e-commerce site and through major UK retailers including Waitrose, Holland & Barrett, Whole Foods, Boots, Selfridges, Harvey Nichols, Ocado, and BP petrol stations. All products are Sugarwise and Vegan Society certified.
Product overview
Squirrel Sisters is a no added sugar snacking brand offering a portfolio of three core vegan and gluten-free snack bars: the Cacao Brownie Snack Bar (rich cacao flavor with cashews and dates), the Peanut Raspberry Snack Bar (sweet and nutty with roasted peanuts and raspberries), and the Peanut Caramel Snack Bar (caramel flavor from dates and peanuts). All products are certified by Sugarwise and The Vegan Society, are naturally sweetened without added sugar, and are available across major UK retailers including Waitrose, Holland and Barrett, Boots, Ocado, Whole Foods, Selfridges, and Harvey Nichols, as well as via the company's own e-commerce website.
Differentiator
Problem solved
Functional benefit
Products and services
- Cacao Brownie Snack Bar
- Peanut Raspberry Snack Bar
- Peanut Caramel Snack Bar
Quantifiable outcome
- Available in over 2000 stores nationwide across the UK
- +2 more outcomes
Companies that use Squirrel Sisters
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Squirrel Sisters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Squirrel Sisters partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Family-run UK FactorycoreManufactured in a UK-based family-run factory that shares the company's passion for taste, quality and innovation in no added sugar snacking.
- DDCcoreWholesale distributor for Squirrel Sisters products, enabling broader retail distribution across the UK.
- Holleys Fine FoodscoreWholesale distributor for Squirrel Sisters products, enabling access to retail stockists.
- SumacoreWholesale cooperative distributing Squirrel Sisters products, primarily serving independent retailers.
Scale indicators5 records
Recent moves6 records
Squirrel Sisters competitors and assessment
Company assessmentDirect peers
- 9BAR: 9BAR is a UK-based natural energy and snack bar brand using seeds, nuts, and honey as core ingredients. Direct overlap with Squirrel Sisters on format, health positioning, and UK retail distribution.
- Nakd: Nakd (Natural Balance Foods) is a UK-headquartered fruit-and-nut snack bar brand with overlapping no-added-sugar, vegan, and gluten-free positioning. It is a direct competitor on UK retail shelves and in the better-for-you bar category.
- Pulsin: Pulsin is a UK-based natural snack and protein bar brand with vegan, gluten-free, and no-added-sugar ranges. Direct competitor on UK retail shelves (Holland & Barrett, health food retailers) with similar ingredient philosophy and consumer target.
- Graze: Graze is a UK snack brand offering portion-controlled, healthier snack options including bars and snack packs. Direct overlap with Squirrel Sisters in better-for-you snacking, healthy positioning, and D2C plus retail distribution.
- Trek: Trek produces natural energy and protein snack bars with no added sugar options, primarily in oat-based formats. Comparable UK retail presence, better-for-you positioning, and on-the-go consumption occasions.
Broad incumbents
- LÄRABAR: LÄRABAR (General Mills) is a US-originated whole-food fruit and nut bar brand with comparable ingredient simplicity and no-added-sugar positioning. Similar product format though largely US-focused; provides category benchmark for premium fruit/nut bars.
- KIND Snacks: KIND is a global nut-based snack bar brand with UK presence (Mars-owned) competing in the better-for-you bar segment. Comparable product format (nut-based bars) and target consumer (health-conscious snackers), though KIND operates at a much larger scale.
- RXBAR: RXBAR (owned by Mars) produces protein snack bars with minimal ingredients and no added sugar positioning. Comparable product category and health-forward consumer targeting, though RXBAR operates at significantly larger scale and broader geographic footprint.
Regional players
- The Food Doctor: The Food Doctor is a UK-based health food brand offering snack bars and healthy eating products. Overlapping better-for-you positioning, though The Food Doctor has a broader portfolio including cereals, soups, and meal products.
Emerging players
- Rude Health: Rude Health is a UK premium natural food brand offering cereals, snack bars, and plant-based drinks with comparable natural-ingredient philosophy. Overlapping health-conscious consumer and premium UK retail channel presence (Waitrose, Ocado).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Squirrel Sisters social profiles
Digital presenceSquirrel Sisters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Squirrel Sisters leadership team
Management profileNumber of profiles
Profiles2 records
Squirrel Sisters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Squirrel Sisters M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Squirrel Sisters
What does Squirrel Sisters do?
Squirrel Sisters is a UK-based healthy snacking brand that manufactures and sells vegan, gluten-free, no-added-sugar snack bars made with nuts, dates, fruits, and seeds. The product portfolio comprises three core flavors — Cacao Brownie, Peanut Raspberry, and Peanut Caramel — sold as single bars or in multi-pack boxes (6, 12, or 16) through the company's own e-commerce site and through major UK retailers including Waitrose, Holland & Barrett, Whole Foods, Boots, Selfridges, Harvey Nichols, Ocado, and BP petrol stations. All products are Sugarwise and Vegan Society certified.
Is Squirrel Sisters a public or private company?
Squirrel Sisters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Squirrel Sisters founded?
Squirrel Sisters was founded in 2015. It employs 1 to 10 people.
Where is Squirrel Sisters based?
Squirrel Sisters is headquartered in London, United Kingdom, in the Europe region.
How does Squirrel Sisters make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Squirrel Sisters's main competitors?
Direct peers on record are 9BAR, Nakd, Pulsin, Graze and Trek. Broad incumbents are LÄRABAR, KIND Snacks and RXBAR. The Food Doctor is listed as a regional player. Rude Health is listed as an emerging player.
Does Squirrel Sisters have an API?
No public API is recorded for Squirrel Sisters.
What industry is Squirrel Sisters in?
Squirrel Sisters's product category is Healthy Snack Bars. Its primary akta.pro industry code is CRADABAG, Snack Bars (Granola, Protein, Cereal Bars), with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 31134 and its SIC code is 2050.