All That Matters
All That Matters is a UK-based direct-to-consumer food brand operating through Exuberant Soul Limited, selling a single line of amaranth and millet-based Superfood Puffs via Shopify to health-conscious and environmentally-conscious consumers in the UK and Ireland.
- Company typePrivate
- Founded2025
- HeadquartersYork, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What All That Matters does
All That Matters is a UK-based direct-to-consumer food brand, operated through the legal entity Exuberant Soul Limited (company number 15712083), which is registered in England and Wales with a registered office in York. The company manufactures and sells a single product line called Superfood Puffs, positioned as the UK's first puffed snacks built on amaranth and millet flours. The portfolio comprises five SKUs: four flavored variants (Himalayan Pink Salt, Sour Cream & Chives, Sea Salt & Cider Vinegar, and Peri Peri) plus a Discovery Pack bundling all four flavors. Every SKU is priced uniformly at £26.99, with no subscription, tiered, or volume-based pricing in evidence.
The business runs on a Shopify-powered e-commerce storefront (eatallthatmatters.com) that functions as the sole sales channel. Orders are fulfilled via Royal Mail to UK and Ireland customers on a 2–3 working-day timeline, with international shipping available on request. Standard delivery is charged at £3.99 in the UK and £6.99 to Ireland, with free shipping over £20. Customer acquisition relies on organic content on Instagram and TikTok, an email newsletter, and a FIRST15 discount code for first orders; no paid acquisition, marketplace presence, retail listings, or wholesale relationships were disclosed.
The company's value proposition layers clean-label nutrition (high protein, high fiber, gluten-free, no artificial preservatives, no MSG, no GMOs) over a sustainability narrative built around soil regeneration and the Save Soil movement. The target audience consists of health-conscious UK and Ireland consumers seeking natural snack alternatives, with a secondary segment of environmentally conscious buyers prioritizing sustainable agriculture. No institutional funding, employee headcount, named retail partners, certifications, or product extensions beyond the core puffs range have been disclosed in the source data, and the brand appears to be founder-led and bootstrapped.
All That Matters firmographics
Firmographics- Name
- All That Matters
- Legal name
- Exuberant Soul Limited
- Website
- https://eatallthatmatters.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- All That Matters is a UK-based direct-to-consumer food brand operating through Exuberant Soul Limited, selling a single line of amaranth and millet-based Superfood Puffs via Shopify to health-conscious and environmentally-conscious consumers in the UK and Ireland.
- Ownership category
- akta.pro rank
All That Matters industry classification
Industry- Product category
- Better-for-You Snacks
- NAICS
- Bakeries and Tortilla Manufacturing (3118)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Popcorn & Puffed Snacks (CRADABAH)
- akta.pro secondary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where All That Matters is headquartered
LocationHeadquarters
- HQ city
- York
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
All That Matters business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of Superfood Puffs through their e-commerce website. Single-product purchases at fixed price points with shipping charges. No subscription model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Superfood Puff products |
| Unit Pricing | Pay-as-you-go | Discovery Pack |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
All That Matters product offering
Product offeringCore offering
All That Matters is a UK direct-to-consumer food brand that manufactures and sells a single product line called Superfood Puffs, made from amaranth flour and millet flour with rice grits. The range comprises five SKUs: a Discovery Pack (all four flavors) plus four flavored variants (Himalayan Pink Salt, Sour Cream & Chives, Sea Salt & Cider Vinegar, and Peri Peri), each priced at £26.99. Products are clean-label, baked, gluten-free, and contain no artificial preservatives, MSG, or GMOs, and are positioned around soil regeneration and sustainable farming.
Product overview
All That Matters is a UK-based food company offering a single product line called Superfood Puffs — the UK's first puffs made with amaranth and millets. The portfolio consists of five distinct products: a Discovery Pack (bundle of all four flavors), Himalayan Pink Salt, Sour Cream & Chives, Sea Salt & Cider Vinegar, and Peri Peri. All products share a common base of Amaranth Flour (45%) and Millet Flour with Rice Grits, seasoned with natural ingredients and no artificial preservatives. Priced at £26.99, the products are sold directly through the company's Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Superfood Puffs - Discovery Pack
Companies that use All That Matters
Customer profileSegments2 records
Ideal customer profiles2 records
All That Matters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
All That Matters partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights4 records
All That Matters competitors and assessment
Company assessmentRegional players
- MOMA Foods: UK better-for-you breakfast and snack brand with comparable clean-label, founder-led heritage story and DTC-plus-retail model in the UK market.
- Two Farmers: UK artisanal crisp and snack brand focused on hand-cooked, better-for-you products with regional provenance. Comparable on UK better-for-you savoury snack category, premium positioning, and direct-to-consumer brand building.
Direct peers
- Nakd: UK better-for-you snack brand (owned by Natural Balance Foods) selling wholefood-based snack bars and bites. Comparable on UK better-for-you CPG positioning, health-conscious consumer targeting, and natural ingredient story.
- Hippeas: UK-distributed chickpea-based puffed snack brand with organic and better-for-you positioning. Closely comparable on puffed-snack format, savoury flavour profiles (including sour cream & chives variants), and health-conscious target consumer.
- Graze: UK-born direct-to-consumer snack brand offering better-for-you portion-controlled snacks, including popped and baked formats. Highly comparable on geography, channel (DTC-to-retail evolution), and better-for-you positioning.
- Rhythm 108: Swiss-based better-for-you snack brand offering plant-based puffed and filled snacks. Comparable on clean-label, plant-based ingredient story and DTC-led better-for-you snack positioning.
- Popchips: Established 'popped' snack brand using alternative grains and seasonings to deliver lighter, better-for-you versions of crisps. Direct format overlap (puffed snack cracker) and shared premium-DTC-to-mass-retail go-to-market trajectory.
- Eat Real: UK-based CPG brand producing better-for-you snacks (chips, puffs, crackers) made from pulses and whole grains. Direct overlap on UK market, clean-label positioning, and similar snack formats targeting health-conscious consumers.
- Bare Snacks: US baked fruit and vegetable crisp brand built on a 'baked not fried' clean-label platform. Comparable on baked better-for-you snack format, natural ingredient story, and DTC-plus-retail distribution model.
Emerging players
- Pipcorn: US small-format popcorn and snack brand built around heirloom corn and simple ingredients. Comparable on puffed-snack format and clean-ingredient narrative, though US-centric and broader portfolio.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
All That Matters social profiles
Digital presenceAll That Matters financial estimates
Financial estimateRevenue estimate
Valuation estimate
All That Matters leadership team
Management profileNumber of profiles
Profiles1 record
All That Matters funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
All That Matters 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 All That Matters
What does All That Matters do?
All That Matters is a UK direct-to-consumer food brand that manufactures and sells a single product line called Superfood Puffs, made from amaranth flour and millet flour with rice grits. The range comprises five SKUs: a Discovery Pack (all four flavors) plus four flavored variants (Himalayan Pink Salt, Sour Cream & Chives, Sea Salt & Cider Vinegar, and Peri Peri), each priced at £26.99. Products are clean-label, baked, gluten-free, and contain no artificial preservatives, MSG, or GMOs, and are positioned around soil regeneration and sustainable farming.
Is All That Matters a public or private company?
All That Matters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was All That Matters founded?
All That Matters was founded in 2025. It employs 1 to 10 people.
Where is All That Matters based?
All That Matters is headquartered in York, United Kingdom, in the Europe region.
How does All That Matters make money?
One revenue line is on record: direct Product Sales.
Who are All That Matters's main competitors?
Regional players on record are MOMA Foods and Two Farmers. Direct peers are Nakd, Hippeas, Graze, Rhythm 108, Popchips, Eat Real and Bare Snacks. Pipcorn is listed as an emerging player.
Does All That Matters have an API?
No public API is recorded for All That Matters.
What industry is All That Matters in?
All That Matters's product category is Better-for-You Snacks. Its primary akta.pro industry code is CRADABAH, Popcorn & Puffed Snacks, with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 3118 and its SIC code is 2052.