Food Ethos
Real food. Cooked this morning. Nothing to hide.
Whole, unprocessed ingredients. No refined sugars, no processed oils, no shortcuts we'd have to explain away. Here's exactly how we cook and where we draw the line.
Healthy food starts with simplicity: fewer ingredients, all of them recognisable.
Every morning our kitchens are roasting, steaming and chopping vegetables that arrived that same day from local suppliers. We cut, roast and prepare everything in-house — dressings included. Truly healthy food should be easy to get, without trading away taste or quality.
How we cook
Two rules that shape every dish on the menu
Whole foods, close to nature
We stick to the basics: unprocessed, nutrient-rich ingredients, cooked the way nature intended.
Fresh vegetables arrive daily from our local suppliers. We cut, roast and prepare everything in-house — yes, even the dressings are made fresh in our own kitchen.
No refined sugars or processed oils
You won't find refined sugar or artificial oils in our kitchen. We roast and dress with olive oil, and use coconut oil for our banana bread.
For sweetness we stay with what grows: maple syrup, dates and fruit. That's the whole list.
The short version
If it isn't on the left, it isn't in the kitchen
Always in
- Vegetables delivered and prepped the same day
- Wholegrain rice, quinoa, legumes
- Olive oil for roasting and dressings
- Sweetness from fruit, dates and maple syrup
- Fermented foods: miso, kombucha, pickled cabbage
- Dressings, granola and banana bread made in-house
- Smoothies and juices made to order — fruit and vegetables only
Never in
- Refined sugar
- Processed and artificial oils
- Pre-made sauces and dressings
- Juice from concentrate, syrups and sorbet bases
- Gluten-free bread and wraps we can't stand behind
- Deep-fried anything
- Ingredients we'd need a paragraph to explain
All food is prepared in shared kitchens, so we can't rule out cross-contamination. Tell us about allergies before you order and we'll tell you honestly what's possible.
Hot topics explained
The questions we get asked most, answered properly
Low in gluten, high in quality
We reduce gluten wherever we can. The kitchen is built around naturally gluten-free ingredients like wholegrain rice and quinoa, so most of the menu never needed bread in the first place.
Our standard bread is sourdough. It's lower in gluten but not gluten-free, which makes it unsuitable for coeliac disease — though it often works well for people who are sensitive to gluten.
We've deliberately chosen not to serve gluten-free bread or wraps. We can't guarantee the quality, and the risk of cross-contamination in a shared kitchen is too high. We'd rather say no than serve something we don't believe in.
Sweet, done properly
We're built to enjoy sweet flavours — that part is biology. The problem is refined sugar: one of the most common ingredients in food today, and one of the most addictive.
Sweetness stays on our menu. Refined sugar doesn't. We get there with fruit, dates and a touch of maple syrup instead.
Our OG banana bread is the clearest example: probably the least sweet, healthiest banana bread in Amsterdam, and still the thing people come back for.
Plant forward, not plant only
Plant forward is different from vegan or vegetarian. Vegetables, fruit, legumes and grains take the lead on the plate, but animal-based foods aren't ruled out.
Done well, we believe it's one of the best ways to eat: better for you, lighter on the planet, and — this is the part people don't expect — genuinely good.
Plants carry the dish; the protein supports it. Roasted chicken in the Autumn Chicken and Chicken Tzatziki bowls, bavette in the Steak Sandwich, salmon in the breakfast bowl. Each one earns its place, and none of them is the whole point of the plate.
Not all fats are equal
We avoid processed and unhealthy fats because they do nothing for your body or your afternoon. We build with the fats that matter for your brain, your energy and how you feel three hours later.
Avocado, fatty fish like salmon, eggs and walnuts are all rich in them. Our Salmon Breakfast Bowl is the shortest way to explain it: salmon, avocado, egg and our house-made miso dressing.
Feed the bacteria doing the work
Several things on our menu are there for your gut. Miso, made from fermented soybeans, is rich in probiotics. Kombucha is a fermented tea that supports digestion. Our pickled cabbage is full of gut-friendly bacteria.
But eating for your gut isn't only about probiotics. Fibre-rich foods — vegetables, wholegrains, legumes — feed the good bacteria you already have. Healthy fats from avocado, salmon and nuts help keep the balance.
Blended or pressed, nothing added
This is where juice bars usually cheat: syrups, concentrates, sorbet bases, a scoop of something to make it sweet. Ours are fruit, vegetables, nuts and milk — blended or pressed when you order, and nothing else goes in.
Smoothies keep the whole fruit, so the fibre stays in the glass. That's why they fill you up and land gently. Very Berry is strawberries, blueberries, banana and our own almond butter — that's the entire recipe.
Juices are pressed, so the fibre goes. We lean vegetable-first to keep the sugar down: Detox Greens is spinach, celery, cucumber, pear and lime, finished with olive oil so the fat-soluble vitamins actually get absorbed.
The 80/20 principle
A healthy lifestyle doesn't mean being perfect. We aim for nourishing food most of the time, and leave room for the occasional treat — because a way of eating you can't keep up isn't healthy either.
That's why some dishes don't tick every box while still meeting our ingredient standard. Our açai bowl, for example: fruit only, topped with house-made cacao granola of raw cacao, coconut oil, gluten-free oats and maple syrup. Nothing in it is unhealthy, but it's higher in sugar and calories.
Probably one of the healthiest açai bowls in Amsterdam. Still not something we'd recommend every single morning.
Case in point
The OG banana bread
Our original recipe, and the fastest way to explain how we think about healthy baking. A treat but less sweet.
Come taste what all of this adds up to
Locations across Amsterdam and Utrecht, open from breakfast. Or let us bring it to your office.