Itsy Bitsy Brainfood

Written by A Wild Dove | Photographed by Eric White | Styled by Lynn Levoy


Allergies are a topic that’s close to our hearts. Lynn’s son Callum has a nut allergy, and his safety is something she’s always thinking about - whether on a plane (more on that later), at a birthday party, or in the school cafeteria. So in honor of Allergy Awareness Week, we are introducing snacks, recipes and brands that we’ve relied on over the last few years so that our kids can feel like they’re not missing out at meal time and actually enjoy what they’re eating.

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First up is Bitsy’s Brainfood. Maggie Jones and Alex Buckley are the brains behind this genius brand, where each cookie, cracker and chip features all-natural, healthy ingredients that are totally nut-free. (The brand’s Smart Crackers and Cookies are made in a peanut and tree nut free facility while the cereals are made in a peanut and egg free facility). The pair started the line after working for a non-profit organization that focused on empowering children through healthy eating. We sat down with these inspiring women, where we talked allergy awareness, a devotion to authenticity and why showing off those veggies is so important.


A Wild Dove

So we are all about empowering mamas as well as children. Can you tell us your “trigger moment” in developing Bitsy's Brainfood?

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Bitsy’s Brainfood

It began with empowering kids. As mothers, we realized how few options existed when it came to organic, packaged, and authentically nutritious food that kids would actually eat!  And so we felt that by creating snacks that were more than a nutritional net-neutral, we’d be empowering parents like us, whose energy for food battles might otherwise end in an official position vaguely resembling all Cheez-its, all the time.

 

A Wild Dove

Uhhh yup! Right here. What we love so much about Bitsy’s is your honesty and transparency. That's our philosophy too. Can you tell us about making that call, which feels so different than what others are doing? 

Bitsy’s Brainfood

For better or worse, we really don’t know any other way! It’s a funny thing. That commitment to honesty has both created our most considerable challenges and formed the foundation of our brand. It started with the idea that while efficient in the short run, it was fundamentally counterproductive to “trick” kids into eating vegetables. We were excited about our ingredients, not pretending to be junk, and we wanted to get kids excited, too. Sticking to our principles on this—refusing to reformulate—was a big risk. But we think we moved an invisible needle.

 

A Wild Dove

Totally. Why hide what they should be eating anyway? That’s how we feel. We also love that you're nut free. With a nut allergy in our family that’s an added bonus, since your products are already so delicious as it is.
What influenced that decision? 

Bitsy’s Brainfood

So many families struggle with allergies, and the rise of children with anaphylactic nut allergies has been alarming, to say the least. This means that increasingly, all of us—whether ours is a family with allergies, or not—are called upon to keep kids safe. As a brand created by mothers for kids, we felt strongly that our products be safe for school and that we provide options for as many families as we’re able.

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A Wild Dove

Now for the million dollar question. How on earth do you make your products so yummy?!


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Bitsy’s Brainfood

We’ve put a lot of research and work into testing and tasting every single bit of every single Bitsy’s product, because we know that if we want kids (and families!) to choose healthy, then our products have to been as good-tasting as they are good for you. But the secret is in the real, nutritious ingredients. It’s true.

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Gabi wears tee by Beau LOves UK | Callum wears tee by Mini Rodini

A Wild Dove

We believe you. And we’re loving everything you do. Thank you for sitting down with us and sharing your story. Lastly, what makes you fly?

Bitsy’s Brainfood

When you’ve had a dream for a while and have been working on it for a few years, there can be times when it feels like such an uphill battle. But then we meet a new person who didn’t know about Bitsy’s, and she’s excited to learn what we’re about. And those moments are so reinvigorating. They remind us that there’s so much potential for growth, so much good work to be done, and that what we’re working on matters.

 
Images of Alex, Maggie, and family courtesy of Bitsy's Brainfood

For more information

visit Bitsysbrainfood.com