Tattle began with the simple belief that health + wellness should be honest, fun, and inclusive to all.
While working in the nutrition industry, I - Stef Cerone (tattle founder) witnessed the lack of honesty and transparency that coursed through the market. I’m talking about brands naming products in misleading ways, claiming to be ‘natural’ despite having artificial ingredients, creating icons that look like 3rd party certifications when they are not, blatant lying on product claims, adding fillers and under-dosing of key ingredients, and dishonest celebrity and athlete endorsements. Don’t just take my word for it, headlines in the industry over the past few years include the following:
· GNC, Target, Wal-Mart, Walgreens accused of selling adulterated ‘herbals’ (The Washington Post, 2015) - Link
· Herbal Supplements filled with fake ingredients, Investigator Finds (CBSNEWS, 2015) - Link
· Spotting Fake Celebrity Endorsements of Diet and Health (Forbes, 2016) - Link
· Surprising Failure of Food Labelling (Forbes, 2016) - Link
· Useless Slimming Pills face fake Amazon Reviews (BBC, 2019) - Link
· Weight-Loss Companies Charged With Fraud (The New York Times, 2014) - Link
· Why Regulation Alone May Not Solve For Unsafe Supplements in The Supply Chain (Forbes, 2018) - Link
The list goes on and on and on.
Don’t get me wrong, this isn’t all natural nutrition brands. There are many brands that take an honest approach to creating natural products and are more forthcoming with their ingredients. The only problem is that their products cost a sh*t ton of money making them less accessible. Whether it’s the distributor or retailer mark-ups, mandatory retailer promotional dollars, or expensive listing fees, all these costs get blended into the final retail price of a product that gets passed to the consumer in traditional retail. It’s because of this, the vast majority of brands resort to artificial ingredients and fillers to cut costs, and use questionable marketing tactics to make their products seem natural and clean, instead of just actually doing so.
The industry is also full of brands promoting this idea of being ‘superhuman’ or ‘supernatural’. Being better, faster, and stronger. Being exclusive to only the physically superior and to only those with the aspiration to achieve certain physical appearance or status. We think that’s BS! Health + wellness are for all!
It’s from this lack of honesty and approachability within the nutrition industry that tattle was born. We built a brand that promotes inclusivity, fun, and honesty. We created truly natural products that feature some of the most prestigious food certifications in the world, and deliver them straight to you so you get them at the best prices. True to our name, we adopt the mantra of abnormal transparency and disclose the source, quantity, country of origin, and key characteristics of every single ingredient. Our transparency is our badge of honor and how we hold ourselves accountable to you. So let’s celebrate being natural, super-good humans!
Got any questions? Don’t sweat it. Reach to me directly at [email protected].
Stay Healthy,
Stef ✌🏾
