STANDING ON BUSINESS
WHAT WE STAND FOR
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REBELLION
Challenging industry standards and mainstream offerings.
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INTEGRITY
No fluff, no shortcuts, and no bending the truth. We reject misleading jargon, you won't catch us playing those games.
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INNOVATION
Crave-worthy flavours and formats pushing the boundaries but delivering on health.
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EMPOWERMENT
Unlock protein goals by encouraging smarter food choices for ambitious minds.
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TRANSPARENCY
Honest ingredients, no B.S. In a world of smoke and mirrors, we choose unfiltered honesty.
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COMMUNITY
Helping our Rebels power their goals, fuel their curiosity, stay connected without compromise.
Revolutionary food for the bold.
Our Vision
To revolutionise the whole food, protein industry by redefining what clean, crave-worthy and innovative food can be.
We will be honest, bold, and uncompromising — setting a new standard for those who refuse to settle.
Our Mission
By challenging traditional food norms, we prove that health and flavour can coexist. Our mission is to empower our Rebels to defy mediocrity and expect high-protein, clean-label foods that are as bold and delicious as they are nourishing.
Through transparency, real ingredients, and a fearless attitude, we aim to be all Rebels trusted ally, building a genuine community that supports our Rebels ambitions today and tomorrow.
Igniting and connecting a rebellion against the ordinary and inspiring the pursuit of growth, individuality and excellence, in food and in life.
We are the niche rebellion against the mainstream junk
Hello, its me... Charlotte
(or Chaz when I'm in Rebel mode 😘)
Buckle up because I’m about to unload why I started Rebel & You—this is a big question, so let’s get into it...👇
CLEAR GAP IN THE MARKET
I can't take all the credit for spotting the huge gap in the cottage cheese market in New Zealand — my father-in-law, Peter, gets that honour. But once I dug deeper, I saw a real opportunity to shake things up and attempt to create New Zealand's first clean label & flavourful cottage cheese. I thought its about time to kick those boring, preservative-filled options from New Zealand's biggest brands to the curb. They have grown complacent for far too long. It’s time for cottage cheese that packs a punch, with flavours that excite and ingredients that don't make you question your life choices.
CHALLENGING THE STATUS QUO
I'm over it. The explosion of ultra-processed foods is wreaking havoc on our health, and I won’t settle or stay silent. I’m on a mission to return food to its roots—celebrating real ingredients, genuine flavours, and no artificial B.S. It’s time we stand up and demand better options... or create them ourselves. So, I won't be stopping at cottage cheese 👀.
It's not easy. And it's not cheap. But it's worth it.
On an even more personal level, I have some other 'whys' which only grow stronger as I get older.
REBELLING AGAINST THE 9AM-5PM
After maternity leave (with my 2nd son), I finally accepted the harsh reality that the nine-to-five grind (let's be real, its 8:30am-5:30pm, if you're lucky!) is a trap for parents. I refuse to let guilt rob us of precious family moments. One of my personal missions? To create a business that prioritises family first, giving parents the freedom to truly be present for every milestone, if they choose (and without the guilt). And a business that gives young people the space & freedom they deserve to discover what truly lights their fire, to learn without the endless grind of just “proving themselves".
You won't find us Rebels pushing through the 3pm hump, we will be on a hot girl or hot boy walk, listening to a podcast that lights our fire.