what 'nothing to hide' really means

"Nothing to hide" is more than a tagline. It's the standard we hold every cup to.

the short version

Most frozen desserts hide behind a long ingredient list. Stabilizers, fillers, sugar doing the heavy lifting. We'd rather you be able to read the label and understand all of it.

what it looks like

Real strained yogurt. Real fruit, real nuts, real honey. Less refined sugar because the yogurt already tastes like something. Fewer ingredients because it doesn't need them.

if we can't say it plainly, it doesn't go in the cup.

Clean doesn't mean boring, and it doesn't mean joyless. It means you can have the thing you crave and still feel good after. That's the whole idea.