ditto was founded on a simple but stubborn belief: the world doesn’t need more products — it needs more care. More intention. More companies willing to slow down, look closer, and create with a sense of responsibility that goes deeper than profit margins or market share.

We started ditto because we were tired of food that felt industrial, disconnected, and disposable. We wanted to build something different: a company that treats people, ingredients, communities, and the planet with the same level of respect. A company that believes small things matter, not as a slogan, but as a discipline.

Because how you do anything is how you do everything.

Our vision has always been to make plant-based indulgence that feels familiar, joyful, and deeply human. No performative wellness. No moralising. Just honest, intentional food that tastes good, feels good, and does good. Food that proves you don’t have to compromise pleasure to create something kinder.