They started as a giveaway. They were little, cut-up fruit bars that we handed out at races, expos, and run clubs all over the country.
We called them Minis and people loved them.
They became our most-distributed snack ever, enjoyed by athletes and active people from coast to coast. So last year we made Minis mainstream and started throwing them into mouths and selling them directly to you!
But as the honeymoon phase ended, we realized the title “Minis” wasn’t telling the full story. This product was no longer the little sibling of the fruit bar. It was a standalone star.
Minis → Chews
When we first set out to make Minis, to be honest we weren’t really thinking about “chews.” They felt too different: so soft you barely had to chew at all. They melted away in your mouth in seconds.
So we danced around it with names like “Minis” or “bites,” anything but the word itself.
Eventually, though, we realized the obvious: you can’t redefine a category without naming it. People needed to know exactly what this product was competing against. So we called it what it is.
A chew… Just a chew you don’t really have to chew.
That shift mattered. Because once you say “chew,” you get to redefine what that word means. Not sticky. Not synthetic. Not gut-wrecking. Instead: real fruit, soft in all conditions, kind to your stomach, and easy to share.
We didn’t invent the chew. We just made it better.
Psst… some bags still say “Minis.” That’s the pre-rebrand classic. Might be worth something one day… Grab a couple while you still can (and get the free pouch promo while you’re at it).
Reimagining Chew Packaging:
Once we redefined what a chew could taste and feel like, it only made sense to rethink how it was packaged too.
Let’s be honest, in that regard, the chew category needs a rethink. Most energy chews come in single-use plastic bags, with just a few pieces per pack. You tear it open mid-run, eat, stuff the sticky wrapper in your pocket, and toss it later. Then do it all over again tomorrow. And the next day. And again… especially when you’ve just discovered a chew you don’t have to chew (blush).
That’s a lot of wrappers.
So we decided to do something smarter. Instead of individually wrapped moments, we put 32 chews in one resealable, recyclable bulk pouch.
- Less packaging
- More portion flexibility
- Way easier to share
It’s a simple shift, but one that makes a big difference, both for how you fuel and what you leave behind. And let’s be real: you were going to come back for more anyway.
If You Want Real Impact, You Have to Solve the Whole Problem
Switching to bulk format was a big step. But if you want to reduce waste in a meaningful way, you have to think of the entire system, and make sure it actually works for real athletes.
Because what’s the point of cutting packaging if the solution ends with sticky pockets or single-use baggies? That’s why we didn’t stop at the bag.
The Missing Piece: A Smarter Way to Carry
We teamed up with EcoLoco, a Montreal-based company that shares our circular mindset, to design a pouch that completes the system:
- Made from recycled water bottles
- Locally made — light, tough, and trail-tested
- Washable and reusable, again and again
It fits into a cycling jersey, running vest, ski jacket, or backpack with no mess, no hassle.
And it makes bulk fueling not just sustainable in theory, but practical in real life.
Because real change in this segment doesn’t come from good intentions alone. It comes from solutions that actually work — for your training, and for the planet.
- Bulk format = less waste, more shareability
- Recyclable packaging = better end-of-life
- Reusable pouch = practical, real-world solution
No compromise. No greenwashing. Just a better design for you and the planet.
Fuel Up. Feel Good. Pass One to a Friend.
Whether you’re chasing a summit or a PR, XACT Chews still deliver energy with no stomach drama. However, they also deliver something else: a better way to fuel that fits your routine and your values.
Less waste. More function. More to share.
👉 Try XACT Chews in bulk + the Eco Loco pouch
TL;DR (if you need it)
- Minis are now Chews — same taste, better format
- Bulk packaging = less waste, more flexibility
- Eco Loco pouch = no mess, no trash, made in Montreal
- Fuel that works — for you, and for the planet