I'm Dia, and HOOKd started with a very simple frustration: I couldn't find a snack worth eating.

I wasn't looking to build a food company. But I kept running into the same wall - I eat non-veg, I train, I read labels, and there was genuinely nothing in the market that ticked more than one of those boxes at a time. Every "healthy" option was either made for vegetarians or had an ingredient list that needed a chemistry degree to decode.

I built HOOKd to fix that. Took years to figure out manufacturing, formulation, and shelf life from scratch. But i was stubborn enough to do it - not because it was a clean business opportunity, but because I was genuinely annoyed enough to spend three years doing it. Still am.