The bloating edit
Bloating isn't one problem with one fix. It's a symptom — and it usually points somewhere specific. Here's where to look.
Written by Emma Cannings, co-founder
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Elimination gives you quiet weeks, then the list gets longer and the meals get smaller. If a food only bothers you sometimes, the food isn't the problem — how well you're breaking it down is.
Fullness, burping and reflux after a heavy meal are just as often too little acid as too much. Without enough, protein sits and ferments — and antacids make that worse, not better.
Bloating that arrives within an hour of eating and builds through the day is the signature of bacteria growing where they shouldn't — in the small intestine rather than the colon.
Three movements a week can be perfectly normal. But slow transit means more time to ferment, and that shows up as pressure and distension long before you'd call yourself constipated.
Years of stress, medication and courses of antibiotics wear down the barrier that keeps everything where it belongs. Until that's repaired, the reactions keep coming back however carefully you eat.
Worth unlearning
Myth
What's actually true
Piling fibre onto a gut that's already fermenting makes bloating worse. The type matters more than the amount, and it works best once digestion is functioning.
Myth
What's actually true
If bacteria are overgrown in the small intestine, adding billions more can make you feel dramatically worse. Order of operations matters.
Myth
What's actually true
True intolerances are consistent. Symptoms that come and go with the same foods usually point at digestive capacity, not the food itself.
Myth
What's actually true
Being dismissed isn't the same as being untreatable. Most people have never had the cause identified — only the symptom managed.
Emma Cannings and Joni Laiho, co-founders
If we haven't met
I spent years struggling with my gut. Confused, getting nowhere, and pretty sure no one had the answer.
So my co-founder Joni and I built the products I wish I'd had back then. Made here in the UK, no fillers, and the kind we'd only ever give to someone we love.
If your gut's been holding you back, this is where it starts.
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