At Smug You, we believe food should be fun, flavorful, and full of possibilities. But our journey is about more than just creating products—we’re curating moments. Whether you’re grabbing a quick bite or taking the time to savor something special, we’re here to deliver experiences that make you feel confident, energised, and satisfied.

Our story begins with four friends, each from humble, middle-class families in a village in India. We shared a vision—one that went beyond the confines of our small town. Determined to pursue higher education and grow beyond what we knew, we journeyed to Australia. There, we didn’t just study—we grew. Together, we ventured into multiple businesses across Australia and beyond, learning, evolving, and achieving more than we ever imagined.

Now, with the support of a passionate younger generation, eager to flourish with just a little guidance, and a desire to give back, we’ve returned to our roots—the community that shaped us. At Smug You, we’re not just building a business; we’re creating a movement to inspire and empower the next generation of kids to dream big, just like we did.

Food, for us, is more than fuel—it’s a way to bring joy, comfort, and connection. It’s about finding balance without compromise, so you can enjoy every bite while knowing you're making choices that are good for you. We set out to craft products that fit every lifestyle and mood, whether you need something light, healthy, or a treat to brighten your day.

Our mission is clear: to provide food that tastes amazing and empowers you to live well. Smug You is here to remind you that life is about savoring every moment, every flavor, and every experience.