Upcakes was born out of Jenna Zoe's personal necessity for healthy treats that didn't compromise on taste. As a nutritional therapist in training Jenna fully believe that good food can help you be your best self, and that treats are an essential part of a healthy lifestyle. However, Jenna struggled to find products on the market that were free from refined sugar, dairy, eggs and wheat, but still tasted like the 'real thing'. So, she started experimenting in her home kitchen, making cupcakes, brownies, cookies, biscotti, and other sweet treats that could fit into my healthy lifestyle. Eventually Jenna realised that there were plenty of people like me who were looking for the same thing.

At Upcakes they believe that calories are not created equal. A calorie from good, wholesome food will be recognised by your body and used to enhance your health. This is not the same for calories that come from processed, chemically enhanced 'diet' foods and snacks which are useless to the body and therefore get dumped into our fat cells. Small, occasional healthy treats are part of a sound mind and body, so enjoy them with the knowledge that they are also good for you!