Naturally Sourced Artificial Dye Free Non GMO Vibrant Plant Color Plant Based In the beginning, Founder Ashley Phelps has long suffered from food allergies and chemical additives in products. With a nutritionist mother, Ashley grew up aware of what was in her foods, and often felt limited given her rather substantial sweet tooth. So finding healthy dessert options has been a life-long mission for Ashley. Especially chemical-free, colorful, playful desserts that are both kid friendly and mom approved.