We grew up surrounded by food that is designed to make you crave more. Now, in the modern world, we are surrounded by wellness products that tell you how to feel better. Somewhere along the way, these two things have become intertwined and complicated.

But, for JJ Hammond, these seemingly normal things no longer felt normal.

“My stomach hurts” became something that followed her from one day to the next. It played a part in almost everything that she ate, what she wore, whether or not she went out, how she felt late into the afternoon, and how much attention and time she paid to her own body. The more she began talking about her experience, the more she began to realize that this is a common experience among her friends.

For many people, digestive health can become one of those everyday concerns that quietly influences how they eat, move, socialize, and structure their day.

What If Wellness Looked Nothing Like Wellness?

Hammond had tried everything you could think of, and yet, nothing seemed to give her the answers that she was looking for. This is what sparked her interest in the idea that she could create something that addressed a number of everyday frustrations all at the same time.

About two years ago, an idea started taking shape. Instead of trying to simply create another product and shove it on the shelves, she began to wonder what an entirely unique wellness brand could potentially look like.

That was when she decided to call her best friend, Samantha Lopes.

Lopes is a four-time startup founder with a background in a number of areas such as technology, business, and marketing, and she instantly saw the vision. The pair began creating a company, with each of them bringing a different set of skills to the table. Hammond has a background in mixed-media art and has years of experience exploring consumer culture, childhood, technology, and the systems that influence the way that people behave.

NO JUNKFOOD LLC was born.

The goal wasn’t to create yet another brand in the crowded world of digestive supplements, where so many products can look and feel clinical, serious, or interchangeable with everything else in the wellness aisle. Instead, the pair decided to utilize something that everyone already knows: fast food.

What comes to mind when you think of junk food? Burger boxes? Fry cartons? Takeout bags? Bright colors, shapes, and packaging immediately bring on a feeling of nostalgia, childhood, and eating on the go.

Now do that and flip the meaning.

Wellness Without the Rulebook

Visual identity is a large part of the brand. Fast-food language is everywhere, from the packaging to the shapes and colors, but the meaning has been turned on its head. It is an unusual contrast. But that’s the entire point.

Their packaging is meant to feel more nostalgic than clinical in order to create something that feels more natural in this day and age rather than something that you’d prefer to keep hidden in the back of your bathroom cabinet.

But there is more to this supplement than making the packaging look interesting. In a market crowded with supplements for digestion, the bigger question is whether a product can fit into the way people live. The founders set out to challenge the modern idea that surrounds wellness. Wellness doesn’t need to mean perfection, restriction, or treating certain foods as if they were either “good” or “bad.” They fully believe that feeling good is also influenced by the choices that you make throughout the day.

Food might be one small part of it, but sleep, movement, stress, routines, and what you consume mentally can also play a role in overall well-being.

And so, the first product was created to focus on four areas: digestion, energy, mood, and satiety. The Dietary Supplement Powder for Digestion, Energy, Mood, and Satiety is designed to fit into a daily wellness routine rather than demand a complete overhaul of the way someone already lives.

• Digestion: designed with everyday digestive wellness in mind.
• Energy: intended to complement routines where maintaining energy throughout the day is important.
• Mood: included as part of the broader formula’s approach to everyday wellness.
• Satiety: designed around the experience of feeling satisfied after eating.
• Powder format: created to offer a straightforward way to incorporate the product into a daily routine.

The goal for this powder is not to become a substitute for healthy habits or suggest that one scoop can magically solve all your problems. The founders believe the opposite. They believe that wellness is created from repeated choices instead of one “miracle” product.

What Is Satiety? The Not-So-Simple Science of Feeling Full

Let’s talk about satiety, and the surprisingly complicated relationship between satiety and appetite. Satiety is one part of this formula that has attracted a lot of attention in nutrition research. Think to yourself for a moment. What does fullness mean to you? It’s also why questions such as how to feel full longer are rarely as straightforward as they sound. It’s very easy to answer that question by saying something as simple as “Eat something, feel full, and move on.” But the reality is that the relationship between food and appetite is far more complex than that.

A 2026 systematic review published in Nutrition Reviews examined 48 studies looking at cereal fiber and appetite, adding to the growing conversation around fiber and satiety. The review found that some cereal fiber sources, including certain rye and oat fibers, may have favorable effects on measures of satiety. The results are not always consistent, which means that changes in measures of appetite or satiety do not necessarily translate into lower overall energy intake.

This is important to remember when you’re on the lookout for a supplement that is marketed as supporting fullness or appetite.

There is not one single universal ingredient that can tell you how satisfied someone feels. There are a number of factors that play a role, such as food composition, eating patterns, individual differences, and the wider context of someone’s diet.

It’s time to shift the question away from “Can this product fix appetite?” and instead ask how thoughtfully it can fit into your overall routine.

Making Simple Look This Good Takes Work

There is something to be said about the fact that this brand doesn’t feel like it started with a marketing meeting. It doesn’t feel that way because it didn’t. It began with the frustration that someone had been actively living with.

It took over two years for the founders to develop this formula. They faced a number of manufacturing challenges, redesigned packaging, tested ideas, and built the brand from the ground up. Hammond says that one of the biggest lessons that she learned was understanding how much work goes into making something look so simple.

According to the brand, the founders combined their different backgrounds and experiences to turn a simple idea into an actual product. Their work focused on digestion, mood, energy, and fullness. Hammond’s artistic background and Lopes’ experience in technology, business, and marketing give the brand a visual identity that feels distinctly its own

NO JUNKFOOD LLC takes something familiar, fast food, and gives it an entirely different job. Instead of framing wellness around guilt, restriction, or unrealistic perfection, the brand’s philosophy is rooted in paying closer attention to what you eat, how you sleep, the way you move, and the routines you repeat every day.

It’s the same nostalgia with a very different purpose.