01 / OUR PHILOSOPHY
Food with less to worry about.
ngbh began with a simple question.
We live in a time when people think more carefully about what happens after a meal: refined carbohydrates, post-meal balance, ingredients, additives, and long-term health.
But eating well should not mean giving up pleasure.
At ngbh, we start with real food and rethink how ingredients, nutrition, food structure, and processing come together.
We remove what feels unnecessary, keep what makes food satisfying, and continue searching for a better balance between health and happiness.
Less to worry about.
More to enjoy.
Why Not Guilty But Happy
The name Not Guilty But Happy was inspired by the idea of living with fewer things weighing on the mind.
We bring that thought to food, one ingredient and one choice at a time.
Health should not become another source of anxiety. Food should still be something we look forward to.
That is what not guilty but happy means to us.
What We Believe
01 / REAL FOOD
Start with ingredients people can recognize.
Food should begin with real ingredients, not unnecessary complexity.
02 / NUTRITION DESIGN
Nutrition is not only about what is added or removed.
We look at ingredient balance, food structure, portion, processing, and the experience that follows a meal.
03 / CLEANER LABELS
Less unnecessary complexity. More transparency.
We aim to make ingredient choices easier to understand and easier to trust.
04 / EVERYDAY PLEASURE
A better food choice should still taste good.
Health and pleasure do not have to live on opposite sides of the table.
03 / FOOD & R&D
Rethinking everyday food from the inside out.
At ngbh, product development begins before flavoring and packaging.
We explore how food structure, ingredient balance, processing, and real-food ingredients can work together to create better everyday food experiences.
We are interested in food that can be enjoyed repeatedly, not only food designed around a single nutritional claim.
FOOD STRUCTURE
How the physical structure of food can influence texture, satisfaction, processing, and the eating experience.
NUTRITION BALANCE
Exploring the relationship between carbohydrates, protein, fiber, fat, and whole-food ingredients.
CLEAN-LABEL PROCESSING
Looking for ways to achieve texture, stability, and functionality with simpler ingredient systems and thoughtful processing.
NUTRITION-LED FOOD DESIGN
Developing foods that consider both enjoyment and what happens after eating.
From ingredient to everyday food
Our research is designed to move beyond a single product format. We explore applications across:
Breakfast
Meals
Snacks
Desserts
Beverages
Food ingredients
B2B applications
04 / INNOVATION & IP
Patent applications and provisional filings
ngbh has developed 36 patent applications and provisional filings across food structure, ingredient systems, processing, nutrition-oriented food design, and resource utilization.
Our intellectual property work is part of a broader effort to turn ideas into testable processes, products, and scalable food systems.
Ideas become more valuable when they can be tested, refined, and built upon.
05 / THE WAVE WE SHARE
Happiness should travel further than the table.
The waves in the ngbh logo represent the smiles and value shared among the people and places behind our food.
We believe a good food system should create value not only for the person eating the food, but also for the people who grow it, make it, share it, and for the natural environment it comes from.
WAVE 01
PRODUCER
Good food begins with the people who grow and produce its ingredients.
We want to work with producers in ways that respect the value of their ingredients, their knowledge, and the places they come from.
WAVE 02
MAKER & SELLER
Value continues through the people who process, develop, cook, distribute, and sell food.
We believe collaboration should create shared opportunity, not simply move ingredients from one point to another.
WAVE 03
CONSUMER
Food should support everyday life without turning every meal into a calculation.
We want to create food that feels thoughtful, satisfying, and worth choosing again.
WAVE 04
NATURE
Food begins in nature and eventually returns to it.
We are exploring ways to reduce waste, make better use of by-products, rethink materials, and understand the environmental impact of how food is made.
Producer. Maker. Consumer. Nature.
One wave becomes another.
06 / OUR IMPACT
Our Impact
We believe sustainability becomes meaningful when it can be measured.
As ngbh grows, we will track and share the impact created across our ingredients, partnerships, processes, products, and communities.
LOCAL SOURCING
Regional ingredients and sourcing relationships
REGIONAL PARTNERSHIPS
Producers, manufacturers, makers, and local businesses
UPCYCLING
Food by-products and underused resources returned to use
FOOD WASTE
Reduction and higher-value utilization
MATERIALS
Packaging and circular material experimentation
ENERGY & PROCESS
Future measurement of energy use, processing efficiency, and environmental performance
Impact data will be expanded as our products and production systems grow.
07 / FROM HAENAM
Rooted in Haenam. Built to travel further.
From Haenam
ngbh’s work in Haenam began with a search for better food ingredients. It became something larger.
Through local research and collaboration, we began exploring how agricultural ingredients, food processing, local production, by-products, and regional knowledge could become part of a more connected food system.
Haenam is not simply a source of ingredients. It is where we are learning how farming, food development, processing, manufacturing, and local collaboration can work together.
Made in Haenam
Made in Haenam is our approach to building products whose origin can be explained through more than a place name.
We want to understand where ingredients come from, how they are processed, who makes them, and how value can remain connected to the region.
From Haenam, we aim to develop products and food systems that can eventually reach customers far beyond Korea.
Local projects, products, people, and collaborations.
08 / COLLABORATE
Better food is rarely built alone.
ngbh works across food, agriculture, manufacturing, research, design, and regional collaboration.
We are open to conversations with partners who want to develop better ingredients, products, processes, and food experiences together.
B2B INGREDIENTS
Ingredient applications and food development
PRODUCT DEVELOPMENT
Joint product development and regional collaborations
OEM / ODM
Manufacturing and commercialization partnerships
RESEARCH
Food, ingredient, processing, and material research
RETAIL & DISTRIBUTION
Domestic and international distribution opportunities
GLOBAL PARTNERSHIPS
Export, market entry, and international collaboration
09 / CONTACT
Start a conversation.
For business, research, product development, distribution, and collaboration inquiries, please get in touch.
ngbh / not guilty but happy
Seoul / Haenam, Korea