About

We’re driving a movement to rethink our daily habits and make impactful changes in how we consume. We’re not chasing perfection which is why our mantra is ‘Better, Not Perfect’.

Remember, small changes lead to monumental differences. Embrace a life full of experiences. A little less stuff, a lot more living.

Vision

To be the world’s most circular phone case and accessories brand.

Mission

To be 100% transparent and authentic, shifting consumer behaviour by increasing awareness of the CO2 impact of the products they purchase.



We want to show that we can do much better in reducing carbon emissions on consumer products and our use of virgin plastics.

There’s a lot of BS floating about (so to speak) when it comes to sustainability claims on consumer products and so above all else, anything we do with EATS must be 100% authentic and transparent.

Quality
Product

We believe that by prioritizing the delivery of sustainable and affordable quality products, consumers will maintain their loyalty to EATS, ensuring a significant lifetime value per customer.

Planet
Positive

With our approach to sustainability and having products which are made from sustainable materials, we believe consumers will want to play their part in helping the planet and will continue to buy from EATS.

Simple &
Transparent

In order to disrupt the phone accessory business, we intend to include the CO2e value of each of our products, showcasing just how much more sustainable they are vs the wider market.

Customer
First

We believe that if we take care of our customers through authenticity and building community, EATS will become their product of choice for all future phone accessories.

Team
Adam Toms

Adam has worked in the telecoms sector for over 15 years and in accessories for 6. He co-founded Kid-A in 2019 and the company has grown rapidly since its inception. Creative and strategic and passionate about music and his dog, Billy.

Andy Silcock

Andy co-founded Kid-A and has endless drive and energy to create a purposeful business. He challenges all the norms to make Kid-A a fun and inspiring place to work. He’s a total music nut and try and get on his shared playlist if you can.

Ollie Smith

Ollie is a cool head and very experienced buyer. He is an equity holder in Kid-A and has years of experience in the consumer electronics industry. Ollie is a passionate sportsman (if you count fishing as a sport).

Phil Roberson

Phil is a bit of a legend in the telco space and is a brilliant chairman. Cool, calm and collected and a perfect person to keep us on the right track. He’s a huge music geek too and for the last few years has been learning to play an F chord on the guitar…

100% Circular Vibrations.
Let’s Change Habits.

Who are Kid-A?

Our parent company Kid-A is a B Corp certified managed services agency in the telecoms and retails sectors. They currently manage the accessories category for Vodafone, VMO2 and John Lewis.

Based in Winchester, they are 20 talented people with a mission to break the mold. Kid-A are passionate about sustainability and driving the net zero agenda.