At times, people will use the idiom “to the core” to describe a person’s dedication to an ideal or the extreme nature of a situation. At CORE Nutrition, the classic idiom was reinvented and has become part of the company’s mantra.

“We have a lot of sayings at the company but our mantra is all about being true to yourself,” says Eric Berniker, chief marketing officer for the Los Angeles-based company. “We say when you follow your passions that’s being true to your core or true to the core.”