Floura by Jeni Britton: Transforming Fiber Nutrition with Sustainability

Floura's Innovative Approach to Fiber



Floura, a company spearheaded by Jeni Britton, known for her popular Jeni's Splendid Ice Creams, is taking a revolutionary step in the nutrition market with its innovative fiber products. The brand has launched its first item, the Fruit Crush Bar, which promises to not only enhance gut health but also contribute significantly to sustainability efforts by repurposing food that would otherwise be wasted.

The aim of Floura is twofold: to tackle the alarming fiber deficiency impacting approximately 95% of Americans, and to address the staggering issue of food waste, with 80 million tons of produce being discarded annually in the U.S. Central to their mission is the goal of rescuing 100 million pounds of fresh produce trimmings—like apple cores and watermelon rinds—every year. By upcycling these parts, Floura effectively transforms them into nutrient-rich offerings, thus reducing waste while also generating products that support microbiome health.

The Fruit Crush Bar



The Fruit Crush Bar stands out not just for its sustainability aspect, but also for its impressive nutritional profile. Each bar contains 13 grams of fiber derived from 12 whole plants, making it one of the most diverse fiber bars available today. This concentrated form of fiber is designed to meet 40% of the recommended weekly intake for plant variety, a crucial component for maintaining gut health. Floura's strategy emphasizes that fiber can and should be both delicious and beneficial—an ethos expressed by Jeni Britton herself: "Fiber should be as delicious as it is beneficial".

Floura’s partnership with FS Fresh Foods, a trusted fresh produce processor, has been instrumental in bringing this vision to life. Together, they harness resources and their combined capabilities to effectively scale the production of nutritious bars while remarkably reducing food waste. FS Fresh Foods has a longstanding reputation, collaborating with other major retailers such as Whole Foods and Trader Joe’s. This collaboration amplifies Floura's reach, aiming to cater to over 100 million consumers across the country.

A Flavorful Selection



The national debut of Floura showcases the Fruit Crush Bars in five distinct flavors: Brambleberry Lavender, Blueberry Matcha, Mango Cardamom, Raspberry Rose, and Vanilla Rooibos. Each flavor is crafted to appeal not just to health-conscious consumers but to those who wish to enjoy tasty and convenient snacks that also contribute to their well-being. More flavors are set to be introduced in the coming months, expanding their offering even further.

As of now, these innovative bars are available for purchase at Floura.com, and they will be featured in-store at Pop-Up Grocer starting January 16, 2025. Plans for additional retail partnerships and product launches later in the year are already in the works, making nutritious, fiber-rich snacks accessible for consumers eager to support their health while also caring for the planet.

Looking Ahead



Floura not only embodies the spirit of modern nutritional innovation but also actively engages with pressing environmental issues. By creatively addressing the fiber gap and food waste crisis, the brand is paving the way for a new category of nutrition that champions both flavor and sustainability. Jeni Britton’s experience and commitment to quality shine through as Floura evolves into a leader in the fiber market, encouraging a lifestyle of health and sustainability.

For those interested in following Floura's journey, they can connect on Instagram and Facebook under @livefloura. This initiative will likely inspire many to reconsider their dietary choices while also thinking critically about the environmental impacts of food waste management.

In conclusion, Floura is more than just a product; it's a movement towards better health and environmental consciousness, spearheaded by one of the most innovative minds in the culinary world today.

Topics Consumer Products & Retail)

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