We believe that food waste is an abomination.
nibs etc. makes delicious and nutritious upcycled snacks from high fibre and protein industry byproducts that normally get thrown away, to fight food waste.
Our first product is a delicious, high fibre, not too sweet, easily snack-able granola, made with fruit and vegetable juice pulp. We work with cider and juice pressers in England to collect their pulp, which is packed with flavour and fibre, and upcycle it into delicious snacks.
We believe brands should equip their customers with the tools they need to reduce their waste & carbon footprint.
We are on a mission to design the concept of 'waste' out of our habits, our food systems, our dictionary. Pulp, is not, 'waste'. Byproducts are not 'waste'.
And yet, 40% of the world’s food, produced, is wasted. And in the process, so are the salaries, time, water, fuels, land, resources, to produce it. If food waste were a country, it would be the third largest emitter of green house gases, after the US and China. That’s absurd.
On top of that, after processing, 70% of food is wasted by us, the consumer. This is a devastating global, environmental and social problem. The silver lining? The solution, is 70% in our hands.
We believe in going the extra mile to have a product that is eliminating waste from start to finish.
How it started
Hi, my name is Chloë. I am a self-proclaimed chocaholic, ethnic mutt, and food obsessor. I created a blog about upcycling leftovers and no waste recipes in 2015, mostly to satiate my own kitchen curiosities in a productively creative way. A year later, due to growing demand for this upcycling mentality and zero waste cooking, the blog evolved offline in the form of various events, yoga-brunch collaborations, supper clubs and popups.
Along the way I befriended a wonderful juicer, who, to her great confusion and amusement, kindly allowed me to start experimenting with her pulp. A few months later, nibs etc. represented a line of juice pulp products, with a retail focus, and had earned its first two awards: Cotswold Fayre Young Food and Drink Entrepreneur of the Year, and the first WeWork Creator Award.
nibs etc. incorporated in January 2018, launched at Borough Market, where we’ve been trading every week since, and scooped up our second WeWork Creator Award; this one awarded to us by none other than Ashton Kutcher (who may or may not have called me the "snacking queen" - I'm going with it). We spent the next year investing our new funds into developing our circular supply chain - think reusable containers, return logistics, local suppliers - moving out of our commercial kitchen and into a co-manufacturing partnership.
"Be an activist from your kitchen table"
And then, Covid. Many of you know what happened next, but for those who don't: enter the Emergency Mixes. Covid wiped out our entire juice pulp supply chain, our team shrank back down to , and any momentum we'd gained with potential customers, evaporated. But thanks to the incredible support and understanding of you, our customers, we were able to survive on Emergency Mixes and find a new juice pulp supplier. The silver lining, we've learnt how incredibly supportive you are, how resiliant we are, and the importance of diversifying our supply chain. Our juice pulp is now made up of 100% British Apple varieties that will change seasonally which is why we label each run by 'Batch' . We are growing our team and our product ranges. And very soon, you'll be able to find us popping up on shelves across London.
Excitingly, we recently joined the Upcycled Food Association. The upcycled food industry is growing quickly as more and more customers, investors and retailers recognise the power upcycled foods and ingredients have to reshape the food industry. We are proud to be at the forefront of the upcycling revolution.
What a journey it has been! Each year has been a little different... and I'm sure will continue to be. I hope you join us for the ride, with a bowl of juice pulp granola.