What goes into nibs etc.?

We source our ingredients the way we'd want someone to source them for us: locally where possible, organically where available, and always with full transparency about where they come from and why they're there.

What is upcycled apple fibre and why is it our star ingredient?

When apples get pressed for juice or cider, the liquid goes into the bottle. Everything else – the skins, the core, the stems, the pips – becomes pulp or 'pomace'. Most of it ends up as animal feed, in anaerobic digestion or a waste-to-energy plant, or worst case, in landfill.

We collect ours from a family-run juice and cider presser in Kent, under food-safe conditions with full quality controls from collection through to baking. We then mix it with carefully selected ingredients and in small batches, bake into granola.

Apple pomace fibre is high in fibre and low in sugar – most of the fruit's natural sugars leave with the juice, leaving the fibre behind. That fibre is prebiotic, meaning it feeds the good bacteria in your gut supporting good gut health. Fibre slows the absorption of sugar from other foods, helping to stabilise blood sugar levels after eating. (For anyone who wants to go deep on this, we recommend following biochemist Jessie Inchauspé, whose work on glucose is brilliant.)

Apple pomace fibre also adds a natural, fruity sweetness to the granola which means we don't need to add refined sugar, artificial sweeteners, or anything that doesn't belong there.

What is upcycling and why does it matter?

Upcycling is different from recycling. Recycling breaks something down to use its raw materials again. Upcycling takes something that would otherwise be wasted and turns it into something of greater value than it started as.

In the food industry, by-products – pulps, husks, spent grains, nut meal – are the inevitable result of processing food and ingredients. By-products or side streams are usually discarded because they are not the 'primary' product being made. But they're also often packed with the most valuable nutrients: fibre, protein, antioxidants. The things that got left behind precisely because they didn't mix easily into the end product.

According to the British Nutrition Foundation, 90% of UK adults consume just over half the recommended daily intake of fibre (30g). We're not suggesting nibs etc. solves that. But we are starting somewhere useful.

Circular economy – the idea behind the brand.

The Ellen MacArthur Foundation defines the circular economy as three principles: eliminate waste, circulate products and materials, and regenerate nature. The logic is simple: we can't keep extracting finite resources for an infinite amount of time. The answer is to look at every side stream as a resource for something else – the way nature has always worked, where nothing is ever 'waste'.

According to WRAP, 9.5 million tonnes of food is wasted in the UK every year – most of it before it even reaches a consumer.

When apple pulp or apple pomace goes to landfill, the energy and water and land that went into growing that apple is wasted too. When it goes into a bag of nibs etc. granola, those resources are extended. And you get the fibre and energy that would otherwise have been lost. That's the whole point.

Our suppliers.

Our apple pulp is grown, pressed, and collected in England. 
Our granola is made in England.
We source organic, regenerative, or locally grown ingredients wherever we can.
Our products contain no palm oil or palm oil derivatives.
Our packaging is 100% recyclable in the UK.

We work with suppliers who are transparent about their practices so we can be transparent with you.

Work with us.

If you produce juice pulp, spent grains, nut meal, okara or other food manufacturing by-products that aren't being fully utilised, we'd love to talk. We're always looking for the next ingredient to rescue and mouthwatering snack to make.

FAQ:

What is apple pulp and why is it good for you? Apple pulp is the solid by-product left over when apples are pressed for juice or cider. It is rich in dietary fibre – including both soluble and insoluble fibre – and naturally low in sugar, since most of the fruit's natural sugars leave with the juice. It is a source of prebiotic fibre, meaning it feeds beneficial gut bacteria and supports digestive health. According to the British Nutrition Foundation, 90% of UK adults do not eat enough fibre – apple pulp is one of the most effective and delicious ways to address that.

Is nibs etc. granola high in fibre? Yes. nibs etc. granola is high in dietary fibre, largely due to the upcycled apple fibre used as a key ingredient. Dietary fibre supports good gut health, helps maintain healthy blood sugar levels, and contributes to satiating feelings of fullness after eating.

Where does nibs etc. source its apple fibre? nibs etc. sources its apple fibre from a family-run juice and cider presser in Kent, England. The pulp is collected in a food-safe manner, with full quality controls from collection through to baking.

What is prebiotic fibre? Prebiotic fibre is a type of dietary fibre that feeds the beneficial bacteria in the gut, supporting a healthy gut microbiome. Apple pulp is a source of prebiotic fibre, which is one of the reasons nibs etc. granola supports good gut health.

What is the difference between upcycled and recycled food? Recycled food involves breaking a material down to reuse its raw components. Upcycled food takes a by-product or surplus ingredient from food manufacturing and incorporates it into a new food product of equal or greater nutritional value.

What does slow-roasted mean? nibs etc. granola is roasted at a lower temperature for a longer time than conventional granola. This produces a more even, deeper toast without burning the oats or nuts, resulting in a crunchier, more flavourful granola.

Last updated 19th May 2026