Jeni’s Ice Cream founder launches Floura, a fiber-rich snack brand

The Drop: Jeni Britton, founder of Jeni’s Splendid Ice Creams, has launched Floura, a fiber-focused snack company. Its first product, the Fruit Crush Bar, contains 13 grams of fiber from 12 whole plants, using upcycled ingredients like watermelon rinds and apple cores.

The Details: A new approach to fiber and sustainability

Floura addresses two key issues: America’s fiber deficit (affecting 95% of the population) and food waste reduction. The company partners with F&S Fresh Foods, a produce processor serving major retailers like Whole Foods and Kroger, to transform produce trimmings into nutrient-dense ingredients.

Each Fruit Crush Bar delivers 40% of the weekly recommended plant variety for gut health, using ingredients that would typically go to waste. The bars are free from dairy, gluten, added sugars, and artificial compounds.

“At Floura, we believe fiber should be as delicious as it is beneficial,” said Jeni Britton, Co-founder and CEO of Floura. “With the launch of our first product, the Fruit Crush Bar, we’re not just creating a snack, we’re redefining what’s possible in gut health and sustainability. By transforming overlooked plant parts into craveable, nutrient-dense bars, Floura makes it easy for people to prioritize their wellbeing while contributing to a healthier planet.”

The Fruit Crush Bars initially come in five unique flavors: Brambleberry Lavender, Blueberry Matcha, Mango Cardamom, Raspberry Rose and Vanilla Rooibos, with more flavors set to drop in the coming months.

Where to buy

Floura Fruit Crush Bars are available now at Floura.com and will launch at Pop-Up Grocer on January 16, 2025. Additional retail locations will be announced later this year.