🚀 Your Weekly Slice of UK Consumer Startups

Superfoodio is a mission-led brand born from a backpacking adventure across South America. Immersing ourselves in local cultures, we saw first-hand the power of nourishing the body with natural, whole foods. That experience planted the seed for our business.

We returned home motivated to create a range of clean label treats that never compromise on taste. Since launching our award-winning Peanut Butter Buttons and Better Cups, we have grown from a kitchen-table start-up to a challenger brand meeting the global demand for simple and natural indulgence. Today, Superfoodio is available at major retailers including Tesco, Co-op, Ocado, and Whole Foods Market, as well as online at Amazon and superfoodio.com.

Don't just apply for the big-name logo; apply because it truly aligns with your growth plans and ambitions.

These programmes move fast. Our biggest tip? Know your numbers and your 'Why' inside out. Retailers aren't just buying a product; they're investing in a partner who understands the gritty reality of the shelf. Go in with a 'Day 1' mentality and be a sponge. There is an immense amount to learn, not only from the retailer and industry experts but also from your peers. We've been lucky enough to gain more than just retail listings, we're part of a community of incredible founders who have become great friends. Building a start-up is a collective journey, not a solo sprint.

The last year has been an absolute whirlwind!

As a challenger brand, our aim is to 'grow with the flow'. Launching Superfoodio in Qatar was a massive milestone. We loved being on the ground and in stores to introduce the brand and share samples of our products with locals. Furthermore, participating in the Qatar International Food Festival made one thing very clear: whether you're in London or Doha, the craving for simple, wholesome, and delicious food is universal.

Export will play a pivotal role in our strategy for 2026 and beyond. We are working closely with export champions like the FDEA to explore international markets where our mission for cleaner indulgence finds a natural fit. It's about taking that British 'challenger' spirit to new corners of the globe.

We purposely didn't pick a "lane" (like age or demographic); we picked a feeling. That feeling is "Pure Joy." Everyone, from a parent looking for a clean treat for their kids afterschool, to adults needing a 3 PM pick-me-up - understands the joy of a snack that satisfies a craving without the sugary crash. By focusing on simple, high-quality ingredients and nostalgic flavours, we appeal to adults and are fun and playful enough for kids. We don't over-complicate packaging but rather lead with taste and let the clean ingredients speak for themselves.

This year we are doubling down on our mission to excite and delight taste buds across the UK and beyond. There are some exciting new products and flavour innovations that continue to push the boundaries of what clean-label snacking can be. Watch this space! We are also working on some new partnerships that will make our treats even more accessible in the market. The goal is simple: to make Superfoodio a customer favourite that proves you never have to choose between your health and your craving.