Working as a nurse, Ineke Nutgeren spotted what she saw as a glaring gap in the market for healthy, whole food, free from snacks that could truly fuel her busy days. As a foodie, driven by the taste of real food and dealing with her own food intolerances, in 2016 she set about creating her own brand – Nourish – with the goal of making “plant-based food feel exciting”. 

Starting out as a kitchen table business, the Nourish range is now produced at the brand’s own Salsa accredited production kitchen and has listings with premium natural food retailers – such as Ocado, Fortnum & Mason, Planet & Organic, Holland & Barrett and Whole Foods Market – and around 90 independent retailers nationally. 

Ineke Nutgeren talks here with with Natural Newsdesk about her personal mission to  reimagine the healthy snack category 

Q: Could you tell us a bit about Nourish’s wider vision and how you hope to impact the plant-based food and beverage industry?

“For me, Nourish started with one simple non-negotiable belief: the food we eat every day should help us feel better, not just fill a gap between meals”

For me, Nourish started with one simple non-negotiable belief: the food we eat every day should help us feel better, not just fill a gap between meals. My background is in nursing and intensive care, where I saw how closely long-term health is linked to nutrition, and that inspired me to create snacks that are as supportive as they are satisfying.

At Nourish, we’re passionate about making plant-based food feel exciting, indulgent and genuinely nourishing. We use carefully chosen ‘real’ ingredients that support distinct needs things like improved gut health and balanced energy. But as with most things, the first thing people notice is the taste and if that doesn’t deliver nothing else matters.

I’d love to see the plant-based category evolve beyond simply being an alternative to something else. The future is about food with purpose – products that people choose because they’re delicious and because they bring beneficial upsides to their everyday wellbeing.

Q: What distinct gap does this proud brand fill within the UK functional snacks market?

There’s a real opportunity between traditional treats and the typical “healthy snack”. Too often, consumers have been expected to compromise – either choosing something that tastes great but offers very little nutritionally, or something that’s good for them but disappointing to eat.

Nourish was created to remove that needless trade-off. We focus on everyday snacks with real functional benefits, from fibre-rich ingredients that support gut health to recipes with a more balanced approach to sugar, all without resorting to overly processed ingredients or foggy, disingenuous labels.

I also think functionality needs to become more accessible. Not everyone wants powders, supplements or specialist nutrition products. Sometimes people just want a great cookie or snack bar that happens to do something positive for their health.

Q: How have you seen consumer interest in functional and better-for-you snacks shift in recent times? What’s driving growth?

The biggest change is that today’s consumers are much better informed. People are no longer looking for a generic “healthy” claim; they’re looking for foods that support specific aspects of wellbeing, whether that’s gut health, sustained energy or blood sugar balance.

We’ve also seen a much bigger shift towards preventative health. Rather than waiting until something goes wrong, people are looking for small, everyday affordable habits that help them feel their best!  Food is a significant part of that journey.

At the same time, the science around nutrition has become far more ‘everyday aware.’ Conversations around the gut microbiome, fibre & functional ingredient debates have moved well beyond nutritionists and into everyday life. Retailers have recognised this sea change too, resulting in functional snacking becoming one of the most exciting growth areas on supermarket shelves.

Q Was being a plant-based brand core to Nourish’s thinking from day one?

Absolutely – it was never a rebrand or a reaction to a trend. When I started Nourish in 2015, the “food as medicine” philosophy and using plant-based ingredients were the same decision. Plants gave me the fibre, the functional compounds, and the clean-label simplicity I wanted to build around, so it was the obvious foundation rather than something bolted on later.

How does Nourish ensure sustainability within its approach?

Sustainability for us runs through sourcing, production, and community. We keep our ingredient lists deliberately clean simple and minimally processed, which naturally limits waste and unnecessary processing steps. We also insist upon using recyclable and compostable packaging options.  In addition a number of our ingredients and products are organic.  We also give back through our charitable partnership with Water for Good, because sustainability isn’t just environmental to us – it’s about the wider impact the business has.