Jeni Britton, known for Jeni's Splendid Ice Creams, has embarked on a new venture called Floura Fiber, launching fiber-rich snack bars made from overlooked plant parts. Her latest company, co-founded with Mark Edwards, aims to transform fruit and vegetable trimmings, such as watermelon rinds and apple cores, into nutritious products. This initiative is driven by Britton's personal experience with the health benefits of increased fiber intake and the broader issue of 95% of Americans not consuming enough fiber, which she links to chronic illnesses.
Floura Fiber officially launched in January 2025, offering its initial product, Fruit Crush Bars. These bars contain 13 to 15 grams of diverse fiber from 12 different plants and come in flavors like Blueberry Matcha, Brambleberry Lavender, Mango Cardamom, Raspberry Rose, and Vanilla Rooibos, with Brownie Batter added later. The company emphasizes a "flavor-first approach" and aims to make fiber consumption more appealing and accessible. Floura Fiber partners with F&S Fresh Foods, a New Jersey-based produce processor, to source its upcycled ingredients, working towards a goal of rescuing 100 million pounds of produce trimmings annually.
Following a direct-to-consumer model and sales on Amazon and TikTok Shop, Floura Fiber expanded its retail presence. Beginning August 25, 2026, the Blueberry Matcha Daily Fiber Bar became available at Starbucks company-operated coffeehouses, marking its first national retail rollout. This expansion is a significant step for Floura Fiber, allowing it to reach a wider audience through an established daily ritual. Britton expressed that this partnership provides an "extraordinary opportunity to help people see fiber differently," by making it joyful and genuinely delicious.
