In this episode of Upside, Ali & Zamir sit down with Nirali and Jag, the husband-and-wife founders of Superfoodio, to uncover how a six-month backpacking trip across South America turned into one of the UK’s most exciting food brand journeys. From emergency snacks in Argentina to landing in 650 Tesco stores, their story is a lesson in vision, resilience, and saying “yes” to opportunity.

What’s Covered in This Episode

The Superfoodio journey began when Nirali and Jag left their London corporate lives behind to immerse themselves in farming communities across South America. Inspired by the simplicity and gratitude surrounding food, they returned with a mission: to bring that ethos into products that make health more accessible.

What started as subscription snack boxes curated from challenger brands evolved into retail launches at Selfridges, clusters loved by boutique hotels and Middle Eastern buyers, and eventually a bold pivot during COVID. The breakthrough? Reinventing peanut butter as buttons and cups—portable, mess-free, and built for modern snacking.

Now stocked nationwide in Co-op, Tesco, and Whole Foods, Superfoodio proves how founders with no prior food background can create products that resonate deeply with both customers and retailers.

Key Takeaways

• Origins in travel: A South American backpacking trip sparked the Superfoodio ethos—“every food is a gift.”
• From subscription to retail: Starting with curated snack boxes, the brand gained momentum after a Selfridges buyer invited them into store.
• Pivot in crisis: COVID wiped out 98% of sales overnight, but shifting to Amazon created a lifeline.
• Innovation with peanut butter: Buttons and cups turned a messy kitchen staple into a convenient, fun snack.
• Retail success: From Whole Foods to Tesco, strategic pitches and accelerators helped secure national listings.
• Always say yes: Opportunities from hotels, poke shops, and international buyers helped fuel early growth.

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