Let’s start at the beginning and we can move on from there. How did your company get started and why?

Allie: I have always been passionate about food and holistic health, a passion that was influenced by my wellness journey and a struggles with chronic health issues. While working to become a certified holistic health coach, I also was growing my career working with food and beverage CPG companies. After meeting Isabelle in 2019, our passions and desires to make a change and have a positive impact on the world collided, allowing us to create Lupii, a plant-powered brand derived from the incredible lupini bean. Isabelle and I started Lupii to give consumers an accessible plant-based protein bar that actually tastes good and is made from simple, whole-food ingredients.

Isabelle: I always struggled with the concept of eating animals, and have been a vegetarian for most of my adult life. I went entirely vegan when I moved from Europe to New York in 2013, a decision that allowed me to finally live in a way that aligned with my personal values. In New York, I began to work closely with founding teams for various startups. Soon, I began surrounding myself with the plant-based and vegan food space, completing a plant-based nutrition certification with eCornell and starting a podcast, The Plantiful. I then met Allie through a mutual friend and started Lupii, a business concept that brings together all of the threads in my life while making use of my early startup background.

What is your product and how would you describe it?

All of our Lupii bars are powered by the lupini bean! Lupii uses the lupini bean and other whole ingredients so you can stay satisfied with natural, clean foods. This combination results in a delicious vegan bar in four tasty flavors: Tahini Lemon Cranberry, Peanut Butter Cacao, Almond Butter Cinnamon Raisin, and Cashew Ginger Pumpkin Seed. The bars have 9-10 grams of plant protein, 7-8 grams of fiber, no added sweeteners, and are Non-GMO and gluten-free.

Additionally, we believe that implementing a plant-based diet is better for the environment and all creatures. The lupini bean is a complete protein, meaning it has the same amount of amino acids as animal-based protein, only without the cruelty. When people are transitioning to a vegan diet, often the biggest hurdle is making sure their protein is delivering enough nutrition. Lupii provides a solution for that.

We truly believe that lupini beans are set to be the next superfood powerhouse, as they have three times the protein of eggs, three times the fiber of oats, and all nine amino acids to keep you fueled throughout the day. Additionally, lupini beans are incredibly sustainable, use less water to grow than many other crops, are very adaptable to various climates, and restore nitrogen to the soil, supporting & rejuvenating soil health.

How have you pivoted your business this year?

Our distribution strategy for our first year in market required a significant pivot. We have always planned to build an omni-channel brand, however, at launch this January our focus was on retail. We had gained significant traction in New York where we were focusing our ramp up efforts. However, due to the pandemic dynamics, we refocused our efforts on DTC and selling Lupii through our website (getlupii.com) and through Amazon. This year has definitely been a practice in staying nimble and adaptable.

What is your next challenge to overcome?

The next challenge for us to overcome is continuing to grow and scale our online presence, but also planning and gearing up for larger retail launches in 2021 while knowing that things are constantly changing and shifting. Scenario planning has been an essential part of planning this year and moving into next year. The help we need in the next phase of ramping up our online business will be with our growth marketing efforts to further optimize and expand our customer acquisition efforts.

What do you predict for the food industry over the rest of the year?

Throughout 2020, Americans, in general, have been snacking a lot more and turning away from the “three square meals a day” model. In addition to this, the current climate and global pandemic have inspired consumers to begin to value clean labels, their overall health, and sustainable business practices now more than ever. The snacking industry has accelerated toward better-for-you alternatives because people are simply looking for new ways to stay healthy, and Lupii hopes to be at the forefront of that trend. With most consumers working from home, DTC availability is more important than ever. Additionally, we have heard from our customers that with all increased at-home meal making that has taken place this year, having tasty, healthy, convenient snacks is as important as ever.

Learn more at: https://getlupii.com/