Ice Cream Pints To Apple Cores: Jeni Britton’s Second Act

Watermelon rinds, apple cores and other overlooked plant parts add fiber to a new line of snack bars created by the founder of Jeni’s Splendid Ice Creams. Earlier this year, Jeni Britton mounted her second entrepreneurial act with the launch of Floura, a brand focused on gut health.

“Once I started prioritizing my health, I learned that 95% of Americans fall short of their daily fiber needs,” Britton said. I became more intentional about my own fiber intake and noticed positive changes almost immediately. That experience fueled a deeper passion to help make fiber more accessible and enjoyable for everyone.”

The bars are crafted with white chia, pumpkin seeds and puffed quinoa, plus a dozen different whole plants. One bar packs 13 grams of fiber. Flavors include Brambleberry Lavender, Blueberry Matcha, Mango Cardamom, Raspberry Rose and Vanilla Rooibos, with more set to drop in the coming months, according to the company.

A 10-pack of bars retails for $35 on the brand’s website. The products are also available at Foxtrot Market, Pop Up Grocer and a smattering of independent retailers across the country.

In an interview with Nosh, Britton shared the inspiration behind her new venture and her goals for increasing Americans’ fiber intake while diverting fresh produce waste from landfills.

What inspired the concept for Floura and fruit crush bars?

About five years ago, I began to feel the physical and mental toll of entrepreneurship and realized how little attention I was giving to my own wellbeing. I started eating more fresh fruit and instantly felt better. That shift led me to reevaluate the foods I was consuming, and I quickly became aware of the fiber gap — 95% of Americans are fiber deficient, which science has shown leads to chronic disease.

I wasn’t initially looking to start a fiber-focused company, but during a visit to the F&S Fresh Foods facility, I saw a massive volume of nutrient-rich food scraps going unused. That moment sparked the idea. We partnered with F&S to explore what could be made from these ingredients — and that journey led to the creation of Floura.

Can you discuss your partnership with F&S Fresh Foods and how you are sourcing the upcycled ingredients for your bars?

When I first toured the F&S facility, starting a fiber brand wasn’t even on my radar. Seeing all of the nutrient-dense trimmings — like watermelon rinds — sparked inspiration. It made me start to think about what we could create with materials that would otherwise go to waste. Since then, F&S has become a founding partner of Floura. Their support has been essential — they provide the necessary infrastructure to transform fresh produce trimmings into upcycled ingredients that form the foundation of Floura’s products.

Jeni’s has always been celebrated for its unique flavor profiles, and it appears Floura is following suit. Can you discuss the inspiration behind these tea-themed flavors?

Flavor creation has always been a joyful part of my work. With Floura’s Fruit Crush Bars, I wanted to create a multisensory experience — from aroma to texture to taste. The tea-inspired flavors are meant to be familiar but surprising. I wanted the bars to be craveable — something you’d reach for again and again.

What is your go-to-market strategy for the bars?

Currently, Floura Fruit Crush Bars are available through our website and in-store at Pop Up Grocer in New York. We’re focused on expanding retail presence this year and making the bars even more accessible to our growing community.

What other types of product applications do you envision launching under this brand?

As a fiber-first brand, we’ve experimented with everything from pancakes to pizza crust. The possibilities are endless. We launched Floura with bars because they’re a convenient, everyday snack you can grab on the go. We’re excited to expand into other formats that make eating fiber both easy and enjoyable.

What are your long-term goals for the business — both from a sustainability aspect as well as your impact on human health?

Floura exists to tackle two major challenges: America’s fiber deficiency and commercial food waste. We are committed to making products that help bridge the daily fiber gap in America. Our goal is to divert 100 million lbs of fresh produce waste annually by transforming them into nutrient-dense, gut-supportive products. Each Floura bar contains 12 whole plant ingredients, offering a rich fiber profile recommended for optimal microbiome health.

As you are launching this new venture, how involved do you remain with the ice cream business?

After building the business for more than two decades, I was able to step away from the day-to-day at Jeni’s in recent years. I remain involved in the business through many aspects and enjoy collaborating with the wonderful team there and cheering them on.