Jeni’s Splendid Ice Creams Founder Launches Fiber-Focused Brand

Jeni Britton, founder of Jeni’s Splendid Ice Creams, today debuted a new snack brand focused on gut health and sustainability called Floura & Co.

The brand is embracing upcycling with its first product, a Fruit Crush Bar, crafted from overlooked plant parts like watermelon rinds and apple cores, plus a blend of white chia, pumpkin seeds and puffed quinoa, with 13 grams of fiber from 12 whole plants.

The bar lineup includes Brambleberry Lavender, Blueberry Matcha, Mango Cardamom, Raspberry Rose and Vanilla Rooibos, with more flavors set to drop in the coming months, according to the company.

Floura products are sold at Pop Up Grocer and on the brand’s website for $35 per 10-pack. Additional retail locations will be announced later this year.

Floura’s founding partner is F&S Fresh Foods, a New Jersey-based produce processor that is providing resources to incubate the startup and transform fruit and vegetable trimmings into nutrient-dense ingredients as it works toward its mission to rescue 100 million lbs of food waste.

“At Floura, we believe fiber should be as delicious as it is beneficial,” said Britton, co-founder and CEO of Floura, in a statement. “With the launch of our first product, the Fruit Crush Bar, we’re not just creating a snack, we’re redefining what’s possible in gut health and sustainability. By transforming overlooked plant parts into craveable, nutrient-dense bars, Floura makes it easy for people to prioritize their wellbeing while contributing to a healthier planet.”

Britton founded her namesake ice cream business in 2002, building the brand on premium ingredients and imaginative flavors. The company operates scoop shops throughout the country and sells pints in thousands of grocery store freezers nationwide.

In a video shared on social media, Britton described Floura as a “fiber company,” noting, “we make fiber, but not your granddad’s fiber. Not the single-source fiber of the old generation. We make diverse fibers from produce trimmings.”

She said the brand began with bars as an accessible and everyday item to help consumers “bridge the fiber gap,” noting 95% of Americans are deficient in fiber by at least 50%.

The project was initially revealed early last year in a Kickstarter campaign. Floura’s team also includes co-founder Mark Edwards, a longtime sales executive and investor; Michelin-starred chef Jeremy Nelson, who leads product development; and seasoned brand, retail and operations executive Carl Seletz.