Superfoodio's Journey: Interview with Jagir Mankodi

"It's our responsibility to enhance people's lives through the food we offer."

After embarking upon a backpacking adventure around South America, Jagir and Nirali Mankodi returned to the UK with a mission: To get back to the basics of simple, natural, and tasty food.? This mission would lead them on yet another great adventure, from which their challenger brand, Superfoodio, would blossom into a gamechanger for the snacking industry.

On their journey, Jagir and Nirali learnt the importance of nourishing one’s body with natural, whole foods by spending time with the local people and immersing themselves in their culture. “This is where the seed for Superfoodio was first planted.” Explains Jagir.

During their trip, they went back to basics as they spent time the locals, eating with their families, and even helping out on their farms. “This led us to a revelation about food.” Says Jagir. “Our eyes were open to how local people enjoyed food in its purest and most nutritionally rich state. From the fresh and fruity acai in Brazil, to cacao and quinoa in Boliva, we saw how much people cared about the food that enriched and energized them.”

Jagir goes on to describe how in South America, the earth is referred to as ‘Pachamama’, meaning ‘Mother earth’. “People receive their sustenance and rewards from the land, so they naturally treat it with respect. Being conscious foodies, this spoke to us on a deep level and inspired us to be the change we wanted to see back home.”

And so, Superfoodio was born. The experiences they had on their travels became the inspiration for such a fun and playful brand name. “We learnt that all foods are a gift from the land, and we should treat them as such i.e. super foods!” Exclaims Jagir.

Furthermore, both Jagir and Nirali are firm believers that you get out what you put in. “That’s why we wanted to create snacks that fuel people throughout the day and have incorporated this ethos into their brand name by the ‘io’ at the end, standing for input and output.”

Superfoodio focuses on plant-based treats because Jagir believes the current food system to be broken. “Ultra-processed and synthetic foods are having a negative impact on people’s health, as well as the environment.” Says Jagir. “But we are passionate about creating delicious treats that are clean label, and made using wholesome plant-based ingredients that are minimally processed.”

Nirali and Jagir are excited to be targeting the snack market as it is experiencing a significant growth in demand, especially when it comes to healthier snacking options. Jagir observes that “Consumers are becoming more health conscious, seeking out snacks that offer nutritional benefits without sacrificing taste.” ??

He goes on to say that “There is also a growing awareness of the environmental impact of food choices, leading to a demand for sustainably sourced ingredients and eco-friendly packaging.” Overall, Jagir believes that this shift reflects a broader trend towards conscious consumerism. “We are committed to meeting this demand with delicious snacks made with quality ingredients and environmental responsibility.” ?

Furthermore, Nirali and Jagir believe that the snack market needs a big refresh due to lack of innovation. “With our Peanut Butter Buttons, we are introducing a whole new snack category.” Explains Jagir. “Our snack range challenges the norm because they are the ultimate combination of health and indulgence. It is all about encouraging people to eat mindfully.”

As a challenger brand, Jagir and Nirali invite all brands to join them in their mission to return to the basics of food. “It’s our responsibility to enhance people’s lives through the food we offer.” Says Jagir. “By eliminating ultra-processed ingredients from our food system, we can make a positive impact on both people and the planet.”

Thus, environmental responsibility is one of Superfoodio’s top priorities. “Sustainability is ingrained in every facet of our business.” Describes Jagir. “From carefully selecting our ingredients to optimising our supply chain and reducing food waste, we are dedicated to continuous improvement. Our commitment stems from a deep-seated passion to leave a positive impact for generations to come, fostering a healthier planet for future growth and prosperity.”

?Superfoodio specialises in peanut butter snacks because it is not only versatile, delicious, and packed with wholesome nutrients, but it also “Holds a special place in our hearts.” Explains Jagir. “As a family, we are avid fans and we hope to liberate it from the confines of the jar and spreads category, making it easily accessible for on the go snacking. By prioritising peanut butter as the star ingredient, we are challenging the dominance of refined sugar in the snack aisle, and aligning with the growing consumer demand for healthier, more wholesome options.” ??

It seems Superfoodio has grown and blossomed due to the Mankodi’s love for food and playful experimentation in the kitchen. “We enjoy exploring unique food pairings, and our challenge was to craft a snack using only a few readily available ingredients found in home kitchens such as roasted peanuts, salt, dried dates, and coconut sugar.” Says Jagir. “These ingredients form the foundation of our various flavourful creations.”

Jagir believes that their success thus far has hinged on getting Superfoodio’s Peanut Butter Buttons into the hands of customers. “Once people try our products, they become fans and keep coming back for more.” He explains. Superfoodio has been as innovative as ever with this approach, whether it be including their products in recipe meal kit boxes, conducting instore and office sampling, or organising giveaways with like-minded brands on social media. ?

And in turn, Superfoodio has fully embraced social media platforms. “They provide us with a way to share our journey with our community and engage with them meaningfully.” Says Jagir. “Building a business from scratch requires immense effort, and social media enables us to pull back the curtain, offering our customers a glimpse behind the scenes to witness the passion and dedication we pour into our products. Social media has truly been instrumental in our growth thus far, and we are looking forward to sharing our journey in the years ahead.”

Currently, Superfoodio products are sold on an independent, national and international basis. “We are diligently expanding our product availability. From offices and coffee shops, to gyms, hotels, vending machines and beyond, we are committed to reaching out customers wherever they may be.” Jagir explains. “We are also working closely with our friends at EP on some exciting plans to make Superfoodio as accessible as possible. A pop-up shop in the city could be a game changer for peanut butter lovers in the UK.” Teases Jagir. “Watch this space!”

Before launching Superfoodio, Jagir worked in the corporate world for over 15 years in the UK, Europe and Australia. With a background in business consulting, Jagir has worked with many incredible brands, innovative businesses, and brilliant people. Superfoodio’s co-founder, Nirali, worked as a psychologist for over 10 years in the learning and development industry.

To aspiring entrepreneurs, Jagir notes that “Networking has proven invaluable. It offers insights from diverse experiences and helps foster a supportive community. Coming from non-business background without entrepreneur connections, we have embraced continuous learning as our cornerstone.” Reflects Jagir. “Entrepreneurship demands resilience.” He goes on to say. “And so far, it has been a journey of personal growth, shaping us profoundly.” ?

Superfoodio is an exemplary model of innovative and creative thinking, providing the market with healthier snacking options that are better for us and the planet. Is it not our responsibility to encourage more businesses like this, as they strive to become the change they want to see? ??

An interview by Katie Wilson, EP Business in Hospitality

Click here to visit Superfoodio's website.