Published 2 years ago.
About a 5 minute read.
Image: Future Fit Foods/Facebook
Future Fit Foods’ line of nutritious, sustainably sourced, freeze-dried soups is the company’s first step in its mission to reinvent food from
ingredients to packaging — and truly democratize sustainable nutrition.
Longmont, Colorado-based startup Future Fit
Foods (FFF) has launched a line of
plant-based soups called Suppas™ — designed to
meet customers wherever they are and deliver nutrition, convenience,
transparency, new packaging solutions and planet resilience into everyday mini
FFF aims to redesign our current, linear food
and inspire change across the industry by offering circularity and transparency
throughout its value chain — from how it sources its organic and non-GMO
ingredients to how it makes,
packages and delivers its products.
Future Fit Foods is an ambitious new venture launched by life and business
partners Paloma Lopez and Sean
Ansett, both sustainability pioneers
in their respective industries. A former Global Marketing and Sustainability
Director for Kellogg, Lopez has 15 years’ experience building healthier food
systems, and driving sustainability initiatives for brands such as Kellogg,
Special K, Kashi and MorningStar Farms; and was recognized as a
by Forbes in 2018. Meanwhile, after
sustainability positions at Gap Inc and Burberry, Ansett was CSO and part of the
co-founding team at Fairphone — the world’s first sustainable and
For their new joint foray into food, the FFF team meticulously designed Suppas
to offer sustainable nutrition and convenience, from sourcing to delivery. The
soups help address the current fiber gap in US
deliver rich umami flavors while using less sodium than most packaged soups and
noodles, and offer single-serve convenience without wasteful packaging. FFF says
freeze-drying the soups, a technique first seen in the Incan culture, retains up
to 97 percent of the nutrients — superior to canning, conventional dehydration,
and other preservation methods — and eliminates the water weight from the
product, which decreases both shipping costs and impacts.
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“We have built a value-creation model that aims to guide our design and decision
making,” Lopez told Sustainable Brands™ via email. “As a starting point, we place
a lot of emphasis on baking that social and circular value creation into our
food briefs, designing with intent and ruling out ingredients that we believe
we’ll have trouble sourcing responsibly or that would negatively impact
wellbeing. We have had to make tough decisions in our recipe development to take
out ingredients like cashews and pink Himalaya salt because of social impact
After over a year of prototyping and COVID-related delays and supply chain
issues, Lopez says the company’s first batch of pouches are made from industrial
compostable materials with high barriers to moisture and oxygen — but FFF
continues to iterate to find a completely circular solution: “We have already
developed a novel concept that will not need single-use packaging at the
consumer point of purchase for cafés and food-service environments that we hope
to launch this fall. … Imagine if the packaging itself became part of the Suppas
broth,” she said.
The company will soon offer the option of shipping via
— a reusable packaging solution that replaces the standard shipping box and can
be used many times to reduce CO2 by up to 85 percent over the life of the pack.
Suppas' launch lineup | Image credit: Future Fit Foods
When asked about the potential impacts of sourcing ingredients from around the
world, Lopez says: “We put our energy into designing our foods with intent; so,
our foods create more value than they destroy. [While] over 85 percent of our
ingredients are sourced from the US, some of the spices simply don't grow in the
US; and we feel that we can have a positive economic impact for hardworking
farmers in those geographies. This is also why we are starting with organic as
our baseline and moving into
as we move along — we want to use Suppas as a vessel to get more regenerative
ingredients out of the fields and into mouths.”
While Suppas are only available online in the short term, FFF plans to expand
into retail as it scales and take dramatic steps (including a goal to lower the
price to $3 as it achieves economies of scale) to ensure its products are
accessible to underserved communities who could benefit the most.
“Democratizing Suppas through affordability is very important to us on our next
stage; because we know that if we don’t do that, we will not be able to bring the
wellbeing benefits of Suppas to everyone,” Lopez told SB. “Eventually, we would
like Suppas to reside in marginalized communities — where the technology is
provided to the community to generate income through micro manufacturing
set-ups, with recipes developed by the community based on their food culture.”
Future Fit Foods’ long-term vision is to partner with local under-resourced
chefs to develop culturally relevant and affordable shelf-stable soups and other
mini meals in micro-manufacturing sites that create help generate income and strengthen
local communities and foodways.
“We’re already making those connections; and we have learned that many urban
farmers and other food entrepreneurs have had difficulty adding value and
getting to market,” Lopez says. “The real opportunity we see is to equip chefs
with Future Fit Foods tools and resources that will make it that much easier for
them to set up a community-centric manufacturing kitchen that can unleash new
convenience foods that are culturally relevant and respect their foodways and
socio-economic dynamics for their community. We will be partnering with local
food justice NGOs, good-food accelerators and culinary academies to identify
local chefs for partnering opportunities.”
In the meantime, FFF is partnering with an academic institution to engage the
next generation of food professionals in making the Future of Food —
paying the students that are helping to make the foods a living wage during their education.
Published Jul 19, 2021 2pm EDT / 11am PDT / 7pm BST / 8pm CEST