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Product Guru Supplier Focus | Into the World of Creative Nature


At Product Guru we're proud to support a thriving community of independent, challenger brands. Brands across all FMCG, gift, home and specialty categories list products on our online platform and we love to share the stories behind them.

So, we talked to Julianne who told us all about Creative Nature.

Tell us about your company, Julianne. 

Creative Nature was founded in 2012 and is a multi-award winning, Top 14 Allergen Free UK food manufacturer based in Surrey.  Growing up with severe allergies usually meant that I could never find free-from snacks that ticked all the boxes: I wanted something that was tasty, allergen free AND healthy! I often found myself making my own and after realising there was a gap in the market for this, I launched my own range!

Creative Nature offers products that everyone can enjoy, whether they are allergic to any of the top 14, are vegan, coeliac, or have no dietary requirements at all! Everything we make is delicious for everyone and that’s what makes them so special.

 How many people work for the business and who do you sell your products to?

We have 11 direct employees and we use many local businesses on a freelance or indirect basis to ensure we always have the right resources.

We sell to a wide range of customers including grocery, high street retailers, wholesalers, foodservice, health food stores, ecommerce and also export across the world. We appeal to a wide audience as we offer a unique point of difference as our products are safe to eat for 98% of the UK population.

Can you tell us a bit more about your products?

We are industry leading experts in ‘Free From’ with a specialist factory and an extensive allergen testing programme allowing us to claim Top 14 Allergen Free with no ‘may contain’ warnings on pack. We specialise in ‘delicious without doubt’ confectionery, snacks, baking mixes and superfoods that are vegan and ethically produced. With Free From, Great Taste, Quality Food and The Grocer New Product Awards under our belt our products not only cater for more people but win on taste.

Is there a specific product you are particularly proud of and why?

It’s always hard to choose a favourite product when you’re the founder as they are like my babies so how can I just pick one, however our HazelNOT Gnawbles I would say are pretty magic! I have been told that they taste like a Nutella Maltesers but here’s the thing, they DON’T contain any NUTs and of course are Top 14 allergen free.

Banana Bread is also one that I just can’t stop eating and I love that it brings people together for breakfast, lunch or dinner.

What do you most enjoy about running your business?

There are so many different things, my awesome team and seeing the progression. It never gets old walking into a shop and seeing our product on shelf or seeing the joy that our product genuinely brings to people with allergies. I have had numerous messages, emails, letters from people with allergies and even children saying things like "Thank you so much you have made my birthday as I can actually have a cake now’"

When you’re not working, what do you enjoy doing?

When you’re an entrepreneur finding balance can be really difficult as you never switch off however it’s the little things that can really make a difference as I love dancing so doing Zumba incorporates some exercise and doing something I love. I am also a bit of a thrill seeker as I love doing things that push me outside my comfort zone such as sky diving, cliff jumping, Swimming with sharks.

What do you think of the Product Guru platform? What encouraged you to use us?

The Product Guru platform was introduced to the team by a prospective customer. It was simple to complete and enabled us to add all the information in one format.

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