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I Am Grounded, the first ever energy snack made from upcycled coffee fruit, launch into Woolworths stores

This innovative snack concept has now been adopted into Woolworths stores across the country and will be available in the health food aisles from next week

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BRISBANE, Australia – I Am Grounded, the first ever energy snack made from upcycled coffee fruit, will hit Woolworths stores nationally next week [22nd May, 2023]. Containing wholefood ingredients, I Am Grounded (IAG) offer functional, plant-based snacks that deliver a sustained energy release. By using upcycled coffee fruit, IAG help prevent unused coffee fruit from ending-up in landfill.

I Am Grounded, the energy snack made from upcycled coffee fruit

The average coffee drinker will consume roughly 11kg of coffee beans per year, creating about 57kg of coffee fruit waste. Passionate about reducing the waste associated with coffee farming, IAG founder Vanessa Murillo is proud that the business upcycles around 50 grams of coffee fruit in every snack bar.

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“I grew up surrounded by coffee, having immigrated from Colombia as a child and working in my family’s coffee business from a young age. Through my father’s work in the Agri-tech space, I was introduced first-hand to the devastating environmental impact from wasted coffee fruit,” said Vanessa.

“I was shocked to see the amount of waste associated with coffee farming and I was inspired to make a difference.”, Vanessa continued.

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Vanessa, and her life and business partner Lachlan Powell, set about creating the first energy snacks to hero upcycled coffee fruit. Not only are these energy bars good for the environment, but they are rich in nutrients and antioxidants.

This innovative snack concept has now been adopted into Woolworths stores across the country and will be available in the health food aisles from next week.

IAG are available in five energising and tasty flavours for RRP $4 per bar:

  • The Sunrise – blueberry, macadamia & coffee fruit
  •  The 9am – lemon, coconut & coffee fruit
  •  The Pick Me Up – espresso, peanut butter & coffee fruit
  •  The 3pm – cocoa, almond & coffee fruit
  •  The Arvo – salted caramel & coffee fruit

For more information about IAG, click here.

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