Floura

Welcome to Floura

If you have ever tried to eat more fiber and ended up choking down a dry, chalky bar that tasted like cardboard, you are going to appreciate what Floura is doing. Founded by Jeni Britton, the culinary legend behind Jeni's Splendid Ice Creams, Floura has created what may be the most delicious way to close the fiber gap. Their FiberCrush bars are made from real, whole fruit ingredients, including upcycled rinds and cores from cantaloupe, watermelon, honeydew, mango, pineapple, and apples, delivering 13 grams of fiber from 12 plants in every single bar. And with flavors like Brambleberry Lavender, Mango Cardamom, and Brownie Batter, these bars taste like a treat, not a prescription.

What makes Floura genuinely different is where that fiber comes from. Instead of the synthetic isolates or date paste you find in most bars, Floura starts with fresh fruit trimmings, parts of the fruit that would otherwise go to waste, and transforms them into proprietary, nutrient-dense ingredients. That means you get prebiotic fiber the way nature intended it, from whole plants with diverse bioavailable profiles that actually feed your gut microbiome. No gluten, no dairy, no refined sugars, no synthetic flavorings, no emulsifiers. Just real fruit, real flavor, and real results.

Visit the Floura Website

Orders of $35.00 and up qualify for free shipping within the United States.

About Us

A Lightbulb Moment in the Kitchen

Floura's story begins with Jeni Britton, one of the most celebrated names in American food culture. As the founder of Jeni's Splendid Ice Creams, a nationally beloved brand and Certified B Corporation, Jeni spent decades mastering the art of turning premium ingredients into unforgettable flavors. But around 2020, her focus shifted in a more personal direction. Like the estimated 95% of Americans who don't get enough fiber, Jeni was thinking hard about her own gut health and what she could do about it.

Then came the lightbulb moment. She read research highlighting the prebiotic benefits of fresh fruit rinds from watermelon, honeydew, cantaloupe, mango, and pineapple. That sparked a vivid memory: summers spent in Jeni's kitchen making melon sorbet, and watching those cantaloupe and watermelon trimmings get tossed into the compost. She asked herself a simple question: could these overlooked parts of the fruit be transformed into something that would benefit both the microbiome and the environment? She picked up the phone, called a few friends, and Floura was born.

From Compost to Nutritional Gold

Floura is built on a radical but practical idea: that what most people throw away is actually a treasure. The company partners with F&S Fresh Foods, a large produce processor in Vineland, New Jersey, that supplies major retailers like Whole Foods and Kroger. At that facility, fresh fruit rinds and cores, the parts that are typically composted or landfilled after cutting, are meticulously washed and transformed into Floura's proprietary SuperFiber Prebiotic Flour and Red Apple Paste.

The result is a bar made entirely from fruit, naturally gluten-free, and packed with a diverse bioavailable fiber profile you simply cannot replicate with a synthetic supplement. Each FiberCrush bar provides 40% of the weekly recommended plant variety for gut health. Floura's mission is to intercept 100 million pounds of fresh produce trimmings each year, turning forgotten abundance into vital nourishment.

A Tastemaker at the Helm

Co-founded by Jeni Britton and her co-founder and president Mark Edwards, Floura combines Jeni's iconic expertise in flavor design with serious nutritional science. The same sensibility that made Jeni's Splendid Ice Creams a household name, a commitment to premium ingredients, unexpected flavor combinations, and genuine craft, is what drives every Floura bar. This is not a commodity snack brand. It is the work of a visionary food maker who saw a problem, saw an opportunity, and built something genuinely new to address both.