The Pure Bite range is dairy free, gluten free, vegan, preservative free, high fibre, high protein, low salt, low sugar and low in calories.
Jason Bull is the Founder and Managing Director of Bite UK Snacks Ltd, dedicated to the development and sale of healthy, free-from snacks and related products aiming to become the UK’s leading healthy snacks business in a sector now thought to be worth around £200 million.
Jason Bull started the business after he experienced first-hand via friends and family diagnosed as coeliac, the difficulties they were having in finding good quality and tasty gluten free product for the mass market. As a director in a food business he was on the road all the time. Following a period of his own digestive problems he tried to eat healthily and found it impossible. There was nothing on the shelf of convenience stores, motorway service stations and even supermarkets. He found convenient healthy snacking extremely limited and what was available lacking in taste or credentials so he decided to use his network to create his own range of products.
He created his first range of healthy snacks, Pure Bite which are healthy ‘grab and go’ snacks suitable for people with allergies and intolerances.
The Pure Bite range is dairy free, gluten free, vegan, preservative free, high fibre, high protein, low salt, low sugar and low in calories. These snacks are the perfect bitesize grab-and-go snacks for people interested in outdoor fitness who want to be healthy but don’t want to compromise on taste and flavour.
We caught up with Jason, and asked him how to have a healthier 2020.
How was 2019 for you, health-wise?
A lot of travelling and meetings has meant it’s been difficult to keep muscle mass on and fat off, it takes its toll and you need to reassess sometimes and get back on track. It’s refreshing to do so and is working.
What was your favourite healthy snack in 2019?
PureBite – of course!!
Do you have any tips for people who are trying to snack more healthily in 2020?
Check the ingredients and nutritionals for those purporting to be healthy- they aren’t always. Go for lower calorie with good protein content and products like our almond clusters that will keep you fuller, for longer without having to consume empty calories.
How long was the process of creating healthy snacks that are dairy free, gluten free, vegan, preservative free, high fibre, high protein, low salt, low sugar, low in calories AND deliciously more-ish?
It took around 18 months from concept to launch and to get it spot on like we have now took 4 years.
What time in the day do you recommend people to snack on Pure Bite? After working out?
You can add the popped rice clusters to your cereal or porridge, and the nut clusters are best post workout / late afternoon (or even for the children’s suppers!). I’m surrounded by PureBite in the office – my experience tells me any time of day is a good time of day.
Why is it so important to have representation in stores of healthy snacks for people with allergies and intolerances?
As it feels so isolating and frustrating to have the lack of choice for those who simply cannot eat most of the products on the shelves. OK – the vast majority of consumers are choosing our products due to lifestyle choice, however retailers should be providing the best products; especially for those with intolerances and promoting start up products like myself trying to make life easier and better for those afflicted. Instead it’s about how much investment you can have behind the brand and the marketing you can provide and I feel the core ethos of retail is being lost – to provide the best products we can for the consumer demand.
What is your favourite flavour in the Pure Bite range?
My personal favourite is the blueberry popped rice and coconut & strawberry clusters.
When did you become vegan and why?
Around 18 months ago – I was slowly trying to get into it and that didn’t work. Mainly for health reasons and to reduce environmental impact
What are your new year’s resolutions?
To launch a new range of healthy snacks and continue to improve the brand and the choice that’s out there for the people who need it. And to help spread awareness of the importance of a healthy diet and the role that snacking plays within that – particular from the ground up starting with children. I’m trying to teach my kids in a world that’s focussed on cheap products sold en-mass that are unhealthy.
Were there any nutrition trends that we should leave in 2019?
In 2019, we’ve had a number of big launches of ‘health bars’ promising amazing health credentials but not really delivering on taste. So there will be some consolidation of those brands as they disappear leaving health conscious shoppers with a selection of better tasting remaining products – so its good news!
Check out our other article on Pure Bite here.