Boundless

What Boundless does

Boundless (legally Supernatural Food Ltd t/a Boundless) is a UK-based consumer food company headquartered in Bristol that manufactures and sells a single category of activated snacks built around a proprietary sorghum sprouting process. The company soaks ancient whole-grain sorghum in saltwater to trigger germination, then dries it below 42°C to preserve enzyme and antioxidant activity, yielding what it describes as the 'world's first activated chips' with stated 30% higher nutrient bioavailability versus unactivated equivalents. The product portfolio is concentrated in two lines — four-flavour activated sorghum chips (available in 23g single-serve and 80g sharing pack formats) and three-flavour activated nuts & seeds 'Boosts' in 25g packs — bundled into multi-pack cases, mixed-flavour collections, taster packs and limited-edition lifestyle bundles. All SKUs are positioned vegan-friendly, gluten-free, non-GMO and high-fibre under the unified 'Boundless Gut Happy Snacking' brand identity.

The business operates a hybrid direct-and-partner distribution model. Direct-to-consumer sales are transacted through a Shopify-hosted storefront (weareboundless.co.uk) shipping to UK (£3.95) and Ireland (£6.95) with free shipping over £20. Wholesale and retail reach is built via UK foodservice wholesalers, grocery listings (notably Lidl), hospitality concessions (Avanti Trains First Class Lounge), an inbound 'Become a Stockist' enquiry program, and co-branded bundles (e.g., the Picky Bits Survival Kit with Hip Pop). Marketing is content-led and organic-social-first via Instagram (@eatboundless), Facebook, TikTok and the 'Digest Our Blog' content hub, supplemented by PR coverage. Customers are UK gut-health-conscious snackers, vegan/gluten-free consumers and foodservice/independent retail buyers; a stated 2024 ambition is to capture 1% of the UK 'Better For You' snack category following a £1.5 million investment round closed in August 2024.

Name

Boundless

Legal name

Supernatural Food Ltd

Website

https://weareboundless.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Boundless is a Bristol-based UK food brand that makes vegan, gluten-free activated sorghum chips and nuts & seeds snacks, sold via a Shopify DTC storefront, UK foodservice wholesalers, retail listings such as Lidl, and hospitality concessions, targeting gut-health-conscious UK and Irish consumers and B2B stockists.

Ownership category

akta.pro rank

Product category

Healthy Snack Foods

NAICS

Food Manufacturing (311)

SIC

Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Nuts, Seeds & Trail Mix Snacks (CRADABAF), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

Keywords

• Activated snack foods
• Gut health snacks
• Sprouted sorghum chips
• Vegan gluten-free snacks
• Healthy snack brand

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-consumer snack sales (e-commerce): One-off unit purchases of activated chips and nuts & seeds multi-packs, mixed collections and taster packs via own Shopify storefront, with £3.95 UK / £6.95 Ireland standard shipping and free UK & Ireland shipping above £20. Prices range from £9.99 taster packs to £24.98 mixed collections.
2. Foodservice and wholesale distribution: Bulk distribution through major UK foodservice wholesalers supporting foodservice and hospitality customers, driving market share growth in the 'Better For You' category.
3. Retail stockist sales: B2B sales to retail stockists (e.g. Lidl) and other resellers recruited via the 'Become a Stockist' enquiry program, with multi-pack SKUs available in 10x80g and 24x23g formats.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Boundless manufactures and sells activated (sprouted) snack products built around ancient whole-grain sorghum. The portfolio spans flavoured activated Chips in 23g single-serve and 80g sharing formats (Smoky Bacon, Sour Cream & Onion, Chipotle & Lime, Sea Salt & Cider Vinegar), activated Nuts & Seeds Boosts in 25g single-serve packs (Orange & Maple Syrup, Salt & Chilli Pepper, Sweet Chilli), and curated bundles including a mixed chip collection, a taster pack and a limited-edition survival kit. Products are sold primarily direct-to-consumer through a Shopify-powered online store, with additional reach through UK foodservice wholesalers, retail stockists (including Lidl) and travel/hospitality concessions.

Product overview

Boundless (operated by Supernatural Food Ltd t/a Boundless, contact address: Office 5A Hamilton House, 80 Stokes Croft, Bristol, BS1 3QY, United Kingdom) is a UK-based consumer food brand built around a single product category — activated snacks — with no separate technology platform, modules, or sub-brands. The portfolio is organised into two core snack lines that sit under the unified 'Boundless Activated Snacking' / 'Gut Happy Snacking' positioning: (1) activated sorghum-based Chips in four flavours (Smoky Bacon, Sour Cream & Onion, Chipotle & Lime, Sea Salt & Cider Vinegar), each available in two pack sizes — 23g single-serve (24-pack cases) and 80g sharing bags (10-pack cases); and (2) activated Nuts & Seeds 'Boosts' in three flavours (Orange & Maple Syrup, Salt & Chilli Pepper, Sweet Chilli), sold in 25g single-serve packs (16-pack cases). On top of these eight core SKUs, the brand offers bundled offerings that combine multiple SKUs and accessories: The Mixed Chip Collection (mixed flavour chip case), The Ultimate Good Mood Taster Pack (mixed chips + nuts & seeds sampler), and the limited-edition Picky Bits Survival Kit (snacks plus branded accessories). The whole range is differentiated by a 'gut happy snacking' value proposition centred on the activation (sprouting) of ancient supergrain sorghum, with vegan-friendly, gluten-free, high-fibre, and 100% natural ingredient claims applied uniformly. Direct-to-consumer sales are powered by a Shopify-hosted online store; no public API, developer portal, or third-party product integrations beyond Shopify, Google Analytics, and hCaptcha are offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoky Bacon Chips (24 x 23g) Single-serve activated sorghum chips in a sweet, salty and smoky bacon flavour, sold in cases of 24 x 23g bags. Made with sprouted sorghum (46%), pea flour, smoky bacon seasoning, sunflower oil, maize flour, and calcium carbonate. Marketed as vegan-friendly, gluten-free, non-GMO, and high in plant-powered protein. Target buyer: UK consumers seeking gut-healthy on-the-go snacks.
• Smoky Bacon Chips (10 x 80g) Larger 80g sharing-bag format of the smoky bacon activated sorghum chips, sold in cases of 10 bags. Same flavour profile and gut-health credentials (vegan friendly, gluten free, non-GMO, plant-powered protein) as the 23g single-serve pack. Target buyer: UK consumers and foodservice buyers seeking sharing-format snacks.
• Sour Cream & Onion Chips (24 x 23g) Single-serve activated sorghum chips in a tangy sour cream and sweet onion flavour, sold in cases of 24 x 23g bags. 95 kcal per 23g serving. Vegan friendly, gluten free, and high fibre. Target buyer: UK consumers seeking gut-healthy single-serve snacks.
• Sour Cream & Onion Chips (10 x 80g) Larger 80g sharing-bag format of the sour cream and onion activated sorghum chips, sold in cases of 10 bags. Activated, vegan friendly, gluten free, non-GMO, plant-powered protein. Target buyer: UK consumers and foodservice buyers seeking sharing-format snacks.
• Chipotle & Lime Chips (24 x 23g) Single-serve activated sorghum chips in a spicy chipotle and zesty lime flavour, sold in cases of 24 x 23g bags. 99 kcal per serving. Positioned as a sweet and smoky Mexican fusion. Vegan friendly, gluten free, high fibre. Target buyer: UK consumers seeking gut-healthy single-serve snacks.
• Chipotle & Lime Chips (10 x 80g) Larger 80g sharing-bag format of the chipotle and lime activated sorghum chips, sold in cases of 10 bags. Same flavour profile and gut-health credentials as the 23g pack. Target buyer: UK consumers and foodservice buyers seeking sharing-format snacks.
• Sea Salt & Cider Vinegar Chips (24 x 23g) Single-serve activated sorghum chips flavoured with sea salt and tangy Suffolk cider vinegar, sold in cases of 24 x 23g bags. Marketed as 'the world's first activated chips' in 23g snack-sized bags. 99 kcal per serving. Vegan friendly, gluten free, non-GMO. Target buyer: UK consumers seeking gut-healthy single-serve snacks.
• Sea Salt & Cider Vinegar Chips (10 x 80g) Larger 80g sharing-bag format of the sea salt and cider vinegar activated sorghum chips, sold in cases of 10 bags. Same flavour profile and gut-health credentials as the 23g pack. Target buyer: UK consumers and foodservice buyers seeking sharing-format snacks.
• Orange & Maple Syrup Nuts & Seeds Boosts (16 x 25g) Single-serve 25g snack packs combining pecan nuts, almonds, pumpkin seeds, and sunflower seeds with maple syrup (11.2%), ginger (1.2%), salt, and orange peel powder (0.7%). 152 kcal per pack. Marketed as a source of gut-friendly fibre and plant-based protein. Target buyer: UK consumers seeking gut-healthy nuts and seeds snack packs.
• Salt & Chilli Pepper Nuts & Seeds Boosts (16 x 25g) Single-serve 25g snack packs combining almonds, cashew nuts, pumpkin seeds, and sunflower seeds with tamari (soya) 8.3%, cider vinegar, Aleppo flakes (2.2%), and sesame oil. 139 kcal per pack. Vegan, gluten free, high fibre. Target buyer: UK consumers seeking gut-healthy nuts and seeds snack packs.
• Sweet Chilli Nuts & Seeds Boosts (16 x 25g) Single-serve 25g snack packs combining almonds, cashew nuts, pumpkin seeds, and sunflower seeds with maple syrup, salt, rosemary (1.6%), and cayenne pepper (0.4%). 145 kcal per pack. Vegan, gluten free, high fibre. Target buyer: UK consumers seeking gut-healthy nuts and seeds snack packs.
• The Mixed Chip Collection Variety case of 24 single-serve 23g activated chips (6 of each flavour): Smoky Bacon, Sour Cream & Onion, Chipotle & Lime, and Sea Salt & Cider Vinegar. Activated, vegan friendly, gluten free, high fibre, non-GMO. Target buyer: UK consumers wanting to sample the full chip range in a single purchase.
• The Ultimate Good Mood Taster Pack Mixed taster pack containing 4 x 23g chips (Smoky Bacon, Sour Cream & Onion, Chipotle & Lime, Sea Salt & Cider Vinegar — one of each flavour) and 3 x 25g Nuts & Seeds Boosts (Orange & Maple Syrup, Sweet Chilli, Salt & Chilli Pepper — one of each flavour). Positioned as the entry-point product for the activated snacking range. Target buyer: UK consumers new to Boundless wanting to sample the full range.
• The Picky Bits Survival Kit Limited-edition bundle marketed as 'The Good Mood Food Club', containing one of each flavour of Boundless high-fibre Chips and Nuts & Seeds Boosts, plus a Boundless snackbox, snacking chopsticks, snack funnel, Hip Pop Sunshine Soda, branded cap, fan, post-picky-bits mints, wipes, and bag clips. Dispatched separately from other items with an extended 2-3 day shipping window. Target buyer: UK consumers seeking a gift-style activated snacking bundle.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Five partnerships are on record, tiered flagship / core and core.

• Shopifyflagship / coreTechnology or IntegrationShopify Inc. hosts and powers the weareboundless.co.uk online store, including product catalogue, checkout, payment processing, inventory and order data. The Terms of Service explicitly state: 'Our store is hosted on Shopify Inc. They provide us with the online e-commerce platform that allows us to sell our products and services to you.' Shopify is also listed as a data processor in the privacy policy.
• Google AnalyticscoreTechnology or IntegrationGoogle Analytics is integrated on weareboundless.co.uk to understand how customers browse and interact with the site, supporting fraud screening, site optimisation and marketing analytics. The privacy policy links to Google's privacy policy and provides a Google Analytics opt-out.
• Royal MailcoreOthersRoyal Mail is Boundless' standard UK shipping carrier, with all orders sent second class Monday to Friday, typically arriving in 2-3 working days. UK standard shipping is £3.95 (free over £20) and Ireland shipping is £6.95.
• Yasmin Alexander (Nutrition by Yasmin)coreGTM or Marketing PartnerBoundless' branded nutritionist / content collaborator. Yasmin authored multiple Boundless blog posts including '5 Healthy Tips For Working From Home', 'How To Cope With COVID Anxiety', 'Less Fear, More Festive' and 'The Craziest Health Trends of 2020', lending nutritional credibility to the brand and its gut-health messaging.
• Phoebe Liebling (Natural Nourishment)coreGTM or Marketing PartnerRegistered nutritional therapist (BSc Hons, DipNT, mBANT, mNNA, CNHC) who joined the Boundless team as nutritionist and authored 'The Power Of Activation' for #WorldDigestiveHealthDay, providing scientific backing for the activation / sprouting process.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tyrrells: Premium UK hand-cooked crisp brand (now part of KP Snacks/Intersnack). Direct competitor in the UK premium savoury snack aisle, with overlapping channels (grocery, foodservice, travel concessions) and a similar positioning of craft/quality snacking.
• Eat Real: UK-based better-for-you snack brand offering hummus chips, lentil chips, and seed-based snacks. Closely comparable on 'free-from' credentials, multi-pack grocery listings, and gut-health-adjacent positioning.
• Popchips: US/UK popped (rather than fried) snack brand. Comparable as a 'better-for-you' alternative to traditional crisps with a proprietary process claim and multi-flavour portfolio in grocery and online.
• Pipcorn: US-based sprouted heirloom corn snack brand. Closest analogue to Boundless' 'sprouted grain' activation narrative, with a similar DTC-plus-grocery model and premium positioning.
• HIPPEAS: Chickpea puff snack brand positioned as better-for-you, plant-based, and gluten-free. Comparable in free-from credentials, grocery listings and snack-pack formats.
• Kallo: UK-based free-from rice and corn cake/snack brand. Comparable on the 'free-from' (vegan, gluten-free) credentials, grocery multi-pack listings, and better-for-you positioning.
• Rhythm 108: UK/Swiss better-for-you snack brand (filled biscuits, teacakes, snack bars). Comparable on the free-from, plant-based positioning and small-team challenger brand in UK BFY grocery.

Broad incumbents

• Walkers (PepsiCo): UK's dominant mainstream crisp brand under PepsiCo. A broad incumbent with vastly greater scale, distribution and marketing spend, competing head-to-head in the same grocery aisles.

Emerging players

• Ugly: UK better-for-you food and drink brand (Ugly Drinks, Ugly Kitchen) with sprouted/wholefood snack extensions. Overlaps with Boundless on gut-health, free-from and plant-based positioning for UK health-conscious consumers.

Regional players

• Two Farmers: Herefordshire-based hand-cooked crisp brand with strong UK indie grocery and foodservice distribution. Comparable UK craft-crisp positioning and channel mix (delis, farm shops, foodservice, travel).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/EatBoundless
• Instagraminstagram.com/eatboundless
• TikToktiktok.com/@eatboundless
• LinkedInlinkedin.com/company/boundless-activated-nuts-and-seeds

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Boundless