Creative Nature
Creative Nature is a UK-based food company that manufactures and sells Top 14 allergen-free baking mixes, snack bars, and superfood powders for consumers with food allergies, distributed via D2C e-commerce, major UK supermarkets, and specialty retailers.
- Company typePrivate
- Founded2011
- HeadquartersWest Molesey, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Creative Nature does
Creative Nature Limited is a UK-based food company founded in 2011 by Julianne Ponan MBE that manufactures and sells allergen-free baking mixes, snack bars (Oatie Bars), snack crackers (Magibles), and superfood powders. All products are produced in a BRC AA-certified dedicated free-from facility and are free from the Top 14 UK-declared allergens, with full Vegan Society certification across the range and Kosher certification on select SKUs; the company emphasises 'no may contain' labelling and a strict allergen-control SOP covering sourcing, receiving, storage, and production. The core portfolio spans roughly seven Oatie Bar flavours, multiple baking mixes (Sticky Toffee, Victoria Sponge, Banana Bread, Brownie, Corn Bread, Pancake & Waffle), and an extended range of superfood ingredients.
The business operates a multi-channel go-to-market model: direct-to-consumer e-commerce via creativenaturesuperfoods.co.uk with same-day dispatch, distribution across five major UK supermarket chains (Tesco, Sainsbury's, Ocado, Asda, The Co-operative), specialty vegan retailers (Vegan Store, The Plantbase), Amazon, and a dedicated B2B wholesale/trade channel. Pricing is unit-based and modest (e.g., £19.80 per 20-bar box, ~£3 per baking mix), with free UK mainland delivery over £20. International shipping is currently paused. Beyond physical products, Creative Nature runs an educational ecosystem including ABC Packs co-developed with the Benedict Blythe Foundation (piloted in the Department for Education's breakfast club rollout), the Allergy Explorer Game, school allergy-awareness assemblies (reaching over 135,000 children), and the SkyRate peer-review platform for rating airline allergy safety.
Creative Nature firmographics
Firmographics- Name
- Creative Nature
- Legal name
- Creative Nature Limited
- Website
- https://creativenaturesuperfoods.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Creative Nature is a UK-based food company that manufactures and sells Top 14 allergen-free baking mixes, snack bars, and superfood powders for consumers with food allergies, distributed via D2C e-commerce, major UK supermarkets, and specialty retailers.
- Ownership category
- akta.pro rank
Creative Nature industry classification
Industry- Product category
- Allergen-free packaged food
- NAICS
- Snack Food Manufacturing (31191), Food Manufacturing (311)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industry
- Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)
Keywords
Where Creative Nature is headquartered
LocationHeadquarters
- HQ city
- West Molesey
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Creative Nature business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Product Sales (D2C E-commerce): Direct online sales through creativenaturesuperfoods.co.uk selling baking mixes, snack bars, superfoods, and other allergen-free food products to consumers. Orders dispatched same working day for orders placed before 1pm.
- Retail Distribution: Wholesale distribution through major UK supermarket chains including Tesco, Sainsbury's, Ocado, Asda, and The Co-operative, as well as specialty retailers such as Vegan Store and The Plantbase Store.
- Wholesale/Bulk Trade: B2B wholesale channel for bulk orders targeting trade customers, independent retailers, and foodservice operators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Blueberry Muffin Oatie Bar Box (20 bars) |
| Unit Pricing | Pay-as-you-go | Individual Snack Bars |
| Unit Pricing | Pay-as-you-go | Baking Mixes |
| Other | Pay-as-you-go | Free Delivery Threshold |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Creative Nature product offering
Product offeringCore offering
Creative Nature manufactures and sells a complete range of Top 14 allergen-free food products including ready-to-eat snack bars (Oatie Bars), home baking mixes, superfood powders, Magibles snack crackers, and apricot kernels. All products are manufactured in a dedicated BRC AA-certified free-from production facility in the UK, with no cross-contamination risk and no "may contain" warnings, certified vegan by the Vegan Society with select products also Kosher certified.
Product overview
Creative Nature is a UK-based food company specializing in gluten-free, dairy-free, and nut-free snacks and baking products. The core product portfolio consists of ready-to-eat Oatie Bars (available in 7 flavours including Blueberry Muffin, Bursting Berry Blend, and Oh Wow Cacao) and Baking Mixes (including Victoria Sponge, Banana Bread, Brownie, Sticky Toffee Pudding, Corn Bread, and Pancake & Waffle). The company also offers Superfood Powders, Magibles snack crackers, and Apricot Kernels. Additional offerings include Subscription Boxes and Discount Bundles for convenient recurring purchases. Beyond consumer products, Creative Nature operates educational initiatives including ABC Packs (school breakfast club resources), the Allergy Explorer Game, Allergy Awareness Assemblies, and SkyRate (airline allergy safety review platform). All products are certified vegan by the Vegan Society, certified Kosher, free from the Top 14 allergens, and manufactured in a BRC AA-rated facility with no cross-contamination risk.
Differentiator
Problem solved
Functional benefit
Brands
- Magibles: Crunchy snack crackers made free from the top 14 allergens
- Oatie Bars
- ABC Packs
- SkyRate
- Allergy Explorer Game
- ABC Breakfast Clubs
Products and services
- Oatie Bars (Snack Bars) Ready-to-eat snack bars made with gluten-free oats and natural ingredients, free from the Top 14 allergens. Available in seven flavours. Certified vegan, kosher (select varieties), dairy-free, nut-free, and suitable for coeliacs. Sold as single bars (£1.25) and boxes of 20 (e.g., £19.80 for Blueberry Muffin).
- Allergen-Free Baking Mixes Ready-to-use baking mixes that allow consumers to bake at home without allergens. Range includes Victoria Sponge Baking Mix, Sticky Toffee Cake Mix, Banana Bread Baking Mix, Brownie Mix, Corn Bread Mix, and Pancake & Waffle Mix. All free from the Top 14 allergens and certified vegan. Example pricing: Sticky Toffee Cake Mix £3.00.
- Magibles (Light & Crunchy Snack Crackers) Award-winning crunchy snack crackers that are free from the Top 14 allergens, marketed under the Magibles sub-brand.
- Superfood Powders and Ingredients Range of nutrient-dense superfood products including Chia Seeds, Maca Powder, and Cacao Nibs, sourced for high nutrient content whether organic or not, with approximately half the range certified organic.
- Bitter Apricot Kernels Bitter apricot kernels sold as a standalone superfood product.
- Subscription Boxes Recurring delivery service for Creative Nature products that allows customers to receive preferred allergen-free snacks and baking mixes on a regular schedule.
- Discount Bundles and Create a Hamper Pre-curated or customisable product bundles and hampers offering savings on multiple allergen-free SKUs.
- Bulk/Trade Wholesale Orders B2B wholesale channel offering bulk allergen-free products for independent retailers, foodservice operators, and trade customers.
Companies that use Creative Nature
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Creative Nature technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Creative Nature partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Natasha's Allergy Research Foundation (NARF)coreCreative Nature donates 15p from every baking mix purchased in Sainsbury's to The Natasha's Allergy Research Foundation, supporting allergy research and awareness initiatives.
- Benedict Blythe FoundationcoreCo-developed ABC Packs (Allergy Breakfast Club educational resources) with the Benedict Blythe Foundation. ABC Packs are being piloted as part of the UK Government's Department for Education national breakfast club rollout, reaching schools across the UK.
- SkyRatecoreCreative Nature developed SkyRate (skyrate.co.uk), a peer-review platform for the allergy community to rate airlines on allergy safety. This is Creative Nature's own initiative to improve travel safety for allergy sufferers.
- Allergy UKminorAllergy UK is a charity partner for Allergy Awareness Week. Creative Nature supports their initiatives and participates in awareness campaigns.
- ALK (Pharmaceutical company)minorCreative Nature's CEO Julianne attended ALK's parliamentary reception at the Houses of Commons where ALK presented their vision for the National Allergy Strategy.
- Various UK SchoolscoreCreative Nature delivers allergy awareness assemblies and educational workshops in UK schools, having educated over 135,000 children. Programs include the Allergy Explorer Game and ABC Breakfast Club initiatives.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Creative Nature competitors and assessment
Company assessmentDirect peers
- Nairn's: UK oat-based biscuit and snack brand with a strong gluten-free range sold across UK supermarkets. Comparable as a UK free-from/snack brand competing for similar health-conscious and gluten-sensitive consumers in mainstream retail.
- Mrs Crimble's: UK gluten-free and dairy-free cakes, bakes, and macaroons brand stocked across UK supermarkets. Comparable as a UK-headquartered allergen-free CPG brand operating in the same free-from baked goods category.
- Plamil Foods: UK allergen-free chocolate and free-from food manufacturer operating from a dedicated free-from facility. Comparable as a small UK manufacturer specialising in multi-allergen-free production for mainstream and specialty retail.
- Doves Farm: UK specialist organic and gluten-free flour, baking, and cereal brand. Comparable as a UK-headquartered free-from baking ingredients brand serving similar home-baking consumers with allergen-friendly products.
- Genius Foods: UK-based specialist gluten-free bakery brand producing breads, rolls, and baked goods for the free-from category. Directly comparable to Creative Nature as a UK-headquartered allergen-free CPG brand competing for the same supermarket shelf space and consumer.
- Schar: European gluten-free and allergen-free food manufacturer producing breads, biscuits, and baking mixes. Comparable as a specialist allergen-free CPG brand serving similar dietary-restricted consumers, though operating at much larger scale across multiple European markets.
- BFree Foods: Allergen-free (gluten, dairy, nut, egg, soy) bread, wraps, and bagels brand distributed in UK supermarkets. Directly comparable to Creative Nature as a free-from specialist brand targeting multiple allergen categories through mainstream retail.
- Free From Fellows: UK allergen-free chocolate and confectionery brand (free from gluten, dairy, nuts, eggs). Comparable as a small UK CPG brand operating in the allergen-free snacking category with similar D2C and retail positioning.
Emerging players
- Deliciously Ella: UK plant-based snacks, milling, and food brand founded with a strong advocacy/content-led identity. Comparable as a UK mission-driven CPG brand in the free-from/plant-based snacking space with strong D2C and supermarket distribution.
Broad incumbents
- Warburtons (Gluten Free range): Major UK bakery incumbent operating an extensive gluten-free product range. Comparable as a broader incumbent player that competes for the same free-from shelf space and consumer occasions, but with vastly greater scale and marketing resources.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Creative Nature social profiles
Digital presenceCreative Nature compliance and trust
Trust signalCompliance4 records
Creative Nature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Nature leadership team
Management profileNumber of profiles
Profiles1 record
Creative Nature funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Nature M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Nature
What does Creative Nature do?
Creative Nature manufactures and sells a complete range of Top 14 allergen-free food products including ready-to-eat snack bars (Oatie Bars), home baking mixes, superfood powders, Magibles snack crackers, and apricot kernels. All products are manufactured in a dedicated BRC AA-certified free-from production facility in the UK, with no cross-contamination risk and no "may contain" warnings, certified vegan by the Vegan Society with select products also Kosher certified.
Is Creative Nature a public or private company?
Creative Nature is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Creative Nature founded?
Creative Nature was founded in 2011. It employs 1 to 10 people.
Where is Creative Nature based?
Creative Nature is headquartered in West Molesey, United Kingdom, in the Europe region.
How does Creative Nature make money?
Three revenue lines are on record. Product Sales (D2C E-commerce) is the primary driver. The others are retail Distribution and wholesale/Bulk Trade.
Who are Creative Nature's main competitors?
Direct peers on record are Nairn's, Mrs Crimble's, Plamil Foods, Doves Farm, Genius Foods, Schar, BFree Foods and Free From Fellows. Deliciously Ella is listed as an emerging player. Warburtons (Gluten Free range) is listed as a broad incumbent.
Does Creative Nature have an API?
No public API is recorded for Creative Nature.
What industry is Creative Nature in?
Creative Nature's product category is Allergen-free packaged food. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAIAFAF, Gluten-Free & Allergen-Friendly Bakery Wholesale. Its NAICS code is 31191 and its SIC code is 2050.