Emily

What Emily does

EMILY (trading as Nurture Brands Ltd) is a London-based, plant-based snack brand founded in 2014. The company designs and markets crisps and snack products under two principal lines — Seaweed Crisps (nori seaweed with tapioca in Sea Salt, Salt & Vinegar, Sriracha, Sweet Chilli, and Cheese flavours, plus share-bag formats) and Vegetable Crisps (Rainbow Roots made from sweet potato, carrot and beetroot, and Garden Greens). A third product line, Veg Thins, is a triangular tortilla-style chip with over 80% real vegetables (corn, peas, black beans, red lentils), under 100kcal per serving, available in Sea Salt, Barbecue and Vegan Sour Cream & Onion. All products are positioned as gluten-free, vegan, non-GMO with no artificial ingredients; fruit crisps (Apple) and an 'I Love You' t-shirt with charitable proceeds round out the catalog. The portfolio carries multiple Great Taste Awards, including a 2021 Great Taste Award for Barbecue Veg Thins.

EMILY monetizes through two distribution streams: direct-to-consumer e-commerce on emilycrisps.com (£12.00–£17.99 per pack, free UK mainland delivery on orders over £25, Stripe and PayPal processing via Shopify) and multi-channel retail across Amazon, grocery chains, health stores and independent retailers in the UK and select international markets — though the owned store does not currently ship internationally. Digital marketing is concentrated on Instagram (@EMILYsnacks), Klaviyo email, blog content, and Google/Facebook paid channels. The company is privately held by Nurture Brands Ltd, with Ben Arbib identified as owner and Emily Wong as founder and CEO; no venture or private-equity ownership beyond a single $1.37M round in September 2018 is disclosed.

EMILY pursues a sustainability-led brand strategy, holding B Corporation certification (achieved in 2021 after a nearly two-year evaluation), membership in 1% For The Planet (donating 1% of revenue), 100% carbon-neutral status through wind-farm offsets, and a Women's Earth Alliance charity partnership formalized in 2021. Operating geographies span the UK as primary market with a worldwide distribution claim, and headcount sits in the 1–10 firmographic range.

Name

Emily

Legal name

Nurture Brands Ltd

Website

https://emilycrisps.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

EMILY Snacks is a London-based plant-based snack brand selling seaweed crisps, vegetable crisps, fruit crisps and Veg Thins tortilla-style chips through its DTC e-commerce site and UK retail channels, serving health-conscious, vegan and gluten-free consumers with bold flavours and B Corp-certified sustainability credentials.

Ownership category

akta.pro rank

Product category

Healthy Snacks

NAICS

Snack Food Manufacturing (31191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

Keywords

• Healthy snack foods
• Plant-based crisps
• Seaweed snacks
• Vegetable crisps
• Gluten-free snacks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through emilycrisps.com website with direct shipping to consumers
2. Retail Distribution: Sales through Amazon, grocery stores, health stores and independent retailers across the UK and internationally

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

EMILY is a snacking brand that manufactures and sells plant-based, gluten-free crisps made from real vegetables, seaweed, and natural ingredients. The product range includes Veg Crisps (root vegetables), Seaweed Crisps (nori with tapioca), Veg Thins (tortilla-style chips made with over 80% real vegetables), and Fruit Crisps, all positioned as a bold alternative to traditional potato crisps. Products are sold direct-to-consumer via the company's e-commerce website and through Amazon, grocery stores, health stores, and independent retailers in the UK and internationally.

Product overview

EMILY is a snacking brand founded in 2014 that transforms colourful combinations of real vegetables and fruits into uniquely deliciously crunchy snacks with vibrant natural flavours. The product portfolio consists of two main snack lines: Seaweed Crisps (including Sea Salt, Salt & Vinegar, Sriracha, Sweet Chilli, and Cheese flavours in regular and share bag sizes, made with superfood nori seaweed and tapioca) and Veg Crisps (including Rainbow Roots and Garden Greens, made with colourful root vegetables). Additionally, the Veg Thins sub-brand offers triangular tortilla-style chips made with over 80% real veg including corn, peas, black beans, and red lentils, available in Sea Salt, Barbecue, and Sour Cream & Onion flavours. The range also includes Fruit Crisps. All products are gluten-free, vegan friendly, and non-GMO. EMILY positions itself as a bold alternative to traditional potato crisps, with sustainability commitments including B Corporation certification, 1% For The Planet membership, and carbon neutrality.

Differentiator

Problem solved

Functional benefit

Products and services

• EMILY Sea Salt Seaweed Crisps

Quantifiable outcome

• Products made with over 80% real vegetables
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Toast (The Companion Series for COP26)flagshipGTM or Marketing Partner · 15 October 2021EMILY was the official crisps partner for Toast's The Companion Series, an epic collaboration between 25 breweries for COP26 Climate Talks. The series included 26 limited-edition beers brewed with surplus bread, with £26 from every case sold donated to environmental causes. EMILY Veg Thins were included as special treats in the boxes.
• Women's Earth Alliance (WEA)coreStrategic or Co-development Partner · 1 January 2021EMILY chose Women's Earth Alliance as their charity partner in 2021. WEA's mission is to protect the environment, reverse climate change, and ensure a just, thriving world by empowering women's leadership. EMILY also created exclusive t-shirts with proceeds supporting WEA.
• 1% For The PlanetcoreStrategic or Co-development Partner · 1 January 2014EMILY is a member of 1% For The Planet, donating 1% of their revenue to good causes for people and the planet.
• B CorporationcoreOthersB Lab certified EMILY/Nurture Brands as a B Corporation after a nearly 2-year evaluation process. The certification demonstrates commitment to social and environmental performance, accountability and transparency.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kettle Foods: Premium hand-cooked British crisps brand focused on bold, real-ingredient flavour profiles. Closely comparable positioning to EMILY's 'Ditch Dull. Eat Bold.' value proposition and grocery channel mix.
• Propercorn: UK better-for-you popcorn brand selling through DTC, grocery, and foodservice. Highly comparable in mission (healthy snacking with bold flavours), channel mix, and scale, though focused on popcorn rather than crisps.
• Popchips: Better-for-you popped snack brand positioned as a healthier alternative to fried crisps. Comparable category adjacency and mission, with broader international scale.
• Pipers Crisps: UK premium crisp brand producing kettle-cooked vegetable crisps with bold flavour extensions (similar to EMILY Veg Crisps). Comparable scale, premium positioning, and Great Taste Award credentials.
• Eat Real: UK-based brand making vegan, gluten-free, non-GMO snack chips and crackers from alternative flours. Directly comparable to EMILY's Veg Thins and plant-based, allergen-friendly positioning.
• Tyrrells: UK-based premium hand-cooked vegetable crisp brand owned by Amplify Snack Brands / Hershey. Directly comparable to EMILY in better-for-you savoury snacking with multi-channel UK and international distribution.
• GimMe Snacks: Organic seaweed snack brand distributed in natural and mainstream grocery channels. Comparable to EMILY's seaweed line in ingredients, health positioning, and retail channel strategy.
• SeaSnax: US-based premium seaweed snack brand using nori and clean-label ingredients. Directly comparable to EMILY's Seaweed Crisps line in terms of product format, ingredients, and health positioning.

Others

• Nurture Brands (parent): UK strategic operating parent of EMILY, owned by Ben Arbib. Relevant as the corporate parent and as an adjacent better-for-you CPG platform that could provide shared infrastructure, cross-brand synergies, and follow-on capital.

Broad incumbents

• Walkers (PepsiCo): UK market-leading mass-market crisp brand owned by PepsiCo. Represents the incumbent scale competitor in the same category, with vastly greater distribution, marketing, and pricing power.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/emilysnacks
• Xx.com/Emily_Crisps

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 Emily