“Food as Medicine”: Florida-Based Start-Up Shakes up Feel Good Soup Offerings (Food Ingredients First)

UF Innovate | The Hub resident client aha Pure Foods, a food start-up, believes that food should serve as “the ultimate form of medicine.” The founders have only one goal: to provide the daily dose of minerals, vitamins and medicinal herbs and spices that are lacking in the Standard American Diet. The result is a conveniently prepared line of refrigerated, whole-food soup blends that combine the strengths of adaptogenic mushrooms, turmeric and other powerful plants from around the world.

Earlier this month, Innova Market Insights released its Top Ten Trends for 2019. Tipped as their number 2 trend, The Plant Kingdom suggests that the plant-based market shows no signs of slowing down and companies and brands are greening up their portfolios to attract mainstream consumers who want to add more plant-based options to their diets. For the mainstream consumer, going plant-based is about achieving a healthy and sustainable balance between meat and vegetables, rather than adopting an all-or-nothing way of eating.

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