Meet the woman behind Juspy, the collagen and protein superfood cacao you need to try

Can you tell us a bit about your company and what you do?

Juspy is an Irish food company creating clean-label, functional products that help people nourish themselves throughout their busy days. We curate high-quality food products and recipes in the formats customers need, blending taste, function, and beautiful design. Our aesthetic-led approach extends beyond visuals to how our products fit seamlessly into everyday routines, making wellness feel accessible, premium, practical, and enjoyable. In a world overwhelmed by wellness trends and conflicting advice, Juspy keeps it simple, multitasks where possible, and helps you just get on with it. Juspy is about making health easy and delicious with food products that serve real people living real, busy lives.

When and how was your company founded?

The company was founded in 2016 in Limerick. I submitted my idea to the New Frontiers Programme 2016 and got my place that autumn in LIT. I had just graduated with my PhD a month before and was six months pregnant with my second daughter. The idea stemmed from my personal experience after the birth of my first child three years before. At that time, I was in the middle of writing up my PhD thesis, running on empty, and so the idea sparked.

What is the mission or core purpose of your business?

I wanted to quietly support the woman who is already doing enough. What started as a simple idea from my own personal need became so much more. Juspy was sparked when I was at my most burnt out, in the thick of postnatal exhaustion while trying to keep up with work, family, and my own health. I realised I wasn’t alone: we are all burning out trying to keep up with the demands of modern life, where wellness, health, career, and family are stacked on our never-ending to-do lists. Being healthy has become a chore, and I knew there had to be a better way.

My mission with Juspy was to offer really easy, genuinely nourishing solutions that tasted amazing for people just like me, those who are juggling and struggling, but still want to care for themselves from the inside out. It was born from the tension between caring and carrying too much. I realised that many women don’t lack knowledge about health; they lack the time, energy, or headspace to execute it perfectly. And whether they know exactly what they should be doing or feel unsure where to start, there is often guilt attached. Juspy exists to remove that internal negotiation. We wanted to create products that took responsibility for sourcing, traceability, the formulation and the taste, so that one decision each day feels simple. It’s nourishment without judgment, without overthinking, and without compromise.

That’s why Juspy isn’t just a product; it’s a promise that wellness can be practical, delicious, and part of real life, not another overwhelming task. We want to help capable women stop feeling like they are failing wellness. This mission shapes everything we do, from how we listen to our customers to how we design our products and our online experience. It’s about meeting people where they are, helping them feel better, and reminding them that their health is worth it, even on the busiest days.

What problem does your product solve, and who is it designed for?

Juspy solves the problem of how to stay nourished and energised throughout busy, demanding days without stress or overwhelm. Our target audience includes health-conscious parents, busy professionals, wellness seekers, and lifestyle enthusiasts who value their health but don’t want it to become another task on their to-do list. They are curious, open-minded, and proactive about wellness but need solutions that are practical, taste-led, and slot easily into their real lives.  They appreciate quality and design, are selective with what they consume, and want products that deliver on both function and flavour –no longer having to choose between pleasure and nourishment.

Juspy meets these needs by providing clean-label, functional food products that multitask throughout the day, supporting energy, recovery, and nourishment in a way that feels good, tastes good, and helps people keep going in a world that never slows down. We don’t push you harder. We support your pace.

What’s something unique or surprising about how your product is made or sourced?

• Unique recipe – Juspy’s Cacao & Collagen Superfood Blend is made using a unique formulation that combines premium, functional ingredients chosen for both their nutritional benefits and taste. Every ingredient is chosen to multitask, supporting energy, recovery, and skin health while still feeling like a treat. What’s surprising is how much thought and testing go into achieving the taste and texture while keeping the product clean-label and effective. We also develop our products by actively listening to our community’s needs and using insights from real customer habits, ensuring each product feels genuinely useful in daily life, not just another wellness trend. This hands-on, design-led, insight-driven approach makes Juspy’s products truly stand out.
• Friends of the Sea Certified Collagen
• Collagen and protein in one

Have you faced any major challenges on your journey, and how did you overcome them?

Running Juspy meant facing challenge after challenge:

• Starting the business while pregnant and with another toddler and scaling the business six years later, pregnant with my third child, while moving house, and doing a post-doctorate was extremely challenging
• Having to wear so many hats as a one-woman show was so hard
• My first product didn’t work because of shelf life and production issues, so I had to either close the business or pivot to a new format to keep going in 2019. Giving up on those three years’ work was heartbreaking but vital
• I went unpaid for eight years while managing a family, three children, and a postdoc
• There was constant rejection from those who didn’t see the vision, and public criticism, including on BBC Dragon’s Den in 2023
• Finding funding and cash flow, loans to run the business, has been tiresome and so hard
• Building the business with no marketing budget besides a couple of trade shows per year. Not being able to afford influencers, adverts, SEO, etc
• Being patient has been the most personally challenging
• Getting my ADHD diagnosis at 44 was certainly interesting!

How does your business reflect your personal values or culture?

My background is the foundation of everything Juspy stands for. As an art school graduate, I believe beauty and design matter in everyday life. Music and DJing taught me the importance of rhythm and energy, while movement coaching showed me the power of building strength from the inside out. My PhD on visual branding reinforced how design can connect and inspire. These experiences shaped how I live and led me to build Juspy as a brand that reflects these values. I believe in co-creating and collaborating with other creatives, bringing fresh perspectives into everything we do. Juspy is designed to be simple, beautiful, and joyful, helping people nourish themselves while embracing the freedom to live life on their terms. It’s not just a business; it’s an extension of what I believe in: the power of creativity, simplicity, and collaboration to make wellness a natural, enjoyable part of daily life.

From a customer perspective, in what occasion(s) would you like to see your product consumed?

Juspy really earns its place at 3pm. That mid-afternoon dip when energy drops, focus wavers, and something sweet starts calling your name a little louder than your good intentions. It’s the moment most of us default to whatever is easiest, usually something processed, usually followed by a quiet pang of guilt. Juspy was designed for that exact space. Blended with milk and served on ice, stirred into Greek yoghurt, or made as a hot chocolate, it tastes indulgent but delivers real nourishment, steadying rather than spiking. That’s often where customers first fall for it. From there, it naturally finds its way into breakfast smoothies, overnight oats, an 11am coffee upgrade or an 8pm hug in a mug of hot chocolate. We call it flexible food because it fits into your day, but it truly shines in the moments when you need support most.

Anything else you’d like to add?

We are not selling optimisation. We are not selling hustle wellness. We are not selling transformation. We are selling relief from the constant pressure to improve. It’s about supporting capable women who are already doing enough, but quietly feel like they’re falling short. Modern wellness can create constant decision fatigue, endless choices, conflicting advice, and the pressure to get it right.

We create nourishment that feels indulgent yet aligned, something you don’t have to justify to yourself. It doesn’t require discipline or perfection, just a moment to reset and move forward.

Visit juspy.com to find out more and make your purchase today.