I Am Grounded energy bars now at Woolworths

I Am Grounded (IAG), claimed to be the “first ever” energy snack made from upcycled coffee fruit, is hitting Woolworths stores nationally this week.

Containing wholefood ingredients, the IAG snack bars are functional and plant-based, and are said to deliver a sustained energy release.

By using upcycled coffee fruit, the brand says it helps prevent unused coffee fruit from ending-up in landfill.

The average coffee drinker is said to consume roughly 11kg of coffee beans per year, creating around 57kg of coffee fruit waste. Passionate about reducing the waste associated with coffee farming, IAG founder Vanessa Murillo is proud that her business upcycles around 50 grams of coffee fruit in every snack bar.

“I grew up surrounded by coffee, having immigrated from Colombia as a child and working in my family’s coffee business from a young age,” she says.

“Through my father’s work in the agri-tech space, I was introduced first-hand to the devastating environmental impact from wasted coffee fruit.

“I was shocked to see the amount of waste associated with coffee farming and I was inspired to make a difference.”

Ms Murillo, and her life and business partner Lachlan Powell, set about creating the “first” energy snacks to hero upcycled coffee fruit.

“Not only are these energy bars good for the environment,” says the brand, “but they are [also] rich in nutrients and antioxidants.”

IAG is available in five “energising and tasty” flavours for RRP $4 per bar:

  • The Sunrise – Blueberry, Macadamia & Coffee Fruit
  • The 9am – Lemon, Coconut & Coffee Fruit
  • The Pick Me Up – Espresso, Peanut Butter & Coffee Fruit
  • The 3pm – Cocoa, Almond & Coffee Fruit
  • The Arvo – Salted Caramel & Coffee Fruit

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