Shropshire based business, Purition is shaking up protein powders

I’m finally back with a new Behind the Biz interview. It’s been a while since we last took a closer look at a small biz but I have lots of interviews coming your way. I’ll be sharing stories from independent and family-run business over the next few weeks so make sure you’re following me on Twitter for the latest posts.

We’re kicking things off today with Edward Taylor, the co-founder of Shropshire based business, Purition.

We discover the story behind their natural protein powders and meal replacements, their business highs and lows as well as lessons from lockdown.

You can find out more about the other co-founders Louise Taylor & Phillipa Garner over on their biz blog.

Tell us about Purition

At Purition we’ve set out to rethink food by creating a well-balanced range of honest, ‘naturally nutritious’ small meals to support your daily, ‘optimal health’ ambitions.

We love the taste and nutrient-dense nature of ‘real’ food, which is why we’re calling-out the growing number of ultra-processed supplements, diet shakes and so-called ‘nutritionally complete’ powdered meals, whose ambiguous and misleading ingredient decks are riddled with ultra-processed, non-food ingredients like gums, artificial sweeteners, emulsifiers, preservatives, anti-caking agents and synthetic vitamins & minerals.

Purition is taking a long overdue stand for ‘real’ food and healthier living routines that actively support our growing appetite for natural, nutritious, convenient and delicious.

What sparked the idea behind Purition?

We were fat and unfit foodies aged 40 trying to lose weight and get fit, we came across the low-carb high fat community that advocated only real natural whole foods and exercise but we couldn’t be doing with all the meal prep, special shopping, cooking and cleaning to eat 3 home cooked meals a day and any ‘short cut’ meal replacements we investigated simply weren’t made of any real food.

So we made our own….

How did you decide upon your brand name?

We wanted pure nutrition not all the rubbish you cannot pronounce so we smashed the words together. It’s a bit of a mouthful but we were able to register the brand worldwide.

How did you approach your first customer?

We approached all the supermarkets and they all said no so we went online and hey presto…. we found customers who liked us.

What did you do before launching Purition?

I travelled the word designing and selling expensive bathtubs!

Did you always plan to be self-employed?

My family has always worked for themselves or worked in family businesses, I am from a comfortable rather than wealthy background.

What has been your biggest challenge in business?

Dealing with the self-doubt and nay-sayers and not compromising your beliefs for a quick buck, especially in the nutrition business where it’s frighteningly easy to take shortcuts for profit

Share a highlight of your journey to date?

Rewarding employees who are as committed as you are, they are rare but it’s a treat to see them grow with the business.

What has been your biggest learning from lockdown?

We really didn’t need extra office space, we don’t need to travel to do business, we can work from home and get the job done.  I also don’t need to go to the gym 3 times a week.

What advice would you give to aspiring entrepreneurs?

Just do it, don’t fret over the detail because in-perfect action is what is required, oh and avoid consultants and companies selling you stuff who want you to sign a contract quickly. I’ve only ever had my fingers burnt with contractual agreements with service providers, they get your money and signature on the dotted line and then you get the minimum possible in return. I’ve wasted hundreds of thousands of pounds on consultants looking for answers I didn’t have, it turns out they didn’t have the answers either.

Find out more about Purition and order the products on their site. You can also support the brand through Facebook, YouTube, Twitter and Instagram.

Thank you to Edward for taking the time to be involved with Behind the Biz. I hope you enjoyed hearing about his business and journey as much as I did.

I’m keen to give Purition a try at some point, especially their new beetroot range. I also love that they have vegan options which is particularly handy for those of us who’re dairy free.