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NutriFusion, maker of nutrient-rich fruit and vegetable ingredient blends, has partnered with BeLoved Foods, the functional baking brand behind single-serve mug cakes for women aged 35 and over.
Founded by food scientist and baker Zara Nazareth, BeLoved Foods has gained attention for its single-serve mug cakes designed to deliver convenience without compromising on nutrition.
The mixes are high in protein, fibre-rich, made with natural sweeteners and feature lower sugar compared to conventional bakery products. They are also prepared in just 60 seconds – a key advantage for time-pressed consumers seeking functional indulgence.
Nazareth is now working closely with NutriFusion to integrate the company’s GrandFusion blends, which deliver concentrated micronutrients and phytonutrients from whole fruits and vegetables. The partnership complements the product’s existing reliance on nutrient-dense compounds, such as high-fibre grains, protein, turmeric and cinnamon.
NutriFusion's CEO and co-founder, William Grand, said: “Partnering with BeLoved Foods is the perfect example of powerful collaboration, as together we have the ability to make a positive nutritional impact on customers without having to deny them indulgence.”
NutriFusion’s GrandFusion ingredient systems allow food, beverage, pet and supplement manufacturers to significantly elevate vitamin and mineral content using non-GMO whole food concentrates.
According to Nazareth, the collaboration addresses a longstanding challenge in high-protein baking. She said: “In my role as a food scientist, I had the opportunity to work with a variety of high-protein products, but there was always the lingering concern around taste. I knew that with the right ingredient innovation, I could bridge that gap between health and flavour in baked goods and NutriFusion was the perfect partner.”
As the functional indulgence market continues to grow and cater towards midlife consumers, this partnership allows for further innovation in the space.
Top image: © BeLoved Foods
