Sometimes superhero ingredients just need to be presented differently. Taking Yellow Pea flour grown from peas in East Anglia, Phil developed an exciting new savoury and gluten-free snack range, securing regional and national supermarket and café distribution.

With the ‘better for you’ snack space exploding, Simpleas launched to critical acclaim with excellent sales in WH Smiths & Co-Ops nationally, but in an unfortunate twist, found itself launching just prior to the hugely disruptive COVID period.