Not another
potato crisp
We work with ingredients that have their own character — and choose the process that suits each one.
Why we started
Snacks that still taste of what they are made from.
We wanted snacks that delivered the excitement of crisps without turning every ingredient into the same anonymous potato-chip experience. Okra should taste like okra. Beetroot should taste like beetroot. That turned out to be a question of which ingredients you choose and how you cook them — so that is where we started.
Kriti Singh
Chief Executive Officer, Wholesome Food
- Pharmacist
- Twelve years in pharma and health across three continents
- Nutrition & health coach
- Certified by the Institute of Nutrition & Health (IINH)
- Founder, Nukrition
- Her private nutrition practice in Athlone, Ireland
Who is behind it
The pharmacist who reads the back of the pack first.
Kriti Singh is the Chief Executive Officer of Wholesome Food. She is a pharmacist and a certified nutrition and health coach (IINH), with twelve years across pharma and health on three continents.
That is twelve years of reading ingredient lists closely, and of watching the front of a snack pack promise something the back cannot support. It is also twelve years of hearing the same thing from clients: the problem is rarely knowledge. It is that four in the afternoon arrives and there is nothing worth eating.
Wholesome Food is her answer to that hour. Pick ingredients with real character — okra, beetroot, jackfruit, chickpea, water lily seeds. Cook each one the way it deserves. Season it so it still tastes of itself. Then print the whole ingredient list on the back and let people decide for themselves.
“I would rather explain exactly how we cook something than make a promise I cannot evidence.”
A different way to crunch
We use the process that suits each ingredient — vacuum cooking for the vegetables and fruit, slow roasting for the water lily seeds.
Reduced pressure
Lowering the pressure lets food cook differently from conventional high-temperature frying. It is a slower, gentler way to drive off moisture.
Crisp, not collapsed
Because the moisture leaves gradually, the piece crisps all the way through instead of going limp or burning at the edges. That is where the crunch comes from.
The ingredient stays visible
You can still see the okra pod, the beetroot slice, the chickpea. Nothing is milled, extruded and reformed into a uniform shape.
Ingredients worth discovering
From okra and beetroot to jackfruit and water lily seeds, we choose ingredients with their own colour, texture and culinary heritage.
Flavour without disguise
Coriander. Chilli. Ginger. Lime. Mint. Pepper.
Familiar seasonings paired with unexpected ingredients. The seasoning is there to lift what is already in the pack, not to cover it up — which is why you will not find a long list of flavourings on the back of one of our pouches.
About water lily seeds
Also known as makhana.
These edible water lily seeds have been enjoyed across South Asia for generations. Popped and slow roasted, they turn light and airy — a completely different kind of crunch from a crisp, and one most European shoppers have never met.