Nali Consulting
London
Female-founded food science consultancy taking client products from concept to commercialisation.
About Nibblr
What Nibblr is
Nibblr is food formulation software for product teams. It answers the questions every project keeps asking: what's actually in this, what does it cost, how does it score, and what can we change.
Recipes live in one place, version-controlled. Nutrition recalculates against UK and EU reference data (CoFID and McCance & Widdowson) as you change ingredients. HFSS, NPM 2004 and NPM 2018 scores update with every edit, so compliance is a live state, not a final audit. Swap an ingredient and Nibblr shows the impact on cost, free sugars, fibre, salt, and score in the same view.
The ingredient data underneath is built by named food scientists and registered nutritionists, in conjunction with AI. AI accelerates the verification work, it doesn't replace it. Every record is traceable back to a named expert with professional accountability.
Why now
UK and European food development still runs on spreadsheets and PDF spec sheets that pass between people and can't be searched. The same questions get asked on every project, what's actually in this, how does it score, what can we swap if a key ingredient gets more expensive, and they get answered late, by hand, when fixing the answer is most expensive.
Four pressures are hitting food teams at the same time.
The Nutrient Profiling Model has been rewritten for the first time since 2004. NPM 2004 set the rules the industry has scored against for two decades. NPM 2018 lowers the free sugars threshold, replaces sodium with salt, and doubles the fibre scale from 5 points to 10. Products that pass NPM 2004 may fail NPM 2018, and every product on a UK shelf needs to be rescored.
GLP-1 medication is shifting demand toward high-protein, high-fibre, lower-volume products. Reformulation, not relabelling.
Ingredient markets have stopped behaving. Cocoa rose 310% against 2022 levels in December 2024, peaking near $10,400 a tonne. It has since corrected to around $3,000, but brands already reformulated around the spike and stocks haven't rebuilt. Coffee hit a 50-year high, with arabica futures peaking at $4.41 a pound in February 2025.
And retailers and the Food Standards Agency are asking for a level of formulation transparency that a PDF spec sheet can't deliver.
Any one of these would justify rebuilding the tools. All four at once is why Nibblr exists.
What changes for the team using Nibblr
You stop finding out about a compliance fail after the kitchen run. You stop rebuilding a spec from scratch every time an ingredient price moves. You know what a product scores, and what it costs, before you commit spend to it. The questions that used to take a developer a day of spreadsheet work, or a consultant's invoice, get answered in the view you're already working in.
Using Nibblr
Who's using it
Nibblr is used by food brands and consultancies who share one problem: they need accurate ingredient data, faster than a spreadsheet allows, and they need to know the consequences of a formulation change before they make it.
For some, the pressure is NPM 2018 and HFSS. For others it's cost, an ingredient price that hits the P&L the same week. For others it's speed and data quality across a pipeline of products.
Wildly Tasty
United Kingdom
Nutritious family and kids' meals from natural, plant-based ingredients.
Hot Sauces Cartel
United Kingdom
Artisanal UK hot sauces blending tropical fruits with fresh Scotch bonnets, formulated for lower saturated fat without losing heat.
The Garden of Eva
United Kingdom
Flavour-led products built without the usual shortcuts.
Rebread
Krakow, Poland
The food upcycling company behind KRAST, the world's first soda made from surplus bread. White-label R&D partner for functional drinks.
The team behind Nibblr
Founder & CEO
Anna-Sophie Deetjen
Anna-Sophie founded Nibblr from inside the problem. Before Nibblr she founded Morrow, a coffee-alternative ingredient business, and ran product development and manufacturing partnerships with Boortmalt (the world's largest malting company), the University of Nottingham, and CPI. Morrow won grants from UKRI, Amazon, and the Ellen MacArthur Foundation.
She's lived every pain point Nibblr solves: scattered ingredient data, late-stage compliance failures, reformulation under cost pressure, and the gap between what a generalist tool gives you and what a food developer actually needs.
She is the public face of Nibblr in the UK food formulation conversation, and writes the founder letter on our Trust page.
Chief Technology & Product Officer
Adam Neilson
Adam has been building products and teams for nearly three decades, across dot-com startups, mobile, and mission-driven ventures: work that has empowered three million small-scale farmers across East Africa and removed thousands of tonnes of ocean-bound plastic. Meaningful impact, lean teams, hard markets.
He came to Nibblr because of the combination of problem and moment. Food teams at every scale are still developing products on spreadsheets, pen and paper, and expensive consultants. The software that exists was built for a different era. Adam saw the gap and chose to help build the thing that closes it.
Our nutrition science team, in partnership with The Nutrient Gap
Every ingredient that enters Nibblr's shared corpus is verified by named food scientists and registered nutritionists. We do that work in partnership with The Nutrient Gap, a UK regulatory and nutrition consultancy. AI accelerates the verification work, it doesn't replace it. Every record is traceable back to a named expert with professional accountability.
- Georgina Stewart, FRSPH MIFST. Founder, The Nutrient Gap.
- Dr Rafe Bundy, PhD. Senior nutrition scientist and regulatory consultant.
- Kate Archer. Product developer and regulatory compliance consultant.
- Anne. Nutritionist.
Get involved
We're not currently hiring, but we're always interested in hearing from talented food scientists, formulators, designers, and engineers who care about building the infrastructure food product development should have had for years. Send a note to hello@nibblr.co.uk.
Want to know how we handle your data?
Our Trust page covers who can see your recipes, where they're stored, what we encrypt, and what we never do with them.