In this instalment of 'Start-up spotlight' – which celebrates smaller, earlier-stage companies and their innovations – we speak to Evie Kemp, founder, physician and research director of Haskapa: a UK-based, science-led nutrition company built around the haskap berry. Read on to find out more about Haskapa's journey and mission in the booming functional food and beverage space.

What is it about this particular berry that you were drawn to?

What first drew me to the haskap berry was its combination of history, flavour and distinctive nutritional profile. The haskap berry has been used for centuries in traditional medicine in Japan and was known by the Ainu people as the 'berry of long life.'

From a scientific perspective, it’s fascinating. The berry’s double blue skin and crimson flesh reflect its naturally rich anthocyanin content, compounds found in richly coloured fruits and vegetables. And from a food perspective, it’s simply delicious: a unique balance of tangy and sweet. It felt like discovering something genuinely new both nutritionally and culturally, which is rare in today’s food landscape.

What were the biggest challenges in introducing haskap to consumers unfamiliar with this ingredient?

The biggest challenge has been awareness. Most people simply haven’t heard of haskap before, so there’s a need to introduce not just the berry, but also the language around it – terms like polyphenols and anthocyanins can feel unfamiliar.

We’ve focused on simple, relatable messaging: the colour, the taste and the idea of 'the power of purple.' As awareness of plant-based nutrition grows, people are becoming more curious and that’s helping us build momentum.

How did your backgrounds shape the brand’s direction and vision?

I was working as a consultant occupational physician in a large teaching hospital in Oxford, with a strong interest in doctors’ wellbeing and lifestyle medicine. Nutrition is a key pillar of that, and I became very interested in how food can support long-term health.

At the same time, my husband Simon was working in agroforestry, including a large-scale tree planting project in Ghana. He is deeply committed to sustainable land use and environmental stewardship.

Haskapa brings those two perspectives together: science-led nutrition and an ethical, sustainable approach to food.

Why did you prioritise a freeze-dried powder format?

Fresh haskap berries are delicious, but they have a short shelf life. We wanted a format that would allow people to enjoy the berry year-round while preserving its flavour and nutritional profile.

We explored different processing methods in collaboration with researchers, and freeze-drying stood out as a gentle technique that helps retain both flavour and nutritional integrity. It also fits with our aim to keep the product as close to a whole food as possible.

We are always exploring new formats, such as convenient ready-to-drink options, but any expansion will stay true to that same principle of being both nutritious and functional.

What role do you see haskap playing in the functional health space?

We see haskap as a natural fit within the growing functional food category, particularly as consumers look for food-based ways to support their wellbeing.

We are currently developing a new range of functional products that combine haskap with other carefully selected ingredients, including Haskapa Focus, Energy and Recovery. The aim is to build on the berry’s natural profile and create targeted, everyday functional products.

How do you differentiate Haskapa in a crowded “superfood” market?

It’s a crowded space, but also one where consumers are increasingly looking for authenticity and evidence.

Haskapa stands out in a few ways. Firstly, it’s genuinely new to many consumers. Secondly, it has a distinctive flavour and visual appeal, it turns everything a vibrant purple, which people love. Most importantly, we’ve taken a science-led approach from the beginning, investing in research and collaborating with academic partners. That combination of taste, novelty and scientific credibility is what sets us apart.

How does Haskapa approach collaboration with other industry players?

We’re very open to collaboration and see it as an important part of growing the functional food and drink category. Haskapa has already been used as an ingredient in products with companies such as Holland & Barrett and Ancient + Brave, and we’ve worked with brands like Purition on limited-edition launches.

It’s been used across a range of formats, including bars, cereals and nutritional blends, which has been helpful in showing how versatile the berry can be. In practice, we tend to work with brands that are already in the natural and functional space and are looking to create products with a clearer nutritional purpose. We’re always interested in working with like-minded companies that value both quality and innovation.

What has been the company’s biggest achievement to date?

For a small start-up, we’re particularly proud of the research we’ve been able to support.

There is a growing body of preclinical research on haskap, and we’ve also commissioned independent early-stage clinical research in the UK, including studies exploring cognition, blood pressure and exercise performance.

There is currently further work underway with the University of Reading, exploring longer-term effects on cardiometabolic health and cognition. Being able to contribute to building the evidence base for a relatively unknown berry has been a major milestone for us.

What’s next for Haskapa?

Our focus now is on innovation and making haskap more accessible to a wider audience. We’re preparing to launch a new range of products that combine haskap with other functional ingredients, designed to support everyday wellbeing. At the same time, we’re continuing to invest in research and build awareness of the berry globally. We’re also seeing growing interest from food and beverage brands looking to use haskap in their own products, so developing our B2B ingredient offering is a key priority.

What advice would you give to other start-ups in the food and beverage industry?

Follow something you genuinely believe in. The food and beverage space is competitive, and building a business takes time and resilience, so it really helps if you’re passionate about what you’re doing. At the same time, don’t underestimate the value of credibility. For us, grounding the brand in science and research has been essential. If you can combine passion with evidence, you give your business a much stronger foundation.