At I Am Grounded, we’re driven by a simple mission: to turn waste into something wonderful. My name is Vanessa Murillo, and alongside my partner Lachlan Powell, we founded this company with the goal of creating a healthier, more sustainable world—one snack at a time.
Growing up in a coffee-loving household in Colombia, I saw firsthand the enormous waste generated by the coffee industry.
When we first started, the numbers were staggering: globally, the coffee industry wastes 20 billion kilos of coffee fruit each year. That’s enough to fill over 3,300 Olympic-size swimming pools and generate 16 million tonnes of CO2 emissions annually.
We started this journey in late 2018 because we wanted to introduce a naturally caffeinated energy source that was also rooted in sustainability.
I’m so proud of what we’ve done. By upcycling this coffee fruit and creating I Am Grounded, we’ve already prevented over 33,000 kilos from ending up in landfill. It’s a small step, but one that makes a big difference - but we can’t do it without the customers who support us.
Natural no-jitters caffeine in a tasty little snack
I Am Grounded bars are the world’s first functional energy snacks. Each bar contains 20-60mg of natural caffeine derived from upcycled coffee fruit, providing a smooth, jitter-free energy boost that you won’t find in other snacks.
Plus, they’re packed with antioxidants, prebiotics, and plant-based protein, making them a wholesome choice for anyone looking to fuel their day.
When we first launched, we were well supported by cafes, roasteries, and boutique coffee shops. Their enthusiasm for our products helped us gain the traction we needed to grow, and now you can find us stocked in many supermarkets and chains, including Foodland and Woolworths. The response has been nothing short of overwhelming!
Sustainability is the foundation of everything we do
Sustainability isn’t just a buzzword for us—it’s the foundation of everything we do. . From sourcing upcycled coffee fruit to using all-natural, plant-based ingredients, we’re committed to minimising our environmental impact at every step. Our circular approach helps reduce waste and supports coffee-growing communities by paying a premium for the coffee fruit we use in our bars.We also make sure that our business operations reflect our commitment to sustainability. We work closely with small micro-lot farmers in Colombia to ensure our supply chain is ethical and sustainable. And we’re always looking for ways to further reduce our carbon footprint, from using carbon neutral couriers, recycled carton packaging made on eco-friendly ink to supporting Australian manufacturing and Australian packaging suppliers.
New products and what’s next
We’re in the final stages of developing a new line of products, including a high-protein snack that aligns with evolving consumer demands that we’re launching at the end of October.We're also exploring new and innovative ways to deliver clean energy—stay tuned for a unique, naturally caffeinated drink that will redefine how we think about energy on-the-go. No more will it just be about the morning cappuccino!
While we can’t reveal too much just yet, these upcoming launches are set to strengthen our commitment to providing healthy, sustainable options that fuel both body and mind.
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