In this exclusive Sweet Talk interview, we get to know Ineke Nugteren, Founder of Nourish…
What first attracted you to your industry?
It wasn’t a calculated career move – it grew from a deep frustration. Working in healthcare, I kept seeing patients becoming more unwell despite following conventional advice, and the free-from alternatives available were jam-packed with artificial ingredients. I knew real food could do better. Nourish started in my kitchen, making treats for myself, my daughter and my colleagues that were genuinely nourishing and actually tasted good. The industry found me as much as I found it.
What’s one trend in the industry that people should be paying more attention to?
The shift towards genuine functionality. Consumers are getting much savvier, they’re moving past the marketing and asking what ingredients actually do for their bodies.
The appetite for products that support energy, gut health and mental clarity is growing fast, and it’s separating brands built on real ingredients from those riding a trend. I also think the conversation around food as medicine is only just beginning. As pressure on the NHS grows, people are starting to connect the dots between what they eat and how they feel. That’s a profound shift, and the food industry needs to take it seriously.
What’s something you’ve learned recently that has changed the way you work?
A few things have shifted my thinking. The importance of anticipating the unexpected, whether that’s supply chain disruption, economic pressures, or market changes has taught me to build more resilience and flexibility into how we operate.
How would your colleagues describe you?
I’d hope they’d say kind, transparent, honest and genuinely passionate about making a difference – not just in what we sell, but in the environment we create together.
Is there something you’d like to learn from someone else in the team?
Absolutely. I’ve been learning the importance of being more direct and saying no – something that doesn’t always come naturally to me. To anticipate and not to overthink it. Managing a good balance of working in and working on the business. Those are the lessons I keep coming back to.
If your work style had a slogan, what would it be?
Anticipate the unexpected. Never be the lid on your own growth – empower your team. And when the leader gets better, everybody wins.
What’s the best team you’ve ever been part of, and why?
Looking back, one of the most formidable teams I’ve been part of was in medicine. What made it exceptional wasn’t skill alone – it was communication and respect. We leaned on each other, recognised each other’s strengths, and there was a genuine trust that meant we could work under enormous pressure without falling apart. That combination of respect and open communication is something I’ve carried into how I try to build teams at Nourish.
What motivates you most?
The belief that real food can genuinely change people’s health. After years working in the NHS, I saw the human cost of poor nutrition and I believe so many of those conditions could be prevented or alleviated with better food choices. Every product we make, every retailer we get into, every person who picks up a Nourish bar instead of something ultra-processed, that’s the motivation. It’s not abstract. It’s deeply personal.
If you could swap jobs with someone for a day, what role would you try?
A functional medicine practitioner working within a food and drink company. The idea of being able to directly influence both the team’s wellbeing and the health of consumers – all within the same role – is incredibly compelling to me. Seeing health, wellness and business growth working together in one place, that would be a very good day.
