Interview with Helen Snook the Co-Founder of INDI Supplements

This week we caught up with Helen Snook the Co-Founder of INDI Supplements, to talk about what sparked the idea of INDI, the best selling products and more.

1. Was there a specific moment or experience that inspired the creation of INDI? 

There was definitely a specific point in our lives that sparked the idea. My husband (and co-founder) and I were both working long hours, grabbing breakfast on the way out the door, eating lunch at our desks and throwing together quick dinners in the evening. We cared about eating well, but like so many people, we found it impossible to enjoy a balanced diet every day.

We turned to supplements to help fill the gaps, but quickly became overwhelmed by choice and disappointed by a lack of results. That was the starting point for INDI. We created something that made good nutrition feel simpler, with whole-food supplements and snack bars that fit into busy lives, taste great and deliver tangible benefits. 

2. What are your best selling products? 

Our Gut Bar is quickly becoming a cult product. It’s loved by everyone who tries it with an 85% repeat purchase rate online. It’s genuinely healthy and totally delicious; there’s no other snack bar like it. We also launched our Brain Bar in July with a fantastic response. It tastes like a treat but is packed with ingredients that support cognitive function and mental energy. It’s also high in fibre and contains less than 4g of sugar, so an ideal swap for a sugary mid-afternoon snack. 

3. INDI was named as a winner in the retailer’s Fortnum & Makers competition, a search for Britain’s brightest food and drink talent, after winning how has that changed the business (if it has)?

Winning the competition came at the perfect time for us, as expanding into retail is a big focus over the next couple of years. Being chosen by the Fortnum & Mason buying team was a huge vote of confidence, and we’re also the first supplement brand they’ve ever stocked, which still feels a bit surreal. Having that endorsement has definitely opened doors. It’s led to conversations with other retailers and given us real momentum, so we’re excited about what comes next and we’ll have more news to share soon.

4. Best piece of advice you have been given?

I have a few mantras which I come back to and regularly call out in the office! “Nothing that’s meant for you will pass you by” is a good one. Running a business means plenty of highs and lows so this advice has kept me going in moments of despair! 

5. Where would you like to see INDI in the next 5 years?

I’d love to see INDI become a household name, helping millions of people feel and function at their best every day. I also hope we’re known as the brand that challenged the category by keeping things simple, putting quality first and creating products that live up to their promises.

6. What would your ideal day in London be like?

It would be centred around food, family and friends in my local neighbourhood. Breakfast at Petersham Nurseries, a walk along the river to the shops in Richmond, before lunch at the Waterman’s Arms overlooking the river in Barnes. We have two young children so an afternoon in Richmond Park with friends, their kids and our dogs is the best way to spend an afternoon. I think it’s my favourite place in London.

For more information on INDI, click here.