Emma and Nicole – founders of Paleo Pure


Meet Emma and Nicole, the creators of the delicious Paleo Pure muesli range. I was first contacted by the gorgeous duo late last year when they sent me some of their product to try. It was so good that I ate the entire packet before I could even think about snapping a photo for Instagram! I thought, wow, this is just too good to be true! A muesli that is even better than ‘normal’ muesli, and I can eat it guilt-free!

Paleo Pure is now a thriving Australian small business and I am delighted to share the story of Emma and Nicole and their Paleo Pure dream.

Stay tuned for more from these two including a delicious recipe, and be sure to take advantage of the special offer for Paleo Foodies readers below.

Our mutual passion for real food and a desire to make our own path in life was the catalyst for the company’s creation

Describe your food philosophy…

Emma: My approach to paleo was gradual. About three years ago and after having two children, I started my “get my old self back” campaign. I was diagnosed with post partum Hashimotos and learned that I should avoid any thyroid stressors, gluten being one. At the same time, I wanted to quit sugar and drop some unwanted kilos. When I started searching on the internet the word paleo kept coming up. So this is how this journey started for me. Early on, my main influences were Sarah Wilson, IQS & also Diane Sanfilippos and her incredible book, Practical Paleo. It changed my life. I still flip it open today for a refresher.

Nicole: My most important food philosophy would have to be “clean food”. By that I mean distinguishing between food and food product. Eating food as close to nature intended as possible, limiting preservatives, enjoying yourself socially and maintaining ones health, and finding balance. Food has always been a focus in our family; I’m of Italian heritage and I’ve grown up with home-grown produce always. Studying Naturopathy refined the why and how of food and I loved learning about nourishment and nutrition. Applying these principles practically is a driving passion for me.

Tell us about Paleo Pure…

Emma: Paleo Pure was born back in mid 2013 after my failed attempt at “paleo seedy biscuits” resulted in a tasty crumbly substance that tasted like regular muesli. From there it was another year of stumbling through red tape, council requirements and trying to find a commercial kitchen that would accommodate us in the northern suburbs of Melbourne. It wasn’t until early 2014, when a chance catch up with Nicole and her husband Mick (long time friend) that Nicole tried the muesli and fell in love. Our mutual passion for real food and a desire to make own path in life was the catalyst for the company’s creation, and the development and launch of the Paleo Pure range that you see today. The rest, as they say, is history.

Paleo Pure muesli range

Where do you draw inspiration for your products? 

Emma: I like to keep things as simple as possible so for me, it was about creating a product that has very little processes but a lot of taste and rich in nutrients. All of our personal favorite flavours have been the ones that we have gone with. We have tried to cater for all palates and to keep things as simple as possible. It is really amazing how many different products can be created from the same basic ingredients.

What makes Paleo Pure different from other brands?

We’d have to say that it is the taste first of all. One of our retailers who stock our muesli in bulk once said to me, “they just open the tub, get a smell and they are sold”. Quality secondly – our muesli is totally organic. There are other brands on the market who state organic on the front of their packaging, but when you flip over and read the ingredients, you find that it is well under half of the ingredients, and even then, it is usually the most inexpensive ones that are organic. We use bio dynamic almonds, and everything else is certified organic. Right now, we are going through the process for organic certification, which will just round our product out. Our muesli is also all hand made! We are still a small team and we make the muesli with our own hands, no machine or production companies. These things we believe to be the main reasons why we are so successful and certainly give us a point of difference.

What’s your biggest seller?

Blueberry Cinnamon is leading the way at the moment. Very closely followed by Fruit Free & Cherry Cacao, but the other blends are popular as well. We recently calculated this for our Vic/Tas distributor and you could split hairs with the results.

Where do you source your ingredients?

Given we are Melbourne based we do deal with local wholesalers to keep our freight costs down. We use a combination of local and imported certified organic products to create our muesli. You can count our suppliers on one hand, which we think is great. Our aim is to build meaningful relationships with only a few suppliers rather than spread ourselves wider and not be meaningful to any of them.


What are some of your personal favourite ingredients and flavour combinations? 

Emma: I am a sucker for cinnamon. I sprinkle it on so much! My family favorite is roasted sweet potato chips with salt and cinnamon.

I also really love the whole process of making kombucha at home. The whole family loves it and we have just gone from making it in bottles to a continuous brew. I find myself in big trouble with the kids if it’s not on tap! We drink ours plain also have also added blueberry for extra fizz.

Nicole: I love using ingredients that are practical and part of your everyday pantry, as cooking needs to be pleasurable for me not stressful. As such I love all things coconut; oil, shavings, butter, milk and cream. I liberally enjoy great quality fats; avocado, nuts seeds and cold pressed oils as well as lard or duck fat. We love eggs, free range or organic meats.  I have a box of seasonal organic veggies delivered weekly from Farmer’s Choice and this forces me to be more creative sometimes. I also love roasting my favorite seeds with coconut flakes – I sometimes add a flavour like chilli or paprika and I love putting this sprinkle on salads, soups literally everything.

Paleo is a useful umbrella term to identify the boundaries of health

Do you think paleo food and eating is becoming more popular within the Australian food scene?

Nicole: I believe people are more pro-active in wanting to understand “health”. As such people are drawn to ways and means of achieving better/optimal health. Paleo is a useful umbrella term to identify the boundaries of health. I feel people find it easier to follow collective principles and Paleo offers that – so yes it is definitely becoming more and more popular in the Australian food scene. Also word of mouth is spreading. People are trying Paleo, getting great health results and spreading the word.

Try Paleo PureTry Paleo Pure

To try Paleo Pure for yourself, order online at: http://www.paleopure.com.au/ It’s also available at some specialty health stores Australia-wide.

SPECIAL OFFER: The first 50 Paleo Foodies readers to order online will receive 25% off their order. Use coupon code PFVIP.


Alison Sims

Passionate about real food and healthy living, Alison Sims is the founder and author of Paleo Foodies. She is on a mission to discover the best paleo dining in Australia and all around the world. What started as a part time blog in 2013 has lead to a full time career for Alison, who previously spent a decade in Advertising and Marketing. She is now a regular contributor to health and lifestyle publications, a public speaker in food and health, and co-publisher of Paleo Foodies Magazine.

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