Our Story
Hi, I’m Jo, and I created CRUMS to help busy friends add flavour to everyday meals in a healthy, whole‑food way. I wanted something nut and seed based, with no E‑numbers or additives, that could transform simple dishes—like vegetables, stir‑fries, or salads—into flavour‑packed creations with a natural boost of nutrition. That’s how CRUMS was born. Today, CRUMS are here for everyone who loves real food—a delicious, plant‑based selection ready to sprinkle on your favourite meals.
Jo is a plant-based Chef and former Londoner now living in the beautiful South Downs. Before CRUMS Jo ran Jo’s Kitchen - specialising in plant-based catering for retreats, special occasions and festivals, as well as vegan cookery workshops.
CRUMS - Super easy to use and versatile toppings that add flavour, texture and nutrition to the simplest of ingredients. Encouraging people to swap out processed foods and get back to relishing simple, nutrient dense wholefoods.
Among Jo’s many food fans was Stuart - now business partner. Over coffee one morning, he said, “Jo, your food is incredible — but these sprinkles are something else. Have you ever thought about…”
"One cannot think well, love well, sleep well, if one has not dined well.”
Virginia Woolf