Australian entrepreneur ready to take bite out of collagen market

Backed by LVMH-owned beauty retailer Sephora, Keira Rumble has tapped into the Millennial hunger for nutraceuticals.

Former professional skier and Instagrammer Keira Rumble launched Krumbled Foods from her bedroom as a side hustle in 2017.

Meg Mason

May 19, 2020 – 11.32am

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Although it doesn’t say so on the packet, one Krumbled Foods Beauty Bite surely provides 100 per cent of your recommended daily intake of Millennial consumer values.

It is, after all, a “functional” convenience food – in the nutraceutical branch of the wellness industry, an “ingestible” – that contains collagen to fight ageing, vitamins C and E to improve immunity, probiotics and prebiotics for gut health, and highly Instagrammable packaging.