Jia noticed that none of the incredible superfoods from her Asian heritage, like matcha, goji berries, and black sesame, were to be seen in mainstream breakfast options. People sadly seemed to be trading nutrition for convenience, and so she thought to herself "Why can't breakfast be both convenient and nourishing? both familiar and exciting?" Thats where The Earthy comes in. Handcrafted in small batches, Jia's products use no added sugar and introduce the UK to some amazing Asian superfoods.