Introduce yourself.
Hi there, I’m Leonie, the founder of Juspy. A juggling mother of 3, relentless in her pursuit of building a cool brand that supplies gorgeous innovative functional food products for busy people. Just like our packaging I have a very colourful background—in Art, Music, Movement & Marketing.
What inspired you to join the natural health sector?
Well I have always been in this sector to be honest. I grew up in it. My uncle is an acupuncturist of 60 years and our family are accustomed to homeopathic remedies and using food as a source of healing and nourishment (led by my grandmother's obsession with salt and real butter). When I was creating our first product I knew it had to be a clean label, made with real food that gives real health benefits—all the while tasting divine!
Where did you get the idea for your brand?
After the birth of my first child, I was exhausted—burning the candle on both ends. I had been breastfeeding my daughter for 10 months at this stage, making sure she had everything she needed but at my expense. She was not a good sleeper, I had nothing left to give. Like many new moms I lived on a diet of coffee and chocolate just to get through. Because I was so knowledgeable about food and how it fueled life, the guilt was the worst because I knew better. But I was just too tired to care. Juspy exists for selfish reasons, sparked by me reading a box of baby formula that said ‘everything your baby needs in one place.’ and I thought, 'I need that'. I needed something for me— to help me get through the day. I needed an all in one nourishing boost and when I went looking for it, I could not find it. So I made sure that by the time I had my 2nd baby it was ready for that postnatal journey.
What makes your brand unique?
What makes Juspy unique is the taste. When it comes to powdered protein supplements every brand claims to be delicious. But we all know that's not true. Some are overly sweet, others quite synthetic and most leave an awful aftertaste in your mouth that causes your face to scrunch up. The most common word used when people try Juspy is ‘actually’ because they are so surprised. 'That's actually gorgeous,' 'that's actually delicious'. Then they are even more surprised when they read our clean label—when they see there are no sweeteners or gums or additives in it—a high quality product that delivers on taste and function. Now that's a unicorn! Juspy’s versatility also makes it unique - it solves the ‘what will I have for breakfast conundrum,’ and the ‘how will I get extra protein in’ dilemma. It satisfies the 11am craving for something sweet and it smashes the 3pm slump. Juspy nourishes post exercise recovery, and can give you a warm hot chocolate hug late in the evening; made to adapt to your life, not the other way around.
What are your company’s core values?
Juspy is a brand that celebrates moments, lives in the moment and is unapologetic. We celebrate the ever changing moments in people's lives.
Today, health has become a never-ending to-do list. Move more, eat cleaner, sleep better, track everything, try the new thing (again). Every week there’s a new “must” added to the pile—and if you’re not keeping up, it starts to feel like you’re falling behind. It’s exhausting. And it’s not how we want to live. At Juspy, we believe in stepping back from the pressure. In letting go of the all-or-nothing mindset. We believe health should support your life—not take it over. Real life is busy, unpredictable, and rarely Instagram-ready. That doesn’t mean you’re failing. It just means you’re human. We created Juspy as a way to nourish yourself without the overwhelm. Something simple, delicious, and good for you, without demanding a whole routine. No shame, no rules, no pressure—just a moment that makes you feel like you’ve got it together, you are looking after you and then its ‘keep going, drive on!’
We are on a mission to democratise nourishment and change the current perception about what healthy actually is – being good to yourself and honouring the changing moments in your life. We believe that being ‘healthy’ shouldn’t be boring or a chore - we wanted to create a product that people would look forward to using, that’s a treat in every sense of the word. We truly believe that you can have your cake and eat it too! Juspy’s core values and overall ethos is founded on fueling life in motion.
How do you support your community?
We’re so grateful for the amazing community that’s grown around Juspy. It means the world to us, and we’re always looking for ways to support the people who support us. One of the biggest ways we do that is through education. The wellness space can be overwhelming—there’s so much information out there, and it’s not always clear what’s helpful or what’s just noise. We try to cut through the confusion and keep things simple, honest, and actually useful. Whether it’s on our socials, in the recipes we share, or through everyday conversations, we want to make life a little easier for our community. We live and breathe Juspy (and yes, eat it daily!), so connecting with our customers comes naturally. We’re always chatting, listening, learning—and over time, those connections have turned into real friendships. That’s the part we never take for granted.
What has been the most rewarding part of your brands journey?
One of the most special parts of this whole Juspy journey has been seeing the brand come to life out in the world. As an artist and a very visual person, watching people share our packaging—spotting Juspy on shelves or on someone’s kitchen counter, beautifully photographed and loved—honestly stops me in my tracks. What means just as much—maybe more—is hearing from people who tell us they’re genuinely grateful for Juspy. That it’s helped them feel better, or made life a little easier. Those moments feel incredibly personal. Because the truth is, this hasn’t been a straight or simple road. It’s taken eight years, three kids, two full-on burnouts, and an amount of relentless graft I don’t even know how to describe. So when someone takes the time to say, “Hey, this really helped me”—that lands deep. It’s not just feedback. It’s fuel and it keeps us going. It’s easy to get caught up in what’s next, always chasing the next goal. But I’ve realised how important it is to stop every now and then and actually take it in. Because Juspy has been built slowly, messily, and with everything I had to give so I need to notice the moments that matter.
What in your opinion makes Irish brands unique?
There are so many incredible Irish brands in the wellness space right now, and as an Irish business owner, I’m lucky to meet so many of them each year at customer tradeshows. What stands out is the high quality, passion, and dedication behind every idea. These brands aren’t just creating products—they’re building something bigger. The energy and innovation within the Irish business community is unmatched. What makes it even more special is the support we offer each other. The sense of community among Irish business owners is truly unique, and it’s a privilege to be part of it.
What is your favourite product from your brand?
Strategically, we’ve kept it lean and right now we just have one product. There’s definitely pressure in our space to bring out products for every occasion and flavours to suit every palate, but we’re focused on doing one thing brilliantly well—our Collagen + Protein Superfood Blend. The reason we only have this one product is that it’s already doing the work of five. There’s no need to confuse our customers with a bunch of options when we’ve created something that ticks all the boxes—collagen, protein, raw cacao, fibre—one product, many benefits. It’s about simplicity and quality and we have nailed it with our hero product.
Tell us about something that has shaped your brand?
One thing that’s really shaped Juspy is my sheer stubbornness to make it work, even when things weren’t going to plan. Our problem was we were too early for the Irish market and its taken it 8 years to get there. While waiting for collagen to become trendy, I’ve faced my fair share of failure and rejection. My mantra though has always been— ‘rejection is the world's protection’ so I try to accept that was not my door. I allow myself 15 minutes to feel sorry for myself and then get on with things. There were plenty of moments when I thought, “Am I just banging my head against the wall here?” But through all of that, I’ve learned one of the most important lessons: develop patience quickly and that has shaped Juspy true and true.
What do you hope to accomplish in the future?
What do I hope to accomplish in the future? Well, as Brain said to Pinky, “Today, Pinky, we’re going to take over the world!” 😄 On a more serious note, I want Juspy to be the go-to brand for people who want to fuel their life in a simple, enjoyable way. We’re just getting started, and I’m excited to grow, expand, and keep doing what we do best. The goal is to keep innovating, create more products that genuinely make a difference, and each one is designed with a specific purpose—to solve a customer pain point and take a couple of things off their to-do list. It’s all about making life easier and more enjoyable, one product at a time.
