As today’s families increasingly seek healthier, more thoughtful snack choices, the global rise of mindful eating has opened the door for brands to redefine how we snack. Among the standout innovators is Truly Nuts, the world’s leading Brazil nut producer now making waves in Singapore. Available at Lazada, Cold Storage and FairPrice Finest stores islandwide, Truly Nuts is more than just a premium snack, it is a mission-driven movement rooted in sustainability, social impact and bold innovation.
Sourced directly from the Amazon rainforest, the brand has built a cutting-edge facility at the source to ensure every nut is fresh, fully traceable and ethically harvested. Working closely with more than 3,000 local families, Truly Nuts supports livelihoods, protects biodiversity and invests deeply in regional development.
Offering indulgent Belgian chocolate-coated varieties and the world’s first savoury Brazil nut snacks, the brand brings a fresh twist to a nutrient-dense superfood. Packed with natural goodness, zero additives and plenty of crunch, these snacks are ideal for both adults and kids, a wholesome alternative families can truly feel good about.
Beyond taste, Truly Nuts pledges 25% of profits to environmental and community-focused initiatives in the Amazon. As Singapore advances its Food Security 2030 mission, this purpose-forward brand embodies the future of responsible snacking and healthier choices for families today, and a healthier planet for generations tomorrow.
As Truly Nuts continues expanding globally, its roots remain firmly planted in sustainability, innovation and community uplift. To dive deeper into this story, the journey behind the world’s first savoury Brazil nuts and the mission shaping the brand’s future, we speak with Gareth Lloyd, Co-Founder and CEO of Truly Nuts to share more insights on the brand’s innovation journey, sustainability initiatives, community impact, and plans for global expansion. Read on to find out more.
Interview with Gareth Lloyd, Co Founder and CEO, Truly Nuts
1. What inspired the world’s first savoury Brazil nut snack, and what were some of the biggest challenges?
Gareth Lloyd: When Greg and I began developing TRULY NUTS!, we realised Brazil nuts were one of the most underappreciated ingredients in the snacking world. They are nutrient dense, wild harvested from the Amazon and have incredible potential, yet most products on the market were either plain or covered in chocolate. We saw a real opportunity to innovate by introducing bold savoury flavours and showing people a more exciting and modern way to enjoy Brazil nuts.
Creating the world’s first savoury Brazil nut snack, however, came with major challenges. Brazil nuts are large and naturally oily, which makes them very difficult to flavour. We spent a long time perfecting our process, using slow roasting, low temperature flavour infusion and a very precise coating method to ensure the flavours stayed on the nut without affecting texture or nutritional quality.
We also made the choice to build our own processing facility in the Amazon. That was a huge commitment and brought many practical challenges, from limited infrastructure to complex supply chains and the realities of working in a remote rainforest. But doing it there was important to us. It gives us complete control over quality and traceability, and it allows us to operate in a way that genuinely supports the forest and the communities who rely on it.
2. How did your DJ/creative background influence innovation at TRULY NUTS!?
Gareth Lloyd: My time spinning decks in Manchester shaped the way I think about creativity. It taught us to experiment freely, to take risks and to look for ideas in unexpected places. That same mindset guides how we innovate at TRULY NUTS!
When we first started exploring the idea of flavouring Brazil nuts, plenty of people told us it was not possible. But it felt just like putting together a set. You play with new combinations, fine tune the details and keep going until everything feels right. That creative energy and the drive to push past what others think is possible, really helped us build a completely new approach to flavouring and bring our range of distinct varieties to life.
3. What was the vision behind building a processing facility in the Amazon, and how has that shaped product quality and sustainability?
Gareth Lloyd: For me, it was essential that we did not just source nuts from the Amazon. We built our entire processing operation there. By doing this, we keep more value in the region, reduce transport emissions and ensure full traceability from forest to shelf.
Operating at the source also gives us tighter control over quality. We can monitor harvesting, drying, roasting and flavouring all in a single connected process. Being on site also strengthens our commitment to sustainability. For example, we use the fallen shells from Brazil nut harvesting to power our facility, which reduces waste and provides a renewable source of energy
4. How is your commitment to donating 25% of profits making an impact in the Amazon region?
Gareth Lloyd Our Go Wild for Good pledge is far more than a message on a pack. We commit 25 percent of TRULY NUTS! profits directly to conservation and community projects across the Amazon. These contributions support reforestation work such as tree planting, training for forest rangers and long-term partnerships with local organisations.
A major part of this mission is our work with indigenous associations to strengthen sustainable harvesting practices. This protects the rainforest while creating steady and fair income for the families who rely on it. By 2026, we aim to support sixteen thousand families in the Amazon. We provide them not only with a meaningful source of income but also a global platform to sell their raw Brazil nut products.
In short, the pledge allows us to give back to the forest and the people who make everything we do possible.
5. How do your values around fair wages, women’s empowerment, and community development play out daily?
Gareth Lloyd: From the very beginning, Greg and I believed that our work in the Amazon had to go far beyond sourcing nuts. We chose to invest in people. We pay our factory teams well above the local minimum wage so they can enjoy a decent and secure standard of living.
We also place a strong focus on the empowerment of women. Across our factories and facilities, we invest in training, access to healthcare and real opportunities for career growth. Women are paid fifty percent above the minimum wage so they can run their households with confidence and independence.
Our commitment to community development is not a separate charity effort. It is built directly into our supply chain. We involve local communities in harvesting, give them a meaningful stake in the business and make sure their well-being grows as we grow. This approach allows us to create a model that strengthens families, supports the forest and builds long term stability in the region.
6. How does TRULY NUTS! ensure sustainability remains core as you scale globally?
Gareth Lloyd: Sustainability is not a single initiative for us. It is the architecture of our entire business. Scaling globally simply means scaling that impact. Because we process the nuts in the Amazon, we protect the forest by making standing trees more valuable than cleared land. This creates a direct economic incentive for conservation and helps combat deforestation at its root cause.
As we grow, we are investing in more resilient supply chains — from expanding training for indigenous harvesting groups, to improving drying and storage infrastructure so communities can command higher value for their crops. We’re also working on long-term environmental projects such as recovering degraded forest areas and expanding our biomass-energy systems so every facility we operate eventually becomes carbon neutral.
Another big focus is transparency. We select our retail and distribution partners carefully and will roll out digital traceability tools that allow consumers to see exactly where their nuts came from and understand the social and environmental impact behind each bag. Global expansion, for us, is not about adding markets — it’s about deepening our positive footprint in the Amazon while inviting the world to participate in its protection.
7. What has the reception been like in Singapore, and why is it a key market for you?
Gareth Lloyd: Singapore has been an incredibly important market for us. TRULY NUTS! is proud to be a Singaporean brand, and the demand here for functional, nutrient-dense snacks is growing rapidly. Brazil nuts resonate as a premium yet authentic choice, and the response from consumers has been overwhelmingly positive.
The fact that we harvest, roast and flavour the nuts close to the source in the Amazon and then bring them fresh to Singapore is a powerful part of our story. Consumers respond strongly to the provenance and sustainability behind the product.
We also see Singapore as a gateway to Asia. Its modern retail infrastructure, both online and in supermarkets, combined with health-conscious consumers, makes it an ideal place for us to scale and introduce TRULY NUTS! to a wider audience.
8. What are your plans for the next phase of growth, both in terms of product innovation and global expansion?
Gareth Lloyd: Looking ahead, we plan to expand our retail presence, not only in supermarkets but also in travel retail, such as airports and service stations, where demand for healthy snacks is growing.
On the product side, we will continue to innovate with new flavour varieties, explore different formats and potentially introduce co-branded offerings. We want to keep surprising people with what Brazil nuts can be.
In terms of geography, our focus is on accelerating growth in Asia, as well as in Europe, North America and other markets where consumers are increasingly choosing better-for-you, sustainably sourced snacks.
9. How do you see TRULY NUTS! fitting into the global shift toward healthier, mindful snacking, especially among families and younger consumers?
Gareth Lloyd: TRULY NUTS! sits at the crossroads of indulgence, nutrition and ingredient integrity, which is exactly what families and younger consumers are seeking today. Brazil nuts are one of the richest natural sources of selenium — a powerful antioxidant that supports immunity, thyroid function and cognitive health. With just 2-3 nuts providing the recommended daily selenium intake, it means families can meet an essential nutritional need through a delicious snack rather than a supplement pill. Our 30g snack packs are ideal for snacking on the go fitting into modern busy lifestyles.
We also see this shift toward “functional snacking” evolving beyond the snack aisle. Consumers want foods that work harder for them — and Brazil nuts fit perfectly into that lifestyle. Our range make them incredibly versatile: people sprinkle them onto breakfast bowls, chop them into salads, add them to cheese boards, or even blend them into desserts for a healthier alternative to chocolate or praline.
Younger consumers especially appreciate snacks that are minimally processed, plant-based and have a clear origin story. TRULY NUTS! delivers all three — wild-harvested, nutrient-dense and directly connected to the people and places that produce them. It’s mindful snacking with purpose.
10. What excites you most about the future of sustainable, family-friendly snacking, and what role do you see TRULY NUTS! playing?
Gareth Lloyd: What excites me most is the possibility of demonstrating that a snack brand can succeed commercially whilst having a strong social and environmental mission at its heart. TRULY NUTS! is our way of proving that a value-led business is not a niche. It can be scalable, global and profitable.
Looking ahead, I see us as more than just a snack brand. We are part of a bigger movement: snacking that restores ecosystems, supports communities and delivers real nutrition. I hope TRULY NUTS! becomes a benchmark, not only for flavoured Brazil nuts but for the impact snacking can have. We want to raise the bar for sustainability in the snack aisle and inspire other brands to think in the same way.
Truly Nuts stands out not only as a delicious, innovative snack brand but also as a powerful force for good — uplifting Amazonian communities, championing sustainability, and proving that bold ideas can transform entire industries. Currently available in the UK and Singapore, and soon expanding to North America, the Middle East, South Korea, Australia, and the rest of Europe, Truly Nuts is reshaping what responsible snacking can look like. With plans to grow its product range and take Truly Nuts global, the future is more exciting than ever. As families seek healthier, more meaningful choices, Truly Nuts offers a vision of food that nourishes both people and the planet. Learn more and explore their range of snacks at https://sg.trulynuts.com/.
