Our Story

Thank you for choosing Emma Basic out of many choices.

We hope our products have made your life healthier and happier.

If something goes wrong, I want to hear from you ASAP and help to fix it for you. I would also love to hear from you when you think we have done right with our products. This is the best fuel for my colleagues and I the exact energy we need to carry on what we do.

Oliver

I am a mum, who has learned to read food labels over the years.

Not just food labels, but also skincare, clothing, furniture - anything that comes into direct contact with the human body, I always check the components first. We cook most meals at home, from scratch. Some of the veggies, home grown from our allotment. We never cook alone. Home cooking is not a chore but a way of spending time together. Our daughter is 12. Every moment with her is precious before she flies away from the nest of mum & dad.

Born and bred in a food manufacturer, reading labels comes naturally to me. These days, food packaging is cunningly designed. When you see an "organic" logo or a nutrition claim, it leads you to believe the product is healthy. The reality is that even organic and "nutritious" foods can contain ultra-processed ingredients (UPFs) and additives.

There are over 1,000 additives approved by EU food authorities and thousands more worldwide - Legal but harmful to us. Additives are sneaky—they can alter colours, create addictive flavours, and extend shelf life indefinitely. If you're not in the food industry—whether you're an engineer, an accountant, or even a doctor—reading food labels can be daunting .

For this reason, Emma Basic was born.

Emma Basic promises "Never Any Additives." We’ve removed additives from all our products, so you don’t have to spend 10,000 hours decoding unpronounceable ingredients.

By choosing Emma Basic, you protect yourself and your family from the thousands of additives widely used in today’s food industry.

Emma

Oliver

Thank you for choosing Emma Basic out of many choices. We hope our products have made your life healthier and happier. If something goes wrong, I want to hear from you ASAP and help to fix it for you. I would also love to hear from you when you think we have done right with our products. This is the best fuel for my colleagues and I the exact energy we need to carry on what we do.

Ran

I love travelling and enjoy delicious food & wine. I’m always looking for safe, nutritious, and yummy food. UPF, ultra processed food, it harms your health. It gives your brain instant reward, making you addicted. How to identify these UPFs and keep away from it? Additives are the signpost of UPFs. Such as emulsifiers in ice cream or MSG in curry blocks. In the EU, more than 2,000 additives are legally permitted to use. Yes, over 2000, a large number! It’s even difficult for a professional working in the food industry with a lifetime of experience to identify so many. Emma Basic, promises NEVER ANY ADDITIVES. We’ve removed the additives and harmful ingredients (such as refined oils, maltodextrins, high fructose corn syrup) for you so you don’t have to spend 10,000 hours to study it.

James

Working in a clean-label food company is NOT easy! Diet Coke and Schweppes had been my favourites for many years. Now I’ve learned artificial sweeteners E951 in Diet Coke and E955 in tonic water could dampen the immune response. Although I’ve made my decision to quit both, being blood type B-, I am forgetful. Whenever I accidentally buy a bottle of the above, l get a shout from one of the extremists in the team! Guess which one.

Nancy

Raised in a health-conscious home, I learned early on to avoid chemicals. I still remember my mum picking the bug-bitten veggies at the market, less pretty, but likely with fewer pesticides. Now, I choose natural or minimally processed foods for my family and steer clear of long ingredient lists full of additives. We take the same approach in our products development. Our team reviews every ingredient and sub-ingredients. Additives and ultra-processed bits? Out! We do it to protect the wellbeing of like-minded shoppers.

Angus

I’ve played tennis all through school, but I love football and cricket too. Good food is key to performing well in any sport. I’m a massive foodie and love getting creative in the kitchen. Whether I’m firing up the grill or making sourdough pizza from scratch, clean ingredients is where the magic happens. My enthusiasm for health and cooking reflects the heart of what Emma Basic stands for— clean, delicious, simple food Being part of a team that champions better food and healthier lifestyles? That’s what gets me out of bed every morning.

Ling

Human beings are drowning in plastic pollution. Birds and fish are dying because of plastic. As a buyer, I DO NOT like to see plastic. Inspire me with your creative and sustainable packages. If you have a sustainable product that matches our values, I would love to hear from you. Ling

Itsuro

I was born and raised in Japan. After a lifetime in the food industry, I only recently began checking food labels. My dulled taste is finally returning. Cutting additives and UPFs while boosting fiber to 30g daily has transformed my gut health—I feel younger than ever!

Callum

Running is addictive. I enjoy the challenge of beating my personal best! Running a marathon takes focus, resilience, and commitment. On top of that, diet plays a vital role in marathon training. To my surprise, I have learned that sesame seeds are high in fibre and a great source of protein. Emma Basic Sesame Seeds are roasted, healthy and delicious, my favourite product!