Behind the Brand
UNiTE Food was founded by Clara Paye, a first-generation immigrant and former executive at a global plumbing manufacturing company. While working her corporate job, Clara would often find herself relying on protein bars due to lack of time. She always had some on her desk, but she never actually enjoyed the taste of the bars; she always considered them as “fuel” rather than a treat. No matter which brand she chose, Clara realized that all protein bars came in the same flavors: vanilla, chocolate, and chocolate peanut butter. There were no flavors that signaled comfort and nostalgia for Clara and her diverse, cultural friends. Not seeing herself represented in the protein bar aisle, Clara set out to shake up the status quo.
Clara started out by visiting ethnic grocery stores in her local neighborhood to observe which flavors people enjoyed. She also revisited her old childhood memories and reflected on what flavors felt near and dear to her heart. Having identified Churro, Mexican Hot Chocolate, and PB & Jelly as the first 3 UNiTE flavors, Clara worked tirelessly to bring her protein bars to life. She’s on a mission to create nostalgic flavors that represent real people and real places, inviting everyone to have a seat at her wellness table.