June 30th, 2025
The Wonky Way
In the global fight against food waste, creative solutions are not just helpful, they’re essential. One of the most inspiring examples of innovation in this space comes from Flawsome!, a B Corp-certified UK-based juice company on a mission to turn the “imperfect” into something extraordinary. Their unique approach transforms misshapen, surplus or “wonky” fruits – those typically rejected by supermarkets, into delicious, cold-pressed juices and health shots.
By making sustainability both accessible and appealing, Flawsome! is challenging how we define quality and pushes the conversation forward about what truly makes food valuable.
From orchard roots to global impact
From their humble roots picking apples in their nan’s orchard, founders Maciek and Karina saw first had that the “perfect produce” did not exist, and learnt the value of the forms nature had intended. Seeing great produce like this being rejected by supermarkets in its millions of tons every year, they knew something had to change and so Flawsome! was born.
Supermarkets will reject produce for simple aesthetic reasons such as being too small, too lumpy or too oddly shaped. However, these features contribute nothing to the taste, quality or nutritional value. Meaning that perfectly edible produce is in need of rescue from waste at a staggering scale.
Juice with purpose
At the core of Flawsome!’s mission is a radical commitment to fighting food waste at its source. Instead of relying on leftover supermarket stock, Flawsome! partners directly with local farmers. This approach allows them to intercept “wonky” produce at the point of harvest, before it’s ever discarded. This approach not only reduces greenhouse gas emissions associated with rotting food but also helps farmers earn fair income from produce that would normally be discarded.
To date, Flawsome! has saved an incredible 70 million pieces of fruit, with a bold goal to prevent 20,000 tonnes of waste by 2026. Every bottle they produce is a small act of defiance against the global food waste crisis, and proof that sustainability can be scalable.
Dressed to impress
Flawsome!’s commitment to sustainability doesn’t stop at the juice itself. The brand has embedded environmental consciousness into every part of its business. All packaging is 100% recyclable, and their operations are officially carbon positive, meaning they offset more carbon emissions than they produce.
Flawsome!’s product range, featuring sparkling juices, functional health shots, and no-sugar-added beverages, is made without preservatives or artificial ingredients. Clean, ethical and refreshingly bold, every drink is crafted to let the natural flavour of the rescued fruit shine through.
The power of ‘Wonky’
More than just a clever name or branding angle, the “wonky” ethos is central to Flawsome!’s identity. The brand is on a mission to redefine perfection in the food industry, making it clear that quality has nothing to do with appearances.
In a world where nearly a third of all food is wasted for cosmetic standards, Flawsome! offers a delicious solution. Their drinks are not only good for the planet, they’re also a tangible reminder that small, conscious choices, like your choice of juice, can contribute to real, positive change.
Better choices all round
Flawsome! is more than a juice brand. It’s a movement, a mindset and a delicious, brightly colored revolution against food waste.
As consumers, we hold immense power in our daily choices. By reaching for a Flawsome! drink, you’re not just quenching your thirst, you’re standing up for a more sustainable food system. Helping farmers thrive, reducing waste and proving that great things come in all sorts of shapes and sizes.
Lucky for us, Flawsome is here to make sure no produce that is wonky, misshapen or in any way outside of the traditional aesthetic standards, can’t become something delicious!
Written by Jessica Marwood, Writer.
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