About Alara

Tasty without compromise.

You told us you wanted great taste, good stuff for your body and the planet looked after. Here it is. Delicious, sustainable, organic Alara. We think it is how food should be. Come and join us.

Alex Smith started Alara in 1975 with just £2. He is a pioneer of natural and organic food in the UK and has been actively involved in many organisations and projects promoting sustainability.

In 1975, Alex created the first recipe for muesli without added sugar. In 1988, Alara was the first cereal company in the world to be certified Organic. In 2008, we became the first food company in the UK with Zero Waste, nothing goes to landfill from our factory.

We’ve never compromised our values and these and many other ‘firsts’ are part of our commitment to creating delicious sustainable pure foods, and to inspire. If you are inspired, please share our story with your friends and family. Together we can make a difference.