Jeni Britton Built a $125 Million Ice Cream Brand. Her Next Bet Just Landed at Starbucks

Less than two years after launching online, Floura Fiber bars head into retail.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Jeni Britton. Illustration: Inc.; Photos: Getty Images; Adobe Stock; Courtesy Floura

More than three years ago, Jeni Britton made a major bet on fiber. The carbohydrate became the engine behind her second act as an founder. Now, the rest of the consumer space is finally catching up to her better-for-you vision.

The serial entrepreneur, who stepped away from day-to-day operations of her eponymous ice cream empire, Jeni’s Splendid Ice Creams seven years ago, just scored her first major retail partner for new startup, Floura Fiber. The fiber bar brand, which Britton started developing in 2023 and launched direct-to-consumer in January 2025, will be expanding into Starbucks nationwide. The coffee chain, which has more than 16,000 locations across the country, will start stocking the blueberry matcha flavor today, giving the upstart consumer packaged goods brand an enviable perch—and a major........

© Inc.com