JUBL
- Type
- Food & Ingredient Manufacturer
- Location
- Amsterdam, Netherlands
- Industries
- Food ingredients & products, Food reformulation, Direct to consumer, Out-of-home, Alternative proteins
- Domains
- Processed food products, Ingredients, Plant based primary products, Chickpeas, Confectionery & snacks, Cocoa & chocolate, Sunflower, Functional food & beverages
- Technologies
- Other technologies
About JUBL
JUBL Foods B.V. is a Dutch food brand focused on healthier sweet spreads. The company was founded by Isil Dijkstra, who describes JUBL as the result of combining her experience as a food professional with her motivation as a mother to make better everyday choices easier for families.
JUBL positions itself around making a more nutritious treat that still tastes good and is easy to use in daily life. Its messaging emphasizes that healthier eating should not feel complicated or like a compromise, and that products should be both appealing and practical for consumers and foodservice users.
The brand appears to serve households as well as institutional buyers such as childcare, schools, catering, and care organizations, with a particular fit for settings that need a convenient, broadly acceptable spread option.
Core Values
- Healthier everyday choices: JUBL’s core mission is to make better food choices easier to choose every day, especially in environments where children are offered many less healthy alternatives.
- Taste without compromise: The brand stresses that nutritious products can still be enjoyable and that healthier options should also be genuinely delicious.
- Practical simplicity: JUBL highlights convenience through shelf-stable packaging, easy spreading, and formats suited to both home and institutional use.
- Inclusivity and accessibility: The product is positioned as suitable for a wide range of users, including those avoiding several common allergens.
Unique Aspects
- Founder-led mission: JUBL was created by Isil Dijkstra after she became more focused on children’s nutrition and saw a gap between healthy intentions and the food choices available in everyday settings.
- Foodservice-friendly positioning: The brand explicitly targets BSO’s, childcare, schools, catering, and care institutions, not just retail consumers.
- Allergen-conscious formulation: The product is presented as free from gluten, nuts, peanuts, lactose, soy, and sesame, which broadens its suitability in shared-use environments.
- Bulk format for group use: The 1.25 kg pack is specifically offered for larger households and group settings, showing a practical focus on volume users.