Clara Latham - Deeply: filling the fibre gap

In this episode of the Food Talk Show, host Ollie Lloyd talks to Clara Latham about creating category-smashing start-ups and her new venture, Deeply.

Clara Latham has built her career in some quite radical startups, including Bounce protein balls and Seedlip non-alcoholic spirits. Today, she is focused on what she sees as the most significant consumer health gap: fibre. Like protein 15–20 years ago, fibre is a fundamental but neglected macronutrient: over 90% of people don’t hit the ~30g daily target, and one in three struggle with gut issues at any given time.

Clara argues that fixing fibre intake is a problem worth addressing. She argues that boosting the intake of prebiotic fibres will ultimately support digestion, immunity, mood, energy, and long-term disease risk. Deeply is her answer: a simple, delicious, routine-friendly way to “close the fibre gap.” The product is a ready-to-drink, smoothie-like prebiotic fibre shot made from whole fruits and vegetables (no concentrates, preservatives or added junk) delivering 7.5g fibre per serving—about 25% of a day’s need. It comes in approachable flavours (e.g., carrot-ginger-turmeric; kiwi-spinach-seaweed) as single grab-and-go shots for retail and a seven-measure aluminium bottle for subscriptions. The big idea is changing habits: the bottle is designed to live in the fridge door, so you take your dose at the start of the day. If a health product isn’t effortless and enjoyable, people won’t take it daily. Deeply is built to be both.

Strategically, Clara applies the “halo, then scale” playbook she honed at Seedlip. In early years, you win with narrow-and-deep distribution and high-influence advocates (e.g., Whole Foods, members’ clubs, premium cafés, best-in-class retailers) to build credibility, trial, and education. Clara believes that expanding too soon leads to low awareness, a poor rate of sales, and delistings that are hard to reverse. Category creation requires patience, education, and roots before shoots—think bamboo that grows underground for years, then suddenly rises.

Looking forward, Clara expects “fibre-called-out” claims to proliferate across foods, just as protein did. But this isn't perceived to be a problem as Deeply is clear on what it can offer. A simple way to hit your fibre goal and that is a win, because when fibre goes up, the gut thrives, and when the gut thrives, everything else tends to follow.