Spreading joy through plant-based treats in Dublin
Rua is a Dublin-based food company bringing wholesome, plant-based joy to people’s everyday lives—one treat at a time. Known for its award-winning granola, delicious vegan cookies and inventive lactation bakes, Rua supplies independent cafés, retailers, and homes across Ireland. Founded by chef Alice Tevlin, Rua began as a simple meal prep venture and has evolved into a celebrated provider of inclusive, feel-good food made for modern lives.
From finance to food
Alice Tevlin’s life took a radical turn in 2014 when she left a career in banking to follow her passion for food. “I decided to throw my whole life away and go into food,” she jokes – but the move was deliberate and purpose-driven.
She began her journey at Ballymaloe Cookery School, where sustainability was baked into the curriculum. After stints in acclaimed kitchens like Chapter One and a few years abroad in Australia, she returned to Ireland with a vision. Initially freelancing and meal-prepping for friends, she gradually built what is now RUA – a company defined by innovation, inclusivity and values.
The COVID-19 pandemic served as an unlikely launchpad for RUA. “The product completely changed—from meals to full-on treats for cafés and consumers,” says Alice. As café culture exploded during lockdowns, RUA found its niche.
The brand pivoted to producing indulgent, plant-based bakes that customers could enjoy with their coffee or bring with them on a walk. Alice explains: “Cafés were thriving during COVID. People still wanted their little luxuries, and that’s where RUA found its moment.”
Treats without compromise
RUA currently offers eight core products, ranging from gooey brownies and peanut butter bites to cookies and granola. Most are plant-based and gluten-free, and the few that aren’t (like their signature brownie and truffle bite) are made from high-quality ingredients and designed with taste as the top priority.
The goal? Make treats accessible without compromising flavour. Alice says the motivation came from a close friend who became gluten intolerant and could no longer find anything she loved to eat. She says: “RUA is for people like her—for anyone who’s ever felt left out at the dessert counter.”
One of RUA’s standout creations is its lactation cookie, a product designed to gently support breast milk production. Made with brewer’s yeast, oats and linseed, the cookies reflect Alice’s personal journey into motherhood—and her desire to make life easier for others.
“They’re not about making millions,” she says. “It’s about accessibility. These cookies are common in Australia and the US, but they didn’t exist here. I wanted to change that.”
Late-night orders from tired new parents are a testament to their impact. Alice adds: “Those 3 am orders tell me we’re doing something right.”
Sustainability without greenwashing
Sustainability isn’t a marketing add-on at RUA; it’s part of the foundation. “I come from a family where we didn’t waste anything,” Alice explains. “Food waste is profit down the drain.”
RUA only bakes to order, ensuring nothing is left over. Wholesale deliveries go out in reusable plastic containers, which cafés return, clean, and reuse. She says: “It’s not perfect, and it requires reminders, but it works.”
Even product development is waste-conscious. Truffle bites are made from leftover brownie offcuts, while cracker bars were redesigned as energy balls to eliminate trimming waste. “Sustainability, for us, is about closing the loop”, adds Alice.
Now stocked in select SuperValu stores across Dublin and Meath, RUA is growing – carefully. But Alice is conscious of how scale could compromise the sustainability ethos.
“Growth is exciting but scary. I’m just one person. The bigger we get, the harder it is to control every part of the process,” she admits.
Retail comes with new challenges – products expiring on shelves, packaging waste, and the pressure to meet higher demand without losing sight of values.
Facing climate change, one ingredient at a time
The climate crisis isn’t abstract for small food producers like RUA. It’s very real. Alice cites chocolate as a key example: “The price has skyrocketed due to poor harvests and droughts. That’s climate change in action.”
These shifts aren’t just business challenges; they reflect a broken system. “What happens when it’s not just chocolate? What happens when the next crop fails?”
Running a values-led business is rewarding, but heavy. Alice admits to moments of climate anxiety and emotional overwhelm. She explains: “Sometimes I just have to step away from the worry and be present at home. I have a family. I can’t carry it all.”
Alice emphasises resilience and imperfection: “You can’t be perfect. But you can do your bit. That’s what RUA is all about.”
Advice for other purpose-driven businesses
Alice encourages small businesses to start where they are: “Keep it simple. Grow slowly and mindfully. Every step should be considered.”
She also points out a vital truth: sustainability makes business sense. “Less waste means lower costs. It’s not just good ethics; it’s good economics”, she says.
The focus now for RUA is on developing more delicious plant-based products and slowly expanding the brand’s retail footprint. Alice also hopes to tackle lingering challenges like sustainable packaging and finding a second life for eggshell waste – perhaps through community gardens or partnerships with pet food producers.
“Sustainability doesn’t have to be grand gestures,” she says. “Sometimes it’s just a truffle bite made from leftover brownie. Sometimes it’s making one mum’s 3 am feeding session a little sweeter.”
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