Lupii uses the overlooked lupini bean to make complete plant-protein bars, backed by a PepsiCo alumni and NY venture studio.
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See all ads on AdLibrary →Lupii was founded in 2019 in New York City by Isabelle Steichen and Allie Dempster (a former PepsiCo senior marketing manager). The brand makes protein bars from lupini beans — a legume with a complete amino acid profile and higher protein than soy. Backed by Human Ventures and raised $1M+ in early funding.
Lupii's ad strategy is built around ingredient education — most consumers don't know what a lupin bean is, so ads lead with the protein story ('more protein than soy') before asking for a purchase. Facebook and Instagram campaigns target plant-based and vegan fitness audiences. See their creative at AdLibrary.
Instagram is the primary organic and paid channel, with clean product photography and nutrition callout creative. The BIPOC-owned angle is highlighted in brand content and resonates with conscious-consumer audiences. Facebook targets 25–40 plant-based and fitness audiences with comparison creative against soy and pea protein alternatives.
Core themes: 'meet the lupin bean,' complete plant protein, clean ingredients, and women-founded brand pride. The novel ingredient angle generates genuine curiosity-clicks that lower cost per click on cold audiences.
Lupii shows how a genuinely novel ingredient can function as its own marketing hook. Curiosity-driven creative ('what is a lupin bean?') outperforms benefit-only messaging for premium DTC food brands trying to break through a crowded protein bar shelf.
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