Behind the Brand: New Grounds Food

When it comes to sourcing, we think long and hard about whom we’re buying from, what they stand for, and the quality of the items they’re selling us.  We work with companies that we’re proud to be associated with.  A lot of those companies, like us, are locally based.  Because we love them – and think you will too – we want you to meet them!

Over the next few months, we’ll be introducing you to some of the local companies we work with in our Behind The Brands series.

September 10, 2014- Johnny Fayad and Ali Kothari, DSMB'17 are the co-founders of New Grounds Food and will be launching a kickstarted campaign to help get their Coffeebar, an all natural energy bar with a full cup of fair trade coffee, off and running.

Johnny Fayad and Ali Kothari, DSMB’17 are the co-founders of New Grounds Food.

With countless snack bars on the market, our standards for bars are extremely high.  Like everything at Thirst, all the bars we sell are gluten-free and vegan.  Additionally, we look for bars that aren’t just tasty and healthful, but that have something special about them – they’re locally created, a unique concept, or especially delicious.  New Grounds Food Coffee bars check all those boxes.  Created by Johnny Fayad and Ali Kothari during their freshman year at Northeastern (!) and containing a full cup of organic, fair-trade coffee in every bar, Coffee Bars stand out in a crowded field.

Johnny took the time to answer a few questions about what makes New Ground Food Coffee Bars special.

Where did the idea for New Grounds Food come from?

After running late to our 8am classes freshmen year at Northeastern, my co-founder and I never had time for breakfast and coffee in the morning and wanted a quick way to get our boost without sacrificing nutrition. We would joke around asking “Why can’t we just eat our coffee?”, and eventually had the thought of actually creating a way to do it. We started making some and tested the recipes out on friends and family and it started taking off from there!

Tell us a little bit about the founders. How do you know each other? Have you always been entrepreneurs? Food/coffee lovers?

Ali and I met during our freshmen year at Northeastern in Peggy O’Kelly’s 8am Financial Accounting class where we would occasionally find ourselves coming in around 8:05am without our morning cup of coffee! I’m not sure if I’d say we were always entrepreneurs but we always enjoyed making things and solving problems. Food and coffee are definitely a big part of our lives! We don’t exclusively hold ourselves to eating coffee, but also enjoy a nice pour over at a local coffee shop.

There are a lot of “healthful” bars out there these days. What makes yours unique?

There’s a full cup of real coffee in every bar! We want to provide people with clean and simple foods to keep them energized for all of life’s adventures and we thought eating coffee would be a tasty and nutritious way to make that happen.


Does New Grounds Food have a mission? If so, what is it?

Ya! Our mission, as I briefly mentioned is to provide people with clean and simple foods to keep them energized for all of life’s adventures. This means keeping our products free of ingredients we wouldn’t want to eat by themselves, or another way we like to say, “using ingredients found in a pantry, not a laboratory”.

Anything else we should know or that you’d like to share?

Make sure to keep a lookout for awesome places like Thirst Juice for your chance to eat your coffee! And if you want to follow along, check us out on social media @NewGroundsFood to explore new grounds with us!

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