A story of determination, love, and making the world safer for people with allergies

Born from Necessity

I recently had the pleasure of sitting beside a remarkable young couple at an event. What began as casual conversation quickly captivated me - a story of entrepreneurship, resilience and purpose that started at a kitchen table when Julianne Ponan was just 22 years old. By 34, she had transformed that humble beginning into a multinational, multi-million-pound food brand that's changing lives.

Julianne's journey with Creative Nature wasn't merely about building a business. For her, it was deeply personal. Diagnosed with severe allergies at just two years old, Julianne has lived her entire life navigating a world where food choices could be potentially fatal.

"From that moment, food was no longer just a meal," Julianne reflected. "It was a time when my life could end if I wasn't careful about what I ate, or what others around me fed me."

Her list of allergies is extensive - peanuts, tree nuts, sesame, chickpeas, lentils, buckwheat, coconut, certain medications, and even specific colognes. This reality meant that treats most of us take for granted were off-limits for Julianne. So she decided to create her own.

Understanding Anaphylaxis: When Allergies Become Life-Threatening

What makes allergies like Julianne's so dangerous is the risk of anaphylaxis, a severe and potentially life-threatening allergic reaction that can occur within minutes of exposure to an allergen. When the body's immune system mistakenly identifies a food or substance as a threat, it triggers a sudden release of chemicals.

The symptoms - often referred to as the ABC symptoms - affect the Airway (swelling in the throat, tongue or upper airways, hoarse voice, difficulty swallowing), Breathing (sudden wheezing, breathing difficulty, noisy breathing), and Circulation (dizziness, feeling faint, sudden sleepiness, confusion, pale clammy skin, loss of consciousness). Without prompt medical intervention, anaphylaxis can be fatal.

For the estimated two children in every classroom in the UK with food allergies - a number that continues to rise - this is a daily reality that affects everything from school lunches to birthday parties.

Julianne's life-altering relationship with allergies began when she was just two years old. While at nursery school, she was offered a cookie. "I took one bite and within minutes my body began shutting down," Julianne recalls. "I collapsed unconscious and was rushed to hospital in an ambulance.

That terrifying day was when my parents discovered I had severe allergies capable of triggering anaphylaxis." This traumatic childhood experience left an indelible mark on the family, transforming mealtimes from moments of joy into potential dangers. This reality meant that treats most of us take for granted were off-limits for Julianne. So she decided to create her own.

The First Steps: Experimenting at the Kitchen Table

The journey began in 2012 with Julianne's quest to create allergy-friendly treats that didn't compromise on taste. Her first product - a mulberry muffin mix - was born from her desire for a sweet treat that wouldn't trigger her allergies.

With her boyfriend Matt by her side, Julianne began experimenting with safe ingredients, determined to create products free from the top 14 allergens but still delicious enough for anyone to enjoy. Their early creations included what would become one of their signature products - the Berry Blend Bar - which remains in their lineup today.

Facing the Dragons: A Pivotal Moment

By 2017, Creative Nature had grown enough to catch the attention of BBC's Dragon's Den producers. At just 28 years old, Julianne found herself pitching to five formidable investors: Peter Jones, Deborah Meaden, Jenny Campbell, Tej Lalvani, and Touker Suleyman.

Julianne and Matt pitching their passion to the Dragons

"I was terrified and excited all at the same time," Julianne remembers. "It truly was an amazing experience."

The Dragons sampled Creative Nature's allergen-free snack bars in Apple Pie, Salted Caramel, and Goji Goodness flavours. By now, the company had three core product ranges: free-from snack bars, nutrient-rich superfoods, and organic baking mixes, which avoided all 14 top allergens.

Even more impressively, their products were already stocked in Lloyds Pharmacy, TK Maxx, Asda, and Ocado, with an agreement to sell snack bars across 2,300 Co-op stores. Deborah Meaden offered £75,000 for 20% of the business (originally 25%) – a significant moment for the young entrepreneur. But in a bold decision, Julianne declined the offer after the show.

"I felt the business valuation given in the Den was less than favourable," she explains. "I had come from a finance background, and after giving it some deep thought, I turned down the Dragon's offer, believing in my heart I could find the capital another way." Her instinct proved right. Through seed funding, just one year later, Creative Nature raised over £500,000 at a £6million post valuation.

Navigating the Media Storm

The Dragon's Den appearance catapulted Creative Nature into the public eye, bringing both opportunities and challenges. "In terms of the PR, it was an amazing experience," Julianne recalls. "So many people knew about our products, which was fantastic. Our website crashed due to so many people researching us."

But the sudden exposure also brought unexpected pressures. "Something we weren't prepared for was the number of people we had pursuing us," Julianne says.

This is where a crucial decision proved invaluable - hiring Scott Media, led by Fiona Scott, to handle their media relations. "We were inexperienced in dealing with the media. Fiona took care of all our media relations, helping us make the right decisions and speak to the right people."

Fiona, an experienced journalist and previous TV producer, shielded the young entrepreneurs from trolls and helped them navigate their newfound public profile. Six years later, Creative Nature still works with Scott Media - a testament to the importance of professional PR support when a business steps into the spotlight.

Opening the London Stock Exchange after clinching the prestigious FSB National Award

The Uphill Climb: Battling Prejudice and Doubt

Not every challenge was financial. As a young female entrepreneur in a male-dominated industry, Julianne faced both sexism and racism. "One of the hardest challenges was not being taken seriously," Julianne recounts. "Being called a little girl and told I wouldn't be able to launch a new food product to market with just two people."

At trade shows, she was often dismissed: "I was told, you can't be the owner or the CEO. Time and again I was put down and comments like these were made to me. "These moments could have deterred a less determined spirit, but Julianne persevered, with Matt consistently by her side, reminding her of the dream she had when they started. "Matt has been my rock," Julianne says with warmth in her voice. "He has always believed in me and supported me 100%. I feel blessed to have a partner as special as Matt."

This partnership has been crucial to Creative Nature's success. As CEO, Julianne leads the company vision, while Matt, a creative writer by profession, oversees all development and operations as Head of Operations and New Product Development Manager. Together, they've weathered storms that would have sunk many other start-ups.

The Forklift Saga: When Determination Knows No Bounds

The path to success was paved with unexpected obstacles. One particularly memorable incident involved a supermarket order that nearly fell through because of logistics. After weeks of 16-hour days preparing for a major delivery, Julianne, Matt, and their support network of family and friends were ready with pallets of products. But when the Arctic lorry arrived, they discovered a critical oversight. The huge lorry had no tail lift - and neither they nor the driver had a forklift to load the goods.

The supermarket informed them they were responsible for loading the truck and gave them an ultimatum: find a solution or face hefty fines and lose their hard-won shelf space. The couple frantically searched for a local business with a forklift they could borrow, eventually finding one at a nearby tile shop - but it couldn't be taken on the road.

What followed was a scene of pure determination that would have deterred most entrepreneurs. Matt loaded ten pallets - each weighing a staggering 800 kilograms - onto a pump truck one at a time. Then, with extraordinary effort, he physically pulled each heavy pallet down the high street to where the forklift waited. Back and forth Matt went, one massive load after another, straining and pulling with all his might under the weight that would challenge even industrial equipment.

The spectacle was so unusual that local police stopped traffic to ensure safety as Matt continued his Herculean journey along the busy road. The lorry driver, impressed by this display of commitment, patiently waited while Matt completed his remarkable feat of strength and persistence. Against all odds, they made the delivery schedule, preserving their supermarket relationship and demonstrating the lengths they would go to make their business succeed.

"How lucky I have been to experience this adventure with a good man by my side," Julianne reflects. "There have been times when I've felt I had nothing left, but Matt never gave up, even when I felt like I could."

Experience Creative Nature's award-winning snacks at 30,000 feet on Virgin Flights

Taking Flight: Creative Nature Goes Global

One of the couple's proudest achievements has been getting their snacks onto airlines - a particularly meaningful accomplishment for Julianne. "Seeing my product on board an airline never gets old," she says. "It's a good feeling to know our snacks are onboard planes. People around the world are being impacted by being able to eat allergen-free snacks while onboard."

Creative Nature has successfully launched its allergy-safe snacks across five major airlines: Iberia, Virgin Atlantic, Norwegian Airways, Austrian Air, and a major Asian carrier, with two more set to come onboard this summer. The emotional impact of this achievement is profound for Julianne. On the same day as our final interview for this article, she shared a powerful moment: "Today I saw my food product onboard a Virgin Atlantic aeroplane. You can't even imagine what an incredible feeling that is."

For people with severe allergies, air travel presents unique dangers. At 35,000 feet, medical help is limited, and the confined space means potential exposure to allergens is heightened. Even something as innocent as someone who has eaten a mouthful of peanuts, then innocently touching a seat, which Julianne then touches, could be fatal for her and others with the same condition. Julianne herself has experienced being refused boarding because of her allergies - a humiliating experience she doesn't want others to endure.

"I'm an advocate for making airline travel more inclusive," she explains, noting the irony that smoking is banned on flights worldwide, yet potentially fatal allergens can still be freely consumed.

Beyond Business: Making a Difference in Lives

For Julianne, the most rewarding aspect is the impact her food products have on others. "It's about making an impact on people's lives," she says. "What's amazing is seeing a child or a person pick up your product in a supermarket, or write to you and say 'thank you so much, I've been able to have birthday cake for the first time or chocolate cake, carrot cake or whatever the food might be.'"

One particularly moving encounter stands out. At the Allergy and Free From Show in London, a 12-year-old boy (Julianne believes his name may have been Modernity) queued for an hour with his parents to meet her. For a school project about personal role models, he had created a statue of Julianne and brought it with him. The artwork even included Julianne's dog, Gimli. Modernity explained that the assignment was to propose a role model for his town to look up to, and he had chosen Julianne.

"This young boy created a statue of me. I couldn't believe it," Julianne recalls, still moved by the memory. "He chose me because of his own allergies - I showed him they didn't have to hold him back, he said." The moment brought her to tears, a powerful reminder of why she started Creative Nature.

A Milestone Timeline: From Kitchen to Global Brand

Julianne's entrepreneurial journey reads like a masterclass in perseverance:

• 2012 - Aged 22, Julianne began experimenting at her kitchen table

• 2015 - Aged 26, Creative Nature launched into Ocado & Tesco's

• 2016 - Aged 27, launched into Asda and TK Maxx

• 2017 - Aged 28, stocked at Sainsbury's & appeared on Dragon's Den

• 2018 - Raised £500,000 via Seed Funding

• 2020 - Named as one of Forbes' 30 Under 30s

• 2023 - Awarded an MBE

• 2024 - Launched onto 5 major airlines

• 2025 - Planning the launch of a new product line for children

Lessons from the Journey: Advice for Aspiring Entrepreneurs

Reflecting on her journey, Julianne offers valuable insights for others looking to follow in her footsteps:

• Start Small: "One of the biggest pieces of advice for people who want to be an entrepreneur is to start small. If it's a food product, start your journey from a small market stall or from your kitchen table, as I did. Learn your craft, experiment. You'll get better at what you do, you'll become more confident, and things will start to grow."

• Overcome Perfectionism: "Looking back, I see now we deliberated for too long in certain areas. I recall packaging was one of these areas. I kept thinking I wanted it to be perfect. Had I not deliberated, perhaps wanting to achieve absolute perfectionism, we could have launched our product faster."

• Take Consistent Steps: "10,000 steps taken every day works out to around 66 marathons in one year. It's about incremental steps, taken consistently. Then watch the compound effects of your efforts."

• Own Your Decisions: "Once you make a decision, move forward and keep moving forward, carving out your future. It's all about owning the decisions you make and then executing those decisions as you continually move in a forward direction."

• Battle Imposter Syndrome: "Perhaps the thing I would have done differently is I would have worked on being more confident from the start. Having confidence in yourself, your ability and in your product line is so important. Still today there are moments I suffer from imposter syndrome."

Julianne delivering a captivating TEDx Talk

Educating and Advocating

Julianne's mission extends far beyond selling products. She has become a powerful advocate for allergy awareness and education. Her TEDx talk, provocatively titled "Would you eat food labelled 'may contain glass'?", has garnered over 80,000 views and brings crucial visibility to the daily anxiety and challenges faced by those with severe allergies and food intolerances.

The talk's title poses a stark question that helps those without allergies understand the gravity of food choices for people with severe allergies - highlighting how "may contain nuts" labels carry the same potential consequences as glass fragments would for anyone else.

In recognition of her advocacy work, Julianne was recently appointed as the first Medic Alert ambassador in the charity's 65-year history - a testament to her impact in raising awareness about severe allergies and the importance of medical identification in emergencies.

The Top 14 Allergens: A Global Challenge

Creative Nature's mission addresses a significant public health issue. Under UK and EU regulations, food businesses must provide information about any of these 14 allergens when used as ingredients:

1. Cereals containing gluten (including wheat)

2. Crustaceans (crab, lobster, prawns)

3. Eggs

4. Fish

5. Peanuts

6. Soybeans

7. Milk

8. Tree nuts (almonds, hazelnuts, walnuts, etc.)

9. Celery

10. Mustard

11. Sesame

12. Sulphur dioxide and sulphites

13. Lupin

14. Molluscs (mussels, oysters, squid)

By creating products free from these, which are considered the top 14 allergens, Creative Nature offers safe options for people with multiple allergies and food intolerances who often find their food choices severely restricted.

Looking to the Future: The Next Chapter

Today, Creative Nature continues to grow. The company has recently launched its pancake & waffle mix in Tesco just in time for Pancake Day and is preparing to introduce a new product line specifically designed for children.

Julianne's business acumen has driven international expansion into 16 countries, including the UAE, transforming what began as a kitchen table experiment into a global brand. She and Matt, now happily married, lead a growing team and are actively expanding their workforce. If you're passionate about making a difference in the allergy-free food sector, Matt welcomes CV submissions at [email protected].

What began with just the two of them has blossomed into a thriving business with a clear mission. "It makes me feel like I'm making a difference to know people who have the same condition as me don't have to worry when they eat our products," Julianne says.

"For me, it's about knowing that someday I won't be here, but the food our company has produced will leave a legacy - people will remember us for making things a little better for people with food allergies and intolerances."

Julianne credits much of her success to the support network she's built around her. "We are blessed with an exceptional team that feels like family. Fiona, our PR consultant from Scott Media has been our media guardian angel from day one - always ready with strategic guidance and a steady hand when we need it most."

The dynamic Scott Media Team

For media inquiries about Creative Nature's journey, Fiona Scott can be reached at [email protected] or by phone on 07789 270 030. For businesses looking to enhance their media presence: The No BS Media Summit 2026 provides an opportunity to learn directly from national journalists and PR experts. Available as a one or two-day booking in Nov. 2026. Find out more here

Julianne and Matt celebrating their journey together today

Julianne also values the entrepreneurial communities that have nurtured her growth. "I've met many fascinating and wonderful people along the way and we continue to support each other. I'm surrounded by other entrepreneurs in the Virgin startup network, the Goldman Sachs program, and the Ernst and Young programme. All these people have been incredible and I've been able to learn so much. I wish there were more accelerated programs like this for business founders."

From a kitchen table experiment to international success, Julianne and Matt's journey with Creative Nature exemplifies what can be achieved with determination, purpose, and unwavering belief. Their story isn't just about building a business - it's about creating a world where everyone can enjoy food without fear, one delicious, allergen-free treat at a time.