RIDDIM Snacks: A Caribbean Culinary Revolution

In a world where cultural representation often falls short, entrepreneurs like Jared Spencer are breaking new ground to ensure that authenticity and diversity thrive. Spencer, the founder of the vegan snack company, RIDDIM Snacks, embarked on a mission to reshape the narrative surrounding Caribbean culture in the United Kingdom.

His journey began after completing his Master of Science in Food Science and Nutrition at the University of Nottingham and entering the commercial food industry. There, he quickly realised that while there is a growing interest in Caribbean food in the UK, the portrayal of West Indian and Caribbean culture in the UK fell short of authenticity. In 2020, the Caribbean Export Development Agency reported that the Caribbean Food Market in the UK was worth £100 million and it had risen into the top 10 food trends in the region. Caribbean people have been placing their culinary marks on the UK food industry since the 1920s but despite this, many West Indians in the region say they still see stereotypical representations of their food that don’t go beyond jerk chicken and rice and peas.

Dissatisfied with this perspective, Jared decided to create something that he thought would showcase the true vibrancy of the region. Out of this discontent, RIDDIM Snacks was born. Spencer says that It’s not just a snack company; it’s a celebration of Caribbean stories and culture, a brand that pays homage to his island home, Barbados.

The initial idea was sparked by his passion for understanding the relationship between food and health, particularly in addressing the high incidence of non-communicable diseases in the Caribbean. This later evolved into a fascination with the powerful role food plays in telling stories about culture and history. 

Harnessing Food Equity

Jared’s early memories of being excluded from traditional birthday celebrations due to food intolerances inspired him to create snacks that were not only indulgent but also inclusive. RIDDIM Snacks proudly boasts of being free from all 14 major allergens, making it accessible to a wide range of consumers, regardless of dietary restrictions.

The inception of RIDDIM Snacks was not without its challenges. Starting as a small-scale operation in his parents’ kitchen in Barbados, Jared faced the abrupt disruption caused by the COVID-19 pandemic. Despite setbacks, he persevered, eventually creating the first product – a vegan coconut punch flavoured popcorn, paying homage to nostalgic memories of drinking coconut punch from local vendors.

The journey from a home kitchen to large-scale production was daunting, but Jared’s confidence in the brand’s potential, eager investors and his vision of putting the Caribbean on the world stage drove him forward. RIDDIM Snacks are now manufactured in Ecuador, one of the largest producers of bananas and plantains, using sustainable practices. But Jared still hopes to one day bring his operation back to his home country.

RIDDIM Snacks has not only been a culinary success but also a cultural phenomenon. Jared’s commitment to authenticity has resonated with the Caribbean diaspora and a broader audience. The snacks serve as a gateway to Caribbean culture, sparking curiosity and interest among consumers who may not be familiar with the region’s diverse traditions.

Despite facing scepticism and resistance in the industry, RIDDIM Snacks has garnered recognition, winning awards like the University of Nottingham (UoN) Impact Entrepreneur of the Year award and the Great Taste Award for its Jerk BBQ Plantain Chips. These accolades affirm Jared’s belief that the brand has a place among the giants in the snacking and savoury foods category.

As RIDDIM Snacks continues to grow, Jared envisions expanding into new categories, venturing into confectionery, and increasing the company’s retail presence. Conversations with major retailers in the UK signify a potential shift in the brand’s trajectory, making it more accessible to a broader audience.

Looking ahead, Jared has ambitious plans to launch RIDDIM Snacks in Barbados, bringing the brand full circle to its place of inspiration. He emphasises the importance of staying true to oneself, especially for entrepreneurs with Caribbean-inspired products seeking international acceptance. To Jared, being a “moonshot thinker” means embracing big, bold ideas that challenge norms and defy expectations and that is exactly what his brand is doing.

RIDDIM Snacks stands as a testament to the power of authentic representation in the culinary world. Through Jared’s vision and dedication, the brand has become a symbol of pride for the Caribbean diaspora and an invitation for the world to savour the rich flavours and stories that the region has to offer. As RIDDIM Snacks continues to take bold strides, remember it’s not just a snack – it’s a cultural revolution.