Startup CPG Newswire:
Introducing Emtru – The Brand Releasing Granola from the Cereal Bowl
PRESS RELEASE — NEWS PROVIDED BY Silvana Marzuca for Emtru
MIAMI, FL (SEPTEMBER 2026) — Granola has long been associated with the breakfast bowl. Emtru, a woman-owned granola brand founded by sisters Alex and Silvana, is launching with a different idea: granola designed to be eaten anywhere, anytime.
The line debuts with three flavors, each created to go beyond breakfast: Muy Maple (maple, pecan, and cinnamon), the brand’s original recipe; Hot Honey (chili and honey), made to double as a topping for salads or even a breading; and Xocolate (dark chocolate and butter), a Mexican-inspired take rich enough to enjoy on its own as a snack. Each bag retails for $11.99.
The recipe didn’t start as a pitch deck. About five years ago, co-founder Alex got tired of choosing between granola that was clean and granola that actually tasted like something, so she started making her own in her kitchen, inspired by the Mexican flavors she and Silvana grew up with. For years, it stayed a family recipe—until friends started asking for a bag of their own.
“It was just for us at first. Our family was eating it, and that was enough,” said Alex, co-founder of Emtru, a Cordon Bleu Grand Diplôme-trained chef and health coach. “Then friends started asking for it, and that’s when we realized it wasn’t just ours to keep.”
That same standard continues to shape Emtru today: never put something on a shelf they wouldn’t eat themselves. The line is kosher-certified, high in fiber, made without seed oils, refined sugar, or artificial ingredients, and built around ingredients the sisters wanted in their own pantry. Silvana, who holds a degree in business and hospitality, ultimately left her job to bring the five-year-old family recipe to market and now leads Emtru’s operations and retail strategy full-time.
“Cravable enough to snack on, clean enough to trust, different enough that it doesn’t belong only at breakfast,” said Silvana, co-founder of Emtru. “Five years in our own kitchen, and we still only launched it once we couldn’t stop eating it ourselves.”
Emtru launches October 9 at Pop Up Grocer in New York City and online nationwide at emtrufoods.com, followed by a wider rollout this fall at retail partners in Miami and Palm Beach, to be announced.
For more information, visit emtrufoods.com or follow @eat.emtru on Instagram, where the brand will share recipes and ways to enjoy its granola beyond breakfast.
About Emtru
Emtru is a woman-owned brand founded by sisters Alexa and Silvana, creating Mexican-inspired granola with bold flavors and a fresh take on a familiar pantry staple. Made without gluten, glyphosate, cane or refined sugar, artificial flavors or preservatives, seed oils, or GMOs, Emtru reimagines granola through unexpected flavor combinations—Muy Maple, Hot Honey, and Xocolate—each priced at $11.99. Designed to go beyond breakfast, Emtru can be enjoyed as a snack, topping, or part of a meal. Emtru launches October 9 nationwide online at emtrufoods.com and at Pop Up Grocer in New York City, followed by retail launches in Miami and Palm Beach.
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