Introducing the latest profile in our London Life series. Amrit Hathiramani reveals the story behind recently launched Earlybirds, its sustainability mission and the breakfast revolution.
What are you working on at the moment?
My team and I have just launched Earlybirds – a super disruptive company with the mission of redefining breakfast for the modern consumer. The first product range is a selection of natural, plant-based breakfast meal replacement drinks. We’re also really excited about launching in a compostable bottle made entirely from sugarcane (a first of its kind in the UK). Our Earlybirds range has just launched in a major supermarket chain this month.
My home is between St Johns Wood (in London) and Lagos (in Nigeria where my family lives). I love St Johns Wood because for somewhere quite central it’s very residential and green with Regent’s Park right next door.
Recommend your favourite London spot?
To drink: The Elgin (Ladbroke Grove, relaxed vibe near the office) or The Window Castle (Baker Street, great for watching the football)
To eat: Arrange, a fantastic Korean BBQ joint.
To go out: It has to be Soho House Greek Street for late night fun.
How do you switch off?
For me there’s no better way to relax away from work than spending time with friends; whether that’s socialising at the pub/restaurants, playing football or going to the gym.
What’s the biggest change you’ve seen in London over the past 10 years?
The weather! Summer seems to start later and end later. It’s definitely getting warmer and it might just be me, but winter seems to be getting colder as well.
If you had the power to change one thing about London, what would it be?
I’m a bit of a futurist and believe in a world where all cars are electric, autonomous and shared. This should hugely reduce both congestion and pollution in the cities. I don’t think everyone is open to the idea of cycling, but electric scooters are awesome to ride, and I think for relatively short distance journeys within congested cities they could help alleviate congestion on both the roads and trains.
What does the future hold for you?
Our vision for Earlybirds is to redefine breakfast. It’s an occasion that hasn’t kept up with the times and we see a massive opportunity to position ourselves within the morning routine as a healthy and sustainable food and beverage choice. We’ve got some really cool innovations for the breakfast market on the way and we’ll be taking them across Europe within the next 12 months.