We're taking a 3 step approach of measuring, offsetting and ultimately trying to reduce our impact on the planet.

Step 1: Measuring our Carbon Footprint

In 2021, we gained Carbon Neutral status, working with Climate Partner to calculate and offset our total impact across both Misfits HQ and our wider operations making, packing and delivering our delicious products to you.

For products, we measure their entire lifecycle all the way from sourcing materials through to production and distribution to the point of you eating your bar and disposing of the packaging. We then account for how much of each product is sold each year to understand the overall impacts our products have. For our HQ and team carbon footprint we measure employee commuting, energy used to power our office, energy used for home-working, business travel, purchase of electrical goods such as laptops and computers and paper usage. We collect the data in house, then work with Climate Partner to translate that into CO2 emissions.

Below you can see the proportion of different activities on our overall carbon footprint for 2020.

In 2021, our US and Global sales grew which meant an increase in the proportional impact of transport (distribution + storage). Below you can see the proportion of different activities on our overall carbon footprint for 2021.


Step 2: Offsetting to achieve Carbon Neutral

We have tracked our impact back to the beginning of 2020, when we first launched our protein bars, and offset the equivalent emissions via Climate Partner. If you’re new to carbon offsetting, here’s how it works. Each project compensates for carbon emissions through, for example, afforestation efforts and the expansion of renewable energies. Independent organisations monitor the precise amounts of carbon saved, which are then sold in the form of CO2 reduction certificates (or offsets), which in turn finance the project. Projects that can be carried out without this financial support are not recognised as a carbon offset project.

You can read more about the projects we've supported with our offsets so far here. https://fpm.climatepartner.com/tracking/16288-2110-1001/en

We will continue to measure and offset our footprint annually at a product and company level, going forwards.

Step 3: Reducing our impact

Measuring and Offsetting is a great start and it’s more than a lot of companies do, but we know it's not enough. To slow climate change and protect our planet, we all need to significantly reduce our overall impact. By measuring our impact across the total business, we’re able to identify hot spots and focus areas to improve.

  • Distribution and Storage

We’re focussing on improvements to the biggest chunk of our pie first - and Transport is a biggie.

In 2021 we sold over 5 million vegan protein bars and shipped 170,000 orders to 99 different countries! We love seeing people enjoy our protein bars all over the world, but getting those bars from us to you takes quite some transporting.

As we grow in different territories around the world, we’re expanding our operations to better serve specific territories. For example, at the end of 2021 we set up a second warehouse facility in the US, to serve all US orders. This means we can ship stock in bulk by sea, which is then stored ready to send out orders domestically meaning less impact on the planet and quicker and cheaper shipping to our customers. This move reduces the relative footprint of our transport by around 66%.

  • Packaging

Whilst packaging accounts for a relatively small portion of our carbon footprint, we all know that packaging waste has a significant impact on our environment. We carefully consider the amount and types of packaging we use to best protect our products, ensuring they arrive at your door looking and tasting great.

Bar Wrappers:


It may seem obvious but the wrapper creates a protective layer between our precious protein bars and the outside world. It prevents moisture, light or bacteria from affecting the product quality so it’s the most important piece of packaging for ensuring our products remain safe to eat and tasty. It also creates a perfectly portioned and transportable snack for on the go :)


Currently our bar wrappers are made from OPP plastic, which can now be recycled with plastic bags and other soft plastics at local collection points (such as large supermarkets). The plastic wrap around our boxes can also be recycled in this way.

What Next?

We are currently trialling alternatives wrapper materials, made predominantly from paper which can be recycled in home recycling, however we need to do sufficient testing and checks to ensure the product quality, safety and shelf life isn’t adversely affected. Stay tuned.



Boxes are crucial for protecting the products from any physical damage or impacts during the journey from us to you. On the way from factory, to warehouse, to delivery partner to your door products need to be stacked for efficient delivery. We select a suitable cardboard strength to adequate protection of the product.


Currently, all our cardboard boxes can be recycled at home in mixed or paper recycling bins. This includes the box your bars come in, as well as the bigger mailing box your order arrives in.

What Next?

We’re looking at increasing the recycled fibre content of our boxes to further reduce their impact.

  • Ingredients sourcing

We know that plant-based foods on the whole have a lighter impact on the planet than foods containing animal products, so we’re off to a good start with our plant-powered protein bars and powders. Over the coming years, our team will be working more closely on identifying any further improvements that can be made through ingredient switching, country of origin or mode of transport.

Our chocolate is UTZ / rainforest alliance certified https://www.rainforest-alliance.org/utz/