In October 2025, No Bloat founder Heather Mills travelled to Germany to attend Anuga 2025, one of the world’s largest and most influential food trade shows. She arrived ready to showcase No Bloat, a gut-friendly, plant-based innovation. What she didn’t expect was the location of her booth.

No Bloat had been placed directly in the meat hall. The heart of sizzling grills, meat samples, and traditional protein producers. For a lifelong vegan and outspoken advocate for plant-based living, it was the last place Heather would have anticipated.

A Plant-Based Rebel in the Meat Hall

The contrast was striking: surrounded by barbecues, butchers, and smoke-filled tasting stations, No Bloat's display of fresh, clean, healthy, gut-friendly dishes became the black sheep of the hall.

But instead of being overlooked, No Bloat drew immediate attention.

Buyers were curious, intrigued by the stark difference between Heather's offering and the conventional products surrounding it. That curiosity quickly turned into engagement, conversations, and support.

A Success Story

By the end of Heather's time at Anuga, five countries - from Greece to Peru - expressed serious interest in distributing No Bloat. What seemed like an awkward placement had actually become a strategic advantage. Heather’s products stood out precisely because they didn’t fit in.

Shining a Light on Gut Health

As Heather spoke with buyers, something else became clear: many of them were quietly dealing with gut issues themselves. Once the discussions opened, the stories poured out.

It reinforced what Heather has always known: countless people are silently struggling, and the food industry desperately needs solutions that support better digestive health.

Changing the Food Industry From the Inside Out

If anyone embodies the idea of disrupting an industry from within, it’s Heather Mills. Instead of staying in plant-based spaces, she walked boldly into the centre of the traditional meat world—and made an impact.

The result?
They didn’t just accept No Bloat.
They loved it.

Anuga 2025 proved that sometimes, to change the food system, you have to stand right in the middle of it. Grills, smoke, steaks, and all and show the world a healthier way forward.