‘Veganism with attitude.’ That’s Bitchy Bites in a nutshell – unapologetically delicious, free from nasties and full of sass. Founded by freelance photographer, young entrepreneur and part-time baker Jess Meniere, the refined sugar-free, gluten-free biscuits are crumbling bad notions about plant-based goodies, one Bitchy Bite at a time.
Since its launch, the brand has won over locals through its trusted products, bitchin’ merch and quirky content. We chat with Meniere about what it takes to sustain a side hustle, growing a brand through social media, the power of mindful movement and her badass biscuits.
Bitchy Bites is a bold name. What’s the story behind it?
The name Bitchy Bites was all about rebranding veganism with a bit of attitude. We leaned into the stereotype that vegan and gluten-free foods are bland or boring, and then bit back with something bold, playful and a little sassy. It’s our way of showing that conscious eating can still pack a punch.
How did your baking adventure start?
My baking journey started way back – some of my earliest memories involve making a serious mess in the kitchen with my gran.
Over the years, baking has become my go-to way to procrastinate (I call it ‘procrasti-baking’). But the Bitchy Bites recipe itself came about during a time when my training load was particularly high and I couldn’t find any plant-based snacks that hit the spot. Everything on the shelves felt underwhelming, so I started experimenting and landed on these cookies – the perfect breakfast, midday pick-me-up treat, dessert… whatever you need them to be.
Why was it important to make a product that is 100% plant-based, gluten-free and refined sugar-free?
I’m 100% plant-based myself, so that part was a no-brainer. Going gluten-free and refined sugar-free was about creating something that felt good to eat – something that ticks all the ‘free-from’ boxes without sacrificing fun or flavour. I wanted to make a snack that’s nourishing but still feels like a treat.
Bitchy Bites is the choice of snack for many within the local fitness scene. How did it find that community?
The cookies naturally found their way into the local fitness scene because they work.
Slow-release carbs are great for avoiding those dreaded bonks and energy slumps. They’re easy on the stomach, not overly sweet and just a solid snack, whether you’re mid-ride or run, post-flow or between sweaty training sessions. I ride, run, do yoga, surf, swim and climb myself, so the recipe has been tried, tested and trusted. I can vouch: they really do the job.
Bitchy Bites has also had the opportunity to sponsor several local gravel and trail races, which I believe has been key in helping us break into the endurance sports world.
“We leaned into the stereotype that vegan and gluten-free foods are bland or boring, and then bit back with something bold, playful and a little sassy” – Bitchy Bites founder Jess Meniere.
The brand has a great online presence. How do you leverage social media to grow the business?
I’ve been growing my personal photography page for a while now, and a lot of the lessons I’ve picked up there have flowed into building Bitchy‘s online presence. Some of the biggest takeaways?
Stay consistent. Post as often as you can. Content doesn’t always have to be polished; what matters is showing up regularly.
Lean into consumer-generated content. Reshare what people are snapping of your brand; it creates a sense of community and authenticity.
Be real! Share the behind-the-scenes, the mess-ups, the honest bits. Vulnerability helps humanise the brand and really connects with people.
Keep it playful. Mix up your content with reels and stills. Don’t be afraid to have some fun with it.
What’s been the most rewarding part of this journey?
My biscuits aren’t stocked in just one store – they’re scattered across a handful of cafés around Cape Town. Walking into one of those spots and catching someone completely lost in the moment, loving every bite of their cookie. It’s this quiet, almost secret joy – knowing that something I have made is bringing someone else that much happiness.
The secret to making vegan treats taste good?
A lot of love and a sprinkle of sass!
Best way to enjoy your biscuits?
Dunking a Bitchy Bite into a hot cup of coffee – nothing beats it!
A trend you are loving right now?
I’m really loving the shift towards more mindful movement. People are focusing more on how they move and how it makes them feel, rather than just pushing through for the sake of it. It’s refreshing to see more emphasis on balance and well-being.
When you’re not running the brand, what are you up to?
Bitchy Bites is, sadly, and has always been a side hustle. I’m a freelance photographer and shooting is my bread and (vegan) butter. I’ve also recently returned to studying (sustainable development) part-time, so the hustle is real!
Advice for aspiring entrepreneurs?
My advice for aspiring entrepreneurs: just start.
Have the courage to begin, even when it feels daunting. It’s often those who don’t overthink, who put their egos aside and embrace uncertainty who make the biggest strides. The answers to your questions, doubts and challenges are found in the action you take. You won’t have all the answers upfront, but every next step brings growth and clarity.
That’s how I started Bitchy – I just started. I still don’t have it all figured out, and I’m still learning as I go, but just starting (despite no clear plan) was the best thing that ever happened.
Buy Bitchy Bites at their online shop and follow them on social media for more.
