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Do you have the “I’ll be happy when…” syndrome?

When was the last time you told yourself “I’ll be happy (or happier) when…”? Probably last Monday morning when you felt the blues of starting a new week at work, or last night when you were glancing at all these perfectly polished photos of happy-ever-after people on Instagram. Right?

Many of us think we will feel fulfilled when we get a promotion, when we have a boyfriend/girlfriend, when we move houses, when our body looks more like this (or like that), when we have a baby, when when when..
Well, if you are guilty of saying “I’ll be happier when…”, then we’re sorry to let you know that all you’re doing is essentially postponing happiness by basing it on a future outcome.

We visited the Body Worlds exhibition in London last month, and we stumbled across a simple pie chart that surprised us with the stats! 50% of our ability to be happy depends on our genetics. Only 10% comes from circumstances (a successful career, your appearance, your marital status, etc. Everything that you finish your sentence with when you say, “I’ll be happy when…”!). The remaining 40% of your ability to be happy is determined by your thoughts, actions or behaviors! Yep, 40%! We’re sure you have figured it out by now, your thoughts, actions or behaviors are the only things that sit within your control.

You have the choice to be happy right now!

1. Be grateful and appreciative of what you DO have. The big things like your family, a home, good health…also the little things like the great coffee you had this morning or the supportive text you got from that friend.

2. Do what makes you happy and that is accessible. If you want to relax reading a book with a hot cup of your favourite tea, go for it. But, also keep your long-term goals in mind and do things that actively contribute towards them. It can be baby steps! Celebrate each step of the way. Be happy in the moment, moving forwards towards your bigger goal.

3. Get some perspective. Thoughts are within our control, so change them. Think about what you consider unpleasant situations and try to change your thoughts about them. This will automatically change how you also feel about them.
Meditate. Calm your body and mind. Find the best way to meditate for you, there are so many to choose from, whether it’s passive or more active!

4. Make your life more surprising.Don’t get caught in your routine. Start exercise, learn a new skill, get to know the neighbour. Do something new!

5. Contribute unconditionally. It’s like magic. You’ll instantly lift your mood by genuinely caring for someone else, without expecting anything in return. So, go on and give your snowed-under coworker a hand, give your lonely nan a call and give a big smile to the person behind the counter. You’ll also spread happiness around you!




We have an exciting opportunity for a highly enthusiastic, organised & passionate intern to become our Sales Intern Superstar.

You will join our small team of energetic, passionate individuals in a collaborative, creative and fast-paced environment in London. This role will report directly into the Head of Sales and will support them in executing the Sales strategy.
You will also get to experience the excitement of working in a small, fast-growing business, and actively contribute towards building the brand.


We’re MiiRO, the fast-growing & multi-award winning startup company which created the first vegan chocolate-coated ice cream bar in the UK!

Our mission is to offer the most delicious plant-based and healthier ice creams to challenge the idea that vegan food can’t be as yummy and satisfying as conventional options.
MiiRO was created with passion and a lot of innovation to offer a healthier yet tasty alternative to heavily processed and artificially flavoured ice cream bars. Simply so we can treat ourselves better.
Our treats can be found on Ocado, but also at Wholefoods, Planet Organic, As Nature Intended, and lots of independent health stores and cafés.
Check us out on @miiro_ice_cream on Instagram for lots of irresistible decadence…


We are looking for a Sales Intern Superstar to support us in our exciting new chapter with the launch of our new range of treats. You will learn how to:
• Achieve new account listings and increase rate of sale through existing channels
• Build a strong relationship with our retailers and offer them some training and a marketing support
• Participate in Marketing campaigns and various events to help build brand awareness
• Be a Brand Ambassador


• You are a hard worker and love taking up new challenges
• You are passionate about the food/wellness industry
• You are a natural problem solver; you look for creative ways to turn someone’s “no” into a “yes”
• You are efficient at managing your time and enjoy working independently
• You have a high degree of initiative; you are able to think ahead and anticipate needs before they arrive
• You have a high level of personal and data organisation skills
• You’re confident to have sales conversations over the phone


• Start date ASAP
• Paid 6-month internship
• Expected to represent MiiRO at trade and consumer shows as necessary
• Working in central London


If the Superstar we’re looking for sounds like you, please send us a copy of your CV and a Cover Letter
(or a video! Any format that would help us get to know you better) to razina@pure-and-co.com. Successful candidates will be invited to an interview.

We look forward to hearing from you!
The MiiRO team



How to Start Your Day Right

Your morning routine can make or break your day and the choices you make set the tone for the whole day ahead. We’ve created the Five Happy Habits that will harness enough positivity and serenity to guide you through the rest of the day.

1. Smile.
Nothing will make your day better than starting it with a positive mindset. Smiling releases endorphins and your mood will be lifted.

2. Make Your Bed.
A wise Admiral recently said, “If you want to change the world, start off by making your bed. If you make your bed every morning, you will have accomplished the first task of the day. It will give you a small sense of pride, and will encourage you to do another task, and another, and another.”

3. Hydrate.
Specifically, fresh lemon squeezed into warm water. Not only does this kick-start your metabolism and give you a boost of energy, it contains lots of Vitamin C and antioxidants. Use this time to enjoy a quite 5 minutes where you prioritise your day ahead

4. Exercise/ Meditate.
Your morning activity should reflect your personality and be adapted to suit you. If you start and end each day with little to no energy, then its time you re-structure your day around morning exercise. By prioritising moving in the morning you will benefit from increased productivity and you’ll feel energized for the whole day. If you’re prone to waking up feeling overwhelmed, start your day with stillness by meditation. Start by focusing on your breathing and you will notice a reduction in stress and an increase in emotional stability.

5. Have Breakfast.
It can be easy to let breakfast drop off your priority list when allocating time to your mornings, but breakfast is named The Most Important Meal of the Day for a reason- it’s so important! Without it, you’ll burn through your energy before your day has properly started. A healthy breakfast will keep you fuller for longer and prevent you from overeating or making poor food choices later in the day.

Now whatever the day may throw at you, you can be mentally and physically ready with the energy and clear mind you have instilled.




Serve: 1 cup of granola/ 1 serving
Preparation time: 10 minutes
Baking time: 0 minutes

Berry Breakfast ingredients:
• ¼ cup of raspberries
• ½ cup almond yoghurt
• 1 cup berry muesli
• 1 Salted Caramel MiiRO Ice Cream

Caramel Sauce ingredients:
• ½ cup of dates
• ¼ tsp pink Himalayan rock salt

1. In a medium jar, layer the smashed raspberries with almond yoghurt and berry muesli
2. Blend the dates and pink salt until gooey. Add to jar.
3. Top with MiiRO Ice Cream and fruit




Working in a busy city, with a busy schedule can sometimes make the social pressure of ‘doing more’ unbearable. It’s not uncommon for Friday to come around and the idea of making another decision can seem impossible. If your mind boggles that everyone else seems to have had the forethought to pre-arrange activities, then this article is for you.

This list can be used as a ‘maintenance tool box’ by picking the activities which will re-charge you and re-frame your mindset. Here’s how to have a satisfying day off and start regaining your inner balance.

1. Last Minute Classes
With sites such as ClassPass, it has never been so easy to book a same day session. This is perfect for several reasons; you can wait to see if you’re in the mood for some high intensity boxing or perhaps a more calming yoga class on the day. It also means you can book the class for the time and location which actually suits your body clock (no more resentment of the optimistically booked 8am class last week).

2. Get to Know Your City
The beauty of this is, you don’t need a plan or agenda. Treating your neighbourhood as if you were a tourist gives you chance to explore, discover beauty in your surroundings and see your neighbourhood in a new light. It’s important that we look up a little more often, you never know what hidden treasures you may stumble across.

3. Have a Digital Detox
Who needs to see what everyone else is doing with their day off anyway? Imagine a whole day where you don’t have your attention taken from you at regular intervals. The influencer marketing agency Mediakix has revealed that the average person will spend 5 years and 4 months on social media in their lives. When you compare this to the 1 year and 3 months average amount of time spent socialising in a life time, then the statistic really is pretty shocking. Claim your time back and limit FOMO in one fell swoop.

4. Il Dolce Far Niente (the sweetness of doing nothing)
Well, not literally nothing. But there is gratification to be had by slowing down and enjoying good food (think Julia Roberts in Italy for Eat Pray Love). If you need some inspiration, here are our top recipes for you to treat yourself better.

5. Do Something Brave
Nothing brings on a sense of accomplishment like tackling something daunting. We recommend the new slightly quirky wellness trend of cold-water swimming to provide some amazing health benefits. Going for a dip at your local lido is great for when you’re lacking in energy or need some metal clarity. We love the Grade II-listed Art Deco classic, Parliament Hill Fields Lido which has notoriously chilly water.

Of course to round off a very satisfying day, MiiRO ice cream is here to provide a natural and honest sweet treat so you can end a day off on an innocently indulgent note!




Serve: 2 cups granola / 2 servings
Preparation time: 5 minutes
Baking time: 20 minutes

Granola ingredients:
• 1/2 cup rolled oats (gluten free)
• 1/3 cup puffed quinoa
• 1/4 cup shredded coconut
• 1 tbsp maple syrup
• 1 tbsp coconut oil
• 1/4 tsp cardamom powder
• 1/4 tsp vanilla extract

For topping:
• One MiiRO popsicle of your choice
• Fresh mango, kiwi and clementine, or fruits of your choice
• Coconut yogurt (optional)

1. Preheat your oven at 300°F and line a baking tray with baking paper.
2. In a large bowl, combine the oats, puffed quinoa, shredded coconut and cardamom and mix.
3. In a small bowl, combine the maple syrup, melted coconut oil and vanilla extract.
4. Pour the wet mixture over the dry one in the large bowl. Mix using a spatula until all the the
oats are well coated.
5. Spread the granola in an even layer on the baking tray.
6. Bake for 20 minutes, stirring half way using a spatula. The granola is baked when golden.
7. Remove from the oven and allow to cool down at least 10 minutes before serving.
8. Take a MiiRO popsicle and separate the ice-cream from the chocolate shell. Stir the ice-cram
using a fork to soften.
9. In a medium jar, layer the granola, ice-cream from the MiiRO, fresh fruits and coconut yogurt.
Top with fruits and pieces of MiiRO chocolate shell




Caling all foodies! We have partnered with Planet Organic to bring our ice cream toppings bar to their Westbourne Grove store this July!

Our bar will be featuring an exclusive & excting set of toppings...

Choose a sauce between iChoc Vegan chocolate, iCHoc Vegan white chocolate and Planet Organic's peanut butter.

Then let your imagination take over with our brand new toppings including Deliciously Ella nutty granola, Superfoodio nut clusters, Planet Organic nut butter cups, Planet Organic Caramel Popcorn, Ape coconut bites, Vego chocolate, Protein Pow cookie dough, Indie Bay Salt Pretzels and Planet Organic's goji berries!

An opportunity not to miss...Make sure you visit our pop up which will be live the entire month of July!



We caught up with Bella Burke, known as @theplantbasedbella to her loyal followers, to find out how she finds balance and happiness in her life.

Hello Bella!

What is the meaning of a balanced lifestyle for you?
Tuning into your body. Balance means something different for everyone but for me it’s about balancing time with my daughter, eating well vs convenience, which is a necessity at times. Also, enjoying dinners out, but also enjoying working out.

What is the best piece of advice you have ever received?
Peoples hearts are like butterflies - they will land on your open hand and keep coming back if you keep your hand open and nurture it. The moment you try to tighten your grip, to possess it, to trap it, the wings will be damaged. So... be gentle, be soft and trust in love.

You're stranded on a desert island- what's the one food you can't live without and would take?
Humous or chocolate - both are essential in my every day!

What was the main factor in your decision to go Vegan?
Living compassionately - why harm another sentient being when you can thrive without.

Yoga or HIIT?

What's your favourite spot in London?
Wulf & Lamb and Sticks n’ Sushi

What are the ingredients to make your perfect day?
My daughter, a workout at BXR or Evolution LDN. A walk down by the river with my golden retriever and a homemade Lentil Bolognese with a pile of spaghetti!

Chocolate or Peanut Butter?

Which books have influenced your growth most?
Why Love Matters by Sue Gerhardt,
The Five Languages of love by Gary Chapman
Rising Strong by Brene Brown
Loveability by Robert Holden PHD
The Secret by Rhonda Byrne
The Universe has your back & Miracles Now by @gabbybernstein
How to be an Adult in relationships by David Richo

What is a highlight from 2019 so far?
I walked part of the Camino Way from San Sebastián to Bilbao- 25km a day, with my dad in May. It was the first time my father and I have spent more than a few hours alone together so I’m really excited to have time to build and connect with my dad.

Thank you again Bella for your precious time and letting us get to know you better. We can’t wait to add all those books to our holiday beach read list!



Our friends at Lululemon are bringing back their epic Sweatlife event Saturday 22nd and Sunday 23rd June.

They have curated an exercise fest with hundreds of classes on offer, featuring the best that GOATs like Barry’s Bootcamp, Third Space, Un1t London, Ko:Box and Psycle have to offer. There’ll also be a raft of fitness influencers and brand ambassadors. We will obviously be there when you're looking for a well deserved pimped MiiRO ice cream!

Grab your tickets HERE



Hello Lucy!

What is the meaning of a balanced lifestyle?

I am all about balance! For me, the main thing is my mental health. There’s no point going to the gym and eating well if my mental health isn’t the same. I eat well and exercise to give myself more confidence, more energy for the day, and making feel better about things. For balance, I love going out with my friends, going out on the weekend, or enjoying a cocktail. But equally I love getting in the gym, exercising hard and eating well. I really think it’s about not putting pressure on yourself and enjoying things as you do and not feeling guilty. If you want a takeaway or if you want to go out, enjoy it and get back to it the next day.

What is the best piece of advice you have ever received?
It’s quite simple; always follow your gut. I am such a true believer and advocate of this. You know yourself best out of anyone, you know how you’re feeling, and I really do believe that your gut tells you what you should and should not be doing. There are decisions along the way, it’s always nice to know feedback from others but you know yourself, and that is what I was going for, follow your gut instinct.

You're stranded on a desert island- what's the one food you can't live without and would take?
It has to be coconut oil. I love this stuff, and this is why I started of Lucy Bee. On an island as well you could use it in your hair, use it as an after sun, you could take off your makeup (except you probably wouldn’t be wearing any), you can cook with it or have it straight. Coconut oil all the way!

Yoga or HIIT?
It has to be HIIT because for me, you know as I said for my mental health, I get anxiety, I get stressed easily, I worry about a lot of things and starting my day with a good HIIT workout really really helps to banish any worries or any tension for the day I’ve got ahead. Of course I do love yoga. I’ve only just started and I think I’m a pro already but I am really not haha.

What's your favourite spot in London?
I recently went to Coal Office in Kings Cross and I love the different foods- the pomegranate, aubergine, tahini, the flavours and colours are amazing and I highly recommend checking it out. I also love a cocktail there as well.

What are the ingredients to make your perfect day?
It has to be our lovely little Cockapoo Sunny and Luna, I love going out on a walk with them. And also, being around good people, good vibes and good food. Definitely.

Chocolate or Peanut Butter?
Peanut Butter. I am not a massive fan of dairy chocolate but if it’s our Lucy Bee Cacao then I love it, but it has to be Peanut Butter.

Which books have influenced your growth most?
That’s a tricky one. I’m not a massive book reader but I love blogs and listening to podcasts, probably a few books along the way but I haven’t got a particular one, sorry.

What are you most excited about for 2019?
For the Lucy Bee skincare range! We launched in December, completely sold out, and I’ve since changed manufacturers and the whole range is beautiful. It’s COSMOS Organic, Vegan, Fair Trade, Cruelty Free, it’s packaged in glass and it’s so beautiful! I cannot wait for it to come out again and the really exciting times ahead. It’s my passion and my love so watch this space!

 Thank you again Lucy for your precious time and for letting us know better the brave & inspiring woman you are!



Our ethos is to create healthier decadent treats, and our mission is to do this with natural ingredients. We’re passionate about MiiRO being refined sugar free, so let’s break down the importance of this for you and why you should ditch the refined stuff.

Understanding Sugars
A typical ice cream contains either refined sugar (which comes from sugar canes that need to be heavily processed to extract the sugar) or more often a high-fructose corn syrup which is a chemically produced sugar. Both have no nutritional value and are instead just empty calories.
When a product is “refined sugar free” however, this means that only natural sugars have been used. Unlike the chemically produced and sugar cane versions described above, this natural alternative uses fruits as its source of sweetness. Foods with natural sugar play an important role in our diets as they provide essential nutrients that keep the body healthy and prevent disease.

The Difference on the Body
Refined sugar is rapidly broken down when consumed. This has a negative effect on the body as it causes blood sugar levels to artificially skyrocket. When this process occurs your pancreas kicks into gear and releases insulin in an attempt to balance out your blood sugar levels. This inevitably leads to the dreaded sugar crash, whereby your momentary boost is replaced by a more lasting slump. To top it off, refined sugar is broken down and digested so quickly that the body does not feel full or satisfied.

Our Ingredients
We use coconut sugar and Italian grapes to sweeten our ice cream naturally. Coconut sugar and grapes have a lower glycemic index (GI of 54 and 53 respectively), compared to refined cane sugar (GI of 60). Food with low GI values are digested and metabolised at a slower rate, prompting smaller fluctuations in blood glucose and insulin levels. Coconuts and grapes both also contain nutrients, unlike refined sugar, such as minerals and antioxidants.

It is important to not let sugar become the enemy. No one nutrient is the devil, it is all about high quality sources and balance. When in doubt, look no further than nature’s treats; like juicy fruits and heavenly nut butters which are all naturally sweet.




If you’re tuned into the wellness movement then you’ll be aware that we are all being prescribed 10 minutes of daily meditation, to help combat the stressors of daily life. To keep us sane we may start our day with coffee and end it with ice cream but taking just 10 minutes out will truly transform your day. We understand that not everyone always has a MiiRO ice cream handy at all times to soothe your soul, so we looked into a solution that would always be available to you. Here at the office we’ve started incorporating this into our day by pausing before lunch, and we’ve already noticed benefits.

You may have reserved meditation for only those who burn incense, or maybe you’ve already dabbled with the Headspace app but it hasn’t quite stuck, or perhaps you’ve kept meditation in your periphery and you’re open to the idea of trying something new. Either way, be kind to yourself and try adding meditation to your daily routine. It requires zero specialist equipment or space and it’s free. Ice cream may be cheaper than therapy, but meditation is cheaper still.

If you’re not sure meditation is for you or need a recap, here’s a brief summary of why meditation could be the life changing habit you need to take on.

1. Meditation is the one known use of time which actually refunds your time back to you. Not only can it make you more productive, a study by the International Journal of Neuroscience found that meditation drastically reduces your biological age (how old you seem). The study found that people who started meditating when they’re 30, reduced their biological age to 23 by the time they were 35. Whereas those who did not mediate had a biological age of 36. Thank goodness we’re only as old as we feel!

2. Focussing your attention during meditation helps increase the strength and endurance of the mind. Whilst we’re on the topic of shocking statistics, did you know on average we spend 47% of our time lost in thought?! That’s almost half our life that we aren’t engaged with. Attention span is becoming an increasing issue, due to the constant stream of information both at our finger tips and being bombarded at us in all other directions. With meditation, you can reorient and maintain your attention. This links to discipline and willpower, also allowing you to redirect triggers of unwanted habits or cravings. (See our Mindfulness blog post for more details on this.)

3. Meditation has been found to help reduce anxiety; both symptoms of an anxiety disorder and job-related anxiety in high pressure work environments. Stress reduction is one of the most common reasons people try meditation. Cortisol (the stress hormone) affects sleep, promotes depression and anxiety along with increasing blood pressure. So, we’re all looking to reduce our cortisol levels for a happier and healthier life.

4. Studies have also shown that participants who meditate fall asleep sooner and stay asleep for longer. The blissful idea of quality sleep can be brought on by controlling spiralling thoughts and the release of tension in our body.

5. Self-image can also be improved by meditation as it promotes a positive outlook on life. One area of life that can be universally useful to improve is the enhancement of self-awareness. By developing a stronger understanding of yourself, it gives you the tools to grow into your best self.

Don’t Know Where To Start?
Take 10 minutes out each day to step back and familiarise yourself with the present moment. Your overall aim is to experience a greater sense of focus, calm and clarity in your life. Being present is not easy. Your attention typically gets diverted after around 5 seconds and supressing the wondering thoughts only makes you think about it more. It is a myth that you are only meditating successfully when your mind is still, so do not beat yourself up about your mind naturally wandering. When you get diverted, gently bring your focus back to your breathing. Be patient, allow yourself 10 minutes a day to cultivate your inner peace and happiness, which in turn will ripple out and impact your life.
Remember: What you practice grows stronger.

People are just as happy as they make up their minds to be.
— Abraham Lincoln