rü was born from classic corporate environments where the company founders made the observation that most people do not bring a lunch to work. 

Not only does buying lunch everyday tend to be much more expensive and less healthy, it creates a huge amount of waste from single-use disposables. 

We were inspired by the idea that business can be a driver of lasting positive social change. So we set out to create a lunch bag that people will actually want to take to work, with the hope of facilitating lots of small sustainable decisions.

One lunch bag isn't going to save the world, but little decisions made by lots of people will.