My background is behavioural science, with a Bachelor's in Psychology from University of Leeds, and Masters in Health Psychology from Aston University. However, my experience in the field in schools, public health, working with caterers, partnering with farmers and growers, and growing an internationally acclaimed healthy eating behaviour change programme are what led me to where I am today.

In 2015, I founded LABS Innovation after being made redundant from the healthy eating programme due to funding cuts. In 2019 I launched the not-for-profit, Leading Applied Behavioural Science, to bring innovative solutions to real-world settings. I combine science, my own experience in the field, and feedback from users to craft solutions that fit into existing practice, are sustainable in the long term, affordable, accessible and make a huge impact.

Healthy Profits was the first initiative I developed, and it supports food businesses in applying behavioural science to make selling healthier food options profitable, and so more tempting. I then went on to create Rainbow Power Nutrition, which transforms the way we build children's relationships with, and understanding of, nutrition by sharing what powers different foods give our bodies. Foods are rated on how much of each rainbow power they give us (e.g. green heal+protect power or purple build+grow power).

With the previous two initiatives at its core, Taste Adventures aims to enable us all to explore the food system, farming and sustainability, whilst developing an understanding of healthy eating and cooking skills, as well as discovering new foods. In 2021, I launched the Summer of Taste Adventures with support from the National Lottery Community Fund (thank you for making this possible!) I want to say a special thank you to Mark Hinton from Blend Film for his amazing video editing and narration skills with the Summer of Taste Adventures food videos. Also, a huge thank you to Sally Jones from I Do Invites for her superb graphic design work creating the illustrations, artwork, logos, resources and playing cards for Rainbow Power Nutrition and Taste Adventures. I've kept it local, too, as we're all Walsall born and bred.

In 2021, I joined Birmingham City Council to set up and lead the new Food System Team. Together with our Super Food Team, I have been on a mission to unite the inspiring people behind the city’s many diverse food system projects under the Birmingham Food Revolution movement. My role involves strengthening city-wide partnerships to develop and deliver the co-produced the Birmingham Food System Strategy which aims to transform the city’s communities, environment and economy in order to regenerate the food system.

In 2025, I changed my surname from Pullen to Newton. My name change is due to me reclaiming my maiden name. Still married. Not divorced. Not newly married. Nothing dramatic going on other than:

1) Down with the patriarchy and all that. A bit surprised I changed my name when I got married to be honest 😆. I have become quite content with my revolutionary nature as the years have gone on so thought I’d align my name with what feels more “me”.
2) Missing being able to say “Newton, like Isaac Newton” when someone asks me to spell my name.
3) Being rather fond of all my Newton family and proud to have their name.
4) I have always missed my maiden name.

People often ask about it so thought I’d put the explanation here.