Benjamin Kremer and Noel Bollmann have experienced that healthy eating is not always easy in everyday life. At university, on the road, or later at work, they often had to eat junk food simply because it was quick, even though good nutrition has always been important to them. They asked around in their environment and quickly realised that it was a widely shared dilemma: time or nutrition? That was the initial spark for yfood: a nutritional and simple alternative for situations where there is little time to eat a balanced diet.
Even though the idea sounds very simple at first, a lot of work went into product development. "Our drinks were balanced and healthy relatively quickly - delicious took a moment," says Benjamin, reminiscing about the first recipes they made with the help of leading food technologists. However, these small challenges motivated them even more, as they had a clear goal in mind: to contribute to curbing excessive junk food consumption.
In the meantime, it is no longer just the two founders who are enthusiastic; a team of almost 200 people is now working to make balanced nutrition a little easier. Ready-to-drink meals were quickly followed by powders, then bars, and finally hot bowls. Today, these products form a completely separate category called Smart Food. All products are united by their complete nutritional profiles and the fact that they can be consumed quickly and easily. yfood is now the market leader in Europe in the Smart Food category and can be ordered in over 30 countries. It is also an integral part of the stationary trade.
"We are still misunderstood from time to time," says Noel. "On the one hand, our products are not diet or protein shakes and are not intended for weight loss. On the other hand, Smart Food is not meant to replace classic meals with fresh and high-quality food. On the contrary: a varied, diverse diet is and remains essential." They both love good food and always encourage people to focus on conscious nutrition: "It's simply important to eat healthily and, above all, to take time for good food - not least as social time together with friends, family, or colleagues."
In reality, however, many people face the challenge that good nutrition is not always achievable. A study conducted by YouGov for yfood shows that one in three Germans skips lunch at least once a week due to lack of time. "That's exactly when we offer a smart alternative with yfood," says Benjamin. "In the long term, our aim is for people to eat better in general. We are firmly convinced that we can make a contribution here with yfood."