One year ago, For Real launched! Foods frozen pizzas with bases baked on Swedish locally grown cabbage or Swedish chicken. Now several heavy investors are joining the fast-growing and innovative company.
For Real! Foods was launched in 2020 after the founders Daniel and Kristin Nowak reacted to how public health is deteriorating at an ever faster pace, while parts of the food industry fill the shelves with nutrient-poor and ultra-processed fast food. Their first concept is a new type of frozen pizza that is baked with bases on locally grown cabbage or Swedish chicken.
By replacing cereals and additives with nutritious and 100% natural raw materials, a unique and healthier product is obtained that is both gluten-free, low carb and high in fiber and protein.
“Sweden eats the most ultra-processed food in the entire EU and over 50% in Sweden are overweight. We want to reverse this trend and help people regain their health through nutritious food without additives – what we call real food. Real food that is not only healthy and sustainable but also incredibly good.” says Kristin and Daniel Nowak, founders, For Real! Foods.
After just one year on the market, the company is now raising SEK 9 million (around 840K€) from several well-known investors to meet demand. The line of investors includes PINC, the food company Paulig’s venture capital branch, Maria Borelius’ award-winning science journalist, biologist and author of several health books, Christer Ridderheim – one of the founders of Ridderheim’s delicacies, Hans Johansson – serial entrepreneur and one of the founders of Semcon and Vinngroup, Njord and most business angels.
“For Real! Foods has succeeded with the piece of art in creating a more nutritious alternative to one of the most enjoyable meals we have – pizza. Many people are looking for really good alternatives to fast dishes and snacks that are gluten-free, have local ingredients and are without additives – and now they get one that really holds the measure! In addition, the team has several new products underway, so we look forward to an exciting journey.” says Marika King, head of PINC.
The new capital will primarily be used for geographical expansion in Sweden and the rest of the Nordic region, at the same time as the unique production process will be scaled up to meet increased demand. In addition to the grocery trade, the company is now also investing in selling its unique pizza bases to the restaurant sector. The capital will also enable the launch of new innovative products in 2022.
“This is the future! People are changing their eating habits at a rapid pace and demanding healthier food, including simple solutions for stressful days.” says Maria Borelius, author of the best-selling book The Health Revolution. It is also the name of Sweden’s largest health pod, which Maria produces together with Carina Nunstedt, who she has also chosen to invest in For Real! Foods.
PINC in brief
PINC is Paulig’s venture arm for investments in early stage start-ups in and around the future of food. The objective of PINC is to help Paulig renew itself and prosper as well as contribute to a tastier and more sustainable planet.