HELSINKI, Finland – Paulig’s venture arm PINC has invested in Swedish start-up For Real! Foods, a company producing healthier frozen pizza. The investment complements Paulig’s aim to develop a food culture that enables the well-being of people and the planet. For Real! Foods produces nutrient rich frozen foods and taps into a global trend of natural, sustainable and convenient meals.
Their first concept is a frozen pizza, primarily with bases made of locally grown cabbage. By replacing grains and additives with 100% natural ingredients, the result is a unique product which is gluten free, low carb and rich in protein. It also contains more fiber and micronutrients and less salt than regular pizza.
“For Real! Foods has succeeded with the art of creating a nutritious alternative to one of the most indulgent meals we have: pizza. Many people are looking for options to fast food and snacks that are both gluten free, locally sourced and without additives – and now they have a really tasty one! In addition, the team has several new products in the pipeline so we are very excited to be part of this journey”, says Marika King, Head of Paulig’s venture arm PINC.
For Real! Foods started in 2020 and launched its first products in the same year. They are now increasingly being sold at Swedish food retailers, online platforms and through food service – and only a year after the launch, the company is taking in investors to be able to cater for the growing demand.
“We are happy to get such a great team of investors on board”, say Daniel and Kristin Nowak, co-founders of For Real! Foods. “With this investment we can seriously scale up the production and sales & marketing efforts, both in Sweden and in the Nordics, as well as secure the launch of new products.”
“This is the future! People are changing eating habits and want healthier foods in their lives, including access to nutritious fast foods for busy days”, says Maria Borelius, science journalist and best-selling author who is investing alongside her pod cast co-producer Carina Nunstedt, well-known media entrepreneur.
PINC led the seed round of EUR 850k. Other investors include Christer Ridderheim – the founder of Ridderheims delikatesser, Hans Johansson – serial entrepreneur and founder of Semcon and Vinngroup and Njord Ventures.
