Please introduce yourself – what does your start-up do and what is special about your business idea?
We are algae! Our vision is to attract everybody’s attention to algae – the oldest superfood on the planet.
As it is a sustainable food source, packed with highly valuable minerals and vitamins, we believe algae will be the nutrition of the future.
How did you come up with the concept?
During her production of bio-diesel Anneliese was growing a certain algae she realised could be repurposed for F&B (food & beverage). Having discovered this valuable composition of algae, she decided together with her friends Renate and Ute to provide algae as fuel for humans.
That is how HELGA the drink, derived from healthy algae came to life.
What were the biggest challenges you had to overcome on your start-up journey?
Entering the F&B industry which is already extremely competitive, with a new raw material has been the biggest challenge. For our target group, algae products are not the most usual offer. However, as our products meet all the trends in consumer behaviour (vegan, sustainable, allergy free, regional production, low carb,…), we believed in what we are doing and stay true to our pioneer work on getting people excited about algae.
And where is it going – where do you see the start-up in 5 years?
Our goal is to have a large variety of different algae products on the market.
HELGA will be the brand that stands for innovation and high quality algae products.
What are your expectations from the NX-FOOD program?
The NX-FOOD program provides the typical METRO customers with the unique possibility to get in contact with innovative start-ups and discover new products. For us it is exciting to reach out to all customers and sales channels, equally.