Please introduce yourself: What does your start-up do?

Beans are amazingly nutritious yet a tricky ingredient for your everyday meals. That‘s why we used them to create our game-changing pasta: A brand new way to serve a tasty and healthy meal just in a few minutes. Thanks to the combination of slow energy-releasing carbs and naturally high amounts of protein and fibre, one serving will satisfy your appetite and keep your body fueled longer. A perfect choice for your healthy lifestyle that doesn‘t compromise on flavour.

How did you come up with an idea and concept? What inspired and motivated you to create this product?

Maintaining a healthy lifestyle has become needlessly complicated and time-consuming. But switching to a healthier diet doesn’t have to be an “All or Nothing” proposition. Eating right should not mean counting calories, eliminating the foods you crave and suffering through restrictive diets. Simple changes at every meal can make considerable improvements to the way you feel and look. We are here to bring healthy, yummy and easy meals to everyday life.


Edamama Noodles on a plate


What is unique about your business idea and operating model?

We’re still doing 80% of our revenue direct-to-consumer, and we plan to grow this channel alongside with the retail. Thus, our first hire this year has not been a retail sales manager but an online performance marketing manager.

What were the most significant difficulties you had to overcome while building your start-up?

Food and beverage is not the easiest industry for start-ups: The margins are tight, the structures are relatively rigid, and the market is competitive. We had no clue about all that; we just created the foods we loved and started selling them in our simple online shop. In retrospective, the most significant challenge has been getting familiar with the arithmetic of the CPG business. Once you get that, everything becomes way more relaxed.

Where do you see yourselves and your company in 5 years?

Within this timeframe, we see Edamama with a number of online-bestsellers in different retail channels in the US and the EU. For our tribe of online customers, we will have a strong e-commerce presence with many awesome products and great content. As a company, we hopefully will operate offices in Berlin, Zurich and Los Angeles  gathering brilliant minds that will work on the future of food.


Edamama Factory


What are your expectations from the NX-FOOD programme?

The test listings at real,- and METRO are an excellent opportunity for us to gather retail sales data and experience in Germany. A best-case scenario would be a successful test phase followed by a long-term partnership, leveraging more products and some smart cross-channel marketing strategies.

Anyway, we want to thank you for this opportunity.

What are your main milestones and achievements?

09 / 2015: Launch
05 / 2016: Launch Coop Switzerland
01 / 2017: Launch
04 / 2017: Test Winner “pasta alternatives” Galileo TV / Pro 7
10 / 2017: Launch Fairway Market, New York & listing at UNFI (distributor of Wholefoods)
03 / 2018: NX-FOOD Challenge Winner: real & METRO
03 / 2018: Edeka Foodstarter
04 / 2018: Listing Rewe Digital
05 / 2018: Distribution expansion Coop Switzerland (300%)
06 / 2018: Launch
06 / 2018: Seed Round
07 / 2018: Team expansion
Q4 2018: Move to Berlin

– 500k bags of pasta sold
– 2m revenue
– 25k online customers


Edamama Team

Benjamin Hadad, Co-Founder
Fabio Matticoli, Co-Founder
Yanneck Grimm, Assistant


Edamama Team

Edamama Team