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

We only use natural ingredients and the best raw materials for our products. Sustainability is very important for us, therefore our chocolate is made from fair trade certified cocoa.

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

Fruits and chocolate fit each other perfectly, so we developed a product which combines the natural whole fruit with fine chocolate.

What is unique about your business idea and operating model?

Our USP is our product, whole freeze-dried fruit covered with the finest chocolate, which is known under the brand name “Feel Fruity”.

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

A launch of a completely new brand is always a big challenge in terms of marketing, sales, etc. We are on a very exciting journey with our small company and our most important task at the moment is reaching the customers. We need to explain to them our USP and, of course, get them to taste our product.



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

Our vision is that Daflee Food stands for innovative food brands with only natural ingredients.

What are your expectations from the NX-FOOD Start-up Shelf programme?

We are very happy to test our new concept “Feel Fruity” at real,-. We believe that we can impress the customers with our innovative products. Our best-case scenario is receiving a national listing after a hopefully successful test trial.

What are your main milestones and achievements?

– First national listing by Müller Drogerie
– Great interest from some of the EDEKA & REWE stores
– Positive online feedback on Instagram and Facebook
– First orders in our Feel Fruity online shop
– Negotiations with Japan, USA, Canada and some of the European countries
– First sales in the Baltic countries


Daflee Food Team

Andreas Eichberger — General Manager
Markus Franz — General Manager
Roman Schulz — Supply Chain Manager
Jan Wirges — Key Account Manager
Linda Tews — Marketing/Export
Katharina Schamin — Customer Service
Corinna Wagner-Knöthig — Customer Service
Barbara Lambert — Finance/Accounting

Daflee Food Team