BenFit Nutrition: Good food with added nutritional value

  • BenFit Nutrition Good food with added nutritional value (benfit_title.jpg)

BenFit Nutrition Team
Ben — Founder, CEO
Kati — Sales/PR, CSO

BenFit Nutrition combines the love for sport with a passion for good food. Our vision is to develop tasty fitness food products for athletes and anyone else who wants to build, maintain or regenerate their muscles. To keep it short: we want to combine good food with added nutritional value.

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

The founder of BenFit Nutrition is me, Ben. I have always been fascinated by sport: from football to basketball and athletics, I am at home in various sports. My fiancée Katrin is my right hand and also a sports enthusiast. Together we have set ourselves on a mission of revolutionizing the bread market along with the superfood sector.

Our new high-protein healthy white bread allows consumers to eat white bread without hesitation while supporting muscle building and regeneration and giving the feeling of satiety.

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

It all started in 2006 when I discovered the fun of fitness. My goal at the time was to build muscle and gain weight. Being 1.86 tall I weighed only 65 kilos. Today it is trained 90 kilos. It quickly became clear to me that I could not build muscles only by training regularly. The right nutrition is simply very important for one's own well-being, health and a sporty figure.

In order to find the right answers to these questions, I (Ben) got trained as a state-approved nutritionist along with pursuing my degree of Master in Finance and turned our kitchen into a private cooking studio. At some point, I wanted to share the great products I created with more people. That's why I started my Instagram profile "BenFit" in 2016 with tasty, nutrient-rich high-carb low-fat recipes for athletically active people. I was able to create a great community there with about 50,000 followers and now reach more than 500,000 people a week with my recipes.

The huge interest on Instagram led to the next logical step: development of our own products that tasted good and at the same time provided the body with important nutrients for its performance. We put our vision of good food with added nutritional value into practice and that is how BenFit Nutrition was born. 

The protein white bread is available in four delicious varieties — High Protein Sandwich, High Protein Paninis, High Protein Grilled Bread with Olives and High Protein Grilled Bread with Pepperoni — makes the start. Further innovations will follow. The focus will always be on the taste — follow us to discover our next steps!

What is unique about your business idea and operating model?

Our low-fat high-protein white bread has real power: We have enriched it with a lot of high-quality protein that your body can use directly to build, maintain and regenerate your muscles while the carbohydrates take care of your energy level. 

On the other hand, we have cut fat, sugar and preservatives. Thus the protein white bread offers you full power with comparatively few calories —  the perfect mixture for your personal power time! Our products keep you full let you enjoy white bread guilt-free. 

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

Since it is very important to us that we are a clean label and work without added sugar, preservatives, flavour enhancers and baking stabilizers, it was of course not easy to implement a product that meets our requirements. We wanted to develop a Mediterranean white bread that would not only impress with its ingredients but would also be able to match the taste of its competitors on the market. After many tests, we succeeded and are proudly proudly offon the market. The feedback so far is outstanding.

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

In 5 years we have established ourselves on the market as a company that offers healthy and innovative fitness food on the food market. Here it is important to us that we continue to be innovative and inspire our customers with our products. We already have so many innovations in planning and products that we have developed, that we are looking forward to the next years and are excited about what the future will bring for us and our company.

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

We see the NX-FOOD programme as a great opportunity not only to place our products in new interesting markets but also to benefit enormously from our brand awareness and new experiences. We have already seen the enormous added value the program has brought to former participants and see it as a big step on our company's way and above all as a great award to participate.

What are your main milestones and achievements?

September 2016 — Foundation of BenFit on Instagram
June 2017 — Foundation of BenFit Personal Coaching
March 2018 — Foundation of BenFit-Nutrition GmbH
May 2018 — Final product development of our products
July 2018 — Opening of our online shop at
August 2018 — Central listing for all the hit markets in Germany
October 2018 — successful participation in the NX-FOOD program
October 2018 — PR at FitForFun, Woman's Health etc.
October 2018 — Product placement at selected Marktkauf stores
November 2018 — Listing at selected EDEKA stores
November 2018 — Listing at selected Real and Emmas Enkel stores

Branding und Webseite von NX-Food werden entwickelt von dombek—bolay und Albert Naasner, in enger Zusammenarbeit mit dem NX-Food Team.