Seamore: Making seaweed attractive and fun to eat

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Seamore is offering seaweed-enhanced versions of our favorite foods, such as pasta, bacon, wraps, bread and chips.

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Seamore Team:
Willem Sodderland, Founder & Seaweirdo
Angela Ferrato, Sales Director
Riccardo Traini, Operations Manager
Willem Nawijn, R&D Manager
Camille Jullien, Sales Manager
Adil Latheef Cherayakat, Communications Manager

Please introduce yourselves: What does your startup do?

On a global scale, we urgently need new sources of healthy, tasty and sustainable food to feed the planet. Seaweed is considered the healthiest and most sustainable food that exists but is hardly being used.

Consumers are looking for food that is good for them and the planet without sacrificing taste or convenience. We design products that bring the taste, health and sustainability benefits of seaweed to our plates in an attractive and accessible way.

On a more detailed level, seaweed is a superfood and offers a great way to shift to plant-based protein, consume fewer calories and increase your intake of vitamins, minerals and fibers.

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

Willem Sodderland, the founder of Seamore, ordered a seaweed salad in a restaurant but received a plate with green tagliatelle and no seaweed. He found out that that pasta was actually seaweed. A fantastic way to eat less carbs and more veggies!

He realized that seaweed can replace or enhance our favorite foods while making them healthier and more sustainable. That how our company’s mission to turn seaweed into an everyday food was born: Some seaweed, we seamore.

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What is unique about your business idea and operating model?

We take the benefits that seaweed can offer as the starting point and look at categories of food where these benefits could be valuable: less saturated fat and carbs, more plant-based protein, less salt, a much lower carbon footprint, vegan or other lifestyle alternatives.

Then we design the product and define which seaweeds will be used in what way. Later we find a specialized producer who can make the product for us and bring the products to market via retail and food service, both branded and private label or "powered by" Seamore.

What were the most significant difficulties you had to overcome while building your startup?

The biggest challenge was to grow supply and demand simultaneously as we were the first ones to turn seaweed into accessible food. This meant finding partners who could harvest or farm the seaweed, creating the products, identifying channels to sell the products and reaching consumers, all at the same time. This also meant that we had to secure funding.

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

We will have an extensive range of products and will come up with many more ways to create benefits with seaweed. We will be working intensively with partners and other brands, co-developing unique products with and for them. Seaweed will find its way into the majority of food categories. Fish substitutes will become a significant part of our business.

What are your expectations from the NX-Food Startup Shelf Program?

We hope to reach a lot of new food service customers via the METRO stores and find new partners in product development, distribution and marketing.

What are your main milestones and achievements?

· Seamore products were the first seaweed products to be sold in mainstream supermarkets
· Sold more than 1.5 million servings of seaweed
· Our seaweed bacon was named the best bacon alternative among 15 competing products
· Won 8 awards in 5 countries for innovation, quality, sustainability and the best product
· Reached 1000 points of sale in 8 different countries
· Created more than 25 million media impressions around the world
· Introduced seaweed to thousands of people
· Inspired dozens of other food startups to help create the future of food
· Attracted 1.5 million in funding from investors and 3 crowdfunding campaigns

The NX-Food visual branding and website are developed by dombek—bolay and Albert Naasner, in close collaboration with the NX-Food team.