Founded by two entrepreneurs who are passionate about sports and nutrition, Niklas Gustafson and Octavio Laguiawith a young team (the average age is 32) and with a strong female and international footprint (70% of the 20 employees are women and 45% foreigners), owes its name to the principles underlying the company’s business. Natruly in fact, it is born from the combination of the terms “natural” and “truly”, natural and sincere, and seeks space in the international scenario of food tech and health food in particular with a proposal aimed at a public attentive to their physical well-being (and sensitive for the health of the planet) through a healthy and correct diet.
It is certainly not the only international startup / scaleup to land in Italy with the label of marketplace of healthy and quality food – the latest in chronological order was the German Hello Fresh – but it does not go unnoticed that, after the expansion throughout Europe with online sales, Italy is the first country chosen by Natruly to enter the retail market. To do this, the startup has set up a range of over 40 products including organic, vegan, no added sugars and 100% gluten free references ranging from snacks to chocolates passing through spreads, peanut butter, vegan proteins, soluble oats, grain-free granules and more.
A complete catalog for breakfast or a quick snack, in short, shipped in fully recyclable packaging and which also wants to be a base of ingredients for recipes dedicated to healthy food. To operate in Italy, Natruly has opened a branch (managed by an Italian manager) and is gradually structuring a sales network that now includes the main players in the health sector (including Macrolibrarsi, Nature Source, Prime Numbers, Naturplus, Melaverde Bio) and which, from a logistical point of view, will rely on a storage warehouse on the outskirts of Florence, in Calenzano.
The choice of the Peninsula as the first market to “attack” with retail is easily explained by a number: 13milbecause there are so many orders detached from consumers Italians only in the first half of 2021. The recipe to win over local consumers is made up of several ingredients, as Gustafson clearly explains, and one of these is the transparency of communication, which translates into packages that show the exact percentage of the ingredients that make up the products offered in the catalog or in focusing only on suppliers that meet international quality standards such as Brc (Global Standard for storage and distribution) and Ifs (International Food Standard).
“We work for a world where natural food is not an exception and we do it by constantly aiming for innovation”, says the co-founder, and by innovation Nutraly means ingredients such as healthy chocolate, created with an original blend of cocoa and chicory root (replacing sugars and sweeteners) that will soon be present in all chocolate-based products. Another product that the startup claims as exclusive is “Cheesy Snack”, Based on crunchy cheese without carbohydrates and sugars, while in development it is a salty snack without cereals, legumes, gluten and refined flours and based on only healthy ingredients.
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