Our purpose is to accelerate the green transition of food.
Founded just three years ago, we’ve already sold over 2 million products in Finland, grown 200% year-on-year, and earned our place as a bold innovator in the food industry. From making waves at Slush 100 to impressing on Shark tank, we’ve built strong momentum with the backing of top angel investors like Wolt founder Elias Aalto, Pulled oats inventor Maija Itkonen and more.
Why do we exist? Because the planet is in trouble, and we think food can be part of the solution. We’re here to prove that eating plant-based doesn’t have to be a life-altering decision. It’s not a diet cult or a salad-only affair. It’s just good food. Oh, and a bonus: it might help the world not end. No big deal.
MEET THE FOUNDERS
FMCG brand expert
Global retail
Passionate foodie
Managed cost-critical
airline operations
globally, years in food
Built 2 communities
Rocket scientist
Techcompany exit
Built disruptive brands
Engineer+ designer
Consumer brand exit
Scaled 100M€ +
food delivery against
fierce competition
“Why can't you get tasty prepared food in the store that you can eat with a good conscience even every day? “This question was raised by the founders of the company Martti, Lauri, Valerie and Miika. The shared experience was that the store's range was industrial and vulgar. It was felt that the value world of the traditional food industry was no longer very relevant, resulting in processed meat food laced with preservatives and additives. If humanity ever needs a new direction when it comes to eating, now would be the right time.
Something to try. The year was 2021 when the ideas born from these starting points were finally refined into a company. The firm is now known as Rebl Eats. The mission was to develop products on store shelves that would be, above all, tasty, but would represent a new, more sustainable world of values. Taste, health and responsibility. Taste for us simply means not launching a product unless we think it's damn good. When it comes to health and responsibility, the biggest trick for individuals in this regard is to omit meat altogether. Balanced and nutritious servings with plant-based proteins, packed in cardboard. The founding team had expertise in many fields, but little experience in developing such products. Fortunately, we got the ship with Tiia. With her cooking skills, Tiian has repeatedly convinced the meat-consuming public to choose a plant-based version over a meat version in a blind test. The point here is that a product that appeals to the masses should not seem like a compromise from any point of view, it should be as tasty or tastier than the meat version.
“The people who are crazy enough to think they can change the world are the ones that do.” — Steve Jobs