Summary:
Endless Food Co raises €1 million for its sustainable chocolate alternative, THIC.
THIC made from upcycled brewer’s spent grain, addresses sustainability and supply chain issues.
Partnership with 7-Eleven Denmark to launch THIC-based products in 180 locations.
Traditional chocolate industry faces ethical and environmental challenges due to rising cacao prices.
THIC offers a solution with 80-90% lower carbon emissions compared to traditional chocolate.
Endless Food Co's Innovative Journey
Endless Food Co has successfully raised €1 million in pre-seed funding to advance its groundbreaking chocolate alternative, THIC (This Isn’t Chocolate). This initiative aims to tackle pressing sustainability and supply chain challenges in the chocolate industry.
Funding and Future Plans
The funding round was spearheaded by Nordic Foodtech VC, alongside contributions from EIFO and Rockstart. This financial boost will allow Endless Food Co to scale production, set up a pilot plant, and grow its team.
THIC: A Sustainable Solution
THIC is crafted from upcycled brewer’s spent grain, a byproduct of beer brewing. This innovative product serves as a sustainable and cost-effective alternative to traditional chocolate. Unlike cacao, which is increasingly threatened by climate change, THIC presents a scalable solution that reduces dependency on cacao and addresses significant environmental and ethical challenges within the chocolate sector.
Maximillian Bogenmann, Co-founder and CEO, emphasizes their mission: "Our core mission is to provide a delicious, long-term, and price-friendly solution for the existing chocolate and food industries... Partnering with a forward-thinking retailer like 7-Eleven gives us an amazing first step toward realizing the Endless vision.”
Culinary Expertise Behind the Brand
Founded in 2022 by Maximillian Bogenmann, Christian Bach, and Matt Orlando, Endless Food Co combines culinary expertise from renowned restaurants such as Noma and The Fat Duck. Their approach highlights that sustainability and indulgence can coexist, providing a solution to the challenges faced by the chocolate industry.
Key Partnerships
Endless Food Co recently announced a significant partnership with 7-Eleven Denmark to bring THIC to market. This collaboration will feature THIC-based products, including a co-branded cookie with TIM’s Cookies, available in all 180 Danish 7-Eleven locations by year-end.
Jesper Østergaard, CEO of 7-Eleven Denmark, shared his enthusiasm: “THIC is a truly exciting product because it’s a more sustainable alternative to chocolate – without compromising on great taste.”
Market Challenges and Solutions
The traditional chocolate industry is currently facing challenges, with cacao prices more than doubling over the past year due to climate-induced supply chain disruptions. Additionally, the sector grapples with ethical and environmental issues, such as deforestation, biodiversity loss, and labour exploitation.
THIC offers a potential remedy, delivering similar taste and texture to traditional chocolate while boasting up to 80-90% lower carbon emissions according to a recent life cycle assessment.
Louise Rørbæk Heiberg from Nordic Foodtech VC states: “Endless Food Co is a great bet in the alternative cacao space. Their ingredients playbook aligns beautifully with our strategy around backing founders solving the deep underlying problems in our global food system.”
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