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Ecoliving International AB

Foodtech - "Food for a new generation"

Ecoliving is a Scandinavian foodtech company innovating new organic and plant-based protein distributed through it's own e-commerce store and B2B. Our company is focused on innovation and production of plant-based protein as an alternatives to meat. See our latest commercial here.

We have managed to farm organic quinoa in Scandinavia and are now working to produce ready-made quinoaburgers "The Quinoburger". See our commercial for Scandinavian Quinoa here.

Investor proposal

The world is changing! Ecoliving is producing "Food for a new generation". Our society is in a paradigm shift, where we consume less meat and more plant-based protein. This mega trend is driven by health, veganism and conscious decisions about our sustainability. We have developed new types of organic and plant-based protein that is an excellent substitute to meat. As an investor, you can take part in our journey of helping people taking control of their health and profit from the shift from meat protein to plant-based protein. The world is ready for a food revolution!

Product

The problem this product solves

Today's largest health problem is stress, obesity, and diabetes among children and adults, which also lead to cardiovascular diseases. Globally 422 million adults are suffering from diabetes, which is 8,5 % of the global population. 33 % of the population suffers from a condition of prediabetes.

The solution to these global problems is not medicin, but preventive health care. People need to take control of their health. We need to change our food habits and lifestyle. Let's reduce our meat consumption and increase our intake of plant-based wholefood and plant-based protein.

How the product solves it

Ecoliving has produced a range of high quality protein products using the philosophy and knowledge of plant-based wholefoods. Our protein is 100 % organic and contains natural vitamins and minerals from natural plant-based wholefood. It's enriched with organic rhubarb fibre to increase the absorption of protein.
 
Together with our organic farmer we have grown organic quinoa in Scandinavia that has 16.8 % plant-based protein. It’s 100 % organic and KRAV-certified "Scandinavian Quinoa".
 
We have also developed the first prototype of a 100 % organic, plant-based and wholefood quinoa burger "The Quinoburger" that is gluten-free and vegan. 

Product features

Ecoliving has innovated a unique kind of premium organic protein with organic rhubarb fibre that contributes to a healthy stomach. It is enriched with natural wholefood vitamins and minerals from superfoods. It can be used for daily use to enrich your protein diet.

Our organic "Scandinavian Quinoa" is the future of plant-based wholefood from organic farming. Quinoa is an excellent plant-based complete protein that contains high quality carbohydrates, fibres, vitamins and minerals.


Product use cases

Our organic protein can be used by all adults, pregnant and breastfeeding moms. It is also loved by many top level athletes. It has no added sugars, artificial ingredients or chemical colours. It's perfect to use to a protein drink after your workout or to a healthy smoothie in the morning.

The Scandinavian Quinoa by Ecoliving is a plant-based and vegan source of protein that is 100 % gluten-free. Use your creativity in the kitchen and try different fabulous dishes with quinoa. It can be used to a fruity salad, breakfast bowl or as replacement to rice, pasta and potatoes.

Team

Alicja Domelid avatar
Alicja Domelid Founder and CEO
Alicja is passionate about health and organic lifestyle. Alicja has a diploma in plant-based wholefoods from T. Colin Campbell Institute. Responsible for the brand, foodtech development and international sales. Education background: BA in International Trade from Lazarski University and MA in Marketing and Management fråm Kozminski University, in Warsaw. Earlier ... See more
Alicja is passionate about health and organic lifestyle. Alicja has a diploma in plant-based wholefoods from T. Colin Campbell Institute. Responsible for the brand, foodtech development and international sales. Education background: BA in International Trade from Lazarski University and MA in Marketing and Management fråm Kozminski University, in Warsaw. Earlier Alicja worked in banking helping startups. She later moved to Sweden and launched an organic cosmetics brand at the retail chain Åhléns. Alicja is a brilliant marketing strategist and has profound experience in international sales. See less
Ronald Domelid avatar
Ronald Domelid Co-founder and COO
Ronald has a passion for sports and health. He has a strong track record in e-commerce and business development. Responsible for daily operations in the company. Education background: BA in Political Science and studies in Crisis Management at the Swedish Defence College. Earlier Ronald worked in private banking at HQ ... See more
Ronald has a passion for sports and health. He has a strong track record in e-commerce and business development. Responsible for daily operations in the company. Education background: BA in Political Science and studies in Crisis Management at the Swedish Defence College. Earlier Ronald worked in private banking at HQ Bank. He later decided to follow his dream to become an entrepreneur. Ronald has co-founded Stonefactory.se and was in charge of the growth strategy. The company was acquired by Bygghemma Group AB that went public in 2018.Ronald's core speciality is leadership and management. See less
Victor Chang avatar
Victor Chang Quality Assurance Director
Victor has 10 years of active product development in foodtech. He has also lead the quality assurance over 40 products ranging from food supplements to coconut water in Brazil. During the last ten years has has also focused on organic superfoods and new organic vegan products from all over Europe. ... See more
Victor has 10 years of active product development in foodtech. He has also lead the quality assurance over 40 products ranging from food supplements to coconut water in Brazil. During the last ten years has has also focused on organic superfoods and new organic vegan products from all over Europe. Victor is the Quality Assurance Director and works with the foodtech development and food legislation. Responsible for the quinoa burger production. Education background: Swedish Navy, IHM Business School. Victor also has a Senior position with Hellenic National Council of Clubs and Centers for UNESCO in Athens, Greece. He is appointed Board Advisor for ERT Symphony Orchestra in Athens. See less
Per Schlingmann avatar
Per Schlingmann Board Member , Advisor and Shareholder
Founder and CEO of Per Schlingmann AB. Per is a PR and marketing expert. He is an advisor to top-tier companies in communication, strategy and change management. He is an author of several books in the area such as "Urban Express" and "Kommunikationskriget". Per has a unique background from both ... See more
Founder and CEO of Per Schlingmann AB. Per is a PR and marketing expert. He is an advisor to top-tier companies in communication, strategy and change management. He is an author of several books in the area such as "Urban Express" and "Kommunikationskriget". Per has a unique background from both politics and business. He served as an advisor to the Swedish Prime Minister, and had a central role in shaping the Moderate Party in Sweden as the Chief of Communication, Party Secretary and Chief Strategist. Per is one of the leading thought speakers in Sweden in areas of digilisation, communication and change management. He has been pointed out as one of the most influential communicators in Sweden and perceived by many as the Swedish Spin Doctor. Per is Vice Chairman of SOS Childrens Villages and sits on the board of Svenska Film. His novel "I maktens öga" is being made into a film adaptation on Viaplay Originals and season 1 will be aired in the beginning of 2019. See less
Dr. Mannan Mridha avatar
Dr. Mannan Mridha Chairman of the Board & Shareholder
Dr. Mridha strongly believes in the importance of preventive healthcare helping people taking control of their own health and lifestyle. He has been working as a WHO consultant with Medical Technology in many developing countries. Dr. Mridha was awarded fellowships from Royal Swedish Academy, Royal Society for Science and Engineering ... See more
Dr. Mridha strongly believes in the importance of preventive healthcare helping people taking control of their own health and lifestyle. He has been working as a WHO consultant with Medical Technology in many developing countries. Dr. Mridha was awarded fellowships from Royal Swedish Academy, Royal Society for Science and Engineering in the UK, and by the Japan Society for Promotion of Science. Education background: M. Sc. Eng degree Warsaw Technical University, Ph.D. and M. Ed. degree from Linköping University and research at University Oxford and Tokyo University. Dr. Mridha works as a Senior Researcher at the School of Technology and Health, KTH (Royal Institute of Technology), Stockholm. His current research activities include telemedicine, e-Health, e-Learning and patient safety and medical developments in close collaboration with Karolinska Institutet. See less

Market

Target Market

We are currently focusing on the Swedish organic food market that has a value of 27,9 billion SEK and an annual growth of 15 %. The main market for our organic protein is the consumer market, which we reach through our online sales channel and the pharmacy market.

When it goes to Scandinavian Quinoa, the traditional retail market, including the large retail chains, are our focus. Our quinoa will be launched in August in one of Sweden's leading online food stores.

Competitive landscape

The growth of the organic and vegan market has increased the general competitive landscape. Our main competitors are traditional companies working with broad ranges of various protein and vegan products without specialisation in organic plant-based wholefood. Most of our competitors are working with private label and not innovating their product portfolio. There is numerous quinoa from South America on the Swedish market but not all of them are organic and it has travelled a long way on the sea to reach Sweden. Since, Ecoliving is the producer of quinoa we can sell private label of Scandinvian Quinoa to other companies.

Unique differentiator from competitors

What makes Ecoliving unique is that we focus on high quality, innovative and premium organic ingredients. Most importantly, all our products are made in Scandinavia. We work closely with our farmers and scientists to develop a new standard of food products. Our company follows the principles of plant-based wholefood and only uses premium organic ingredients without any extracts. Scandinavian Quinoa is grown on Nordic land, KRAV-certified and lab tested in Sweden. It contributes to less carbon footprints and is more eco-friendly for the environment.

Company revenue streams

The most important revenue streams are coming from our own e-commerce and through our retail channel (B2B). What is interesting is that our B2B customers are having their main growth in their online channels. We predict that within the next three years, the most important revenue streams for us will be from online pharmacies.

Product/service distribution

Our main sales channel to end-consumers is through our own e-commerce platform Ecoliving.se. The second most important sales channel is the pharmaceutical and health industry. We see that the pharmacy market online is growing rapidly and there is a great potential in future growth. Our company is already working with leading pharmacies, such as Apoteket.se and Apotea.se

Execution

Previous milestones/traction

  • Trademarked "Ecoliving" as a brand in EU.
  • Launched a new e-commerce platform for Sweden.
  • Moved to a brand new office and warehouse with our own kitchen studio in Stockholm.
  • Produced four flavours of organic protein with vegan alternative.
  • Farmed and developed Scandinavian Quinoa.
  • Developed a prototype of a 100 % organic, vegan and gluten-free burger made from quinoa.
  • Attained EU organic certification, KRAV-certification, implemented HACCP and food legislation.
  • Signed a contract with Apoteket AB.

Next key objectives

  • Our ambition is to build a global food brand "Ecoliving" that is well-known all over the world.
  • Be a front runner in the foodtech industry, by developing organic and plant-based protein alternatives to meat.
  • Launch "The Quinoburger", an organic plant-based burger on the Scandinavian market.
  • Be a powerful influencer in helping people taking control of their own health!
  • Become an impact unicorn within the coming 5 years!

Previous Financing

We started the company by bootstrapping, keeping costs low and the company lean. In 2016 we made a successful crowdfunding round raising 1.7 million SEK. Thanks to our crowdfunders we could start the foodtech experiment that has led us to develope four innovative protein products and cultivate Scandinavian Quinoa. We still believe in keeping the company lean in order to build a future profitable business.

Partnerships


  • OKO Farm, Denmark - Our partner in farming and cultivation of rhubarb fibre and quinoa.
  • School of Technology and Health, The Royal Institute of Technology (KTH), Stockholm - provides knowledge and competence in the area of preventive healthcare.
  • Evolutionsbiologiska Institutet, Uppsala Universitet. Contributing with their leading knowledge within toxocology and medical geology - how to detoxify your body with food.
  • UNESCO - contributing with scientific knowledge and network within the European food industry.
  • Medi Metal AB - provides expert knowledge and laboratory test in food production and food technology. Serves as a partner in the production of our quinoa burgers.

Use of funds

The funds will be used to finance the growth of the company accordingly: 25 % marketing, 25 % organisation, 20 % foodtech, 5 % logistics and 25 % acquisitions.

Industry Certifications/Awards

  • Awarded as the top 50 future companies in Scandinavia in the prestigious Serendipity Challenge in June 2018.

Return on Investment

Potential ROI 300-500  % with a clear IPO plan. The company aims to grow 30-50 % anually and has recently acquired the company A la Eco, a plant-based protein company.

Risk Analysis

The largest risk factor for us during the last two years was the product development phase. We have been very fortunate and successful with the product innovation and development. Now, the company stands in a commercialisation phase, where we need to invest into marketing, brand-building and sales of our products. In order to be successful, we now need to commercialise and build the brand Ecoliving Organic Body Foods, participate on national organic fairs, international fairs, such as Biofach in Germany and Hong Kong, in order to build our export market and become a global brand.