A year ago, For Real! Foods launched frozen pizzas with bases baked with locally grown Swedish cabbage
or Swedish chicken. Now several major investors are joining the fast-growing and innovative company. For Real! Foods was launched in 2020 after founders Daniel and Kristin Nowak reacted to the accelerating deterioration of public health, while parts of the food industry filled the shelves with nutrient-poor and ultra-processed fast food. Their first concept is a new type of frozen pizza baked with a base of locally grown white cabbage or Swedish chicken.
By replacing grains and additives with nutritious and 100% natural ingredients, you get a unique and healthier product that is gluten-free, low carb and high in fiber and protein.

Sweden eats the most ultra-processed food in the EU 1) and over 50% of Swedes are overweight 2). We want to reverse this trend and help people regain their health through nutritious food without additives - what we call real food. Real food that is not only healthy and sustainable but also incredibly tasty," says Kristin and Daniel Nowak, founders of For Real! Foods.

After just one year on the market, the company is now raising SEK 9 million from several well-known investors to meet the demand. The list of investors includes PINC, the venture capital arm of the food company Paulig, Maria Borelius, award-winning science journalist, biologist and author of several health books, Christer Ridderheim - one of the founders of Ridderheims delikatesser, Hans Johansson - serial entrepreneur and one of the founders of Semcon and Vinngroup, Njord Ventures and several business angels.

For Real! Foods has managed the feat of creating a more nutritious alternative to one of the most enjoyable meals we have - pizza. Many people are looking for really good alternatives to quick meals and snacks that are gluten-free, locally sourced and additive-free - and now they have one that really delivers! Plus, the team has several new products in the pipeline, so we're looking forward to an exciting journey," said Marika King, PINC's Director.

The new capital will primarily be used for geographical expansion in Sweden and the other Nordic countries, while the unique production process will be scaled up to meet increased demand. In addition to the grocery trade, the company is now also investing in selling its unique pizza bases to the restaurant sector. The capital will also enable the launch of new innovative products in 2022.

This is the future! People are changing their eating habits at a rapid pace and demanding more healthy food, including simple solutions for stressful days," says Maria Borelius, author of the best-selling book "The Health Revolution". This is also the name of Sweden's biggest health podcast, which Maria produces together with Carina Nunstedt, who has also invested in For Real! Foods.

For Real! Pizza is available in over 200 grocery stores (COOP, ICA, Hemköp) around the country, on Mathem.se and in its own web shop forrealfoods.se.

For product samples, photos and interview opportunities, please contact Elina Gregor, Gastro PR, elina@gastropr.se, 070 480 7731.

1) https://link.springer.com/article/10.1007/s00394-021-02733-7
2) https://www.folkhalsomyndigheten.se/livsvillkor-levnadsvanor/fysisk-aktivitet-och-matvanor/overvikt-och-fetma/