#102 - Selling 1 Million Litres of Vegan Milk, with Nicolas Hartmann

No-one wanted to invest in Vly. It was called a “mega flop”. Today, it is one of the fastest growing food start-ups in Europe.

Nicolas Hartmann is a dreamer. He quit his job at Bain to found his company, Vly, which sold over 1 million litres of their milk alternative in less than a year in supermarkets all over Germany. The secrets to his success? A milk full of protein, that doesn’t taste plant-based.

To bring this vision to life, Nicolas has adopted a scientific approach to nutrition. He believes that food, like tech, should be optimised. Using consumer habits as his main KPI, attending conferences where he presents new ideas to the food industry, and talking directly to supermarket owners, Nicolas is working with his team towards a healthier, more ethical future.

Because if 1 litre of a milk alternative can change someone’s habits, then what about 1 billion litres, the number Vly is working to sell in the future?

Tune in to hear about:

- The team’s appearance on Die Höhle der Löwen

- How start-ups can get into the media

- How Vly aims to target all lifestyles, from Berlin hipsters to traditional farmers

- How Nicolas and his co-founders use communications to preserve their harmony

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