SIMO SUOHEIMO, co-founder, Ambronite: Sometimes people who really care about food and nutrition are busy and need a quick fix
Food is fun, says Simo Suoheimo, the self-described ‘serial optimist’ and ‘crowdfunding Jedi’ behind 500-calorie vegan ‘drinkable supermeal’ Ambronite (Soylent for foodies).
But not every eating occasion can be a Mediterranean-style social gathering, and if you’re in a rush, or lack company, energy or inspiration, but still want a nutritious meal, Ambronite make perfect sense, says Suoheimo, who first came up with the concept five years ago with some university friends, did extensive beta testing, launched a product in 2014, opened a warehouse in Chicago in 2015, and now sells it in 40+ countries.
In reality, he says, most users aren’t going to ditch food as they know it, but instead, tend to consume such products while traveling, at busy times, or for breakfast or lunch when they are busy, and alone (according to Hartman Group 46% of adult eating occasions are now solitary).
The formulation is in a state of constant evolution, says Suoheimo, who divides his time between the company’s San Francisco HQ and his native Finland (where Ambronite is currently manufactured, although he is now exploring setting up a US manufacturing base in California in 2016).
Ambronite contains premium organic ingredients, and has a premium price tag, but this will come down as production scales up to some degree, he adds. "If you order monthly you can save money [less than $10 per meal – or $8.40 per meal with an offer currently on the website].”
And fans, he says, are prepared to pay: “We’re seeing double-digit growth every month; the growth is very rapid.”
Click HERE to read more about Ambronite.
Pictured: Ambronite co-founders Simo Suoheimo (left) and Arno Paula