The Norwegian Richard Nystad and the Dane Toke Fonsbøl have launched the new plant-based food brand Wauw!, with the ambition to make plant-based food attractive to far more people than just vegetarians and vegans.
– We want to create products that taste so good that everyone can eat them with pleasure, regardless of whether they follow a plant-based diet or not, say the founders.
Wauw! is built around a clear consumer profile with a focus on taste, easy preparation, and products that fit into a busy everyday life. The range includes, among other things, falafel in several varieties, crispy burgers, nuggets, mince, and bites. Several of the products also have a protein content comparable to established meat substitutes.
Both founders have extensive experience in the plant-based food industry and have been involved in building and scaling several well-known concepts in the industry. Their list of achievements includes Mat fra Hagen, LikeMeat, Plant Food Nordic, Flowfood and Oumph!.
The belief in the concept has been so strong that the two have spent several months developing the brand without any salary, while also investing their own funds to get the company up and running.
Wow! came into Norwegian grocery stores earlier this year, and the products are now sold through the NorgesGruppen chains, Meny, Kiwi, Spar and Joker, as well as the online store Oda.
Increased awareness among consumers drives growth in the market
The launch comes at a time when the market for plant-based food is growing rapidly internationally. According to the analysis firm Future Market Insights the market is expected to grow from $15.9 billion in 2026 to $49.5 billion by 2036.
The report points out in particular the growth among so-called flexitarians – consumers who still eat meat but want to include more plant-based meals in their daily routine. Analysts estimate that this group now accounts for the majority of purchases in this category.
At the same time, taste, texture, and usability are highlighted as the most important factors for further growth. Technological advancements in precision fermentation and new plant protein solutions are making the products even better, which is expected to contribute to plant-based food becoming a more natural part of everyday diets.
Collaborates with Aggrator
To support the continued growth, Wauw! has entered into a partnership with Aggrator. Salvador Baille, who will be responsible for the company at Aggrator, sees significant international potential:
– Aggrator has a stated ambition to be the best at internationalizing new products and services for a cleaner and better world. Wauw! has clear ambitions and a well-thought-out strategy that we at Aggrator will help to further develop to win new markets, especially in Southern Europe.
The photo shows Richard Nystad, Salvador Baille and Toke Fonsbøl.