Our journey

After a long day at work, Bernadette flops onto the sofa. She sees a commercial for a new "innovation": a pizza burger, two pizzas stuck together with a hamburger in the middle. There must be a healthier way of doing that! That's the moment she decides it's time to do something about it.

Bernadette reads a study from Stanford University (2016). What it shows... of all our ingrained habits, our eating habits are the hardest to change. Most people don't buy healthy food, they just buy what they like. Which means we need to get people eating healthier without having to change their eating habits. And no, we don't have to eat carrots with tofu every day. That is why we make your everyday products, just that little bit better and more delicious. Because eating healthy should be something you don't have to think about. Challenge accepted!

We did it! Despite the fact that there has been pretty much no innovation in the world of tortillas for over 1000 years, Bernadette manages, by trial and error, to develop a world premier: the very first vegetable tortilla! After months of experimenting in the factory (which, of course, is Valhalla for a food scientist) the first real, fresh tortilla rolls off the press, made with real vegetables, a great source of fibre, and with 25% fewer calories than a normal tortilla. It's an "innovation" made just for you that's not only healthier, but also tastes better (if you ask us).

Hurray! No Fairytales is officially registered with the Chamber of Commerce. But maybe you're asking yourself: why No Fairytales? That's a legitimate question. At No Fairytales, we're honest about our products and we try to be as transparent as possible. We tell you the real story, not the fairytale!

It's finally here, the first supermarket listing. The vegetable tortillas look fantastic on the Albert Heijn shelves. But hang on... tortillas in the refrigerated section? Who does that? We do! Did you know that our tortillas are made of 45% vegetables? Putting our vegetable tortillas in the refrigerated section keeps them at the best quality. FRESH off the shelf, just for you.

Now that we'd conquered the Netherlands, it was about time to take things international! Starting with Sweden and then expanding to Belgium, Austria, Denmark. Europe here we come! A healthy hello from the Netherlands.

We launch our vegetable 'meat'balls. But to be honest, they didn’t get a chance to shine. Sadly, the supermarket pulled them from the shelves. You win some, you lose some. But one thing is certain: we haven't given up. We'll do anything to keep surprising YOU! And that's exactly what we did, because shortly thereafter, we came up with your new favourite: the pepper-chilli tortilla!

P.S. Want to see the veggie balls come back? Ask your supermarket. Maybe together we can get them back on the shelves! ;-)

We're no longer alone in the vegetable tortilla world: large companies are copying us. What a compliment! As far as we are concerned, that's a good sign, because together we can make everyday products a little healthier for you. And in the meantime, we will continue to surprise you with new and better products. Stay tuned for more!

Turns out everybody knows that smiling sun. We learned that the sun on our packaging is all more famous than we thought. And we think that's amazing, because it represents the positive vibe we're trying to spread at No Fairytales. It's time to put our sun in the spotlight, so we decide to officially make it part of the No Fairytales logo.

We hit ten employees! Which is amazing. We're working hard, day in and day out, to make healthy, easy food accessible for you. Does that sound like the perfect mission to you? We're always looking for positive people with too much energy who want to help us build a healthy future for everyone! Check our openings here!

We've come up with another first for you: the ready to heat and eat burrito! We're really passionate about this burrito. Because... don't let this scare you, but the average nutrient score on the frozen food shelf is Nutriscore C. So our fresh frozen burrito offers a healthier alternative to frozen pizza. Available in the chilli sin carne, BBQ chicken, and smoky beef flavours!

Pssst... did you know that when you freeze products, the vitamins, minerals and nutrients are preserved? That's a great reason to keep your freezer stocked!

We're back again with another new flavour: the tomato tortilla. And did you know that the tomato tortilla is largely made of rescued tomatoes? It's a shame to throw tomatoes out just because they don't look great. But what about the taste? Tomayto, tomahto - they taste just as good! This means we can reduce the amount of waste together. Enjoy!