“What if I could make a contribution to improving people’s vegetable consumption?”
“A few years ago, after a long day of work, I plopped on the couch to watch the eight o’clock news on TV. During commercials I saw a new food ‘innovation’ passing by: the pizza burger. I decided it was time for me to do something. The next day I quit my job and started my own food start-up with the aim to contribute to the sustainable fight against obesity. My goal is to improve the vegetable consumption of people by making products tastier and more attractive for the consumer. Healthy eating must become an automatism again, not something that we have to think about for too long. Eating healthy can be delicious and fun. In this way people will automatically eat less sugar and fat, and more fiber. This will help people to eat less and a little bit healthier.”
Beetroot Tortilla with cottage cheese, hummus, fresh vegetables, chili pepper and fried egg.
What we work for every day
Healthy living is the basis of a long, positive and happy life.
We believe you can eat slightly healthier without the need to radically change your eating behavior.
No Fairytales develops tastier products by enriching familiar and frequently consumed food products with a substantial amount of vegetables.
With small steps towards a healthier diet.
Carrot Tortilla with cottage cheese, chives, carrots, spinach, peppers, cucumber and tomatoes.
2.1Billion people suffer from obesity
795Million people die of hunger
80%Of all Dutch people do not eat sufficient vegetables
Eating behavior is the most difficult to change:
Research from Stanford University (2016) shows that of all our ingrained habits, our eating habits are the most difficult to change. Most people do not buy healthy food, they buy what is tasty. Tofu and carrots may be very healthy, but most people still prefer hamburgers over tofu meatballs with carrots, right? Let’s be honest….