Oatmeal – doesn't sound so sexy in German. But it can be delicious, filling, and healthy. The Munich startup 3Bears Their goal: to reinterpret porridge and convince even the last porridge skeptics. We wanted to know more:
1. Who are you and what do you do? Please briefly introduce yourself and your product!
We are Caroline Steingruber (31) and Tim Nichols (34), a German-English couple, and we founded the food startup 3Bears in December 2015.
3Bears is all about a balanced, delicious breakfast centered around oat flakes, known as porridge. Porridge traditionally consists of oat flakes and milk or water, which are mixed and heated. What makes it special? This warm oat meal not only keeps you full for a long time, but is also incredibly nutritious, full of valuable fiber, protein, and vitamins.
Our 3Bears porridge has been available since this spring. Just right means the perfect blend of large pieces of fruit and wholesome oats for a hearty bite and an exceptional taste experience. And we use no refined sugar or any additives. This means our porridge relies on the sweetness of fruit and is completely chemical-free.
The idea came about during our time in England, when we—inspired by the offerings there—began mixing our own porridge. When we realized that there was hardly any tasty porridge available in Germany, the idea was born. We'd actually dreamed of making our own since 2007, when we met in England. When the right idea came along, one thing led to another.
2. But that's been around for a long time!
That's precisely what's so fabulous about porridge—it's something time-honored, something that's been eaten and enjoyed for thousands of years. We believe that 3Bears Porridge will still bring a breath of fresh air to the breakfast table. We want to reinterpret this warm oat meal with unusual flavors, high-quality ingredients, whole-grain flakes from Germany, and a wonderful texture of creamy, hearty porridge.
We also have big plans and want to launch delicious porridge on the go in the form of porridge pots. We've just completed a successful crowdfunding project for this – more on Startnext – click and watch the film, it’s worth it!
3. What are the three main ingredients for your recipe for success?
While we certainly think the number three is great, we're not necessarily fans of listing three business buzzwords to say that's exactly what it's all about. It all has to be right, and a lot of things have to come together for a concept to work and a brand to be successful. For us, that means one thing above all: a great product. We give our all to ensure our porridge tastes simply delicious, and we never compromise on quality or the principle of natural food. We might try 30 different dried apple products before we find the one that tastes just right.
We also strive to continuously develop ourselves and our products – in terms of varieties, portfolio, distribution channels, and so on. We hold many tastings and events to hear directly from our customers, both B2B and B2C, about what they like about the product and what they might be missing or even bothering them. Of course, we also like to regularly visit Tim's home country, England, and continue to monitor the market there.
What we both also consider very important are the diverse interests and skills we bring to the company, which complement each other perfectly. Caroline brings experience in retail, consumer insight, and brand management, while Tim has worked for years in business development, project management, and consulting. It was clear from the start who would be responsible for what, and strengths—such as Caroline's can-do attitude and Tim's perfectionism—were put to good use.
4. Let’s get down to business: How is business going?
As we at 3Bears always like to say: exactly right. Since our launch in May, sales have doubled month after month, and we're already producing volumes in the four-digit range. The feedback has been great, visitor numbers to our online shop are increasing, and we're steadily expanding our network of resellers—primarily grocery stores, cafes, and fitness studios—across Germany. 3Bears is already available in almost 20 outlets.
Above all, it's the direct customer feedback that's really fun. At tastings, it's great to see how surprised so many people are by 3Bears Porridge—from porridge skeptics who initially have no idea what it's all about, to die-hard porridge fans who usually make their own porridge and are happy to be convinced by our flavors.
5. What does Munich mean to you?
Some might say that Munich's rent prices don't exactly make it easy for startups. But aside from that, Munich is an ideal location for us. Firstly, we already have many enthusiastic customers and buyers (3Bears Porridge is available at places like Dallmayr, Kochhaus, Aroma Cafébar, Schneewittchen am Glockenbach, and many more). Secondly, there's an exciting food scene here, especially in the startup sector. We enjoy exchanging ideas with other founders, helping each other, and finding inspiration.
We also met some really great people here in Munich after our time in England. Among them are our talented designers – we have them to thank for the amazing "face" of 3Bears – and, of course, Goldilocks! (Watch the film at www.startnext.com/3bearsporridge) For us, Munich is simply fantastic. We both love nature, enjoy being outdoors, do a lot of sports, and add to that the Bavarian atmosphere (and the good beer) – just right!
6. How will your startup become the next unicorn? Or will we see you soon at Epic Fail Night?
Our idea has been gestating for a long time, and we carefully examined the market before we were sure that the timing and product were right. So, every variety—from the Classic Crunchy to the Banana Poppy Seed—is the product of a lot of passion, product development, and quality. We develop each variety ourselves, select a wide variety of ingredients, and then have the porridge blended by a food expert.
In addition to a great product, we believe that the founders themselves are also extremely important for success. We see the fact that we are also a couple in private life as a clear advantage. We've known each other for almost 10 years, and we know each other's strengths and weaknesses. We trust each other, and our responsibilities are clearly defined. Caroline is responsible for marketing, sales, and social media, while Tim handles finance, IT, and business development. There are (almost) never any arguments.
7. Fish on a stick or pork knuckle?
Fish for Caro, meat for Tim. As with the responsibilities, there's no messing around here either!
By the way, if you would like to see the 3Bears Porridge for yourself, has the opportunity next Sunday (06.11.2016)!
