Porridge is certainly nothing new, especially in the British Isles, but it is also enjoying increasing popularity here in Germany. A development that the Munich-based food startup 3Bears The two founders, Caroline Steingruber and Tim Nichols, therefore appeared on the VOX show "Die Höhle der Löwen" (The Lion's Den) last Tuesday to convince investors of their porridge-based Variante. They were successful.
Oatmeal or porridge doesn't sound particularly sexy at first. But if you call it porridge, think of fancy flavors like "poppy-seeded banana," and garnish it with fresh fruit, you can even convince the Lions investors Judith Williams and Frank Thelen. The latter — actually better known as a tech investor — discovered his passion for food startups during the VOX show. This is something that Munich-based startup 3Bears can now celebrate, having won over the judges with its whole-grain oat flake mixes in various flavors. Both Lions offered Caroline Steingruber and Tim Nichols a double deal: 150,000 euros for 30 percent of the company. The founding couple accepted, even though they originally only wanted to give up 15 percent.
Emotional storytelling
Perhaps the founders were able to score points with the story behind their startup idea, in addition to their product. Emotional stories are becoming increasingly important in this format:
Caroline and Tim fell in love not only with each other in England, but also with porridge. Their enthusiasm for the product and their passion for their own healthy recipes were so strong that Tim, a passionate sportsman, left his British homeland to join Caroline in shaking up the German breakfast market. The two see not only their relationship as a perfect marriage of Great Britain and Germany, but also 3Bears.
