{"id":113907,"date":"2025-10-22T10:00:00","date_gmt":"2025-10-22T08:00:00","guid":{"rendered":"https:\/\/cms.munich-startup.net\/?p=113907"},"modified":"2026-04-15T16:27:13","modified_gmt":"2026-04-15T14:27:13","slug":"pitch-and-people-yfood","status":"publish","type":"post","link":"https:\/\/cms.munich-startup.net\/en\/113907\/pitch-and-people-yfood\/","title":{"rendered":"Between pressure, Red Bull and Kai Pflaume: How YFood wants to make the leap onto the world stage"},"content":{"rendered":"
\n

Pressure, vision, prominence \u2013 the recipe behind YFood<\/strong><\/h3>\n\n\n\n
\n

\u201cWe all have this problem from time to time: You have so much to do, you are on the go all day and simply do not find the time to eat a healthy and balanced diet,\u201d <\/p>\n<\/blockquote>\n\n\n\n

says Benjamin Kremer<\/strong>, founder of YFood. That's how it all began. Together with co-founder Noel Bollmann, he founded YFood<\/a> with the mission of making healthy eating possible anywhere, anytime. Today, the company employs around 200 people and has sold over 100 million meals across Europe. YFood is currently experiencing particularly strong growth in the UK.<\/p>\n\n\n\n

Kremer<\/strong> emphasizes that despite its size, YFood still sees itself as a startup:<\/p>\n\n\n\n

\n

\u201cWe want to maintain our agility and dynamism and not fall into corporate structures.\u201d<\/p>\n<\/blockquote>\n\n\n\n

With Nestl\u00e9 behind us and Red Bull in sight<\/strong><\/h3>\n\n\n\n

A decisive step in the company\u2019s history was the Nestl\u00e9's commitment<\/a>, with which the founders remain very happy. Kremer and Bollmann hold 51 percent of the shares, Nestl\u00e9 49 percent. This gives them the "best of both worlds" \u2013 control over the company and, at the same time, access to a global network. Criticism of the conglomerate has been met. Kremer <\/strong>calm:<\/p>\n\n\n\n

\n

"Anyone who does something new will experience criticism. But creating an innovation and getting away with it entirely without criticism is very rare."<\/p>\n<\/blockquote>\n\n\n\n

Looking to the future, he clearly formulates the goal: <\/p>\n\n\n\n

\n

"Ultimately, our vision is not to remain a German company with YFood, but to build an international company, a global brand. Our guiding star, our great role model, is Red Bull."<\/p>\n<\/blockquote>\n\n\n\n

When success means pressure<\/strong><\/h3>\n\n\n\n

Behind this success story lies hard work and mental stress. In an interview with Munich Startup, Kremer explains that in the early years, there was hardly a day without new challenges. The pressure was omnipresent: decisions had to be made quickly, often with far-reaching consequences.<\/p>\n\n\n\n

The initial phase in particular left its mark on him. YFood<\/a> was bootstrapped, financed with his own money and that of family and friends. Any mistake could have had existential consequences. Kremer speaks of a time when he and his team had no option to drop out because there was no one to step in.<\/p>\n\n\n\n

Even today, in a phase with less operational workload, the pressure remains. It has changed \u2013 from long working days to strategic responsibility. Kremer knows: every decision can affect the future of hundreds of employees.<\/p>\n\n\n\n

To cope, he relies on balance through family, friends, and sports. His co-founder meditates regularly; for him, clear breaks and exercise are his way of dealing with stress. Over the years, Kremer says, he has learned to develop "a level more professionalism" in dealing with pressure.<\/p>\n\n\n\n

Kai Pflaume, Sophia Thomalla and the power of the brand<\/strong><\/h3>\n\n\n\n

In parallel with developing the product, YFood implemented a marketing strategy early on that catapulted the young Munich-based company into visibility. Collaborations with well-known faces were a key component.<\/p>\n\n\n\n

\n

"Especially in Germany, we've worked with a lot of influencers. Kai Pflaume at the beginning, who's a really nice guy by the way, and worked really well for us. Then there were MontanaBlack, Sophia Thomalla, and Knossi."<\/p>\n<\/blockquote>\n\n\n\n

This strategy proved crucial. YFood invested specifically in online marketing and its own sales force to gain a presence in supermarkets \u2013 and to stay there. Kremer knows that products only get one chance in retail: If they don't sell, they disappear from the shelves.<\/p>\n\n\n\n

The interplay of visibility, influencer marketing, and direct presence in retail makes YFood a brand that radiates far beyond the product \u2013 an approach strongly reminiscent of Red Bull.<\/p>\n\n\n\n

Freedom as a driving force<\/strong><\/h3>\n\n\n\n

Despite his success, Kremer remains down-to-earth. Material goals have never driven him, he says. What's more important is the freedom to shape one's own life and work. For him, success means creating something that is meaningful and brings joy \u2013 not just growth at any cost.<\/p>\n\n\n\n

Today, YFood is working to make healthy food accessible worldwide. Kremer's goal remains the same as in 2017, only the scale has changed. He wants to create a global brand that rethinks nutrition and is internationally relevant.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

YFood founder Benjamin Kremer is living the dream of many startup founders while simultaneously feeling the pressure that comes with success. His Munich-based company has grown from a pitch on "Die H\u00f6hle der L\u00f6wen" (The Lion's Den) to a European market leader and now aims to become what Red Bull is to energy drinks: a global symbol of modern nutrition. With prominent support from Kai Pflaume and his colleagues, Kremer is driving expansion forward \u2013 and speaks openly about how fine the line truly is between vision, responsibility, and mental stress.<\/p>","protected":false},"author":50,"featured_media":113858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5638,1083,3855],"tags":[731,5377,2856],"acf":[],"yoast_head":"\nZwischen Druck, Red Bull und Kai Pflaume: Wie YFood den Sprung auf die Weltb\u00fchne schaffen will - Munich Startup<\/title>\n<meta name=\"description\" content=\"YFood-Gr\u00fcnder Benjamin Kremer \u00fcber mentalen Druck und globale Ziele im Stil von Red Bull im Erfolgsweg des M\u00fcnchner Startups.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cms.munich-startup.net\/en\/113907\/pitch-and-people-yfood\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zwischen Druck, Red Bull und Kai Pflaume: Wie YFood den Sprung auf die Weltb\u00fchne schaffen will - 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