Teatox Gründer Felix Ilse und Michael Decker © purefood GmbH/Julia Bischoff

Hamburg's Purefood takes over Teatox

Lycka's parent company adds tea to product range and seeks more growth

The Hamburg-based start-up Purefood is heading for more growth after taking over the Berlin-based Teatox firm, reports said Tuesday (July 16, 2019). This comes after Purefood received an investment of over EUR 3 million from the Oyster Bay food guide.

Social impact of organic tea in Nepal

The founders of Teaxtox, Michael Decker and Felix Ilse, said the merger with Purefood is the “perfect superstructure for their brand’s further growth.” The company now hopes to become a sustainable consumer goods company with the greatest possible social impact. Teatox invests 1 per cent of its turnover in environmental and social projects in Nepal while Purefood stresses the social aspect of its brands. Founded by Felix Leonhardt and Sven Perten in 2014, Purefood’s Lycka brand, under which ice cream, coffee, muesli and snacks are sold, is proving a great success. The company donates a school meal in Africa for every Lycka label product sold and has already provided 2 million school meals in this way.

More sustainable brands to be added

Sustainability and social commitment are increasingly important purchase criteria for more and more people,” said Felix Leonhardt, Managing Director of Purefood. The start-up now hopes to increase its turnover in the next few years by adding more brands focusing on organic, social and sustainability issues to the existing product range which currently includes the Teatox, Lycka and Stark labels. The founders of Teatox, Decker and Ilse, will remain in the management team following the takeover. The company is now set to compete with Nestlé and other big food producers, Gründerszene quoted Ilse as saying. Last year, Purefood earned around EUR 2 million in turnover.

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