Lycka

purefood GmbH, a Hamburg-based food company, operates the brand Lycka, which translates to "happiness" in Swedish. The company was established with the mission to leverage consumerism to address global issues, specifically by producing and distributing organic, vegan-friendly foods. Its product line is diverse, including vegan ice cream, chocolate bars, granola, and pizza, all created with natural ingredients. The business model targets the B2C market through retail and e-commerce channels, with major German supermarkets like Rewe, Edeka, Kaufland, and Aldi Süd among its clients.

The Lycka brand was founded in 2015 by Felix Leonhardt, Johannes Nass, Stella Peters, Kaja Ringert, and Sven Pertens. Leonhardt's journey into entrepreneurship was driven by a dissatisfaction with traditional employment and a desire to create products with a positive impact. His path was marked by significant personal and professional challenges, including recovering from a broken neck at 17 and navigating the failure of his first business venture, a shop-in-shop concept for breakfast and frozen yogurts. These experiences shaped the socially-conscious foundation of purefood and Lycka.

A core component of Lycka's identity is its social mission. For every product sold, a portion of the revenue is donated to the Welthungerhilfe (World Hunger Aid). This partnership has resulted in funding over three million school meals in countries like Burundi, Mali, and Malawi. This "buy-one-give-one" approach is central to its value proposition, allowing consumers to contribute to a social cause with their purchases. The company also acquired the tea startup TEATOX, broadening its portfolio of sustainable products.

In October 2023, purefood GmbH filed for insolvency after restructuring efforts by its main shareholder did not yield the desired results. However, the company's future was secured in January 2024 when it was acquired by the Turkish ISH-Group, which has provided a new growth perspective while retaining the core team.

Keywords: Lycka, purefood GmbH, social business, vegan food, organic food, Felix Leonhardt, Welthungerhilfe, food and beverage, B2C, retail, e-commerce, social impact, sustainable products, TEATOX, plant-based, German startup, Hamburg, vegan ice cream, granola, snack bars, corporate social responsibility, foodtech