Adrià Cruz and Àlex Boisset met at a party and, despite their youth, instead of enjoying the evening they dedicated themselves to fixing the world, as they say colloquially. They didn’t fix the world, but from that conversation came the idea of creating a snack company that, in addition to being healthy, had good flavor and an attractive brand image. “After a week we got to work. I was 23 years old and I remember the disbelief with which the manufacturers we went to received us,” Cruz acknowledges.
The entrepreneur points out that it was difficult for them to find a manufacturer willing to leave aside sugar to use other ingredients such as dates. Finally, they found two national manufacturers and in November 2021 the first B3tter Foods products went on sale (better foods in English, but with a 3 instead of the e).
One of the brand’s products
Currently, B3tter Foods has three product lines: energy bars, granola and a cocoa and hazelnut spread. They sell through some 200 points of sale in Spain, among which establishments of large distribution chains such as Ametller Origen, Eroski and Caprabo stand out. They are also present in hotels, gyms, sports stores and on Level airline planes. In its first full year of life, 2022, they invoiced 300,000 euros, a turnover that they expect to double this year.
The company has its tax headquarters in Girona, where Cruz is from, but the offices are in Barcelona, where the two founders and a team of seven people work.
In community
Co-founder Àlex Boisset has 175,000 followers on the social network Instagram, and B3tter Foods, with 36,700. In addition, several famous people have published about the brand on their social networks. The great presence on the networks has driven the rapid growth of the firm. On the other hand, social networks have also become a communication channel to find out the opinions of B3tter Foods consumers. In fact, by popular demand, the entrepreneurs will launch a new product at the end of the year.
