Before Laurenz Hoffmann brought brands to market, he was the one deciding which ones made the cut. With years of experience in retail buying and hundreds of product launches under his belt, he knows that very few brands fail because of the product itself.

POLLY's non-alcoholic product range achieved impressive results at the prestigious Falstaff Non-Alcoholic Trophy 2025, securing three top-tier ratings:

Laurenz Hoffmann, Managing Director of Alimentastic Food Innovation, predicts that meat will become significantly more expensive than alternative products in the future.

The micronutrient manufacturer Biogena, under its 'get your wellbeing by Biogena' brand, has partnered with dm to develop a premium nutrient line exclusively for drugstore customers. Furthermore, the company has launched another bond issue to finance its continued corporate growth.

In this Wirtschaft24 interview, host Isabella Richtar joins Laurenz Hoffmann to discuss emerging trends and pioneering technologies shaping the future of the industry.

Laurenz Hoffmann, Managing Director of Alimentastic Food Innovation GmbH, brings extensive food industry expertise from his previous roles at ALDI SÜD, Kaufland, and dean&david.