Who We Are and Our Standards
Alimentastic is a leading European brand platform for food and fast-moving consumer goods. We develop, market, and distribute brands—spanning from emerging startups to established specialty labels, and ranging from food and beverages to pet food.
WE INTRODUCE INTERNATIONAL BRANDS TO THE DACH RETAIL MARKET
We build brands for the European grocery and drugstore retail sectors, focusing on Austria, Germany, and Switzerland, with subsequent rollouts into further European markets.
We handle the transition from product to brand: product development and compliance, marketing and e-commerce, trade marketing and trade shows, distribution, logistics, and sales—supported by our own key account management and in-house creative team.
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LAURENZ HOFFMANN
Founder & Co-CEO Alimentastic | Retail Strategist | Entrepreneur
He understands retail from the perspective of decision-makers and knows exactly what a brand needs to achieve scalable growth.
Laurenz Hoffmann is the Founder, Co-CEO, and Partner of Alimentastic. With over 15 years of international executive experience in the food retail sector, he combines deep-rooted retail expertise with entrepreneurial drive and a passion for innovative brands and products.
Prior to founding Alimentastic, he held international leadership positions at ALDI SÜD, HOFER, and Kaufland. As Managing Director, he was responsible for international purchasing strategies, brand and portfolio development, and collaboration with leading manufacturers across numerous markets. Subsequently, as CEO and Partner of dean&david Smartfood, he drove the company’s strategic development and its expansion into new sales channels.
Today, he leverages this extensive expertise to build innovative food, beverage, and other FMCG brands with Alimentastic, successfully establishing them within the European retail landscape. In doing so, he bridges entrepreneurial vision with professional product development, international sales, and a profound understanding of retail requirements.
His approach: Promising brands require more than just excellent products. They need strategic market access, a compelling positioning strategy, and partners dedicated to supporting their long-term growth.
Through Alimentastic, Laurenz Hoffmann builds the bridge between innovative brands and European retail—from the initial product concept to successful shelf placement.
PLANET-FRIENDLY. BECAUSE THERE IS NO PLANET B.
We focus our efforts where we can drive meaningful impact: packaging reduction, localized supply chains, and the upcycling of byproducts within our product portfolio.
TRANSPARENCY. BUILDING TRUST THROUGH OPENNESS.
We are committed to complete transparency in our ingredient selection, production processes, and supply chains. Modern consumers demand to know exactly what is in their food in order to make informed purchasing decisions. Through clear and precise labeling, we build lasting trust and deliver products that not only offer exceptional taste but also align with responsible consumer values.
FROM START-UP TO SPECIALTY BRAND
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