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MAD – Make A Difference is a Swiss startup that lives up to its name. Founded in 2023, MAD brings a unique twist to the beverage industry with a focus on sustainable, purpose-driven drinks. Each of their products aligns with one of the 17 United Nations Sustainable Development Goals (SDGs), partnering with NGOs to ensure their beverages make a positive impact. “We wanted to create delicious, healthier beverages that do more than just taste good — they drive real change,” shares the founder. With a simple but powerful mission to “Drink Good, Do Good,” MAD is setting a new standard in sustainable beverages. A name with purpose: why MAD stands out The name “MAD,” short for Make A Difference, reflects the brand’s commitment to a sustainable future. “We wanted a name that was short, memorable, and conveyed our mission directly,” explains the team. This straightforward and impactful name not only draws attention but also communicates MAD’s goal to drive change through everyday products. Their tagline, “Drink Good, Do Good,” aligns perfectly with their vision, inviting consumers to make a positive impact with each sip. Making sustainability easy with everyday beverages Beverages are a daily purchase for many, and MAD saw an opportunity to make sustainability part of people’s everyday routines. By connecting each product with a specific UN SDG, MAD ensures that every drink purchased supports a tangible cause, whether it’s clean water, education, or climate action. This approach makes it easy for consumers to support sustainability in their daily lives, empowering them to make a difference with minimal effort. A team with extensive beverage industry expertise MAD’s founders and team members bring impressive backgrounds in the beverage industry, with experience at renowned brands like Rivella, Red Bull, and the popular vitamin water brand Focus Water. This diverse expertise, united by a passion for sustainability and innovation, has been instrumental in MAD’s success, helping them build a brand that stands out in a competitive market. Targeting environmentally conscious consumers MAD’s products are designed for eco-conscious consumers, primarily aged 17-39, who value sustainability and quality. Their target audience includes health enthusiasts, young professionals, and socially responsible individuals living in urban areas. Standing out in a competitive market with purpose-driven products In an industry with major players like Vitamin Well and DASH Water, MAD sets itself apart with its clear focus on sustainability and impact. “While other brands focus on their products, our focus is on the impact we create,” the teams explains. MAD offers a variety of beverages, each linked to an SDG, which provides consumers with options that not only taste great but also contribute to global causes. Their goal is to cover all 17 SDGs, distinguishing MAD as a purpose-driven brand with a broad range of eco-friendly beverage options. Goals for 2024: expanding product lines and market reach MAD has ambitious goals for 2024, focusing on increasing market share across Europe and expanding its product line to support all 17 SDGs. Their target is to sell 500,000 products in their first full year, driven by the belief that the demand for eco-friendly, impact-driven beverages will only continue to grow.

In the world of sushi, KING Konjac is making a big splash. Based in Finland, this food tech startup has created a low-calorie sushi rice alternative made from konjac — a traditional Japanese root known for its high fiber and low-calorie properties. KING Konjac’s product offers a healthier, planet-friendly alternative that’s designed to appeal to sushi lovers and health-conscious consumers alike. “Our goal is to introduce something truly delicious, healthier, and more sustainable to the sushi industry,” says the founder, Sami Gauffin. Why KING Konjac chose a sushi rice alternative The team at KING Konjac saw an opportunity to make sushi healthier without compromising on flavor or quality. Traditional sushi rice, while delicious, can be high in calories and carbohydrates. KING Konjac’s solution? A low-calorie, high-fiber alternative that brings the nutritional benefits of konjac to sushi, creating a product that’s perfect for macro-conscious individuals, everyday sushi lovers, and those seeking a lighter option. “We wanted to address the growing demand for healthier food choices without sacrificing taste,” shares Sami. By replacing rice with a konjac-based ingredient, KING Konjac offers a unique way to enjoy sushi that’s both delicious and aligned with today’s wellness trends. The journey behind the name: why KING Konjac? Choosing the name “KING Konjac” was both strategic and symbolic. The word “king” emphasizes the premium quality of their product, while “konjac” highlights the unique ingredient at the heart of their innovation. “The name is a playful nod to ‘King Kong’ — just as King Kong was a giant in cinema, KING Konjac aims to be a giant in the sushi world,” explains the founder. This name choice is part of the startup’s intellectual property strategy, securing a strong brand identity that resonates with consumers and stakeholders. It’s a bold statement that reflects their commitment to creating the best, most innovative rice alternative for sushi. Innovating with Konjac: from noodles to sushi The idea for KING Konjac’s product came from the founder’s 10 years of experience working with konjac in the form of traditional shirataki noodles. Recognizing the versatility and health benefits of konjac, the team set out to bring this ingredient into the sushi industry. “We’ve seen how popular shirataki noodles are for their low-calorie, high-fiber properties,” the founder explains, “so we thought, why not bring that same benefit to sushi?” After a year and a half of intensive product development, they perfected a texture and taste that sushi lovers would appreciate, making konjac a viable and delicious replacement for sushi rice. The power of teamwork: expertise behind KING Konjac At KING Konjac, the team’s collective experience spans food technology, product development, and sustainability. The team includes two engineers, Touko and Mirza, who collaborated with Sami on a previous venture, and Make-San, known as “Finland’s Sushi Emperor” for his expertise in Japanese sushi and ingredients. “Make-San has been importing authentic Japanese sushi rice and ingredients for years and employs Japanese sushi chefs,” Sami Gauffin says. Sustainable, planet-friendly ingredients for a new era of sushi One of the key drivers behind KING Konjac’s low-calorie sushi rice alternative is sustainability. Traditional rice production can have significant environmental impacts, including high water usage and greenhouse gas emissions. Konjac, on the other hand, is a more eco-friendly crop with a lower environmental footprint. Meeting the demand for healthier and macro-friendly options Today’s consumers are increasingly health-conscious, and KING Konjac’s product fits perfectly into this trend. The konjac-based rice alternative is low in calories, high in fiber, and ideal for a variety of diets, from low-carb to gluten-free. “Our product appeals to macro-conscious individuals and those who simply want to enjoy sushi without the added calories,” the founder shares. This focus on health and wellness makes KING Konjac an attractive option not just for sushi lovers, but also for those who are looking to maintain a balanced diet. A perfect fit for the sushi industry and beyond KING Konjac’s target audience includes sushi restaurants, cafes, food trucks, and catering services, as well as health-conscious individuals. Their product’s ability to maintain quality at room temperature makes it suitable for a range of businesses looking to offer fresh, high-quality sushi options. “We want to reach anyone who loves sushi and cares about their health and the planet,” says the founder. In addition to direct sales to sushi restaurants and retailers, KING Konjac has plans to license their patented production technology, enabling even broader distribution of their product. Want to stay ahead in the event industry? Follow Sesamers on LinkedIn and Instagram, and subscribe to our newsletters for the latest insights, tips, and event news.