The Story

The concept and recipe was developed with Jimmy Lidberg (Sweden's most prestigious athlete with medals from World Cup, EM and OS), in preparation for the Olympic Games qualification in London, along a dietician at Karolinska Institute in Stockholm and a NPD-technologist to enhance the natural aspect of the product. 

Jimmy Lidberg

Wrestlers and one of Sweden's most accomplished athletes with medals from the World Championships, European Championships and Olympic Games, has been ranked number one in the world. Jimmy and Jimmy's brother Martin Lidberg strongly associated with health and a good lifestyle. 

Nici Ferber

Coming from a family of companies in the retail sector which, inter alia, Levi's store concept developed in Stockholm in the 70s; most family owned approx. 15 stores. Founded Nici, Edukator that offered intensive courses in mathematics for secondary schools students in Stockholm at the Royal Institute of Technology.

Benjamin Radomski

London-based marketing & communications entrepreneur Benjamin Radomski is the founder of Business e via Italy (BEV), a Private Global Business Network opening doors between Italy and the world.

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