Nicolas Hartmann, vly: How 2 Years of Development Led to 3.5 Million Liters of Pea Milk

About this episode

Nicolas Hartmann has proven with vly that foodtech startups play by different rules than software companies. After two years of intensive product development and 18 months in retail, his pea milk startup has already sold 3.5 million liters – impressive proof that the market for milk alternatives is hungry for innovation.

The Rocky Road to the Perfect Formula

What often begins with an MVP in just a few weeks for software startups took vly two years. Nicolas and his team invested this entire time in product development – financed out of their own pockets until shortly before launch. "Developing a foodtech startup is fundamentally different from software," Nicolas explains the challenges.

The first prototype was a setback. But instead of giving up, the team worked closely with professors and universities to perfect the formula. This scientific approach paid off: vly became the milk alternative made from pea protein that is now considered the "new hit among milk alternatives."

From Lab to Supermarket

After launch, vly developed rapidly: the first million liters were sold after just 10 months. Today, the product is available in over 10,000 supermarket locations. This scaling required a strategic approach balancing online sales and brick-and-mortar retail.

The split between online shop and supermarket shows the importance of different distribution channels in foodtech. While direct customer contact through their own shop provides valuable feedback, supermarket distribution enables the reach necessary for million-liter sales volumes.

Financing and Growth Strategy

The timing of the first funding round was crucial. vly has since raised seven-figure financing to fund growth. Inventory financing plays a particularly critical role for foodtech startups – an aspect that's barely relevant for software companies.

Nicolas relies on open communication with all parties regarding liquidity planning. This transparency helps build trust and respond to challenges in time.

Product Quality Over Marketing Hype

A central success factor for vly is focusing on product quality. "Passion for the product and product quality trump marketing," Nicolas summarizes the philosophy. This approach distinguishes successful foodtech startups from purely marketing-driven products.

The balance between premium positioning and mass market remains a strategic challenge. vly has chosen a path that doesn't compromise quality for the sake of volume.

Lessons Learned for Foodtech Founders

Nicolas' experience with vly reveals several important insights for foodtech startups:

• –Product development takes longer and costs more than expected
• –Collaboration with scientific partners is crucial
• –Setbacks are part of the process – perseverance is essential
• –Different distribution channels require different strategies
• –Inventory financing is a critical success factor
• –Direct customer contact provides valuable feedback for product development

With 3.5 million liters sold, vly has proven that the German market is ready for innovative milk alternatives. Nicolas Hartmann's journey shows that foodtech founders can succeed in this demanding market with the right mix of scientific rigor, strategic financing, and customer-focused product development.