Avid NNB fans may remember a story from last year about a Latvian start-up that launched the world’s first kefir made from fermented green buckwheat. We got in touch with Anda Penka, founder of Fermentful, to see what has happened in the 18 months since we last spoke. By Mikaela Lindén-Ibrahim.
Founded in 2020, Fermentful was developed in partnership with the Latvia University of Life Sciences and Technologies. Penka was using a lot of green buckwheat in her daily life at that point, eating it in its dry and powdered form, so she asked the university if they could try and create something with fermented green buckwheat, which had not been done before. It would bring novelty to the plant-based dairy alternatives space while being an attractive ingredient for many reasons.
SUSTAINABLE SUPERFOOD
“It’s a superfood. It contains all essential amino acids which is quite exceptional in the plants world. It’s naturally gluten-free which sets it apart from many other plant sources. It also has a very neutral taste which allows you to play around with a wide range of ingredients and flavours. And last but not least, it’s extremely sustainable. It’s grown locally here in Latvia and many farmers grow green buckwheat to give back nutrients to the soil and improve biodiversity,” Penka told New Nutrition Business.
According to Penka, the business has grown about five times since we spoke to her in July 2024 – something that helps not only cashflow, but also logistics.
“It’s much easier for us now to predict how much ingredients we’re going to need and get the ordering quantities right. We don’t have to operate with small quantities anymore, which tends to be expensive. We’re in a position where we can negotiate the price more and hence also offer the end customer a better price.”
Fermentful’s green buckwheat-based kefir is now available throughout the Baltics and the brand is making waves in the Austrian market, where it is currently available in nearly 150 Billa Plus stores (Billa is the second largest food retail chain in Austria). It is finalising an agreement with Austria’s biggest organic product distributor and is in talks with a private label producer – moves that would extend the brand’s reach and help raise awareness of the overall plant-based kefir category, where Fermentful is currently the only player in Austria.
SMALL COMPANY SHORTCUTS
This marks Fermentful’s second attempt at launching in Austria and Penka says that she has learned a lot since the last time. She describes the Austrian market as “a unique market: high entry barriers, but very high returns once you’re in” and says that working
with a local partner this time around has made all the difference.
“The main thing we’re doing differently this time is looking for that one local partner that we can cooperate very closely with and that can act as our team member in that country. It allows us to move much faster and get better access to the big players who normally wouldn’t talk to such a small brand as Fermentful.”
The company collaborates with Clever Clover, an Austria-based FMCG accelerator that Penka says has become like an extension of Fermentful in Austria.
“They have been hugely helpful in helping us navigate the complexities of the market and giving us easier access to decision makers. That’s really important for us as a small company because we have to find those shortcuts to be able to access the market in the most efficient way.”
Industry events such as SIAL and Anuga have also been very helpful in Fermentful’s journey. The latest Anuga show, held in Cologne in October last year, generated leads that mean that Fermentful is now in talks with partners in seven new markets including:
- Germany
- United Kingdom
- Italy
- Benelux
- Slovakia
- Romania.
“We were delighted with how well-received the product was at Anuga, but at the same time we’re not surprised. The kefir category overall is booming in most markets, people are becoming more interested in gut health, and the plant-based kefir category is still very new but it’s of big interest for many retailers. The fact that Fermentful is based on such a unique ingredient as green buckwheat also helps – it stands out and has a story and health benefits that others don’t,” says Penka.
WIDENING APPEAL BEYOND PLANT-BASED EATERS
Product development is of course another core focus area for Fermentful and Penka describes this as “a never-ending story”. Since we last spoke, the company has invested in new organic and natural ingredients which make the product more stable while still fermenting in the bottle.
“We’ve also improved the organoleptic aspects of the product – it’s smoother, creamier and has an overall more attractive mouthfeel. This makes it more appealing to the mainstream market and people who previously may have been a bit sceptical towards the product, people who wouldn’t normally pick a plant-based product,” says Penka.
Keeping the target market broader than plant-based eaters is very important for Fermentful and this is wise, considering that fewer than 5% of consumers follow a plant-based diet. This has been a successful endeavour for Fermentful so far; Penka tells us that around 70% of the customer base is made up of omnivores. People tend to consume Fermentful as a pre-breakfast snack, as a snack after exercising or otherwise on-the-go, as it is light but still somewhat filling.
SECOND PRODUCT CONCEPT IN THE WORKS
Fermentful is now preparing to launch a second product concept. Still in development, Penka says it is going to be a protein drink based on the same green buckwheat the company uses for its kefir. It is once again teaming up with food scientists at the University of Latvia to help with product development.
“A key focus will be to ensure it contains all essential amino acids which is very important for any plant-based product,” says Penka. “And using the same fermentation technique that we use for our kefir, we will increase the bioavailability of the protein. This is a very challenging aspect in the protein market, it can be difficult for our bodies to absorb the protein so if we can make that process easier it will have a lot of benefits in terms of muscle recovery and beyond.”
This is a very wise strategy in a world where consumers are becoming increasingly aware of – and interested in – protein quality in addition to protein quantity. Most plant protein-based products struggle to achieve the same high level of protein quality as animal-derived products, making this a yet more important focus area for companies like Fermentful.
The bioavailability aspect is a key reason why the brand works with food technologists and scientists, to be able to confirm and ensure that it is truly a good product. The product is repeatedly tested in an artificial setting to make sure it works the way it should and a new partnership makes this yet more important:
“For Fermentful it’s very important to get those scientifically validated inputs – especially as we’re shortly going to be partnering with a Latvian hospital where our product will be incorporated in the diet offered for new mothers to rebalance their gut while they are in hospital after giving birth.
“It’s a great achievement for us as a brand to be valued by doctors and nutritionists in this way, it gives us a lot of credibility.”
The new partnerships and product are understandably key focus areas for Fermentful, and the company also expects to become B Corp-certified at the start of 2026. Penka is optimistic about the future and excited to bring a superfood from her home country into more peoples’ lives.
