5 Min
Zuletzt aktualisiert am 29.04.2026
What originally started as a crazy idea between two friends is now a sustainable food startup with big plans. Here you can learn the somewhat different founding story of Vetain.
The Origin
It all began in the summer holidays of 2019, just before the final exams. At that time, we were at the gym very often and didn’t really think about sustainable nutrition.
The more we dealt with training, the clearer it became to us how important good nutrition is. After watching some documentaries and reports, we realized that the routine shake after training (consisting of 30g whey and half a liter of milk) might not be the best choice for us personally and, of course, for the environment.
We delved deeper into the topic and were shocked. Every day, dozens of tons of whey are produced in the cheapest way possible. You can imagine that the milk doesn’t necessarily come from the happiest cows!
We had to change our attitude and especially our nutrition abruptly. We no longer wanted to be responsible for the exploitation of animals and the environment. Also, we were tired of constantly feeling bloated and didn’t want to accept the feeling that whey – both for our skin and our general well-being – didn’t agree with us anymore.
The Enlightenment Didn’t Come
So we set out in search of vegan alternatives. The result? Pure disappointment.
The vegan proteins we ordered were all terribly bad. They tasted artificially sweet, mixed poorly, and left a sandy mouthfeel. Coincidence? Hardly. We really tested almost every vegan protein that was known on the market at the time – always with the same result!
In the end, we were so disappointed that we eventually said, “Why don’t we just make our own protein that’s actually good? It can’t be that hard!”
By the way, back then we only wanted to make the protein for ourselves. The idea to sell the protein online came much later.
"We Can Do Better"
So we did. A few weeks later, we held our first prototype in our hands. Without a registered business and without experience in product development. And lo and behold, our first prototype was good. It wasn’t great, but it was good. Not too sweet, good solubility, and a pleasant taste.
In the following one and a half years, we tested over 400 more raw materials, worked with a laboratory, sports doctors, nutritionists, and contract manufacturers, and developed our Vegan Protein from the best ingredients until we were truly 100% satisfied with the taste and quality.
All that was left was the necessary money for the first production.
In March 2021, we launched a crowdfunding campaign on Kickstarter and were able to raise over €16,000 for our idea within three weeks.
The rest is history.
What’s Next?
Now we want to tackle the entire food industry and advocate for a more sustainable and fairer economy. Highest quality products at a fair price. The environment should be able to recover and the farmers should have a voice.
Let’s explore new paths together and become part of our journey!
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