The Secret Sauce: Interview with Niclas Luthman from NICK'S

The Secret Sauce: Interview with Niclas Luthman from NICK'S

By
Arman Anatürk
June 19, 2020

Reinventing the snacks industry with healthier and more sustainable options

From audio entrepreneur to foodtech scientist: today we’re joined by Niclas Luthman, Co-Founder and Head of R&D at Nick's (LUB Foods), a Swedish food company on a mission to reinvent the snacks industry with healthier and more sustainable options that taste better than what’s on the supermarket shelves. 

In 2014, Niclas was diagnosed as a pre-diabetic, so he was forced to change his diet and lifestyle. Nick obsessively learned about nutrition and started following a strict low-carb, anti-inflammatory diet, basically a keto diet long before the word was trendy. Eventually, he was able to get his health under control, but the diet was boring: He missed all the foods and snacks he loved

Nick's product range includes snacks, chocolates, drinks, protein bars, and sweeteners but they’re most known for their range of ice creams, with flavors including cookies and cream, salted caramel, chocolate brownie and more.

But Niclas didn’t start out in the food industry. An engineer by trade, a music and audio entrepreneur by choice. Niclas took the $700 he borrowed from his mother and used it to build up a successful company in the audio industry that did $40M in annual revenue. After 20 years growing this company, Niclas stepped away from this company to pursue other ambitions which is at the time when he came up with the idea to found NICKS.

Timestamps

  • 04:20 - Niclas’ earliest business ventures
    - Starting out with $700 in his pocket
    - Growing the company to $40M in revenue
  • 08:30 - A new chapter
    - Lessons learned from venture capital
    - Re-signing as CEO from his company
  • 11:40 - Entering the food industry
    - Switching from audio to food
    - The keto diet - benefits and challenges
  • 15:10 - Starting LUB Foods
    - Building a winning team
    - Trial and error methodology
    - Early entry into Formula 1
  • 17:30 - Processed Foods
    - The natural vs processed debate  
    - “Science is what’s going to save the planet”
  • 21:50 - The Science at NICKS
    - Side by side nutritional comparison to Ben&Jerrys
    - Taste & mouthfeel
    - Epogee fat
  • 26:20 - The Secret Sauce
  • 28:30 - Funding & Internationalisation
    - Need to raise funding in food
    - Big spending from the big CPG’s
    - Market size / challenges in the US vs Europe

The Secret Sauce by FoodHack

In a fast changing industry, it's good to know how to get ahead. The Secret Sauce is a business podcast where host, Arman Anaturk, co-founder of FoodHack, speaks with disruptive entrepreneurs and innovators from across the food industry to learn more about the businesses they’ve built.

Written by
Arman Anatürk

Lived across North America, Europe and Asia, leading to my questionable cooking style. Jumped two feet forward into the startup world in 2013, and haven't looked back since. Always on the hunt for the next story or inside scoop to cover - email me or connect on LinkedIn.

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Reinventing the snacks industry with healthier and more sustainable options

From audio entrepreneur to foodtech scientist: today we’re joined by Niclas Luthman, Co-Founder and Head of R&D at Nick's (LUB Foods), a Swedish food company on a mission to reinvent the snacks industry with healthier and more sustainable options that taste better than what’s on the supermarket shelves. 

In 2014, Niclas was diagnosed as a pre-diabetic, so he was forced to change his diet and lifestyle. Nick obsessively learned about nutrition and started following a strict low-carb, anti-inflammatory diet, basically a keto diet long before the word was trendy. Eventually, he was able to get his health under control, but the diet was boring: He missed all the foods and snacks he loved

Nick's product range includes snacks, chocolates, drinks, protein bars, and sweeteners but they’re most known for their range of ice creams, with flavors including cookies and cream, salted caramel, chocolate brownie and more.

But Niclas didn’t start out in the food industry. An engineer by trade, a music and audio entrepreneur by choice. Niclas took the $700 he borrowed from his mother and used it to build up a successful company in the audio industry that did $40M in annual revenue. After 20 years growing this company, Niclas stepped away from this company to pursue other ambitions which is at the time when he came up with the idea to found NICKS.

Timestamps

  • 04:20 - Niclas’ earliest business ventures
    - Starting out with $700 in his pocket
    - Growing the company to $40M in revenue
  • 08:30 - A new chapter
    - Lessons learned from venture capital
    - Re-signing as CEO from his company
  • 11:40 - Entering the food industry
    - Switching from audio to food
    - The keto diet - benefits and challenges
  • 15:10 - Starting LUB Foods
    - Building a winning team
    - Trial and error methodology
    - Early entry into Formula 1
  • 17:30 - Processed Foods
    - The natural vs processed debate  
    - “Science is what’s going to save the planet”
  • 21:50 - The Science at NICKS
    - Side by side nutritional comparison to Ben&Jerrys
    - Taste & mouthfeel
    - Epogee fat
  • 26:20 - The Secret Sauce
  • 28:30 - Funding & Internationalisation
    - Need to raise funding in food
    - Big spending from the big CPG’s
    - Market size / challenges in the US vs Europe

The Secret Sauce by FoodHack

In a fast changing industry, it's good to know how to get ahead. The Secret Sauce is a business podcast where host, Arman Anaturk, co-founder of FoodHack, speaks with disruptive entrepreneurs and innovators from across the food industry to learn more about the businesses they’ve built.

Become a FoodHack+ member to get unlimited access

  • Read Unlimited Articles
  • Access Member Directory
  • Join a Global Community
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Reinventing the snacks industry with healthier and more sustainable options

From audio entrepreneur to foodtech scientist: today we’re joined by Niclas Luthman, Co-Founder and Head of R&D at Nick's (LUB Foods), a Swedish food company on a mission to reinvent the snacks industry with healthier and more sustainable options that taste better than what’s on the supermarket shelves. 

In 2014, Niclas was diagnosed as a pre-diabetic, so he was forced to change his diet and lifestyle. Nick obsessively learned about nutrition and started following a strict low-carb, anti-inflammatory diet, basically a keto diet long before the word was trendy. Eventually, he was able to get his health under control, but the diet was boring: He missed all the foods and snacks he loved

Nick's product range includes snacks, chocolates, drinks, protein bars, and sweeteners but they’re most known for their range of ice creams, with flavors including cookies and cream, salted caramel, chocolate brownie and more.

But Niclas didn’t start out in the food industry. An engineer by trade, a music and audio entrepreneur by choice. Niclas took the $700 he borrowed from his mother and used it to build up a successful company in the audio industry that did $40M in annual revenue. After 20 years growing this company, Niclas stepped away from this company to pursue other ambitions which is at the time when he came up with the idea to found NICKS.

Timestamps

  • 04:20 - Niclas’ earliest business ventures
    - Starting out with $700 in his pocket
    - Growing the company to $40M in revenue
  • 08:30 - A new chapter
    - Lessons learned from venture capital
    - Re-signing as CEO from his company
  • 11:40 - Entering the food industry
    - Switching from audio to food
    - The keto diet - benefits and challenges
  • 15:10 - Starting LUB Foods
    - Building a winning team
    - Trial and error methodology
    - Early entry into Formula 1
  • 17:30 - Processed Foods
    - The natural vs processed debate  
    - “Science is what’s going to save the planet”
  • 21:50 - The Science at NICKS
    - Side by side nutritional comparison to Ben&Jerrys
    - Taste & mouthfeel
    - Epogee fat
  • 26:20 - The Secret Sauce
  • 28:30 - Funding & Internationalisation
    - Need to raise funding in food
    - Big spending from the big CPG’s
    - Market size / challenges in the US vs Europe

The Secret Sauce by FoodHack

In a fast changing industry, it's good to know how to get ahead. The Secret Sauce is a business podcast where host, Arman Anaturk, co-founder of FoodHack, speaks with disruptive entrepreneurs and innovators from across the food industry to learn more about the businesses they’ve built.

Reinventing the snacks industry with healthier and more sustainable options

From audio entrepreneur to foodtech scientist: today we’re joined by Niclas Luthman, Co-Founder and Head of R&D at Nick's (LUB Foods), a Swedish food company on a mission to reinvent the snacks industry with healthier and more sustainable options that taste better than what’s on the supermarket shelves. 

In 2014, Niclas was diagnosed as a pre-diabetic, so he was forced to change his diet and lifestyle. Nick obsessively learned about nutrition and started following a strict low-carb, anti-inflammatory diet, basically a keto diet long before the word was trendy. Eventually, he was able to get his health under control, but the diet was boring: He missed all the foods and snacks he loved

Nick's product range includes snacks, chocolates, drinks, protein bars, and sweeteners but they’re most known for their range of ice creams, with flavors including cookies and cream, salted caramel, chocolate brownie and more.

But Niclas didn’t start out in the food industry. An engineer by trade, a music and audio entrepreneur by choice. Niclas took the $700 he borrowed from his mother and used it to build up a successful company in the audio industry that did $40M in annual revenue. After 20 years growing this company, Niclas stepped away from this company to pursue other ambitions which is at the time when he came up with the idea to found NICKS.

Timestamps

  • 04:20 - Niclas’ earliest business ventures
    - Starting out with $700 in his pocket
    - Growing the company to $40M in revenue
  • 08:30 - A new chapter
    - Lessons learned from venture capital
    - Re-signing as CEO from his company
  • 11:40 - Entering the food industry
    - Switching from audio to food
    - The keto diet - benefits and challenges
  • 15:10 - Starting LUB Foods
    - Building a winning team
    - Trial and error methodology
    - Early entry into Formula 1
  • 17:30 - Processed Foods
    - The natural vs processed debate  
    - “Science is what’s going to save the planet”
  • 21:50 - The Science at NICKS
    - Side by side nutritional comparison to Ben&Jerrys
    - Taste & mouthfeel
    - Epogee fat
  • 26:20 - The Secret Sauce
  • 28:30 - Funding & Internationalisation
    - Need to raise funding in food
    - Big spending from the big CPG’s
    - Market size / challenges in the US vs Europe

The Secret Sauce by FoodHack

In a fast changing industry, it's good to know how to get ahead. The Secret Sauce is a business podcast where host, Arman Anaturk, co-founder of FoodHack, speaks with disruptive entrepreneurs and innovators from across the food industry to learn more about the businesses they’ve built.