Root instead of sugar: At The Lions’ Den, the startup Andenkraft secured an 80,000 euro deal with twice the lion’s power. Did the DHDL deal actually happen? Gründerszene asked investors.
Sugar is delicious – no debate. The only thing that’s stupid is what he’s doing to his health. Founder Justinian Gomez Moreno knows of a healthier alternative: a root called yakon.
In the 19th season of the TV show The Lions’ Den (DHDL), the Hamburg resident brings a piece of Peru into the studio – his mother’s homeland. For him, Yakon does not belong in the “superfood trend” category, but rather in the “I have known it since my childhood” category. The plant has been used medicinally in the Andes for generations, and Moreno wants to make a business out of it.
Sweet, but different
His startup is called Andenkraft. The core product: yakon syrup. Sweet as honey and can be used in tea, yoghurt or for baking, but with fewer calories than classic sugar and, he says, without the big blood sugar rollercoaster. Normal sugar quickly rushes into the blood, insulin levels follow suit, and shortly afterwards the next low and cravings often come. Instead, yakon syrup relies primarily on fructooligosaccharides, which the body processes more slowly, so that the blood sugar reacts in a much more relaxed manner.
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And then the Andenkraft founder drops another sentence that makes the experienced lions pause for a moment: “The good thing is that one tablespoon of yakon syrup has the same probiotic effect as ten cloves of garlic.” Ten! So anyone who says yes to intestinal flora and no to garlic flag should now listen more closely – at least that’s what Judith Williams and Frank Thelen say, who look at each other briefly in amazement, then enthusiasm.
The range also includes a yakon hazelnut cream, coated cocoa nibs and vitamin C powder, explains Justinian Gomez Moreno. Judith Williams is thrilled: “Oh, I like that. It tastes wonderful.” Janna Ensthaler nods: “It tastes so good, it’s crazy.” When it comes to yakon syrup, however, opinions are divided: only Judith Williams and Janna Ensthaler are fans, while the other lions make faces. Dagmar Wöhrl says immediately after the first spoonful: “I don’t like this at all.”
A year of cleaning doors for small farmers
The product is produced in Peru, together with local small farmers: it took him a whole year to convince them of his concept, reports Moreno. Instead of anonymous wholesale, he emphasizes direct import and close, collaborative cooperation. The syrup costs 11.99 euros, the hazelnut cream costs 7.99 euros. This is offset by production costs of 3.50 euros per syrup bottle and 2.94 euros per jar of cream – sales prices that make the lions sit up and take notice.
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They react skeptically to the prices: Judith Williams frowns. “Uhh, that’s expensive.” Ralf Dümmel adds: “That’s very expensive.” The founder counters calmly and emphasizes that it is a premium product that offers added health value.
Deal with two lions
His original wish: 60,000 euros for 20 percent of the shares. Judith Williams and Frank Thelen are interested and are consulting. Thelen initially has concerns: “Can we even scale this up with small farmers?” Finally, they decide on a joint investment in Andenkraft and make a counteroffer to the founder: After a short discussion, the parties finally agree on 80,000 euros for 35 percent with double lion power, in particular to boost marketing around the products.
This is how things continued after DHDL
Gründerszene asked – did the lion deal actually come about after the show? According to Frank Thelen, the deal with Andenkraft came about. The investors are already in close communication with the founder to examine the next strategic steps and further scaling of the brand. The goal is to make the Yakon root and the startup’s products known. Founder Justinian Gomez Moreno did not respond to a request from Gründerszene.
