The original idea behind the company, which launched in 2007, was to distribute superfruits to other food businesses – but when Lyberg and his colleagues started to grasp the lengthy process of getting a new product out to consumers, they decided to go it alone. A new online platform was soon created, where they could sell the superfruits they believed in so much. “To be responsive and able to act instantly and adapt to new trends have been the key factors behind our success,” he explains. Today, the company’s product range includes several of the world’s most nutritious superfruits and superfoods, and should they want to introduce a new product, it takes less than two months.