9 questions for the founders of “The Lion’s Den”
In this questionnaire we ask the founders and participants of the Vox show “The Lion’s Den” questions about their products and experiences on the show. This time: Michael Pelster, Holger Schönenberg and Janik Prasuhn, the founders of Pure&Spice.
Contents
Christmas Special: “The Lion’s Den”
With their start-up Pure&Spice, the founders Michael Pelster, Holger Schönenberg and Janik Prasuhn want to bring the world of liquid spice extracts to Europe. The various types of spices come in small, compact bottles with a capacity of around 1,000 drops.
The Pure&Spice range currently includes seven varieties: from pepper to garlic and cinnamon to the typical taste of India, Mexico, Asia and Italy. For the Christmas special of the VOX start-up show “Die Höhle der Löwen”, the founding trio were able to convince Löwen Ralf Dümmel of their innovative idea and get a deal.
Pure&Spice: The world of spices in 1,000 drops
BASIC thinking: Hello, you are part of the twelfth season of “Die Höhle der Löwen”. How does that feel?
For us, a dream has come true that still feels surreal to this day.
What makes your product “Pure&Spice” so special?
Purespice is a real innovation, because liquid seasoning is the order of the day. We use liquid extracts from high-quality raw materials with the rich taste of pure spices. This has several advantages. For example, consistent taste without seasonal fluctuations or loss of quality due to aging of the spices.
In addition, the flavor distribution of Pure&Spice shows its advantage during the cooking process and when seasoning. In this way, everyone can individually season their plate, because Pure&Spice needs neither time nor heat to develop its taste – without peeling, grinding or chopping.
Simply add at the end of cooking or while eating. Many of our customers appreciate this especially with onions and garlic.
What is Pure&Spice?
Pure&spice opens up many possibilities. The perfect distribution in food and drinks enables the implementation of creative recipes such as a stable, optically perfect pepper foam with an even taste or wonderfully distributed cinnamon in drinks without long stirring. Hobby and professional chefs can let off steam with their ideas!
One aspect is also very important to us: we do not use any synthetic colors or flavors or artificial aromas. We also value sustainability, because due to the high concentration of the extract, one bottle is enough for cooking many times. When it comes to packaging, we rely on glass and paper and avoid plastics as much as possible.
Pure&Spice: The idea and the concept
How did you come up with the idea and your concept?
On a trip to Asia, I (Holger) came across a product similar to Pure&Spice and was enthusiastic about the idea. It quickly became apparent that friends and acquaintances were also very interested in a liquid spice extract, so my best friend Michael and I came up with the idea of bringing the product to Europe. However, a completely new development was necessary for the European market.
And how did you end up in The Lion’s Den?
After the great interest in the product that we experienced in the private sphere, we were convinced that we could also inspire investors with the idea. So it was very obvious to apply for Germany’s most famous start-up show. Even then it was clear to us that we would love to work with Ralf Dümmel.
Pure&Spice: The pitch and the negotiations
What was going through your mind just before your pitch?
Michael: “I was very tense and just wanted to get going!”
Holger: “There was an unbelievable amount of impressions that hit me, so I actually didn’t have time to be nervous. The moment we walked through the cage and suddenly faced the lions was like in the movies.”
Janik: “For me it’s a mixture of anticipation and total excitement. I’ve always been a huge “The Lion’s Den” fan and when I was in the studio it was a dream come true.”
How did the negotiations go?
At first it was a roller coaster ride of emotions. Carsten Maschmeyer left fairly early on because food products don’t fit so well into his portfolio. It’s often a moment when a pitch flips completely and one after the other gets out.
Dagmar Wöhrl was also undecided about our concept at first. When we then explained the potential of a gastro version, she was back on board. The other three lions had held back until now, but from then on the pitch turned completely and suddenly four lions pitched around us – an unbelievable feeling!
About the wish lion Ralf Dümmel
What has happened to you and your product since shooting and participating?
After we had the choice between four lions, we were able to decide on our “dream lion”: Ralf Dümmel. That was a great decision, because Ralf and his whole team are not only a great fit for us on a personal level.
We also get professional support for the important issues of purchasing, logistics and sales. We feel that every day in the intensive and trusting cooperation.
Then Ralf got in touch with Alexander Herrmann, who passionately experiments with new ideas for the kitchen in his food lab. He uses processes such as fermentation and extraction and is therefore an ideal partner for Pure & Spice, especially when developing future varieties.
Pure&Spice: This is how it will continue now
And what happens now? What are the next steps?
After entering the market, it is now a matter of developing our innovation into a standard in the kitchen. To this end, we will continuously expand the product portfolio, enter into further cooperations and bring new product lines onto the market.
Looking back, how do you rate your experience at The Lion’s Den?
For us personally it was an incredible experience. The production team took great care of us, starting with the application process, through the actual production to the handling of the formalities after the deal. We can only recommend to every start-up: Apply to “The Lion’s Den”!
→ There is Pure&Spice here to buy.
This post contains affiliate links.
Also interesting:
