A full meal in a bottle – a promising idea, but also a concept that must adapt to market realities. After more than a year on the shelves and 100,000 bottles sold, Njamito has shown how challenging it is to balance idealism with consumer demands.
From the outset, this product was envisioned as more than just another nutritional drink. Organic, vegan, free from artificial additives, and processed under high pressure to retain freshness without thermal treatment. The ingredients were carefully selected—pea protein, fresh vegetables, freeze-dried fruits, and certified organic oats. However, even though the retail price is under five euros, production costs exceed half of that amount, raising concerns about long-term sustainability in mass distribution.
The Organic Market and Its Challenges
The post-pandemic period has seen a recovery in demand for organic products, with the global market surpassing 135 billion euros. However, growth remains slow, and consumers still favor long-shelf-life products. Trends in this industry lean toward gradual changes rather than major innovations. Most organic items still fall into the categories of dry cereals, raw bars, and functional supplements. In such an environment, the concept of a fresh organic meal in a bottle presents a real challenge.
Entering the Market – Lessons Learned
Sales began within a major retail chain, accompanied by limited online marketing and small-scale market testing. Despite nearly 100,000 bottles sold, one of the biggest challenges was explaining to consumers the difference between Njamito and similar products like yogurt, smoothies, or protein shakes. High-pressure processing (HPP), which preserves freshness without thermal treatment, remains relatively unknown to the broader public.
Another challenge was logistics. A product requiring an uninterrupted cold chain from factory to store has a more complex distribution compared to competitors that use heat treatment and can sit on shelves for months. This led to a key question: How can quality be maintained while ensuring wider accessibility?
Next Step – A New Version of Njamito
Starting in the summer of 2025, a version using ultra-high-temperature (UHT) processing will be developed, allowing for a longer shelf life without the need for constant refrigeration. While this represents a step toward greater accessibility, the core values remain unchanged—organic, clean-label ingredients and full control over raw material sourcing.
What sets Njamito apart is its production process. While most competitors use industrially sourced ingredients, here, everything begins on a dedicated farm with the cultivation of organic oats. This ensures transparency and quality from agriculture to the final product. Moreover, there is currently no certified organic bottled meal on the market using UHT technology, giving Njamito a significant advantage.
The focus remains on taste. Most functional meals prioritize nutritional value, but Njamito combines health with enjoyment. Each new formula undergoes testing and is adjusted based on consumer feedback.
The Future of Njamito
The first year has provided valuable insights into the challenges of the organic market. The UHT version will facilitate global expansion, but the HPP version will not disappear. On the contrary, it will be further enhanced with a higher vegetable content and a focus on detox benefits and functional health advantages.
Despite the challenges, one thing remains the same—food should be practical, honest, and uncompromising in quality. Njamito will continue to follow that vision.
