Ahead shares the story behind its growth in better-for-you snacks

In an interview with deutsche-startups.de, Ahead co-founder Johannes Sörensen looks back at the company’s development from performance nutrition to snacks inspired by familiar favourites.

Founded with Philip Brohlburg, the Hamburg-based business found its direction through customer response to its products. Sörensen describes how taste and feedback from the community helped shape a range of alternatives to conventional sweets.

By the March 2025 interview, Ahead had grown to around 60 people and reported revenue in the tens of millions of euros for 2024. Its products were available through its own online shop and retailers including REWE, Edeka, Kaufland, Müller and Rossmann.

The conversation offers a useful perspective on building a consumer brand: listen carefully, keep improving the product and follow the signals customers give you.