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Welcome to VITAMIN C®
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Read time today: 2:19 min
Hi friend,
It’s Friday morning. You are reading VITAMIN C 🍋.
I just got back from the Stockholm Food Forum and I’m still buzzing.
Being surrounded by food changemakers from all over the world felt like a vacation for my soul.
And of course, I brought back my Top 5 food insights for you this week:
1. [Science | Reports] 🙌 EAT LANCET 2.0 is out!
The new EAT-Lancet 2.0 Report is out!
Johan Rockström, director of the Potsdam Institute for Climate Impact Research, calls it. “the most important report on food ever written.”
And honestly: after seeing the numbers, you’ll understand why.
↳ 7 out of 9 planetary boundaries have already been crossed
↳ 5 of them are directly linked to our food system
↳ The Planetary Health Diet could prevent 15 million deaths per year
↳ Food causes around 30% of global emissions
↳ The richest 30% are responsible for over 70% of environmental damage
↳ Only 1% of humanity lives within a “safe space”
What’s new this time:
In comparison to the 2019 version, the updated report also includes the dimension of justice.
So it doesn’t only answer the question: What do we eat?
But also: Who can afford what? And who pays the real price?
My takeaway:
We finally really have THE scientific blueprint for how a food transition can work. Now all we need is to put it into action! Easier said than done.
Access the report here.
2. [Food for Thought] 📱 Why TikTok Is Right (This Time)
TikTok food trends are often questionable, but this one is great:
#fibermaxxing is blowing up on TikTok
The idea? Pile your plate with fiber-rich plants (beans, oats, veggies, seeds) and brag about it. Not for weight loss, but for energy, clear skin, and a happy gut.
Most of us don’t hit the daily fiber minimum, so this trend is actually useful.
For food brands, my key takeaway: fiber is the new protein!
Read more here.
3. [People & Startups] 🍹Germany’s alcohol-free queen is raising her first round
Back in 2020 at Jägermeister, while researching the rising wave of alcohol-free “adult” drinks, I met Isabella. She has just started her Instagram account: nüchtern.
Fast-forward to today:
↳ She build Germany’s first alcohol-free Späti (Späit is the Berlin-version of a liquor store)
↳ She build Germany’s leading online shop for non-alc drinks
All bootstrapped. Profitable from day one.
And Isabella never lost her DNA: authentic, bold, relentlessly on-brand.
Now, she’s launching her next category: nüchtern Concentrates.
Because bottles are heavy. And cans are expensive to ship. Concentrates make more sense.
I tried the Spritz. It’s 🔥.
To scale it up, Isa just started raising her first angel round — and already has two strong backers on board. If you want to join the exclusive alc-free investor party, reach out to her.
4. [Recommendation] 🤨 Confused by food advice? You are not alone.
We’ve all heard it: “Eat more of this, less of that.” But the rules keep changing. What’s actually good for us? And why is it all so confusing?
In this episode of Gastropod, the hosts cut through decades of mixed messages on nutrition — from “low fat” lies to today’s obsession with protein and ultra-processed foods.
Listen before your next meal.
5. [Fun] 😂
Sometimes, a single letter changes everything.
Stay awesome,
Lia
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