Disrupting the Cereal Industry: How Holie's are Building a Low-Sugar Revolution

What's really hiding in your breakfast bowl? Valentijn van Santvoort, co-founder of Holie's cereal, pulls back the curtain on the deceptive world of "healthy" breakfast foods and shares how his challenger brand is disrupting the industry with genuinely sugar-free alternatives.

After spending over a decade in advertising working with giants like Nike and IKEA, Valentine grew tired of creating clever marketing for average products. When college friend Marc Veltman approached him with insights from his experience as a category manager in the cereal aisle—where supposedly "healthy" options were loaded with hidden sugars—Valentine saw an opportunity to build something meaningful. Together, they created Holies: a truly healthy cereal brand with zero added sugar that now ranks as the #2 brand in the Netherlands.

The secret to their success? A fearless challenger mentality that breaks all the rules. Their packaging directly compares their nutritional profile against competitors, their social media boldly calls out industry giants for misleading claims, and their marketing features the founders themselves in bathrobes—a visual device that communicates authenticity in an industry filled with perfect stock photos and false promises. "We're not afraid to speak the truth, but always in a playful way," Valentine explains.

Now expanding into the UK market through Ocado, Holies is bringing their sugar-free revolution to British breakfast tables with the same transparent approach that won over European consumers. Valentine's advice for fellow entrepreneurs reflects the Holies philosophy: focus on doing one thing exceptionally well, build creativity into the core of your business, and don't waste time worrying what others think.

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