No Fairytales
No Fairytales is an Amsterdam-based food company focused on making everyday meals healthier without making them feel like a compromise. The company was founded by Bernadette Kooijman after she became frustrated with highly processed “food innovations” and set out to improve familiar products step by step. The brand positions itself around the idea that healthy eating should be easy, tasty, and transparent. Its own website repeatedly describes the mission as making favorite foods “a bit better” with more vegetables, more fiber, and fewer unnecessary calories, while keeping the products convenient for everyday use. Core Values Healthier everyday eating : No Fairytales aims to make familiar foods healthier by adding vegetables, increasing fiber, and reducing calories, while keeping the products enjoyable to eat. Taste without compromise : The company emphasizes that its products should be both healthier and tastier, rejecting the idea that better-for-you food has to be bland or boring. Transparency and honesty : The brand’s “Real food. No Fairytales.” message reflects a straightforward, no-hype approach to product communication and ingredient positioning. Positive, incremental change : The company believes eating habits are hard to change all at once, so it focuses on small, practical improvements that help consumers take “step by step” progress. Unique Aspects First-mover vegetable tortilla : The company says it developed the world’s first vegetable tortilla, which became the foundation for its brand and product strategy. B Corp certified : No Fairytales states that it is B Corp certified, signaling a broader commitment to social and environmental responsibility beyond product performance. Strong retail presence : The website highlights supermarket availability, including chilled placement in Albert Heijn, and also mentions presence in other countries such as Belgium, the UK, Sweden, Austria, and Denmark. Innovation-led team : The company says its innovation work is led by food technologists, including graduates from Wageningen University, and it actively invites consumer feedback and product ideas. Sustainability-minded product choices : The company highlights use of rescued tomatoes in one tortilla variant and frames its product development as a way to reduce waste while improving nutrition.