The Holie’s Revolution: Merick Schoute

I sit down with Merick Schoute, the visionary founder of Holie’s Foods, to explore his journey from the corporate world to launching a bold, sugar-free alternative to traditional breakfast cereals, and to discuss how his brand is challenging the status quo in the health and wellness industry.

An increasing number of health-conscious individuals are turning away from traditional breakfast options, including muesli and granola. What once seemed like the perfect healthful start to the day is now being scrutinised due to the hidden sugars and sweeteners lurking in many well-known brands. With the growing awareness of how sugar contributes to various health issues, the demand for genuinely nutritious options is at an all-time high.

Enter Holie’s Foods, a Dutch brand determined to disrupt the breakfast cereal market with a fresh, sugar-free approach. Promising 0% added sugar and 100% vegan ingredients, Holie’s Foods stands out as a bold alternative in a crowded market. I was excited to try their cereals and, more importantly, learn about the inspiration behind the brand.

I sat down with Merick Schoute, the co-founder and CEO of Holie’s Foods, to discuss their mission to challenge the industry’s sugar-laden giants and offer a healthier, more transparent choice. Holie Foods, established in 2018 by Merick and his business partner Valentijn van Santvoort, has already achieved impressive success in the Netherlands and Belgium. With over 20 SKUs now available, the brand has made its mark in the UK through online retailer Ocado and is eyeing further expansion in major UK retailers, independent stores, and wholesalers later this year.

As consumer awareness continues to grow, UK cereal sales have seen a significant shift, with shoppers now more mindful of what they’re putting in their bodies. In fact, the UK breakfast cereal market was valued at £1.72 billion in 2020, with sales growing annually by 4.1%. Despite the rise in health-conscious choices, a staggering 80% of cereals still contain high levels of sugar, making it essential to focus on real, unprocessed options for a healthier start to the day.

Behind Holie’s: A Vision for Change

Merick’s journey to founding Holie’s Foods is both personal and professional. After years of working in retail for a major corporation, I began to feel more and more disconnected from the industry. Health was never a priority—if it was considered at all, it was way down the list of priorities, far behind profit and commercial interests. In my interactions with big brands, it was always about the money, never about the wellbeing of the consumer. I would often find myself questioning the products they were promoting—asking why artificial sweeteners were included or why certain questionable ingredients were used—and the response I’d get was often a blank stare. “I don’t know, nobody’s ever asked that before.” It became clear to me that I was increasingly out of sync with the values of the industry, especially as I was tasked with introducing products that might have been commercially successful, but didn’t necessarily improve people’s lives or contribute positively to the planet.

This disconnect sparked a sense of cynicism in me. But it also ignited another realisation—I wanted to be an entrepreneur. I craved the creative freedom to do something meaningful, to work on projects that aligned with my values. The corporate environment was stifling, and the idea of building something that could genuinely make a difference in people’s lives excited me.

I had always been jotting down business ideas in a little notebook, and I saw other brands—like Oatly—gaining traction with their strong purpose-driven approach. They had managed to blend business savvy with a meaningful message, and I admired that balance. I wanted to do something similar—something light-hearted and fun, but with a serious mission behind it. These realisations combined to form the perfect storm. I realised I was missing a sense of purpose in my work, and I knew I needed to create something that would have a positive impact on people’s health.

So, I made the decision to leave my job. Everyone around me kept asking what my plan was, but I didn’t have all the answers yet. What I did know was that I couldn’t keep going in the same direction. I needed space to clear my mind and take a fresh step toward something new. And that’s when the idea for my own company began to take shape.

“As a child, I grew up eating sugary cereals like Frosties, even adding extra sugar to the mix,” Merick explains. “But as an adult, I lost faith in the entire cereal category. The misleading health claims were everywhere — ‘packed with fibre,’ ‘high in protein,’ but most cereals were really just sugar-laden products.”

With his deep knowledge of ingredients and nutrition, Merick and Valentijn decided to experiment with creating a cereal that would challenge the status quo: a product free from added sugars and sweeteners, yet still offering that satisfying crunch. After 12 months of trial and error in their own kitchen, Holie’s first healthier granola was born.

The Hidden Dangers of Sugar in Cereal

One of the key reasons Holie’s Foods is so committed to providing an alternative is the growing concern about the hidden sugars in many cereals. In the UK, 30% of breakfast cereals contain added sugar, which is often hidden under various names on ingredient lists. Over time, this can contribute to a host of health issues, including obesity, type 2 diabetes, and heart disease.

Research also shows that children, in particular, are at risk, with one in four schoolchildren leaving primary school overweight. Alarmingly, 70% of breakfast cereals marketed towards children are high in sugar. This is why Holie’s Foods is focused on transparency and clean ingredients that promote wellness from the start of the day.

Building a Healthy Company Culture

As a founder, Merick has also taken a holistic approach to wellbeing within his own company. Health is at the heart of Holie’s Foods, not just for consumers, but for their team. “If I don’t work out and eat well, I can feel it after just two or three days. My energy dips, and my focus suffers,” Merick shares. “That’s why health has always been a priority in our company culture.”

In the workplace, Holie’s fosters a balance between wellbeing and productivity, offering unlimited holiday and a personal development budget for each team member, which can even be spent on activities like pottery. With a personal trainer available on-site once a week and healthy lunch options provided, Merick strives to create a work environment where personal freedom and health go hand in hand.

Looking Ahead: The UK Market

While Holie’s Foods is firmly established in the Netherlands and Belgium, the UK market presents unique challenges. Merick reflects, “We thought the UK would be an easier market to crack, but the competition is fierce, and the consumer landscape is still very entrenched in sugary cereals.”

However, he is optimistic about the future. “We believe that consumers are ready for change, especially given the rising awareness of health issues in the UK. Over 63% of UK adults are overweight, and the demand for healthier, low-sugar breakfast options is growing. The challenge is to convince supermarkets to make room for alternatives that genuinely benefit consumer health.”

A Light-Hearted Approach to Serious Health

Holie’s Foods is more than just a cereal brand; it’s a movement. The team has designed their packaging to bring a smile to consumers, with playful graphics and a fun, fresh vibe. “We want to make health approachable,” Merick says. “It’s all about creating a fun, colourful brand that communicates serious health messages without being preachy.”

Indeed, Holie’s Foods strives to redefine how people perceive breakfast cereals. The bright packaging and clear ingredients list reflect a commitment to authenticity and transparency, challenging the “McDonald’s effect” that often accompanies legacy brands.

As Holie’s Foods continues to grow, their mission remains clear: to offer a better, healthier alternative to traditional breakfast cereals and empower consumers to take control of their health.

With the momentum Holie’s Foods has generated in such a short time, it seems likely that this exciting brand will soon make waves in the UK market. One thing’s for sure: the future of breakfast is looking a whole lot healthier.

DISCOVER: holiefoods.com

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