Rebl Eats: Tasty ready-to-eat food with plant-based proteins in climate-friendly cardboard packaging? Here you are!

“Why aren’t grocery stores selling tasty ready-to-eat food that you can enjoy with a good conscience even on a daily basis?” This was what the founders of Rebl Eats were wondering a few years ago. There was an abundance of industrial ready-to-eat food to choose from, but none of the products seemed to meet the emerging need for meals that would be tasty, above all, but would also represent new, more sustainable values.

In 2021, a group of four people established Rebl Eats, a company with a strong mission to prepare tasty ready-to-eat food without compromise. Food that is healthy, affordable and sustainably prepared.

Rebl Eats has introduced the next generation of sustainably produced ready-to-eat food made from plant-based proteins. “The core idea of our food philosophy is that no product is launched unless we think it tastes damn good,” says Lauri Paatela, one of the founders of Rebl Eats. Alongside product development, he is responsible for the brand image of Rebl Eats. “Using no meat at all is a big deal in terms of health and sustainability. Our goal is also to always make the plant-based protein version taste at least as good as the meat version next to our product on the shelf. A meat-free product that appeals to the masses must not seem like a compromise in any way,” says Paatela.

No compromises on product packaging either

Food is always a challenging product because it’s a matter of taste. The packaging and appearance of the product also play a major role, as the packaging is the most visible aspect of the product to consumers and thus directly affects the purchasing decision.

Rebl Eats has also spent time thinking about the packaging – its sustainability, appearance and attractiveness. Rebl Eats’ food packaging is minimalist and simple, in line with the company’s brand image. The packaging stands out among restlessly and garishly colourful products. “Our handmade dishes look good, which is why we didn’t want to hide them completely under the sleeve. The narrow sleeve also reduces the need for packaging material. We wanted to leave the cardboard used as packaging material visible, which was a completely new idea in the packaging of ready-to-eat food products. We wanted to stand out from the competition while also communicating sustainability with the natural brown colour of the cardboard,” Paatela explains. “The cardboard tray is also durable, greaseproof, fully recyclable and therefore a highly sustainable choice as a whole.”

Seamless and smooth cooperation

Paatela is very pleased with the cooperation between Rebl Eats and Jospak. In particular, he highlights the ease of doing business with Sari Hassi, Rebl Eats’ contact person at Jospak. “With Jospak and Sari, we have worked on suggestions for packaging development in an excellent spirit, enjoying mutual trust. It’s always super easy to call Sari, and the communication between us is uncomplicated,” says Paatela.

“Jospak excels at brand packaging, and its operations are flexible regardless of the time of the year. In addition, when choosing a provider of packaging, we also preferred Finnish manufacturers.”

Discover the new generation of ready-to-eat food products from Rebl Eats and Jospak’s packaging solution of the future.

“The people who are crazy enough to think they can change the world are the ones that do” – Steve Jobs