More conscious eating is playing an increasing role in many people's lives. The positive impact of healthy eating on physical and mental health is undeniable. But anyone who regularly visits the supermarket knows that the temptations are huge. André Madeira, founder of Unchaind, wants to change this.
André: “I developed Unchaind as a brand for organic food, especially snacks, because that's where many people go wrong. They are busy, have no time, but want to eat healthy. However, most snacks are not nutrition at all. They are heavily processed and have hardly any nutritional values. My goal is to develop snacks, as well as drinks, that are not bad for your health.”
Unchaind started with a problem André also recognises: eating unhealthily and feeling bad about yourself. He would like to share his solution with as many people as possible. “I love food and how it makes you feel. It's frustrating, because eating can make you feel really good, but just as well really bad. At the same time, there are not enough approachable, healthy options available, especially in the supermarket. I want to solve that problem.”
The first product he will launch is a 100% organic protein bar. André: “When I got the idea, I wanted to pick it up right away. Having no background in nutrition, I started talking to dieticians and food producers. Sharing my ideas, but also sounding out interest and possibilities. Meanwhile, I signed a deal with a food producer. For me, this is the real beginning.”
The bar is expected to arrive in early 2026. “I will do the marketing myself. I will involve teachers and fellow Fontys students in that. Like my business coach Jim Prince. By the way, the name Unchaind stands for freedom, giving the customer a choice and ridding yourself of unhealthy snacks.”
“Through my coach at Fontys, Jim Prince, I was introduced to the capabilities of Startups for Society's partners. Jim also suggested participating in The Connection. I have participated in other events before, but The Connection is really different. A good concept where you can count on good matches. I did my pitch and presented my vision, which was definitely exciting. Even though I improvised it, I think it went really well,” André said.
During The Connection, he had several valuable conversations. “For example, I spoke with Arthur Nijhuis, who is developing an ecosystem of organisations with only professionals from the food world. A collaboration that suits me and can also help me in the future.”
That is immediately the beauty of The Connection. All matches and conversations match the sector in which a startup operates. André: “The most important thing for me is the knowledge I gain and the connections I make towards the future. Soon, for example, the project with Arthur will start. For me, a sign that my ideas are taken seriously.”
The talks and collaborations tie in with André's million dollar question: getting in touch with investors who, like André, are looking at conscious eating. “I am also working with parties who can market my products, such as Bamboo. My product has to be in the supermarket, that's where I can make a difference. But that's not done overnight, so hopefully I'll find the support I need there too.”
André: “Looking back, I really enjoyed working with the partners of Startups for Society, with Fontys in particular. I got the chance to present my vision to a group of professionals, entrepreneurs who share the same energy. That is very inspiring and valuable. “My startup is not high-tech, but relatively simple, so in that sense I am a maverick. But a million dollar idea doesn't necessarily have to be high-tech. A good idea remains a good idea.”
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