Company History Queal

Make people’s lives more effective and improve health, by getting a simple and top-quality nutritional option in every household.


Queal Inc. in 300 words or less


We are dedicated to making your life more effective through our meal solutions. With our quick, tasty and balanced nutrition we aim to improve health and give you back the time to work on the important things in your life. From July 2014 onwards we have worked and will continue to work on making the best foods possible that have 100% of your essential nutritional needs (EU 1169/2011).


Back in 2014 we started like any small start-up and bootstrapped our own resources to make Queal 1.0 possible. Since then Queal has grown to provide more than 1 million meals. In this time we have gone from a small in-house production facility to working with an experienced production partner and mega fulfillment centre.


This step has allowed us to focus on our two main tasks: customer service and product improvements. Our team answers questions (no matter how difficult or technical) within one day and if there are any problems we are quick to work out a solution together. At the same time, we send out a lot of information via our social media channels and ask our customers for feedback continually.


Based on iterative research, consultation with experienced food experts, and customer feedback we’ve made small changes to our recipe over time. The latest iteration is Queal 4.0, in which nutrition values are specifically fine-tuned and we’ve made major updates to the flavours.


Our goal is to be the nr 1 provider of balanced nutrition in Europe within the coming year. Read more about our mission, values, and history below.


What we stand for – Making people’s lives more effective and improve health, by getting a simple and top-quality nutritional option in every household.


This is our mission statement, our big hairy audacious goal (BHAG) we want to achieve within the next 5 years. As with any BHAG, the bar is set very high and might be unachievable, but we sure as heck are going to try our best.


The values we work with are two-fold. Within our company, we hold ourselves to the following: Trust, responsibility, and flexibility. This in effect makes possible our values: Transparency, speed, and agility.


Queal Values


Born out of frustration with the lack of a simple and quick meal that also was healthy, Onno and Floris, the founders of Queal, thought that something like this should be possible. Over the summer of 2014, we did a lot of research and came to the conclusion that a complete nutritious shake could be made. During the research we found out that people in the USA were already working on it, namely Rob Rhinehart with his product Soylent. But he had not only created a great product, he built a community of people who wanted to make the shakes available for everyone.


In Europe however, there was no possibility to get Soylent and not yet that many interested people. We set out to change that and bring complete drinkable meals (powdered food/soylent) to Europe. With a true start-up mentality, we incorporated Queal in August of 2014.


The beginning months were dedicated to getting the recipe just right, talking to customers and generally working our butts off. Our production started in a small in-house facility (lab suits and all, Dutch FDA authority compliant), and has been transferred to a production partner (IFS, BRC, ISO9001:2008 certificates) to keep up with demand.


Service and product quality were the two things we’re going to focus on. From the start, we’ve kept up with demand and prevented long backlogs. Every email that comes in is answered within one day. Queal has moved from version 1.0 to 4.0 over the last two years and it is now better than ever.


Our team started with the two founders and now employs the awesome people you can find on the team page. Among them are people for marketing, customer service, and business development. Of course, we also work closely with nutritional experts and have two senior business advisors helping the company flourish.


In the future, we will continue growing and help develop the powdered foods market. We are proud to be nr 1 in customer service and product quality. Within the next years, we aim to keep on growing and become the nr 1 in Europe in terms of sales too.