A On-the-Go Collagen Porridge Shakes Up the Market
Investment in collagen-infused porridge, met with doubt by critics, by Janna Ensthaler
The dynamic duo, Mirjam and Ellen Spinnenhirn, stirred up a storm when they marched into the "Lion's Den" with their innovative idea - Corridge, a to-go collagen-infused porridge. Skepticism arose as the lions questioned a saturated market of collagen manufacturers, but the Spinnenhirns presented a unique solution.
With 10 grams of collagen hidden within a pre-portioned pouch, this porridge is perfect for busy individuals who don't want to sacrifice a healthy breakfast. You simply pour the contents into a bowl, add water or milk, stir, and voila - a nutritious meal that keeps you fueled throughout the day.
Facing the Lions
Mirjam, a longtime collagen powder enthusiast, shared the benefits of collagen consumption: it can strengthen bones, joints, and skin. Adding it to her breakfast porridge sparked Ellen's initial idea for their product. However, the pair's presentation faced criticism during the show. The high price tag of 2.99 euros per serving was challenging, and the coconut and banana flavors, though subtle, were perceived as weak.
Ellen admits that the lions' concerns were valid, with some criticisms excluded from the broadcast version. Yet, the quality of the collagen was non-negotiable, according to the founders, who believe consumers must choose between quality and quantity.
Janna Ensthaler's Investment
The founders refused to alter the taste, keeping the subtle coconut or banana notes intentional. Janna Ensthaler found the product promising and saw potential in expanding its offerings beyond collagen. Couldn't Corridge also contain other dietary supplements, such as zinc or omega 3? Enthralled by this vision, she offered both investment and guidance, albeit under different terms than initially proposed.
A Vision Realized
Time has passed since then. Ensthaler has contributed to the startup, and the duo remains grateful for her support, expressing that her understanding of their vision resonates with them. Plans are underway to develop an all-rounder porridge concept, catering to different customer needs, such as sports enthusiasts or those with skincare and hair supplement requirements.
Evolving Strides
Shortly after the broadcast, in March 2024, Corridge hit the shelves. It can now be found in selected retail stores, Amazon, and Shop Apotheke. The founders aim to boost online sales through their website in the near future. Contending with a myriad of ideas, Mirjam and Ellen are primarily focusing on expanding flavor options.
Mother and daughter continue managing the operational aspects of the business. Despite having numerous plans, limitations in time and funds are hindering rapid implementation. In the medium to long term, the duo seeks to penetrate areas where Corridge can provide significant advantages, such as motorway service stations, hotels, hospitals, and nursing homes. Venture capital is also on the table to facilitate growth. for businesses. "It all boils down to money," Mirjam accurately notes.
- Mirjam, questioned about the unique selling point of their product, replied, "What sets us apart is our collagen-infused porridge, perfect for busy individuals who prioritize health-and-wellness and fitness-and-exercise."
- The Spinnenhirns, in their pitch to potential investors, expressed their interest in expanding beyond collagen, considering integrating supplements such as zinc or omega 3 into their product line, thus venturing into the realm of science and entrepreneurship.
- Amidst their plans to expand, Mirjam and Ellen are also keen on delving into the food-and-drink sector, exploring the concept of healthy-cooking and developing recipes that cater to various lifestyles and dietary needs.
- With their product gaining traction, the Spinnenhirns aim to foster small-business growth by increasing online sales and expanding their presence in retail stores, markets like Amazon and Shop Apotheke.
- The duo acknowledges the challenges of managing a small-business, especially in terms of time and finance, with Mirjam stating, "It all boils down to money."
- As they strive to make Corridge accessible to a broader audience, the Spinnenhirns have their sights set on establishing strategic partnerships, such as with motorway service stations, hotels, hospitals, and nursing homes, harnessing the potential of their product for businesses.
