E475 | Kasper Hulthin, Kost Capital: Breaking the “Better” Myth & Building Food for the Many
EUVC · EUVC
May 23, 202552m 3s
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Show Notes
In this episode,
talks with
, co-founder of
and
, to unpack what it takes to build food startups that change the system. Kasper argues that creating better food is not about crafting the perfect health product for the elite, but about designing for impact, scale, and real-world distribution.They explore why traditional VC models often fail food startups, how founders can balance purpose with platform thinking, and what it means to move beyond “more alternatives” into a world of more and better.
Here’s what’s covered:
- 00:45 – Why “more” food options doesn’t always mean “better”
- 03:30 – Why optimizing for Whole Foods isn’t a scalable strategy
- 06:20 – The ketchup analogy: exclusive vs. inclusive innovation
- 10:15 – Scaling challenges: distribution, regulation, perception
- 14:05 – What founders miss about consumer routines
- 17:50 – Building platforms, not just products
- 21:10 – The role of storytelling in transforming food narratives
- 25:00 – What “better” really means: nutrition, access, equity