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Meet the Swedish Brand Redefining How the World Snacks on the Go
It Started With a Craving—and a Gap
The idea for RE:DO didn’t come from a boardroom or a business plan. It began in a kitchen in Gothenburg, Sweden, with two people searching for something they couldn’t find.
When Linda’s husband, a professional hockey player, struggled to find a clean, protein-rich, and convenient breakfast that didn’t taste bland or leave him crashing by noon, the couple realized they weren’t alone. Whether you’re an elite athlete, a multitasking parent, or a time-starved entrepreneur, the challenge is the same: balancing nutrition with convenience, without sacrificing taste.
They searched the market, hoping to find a solution. Instead, they found a gap—and decided to fill it themselves. That spark became RE:DO Foods.
What started as a personal experiment turned into a scalable vision: a ready-to-eat, balanced, plant-based protein bar that could fuel performance and fit into real life. With Linda’s leadership, RE:DO grew from kitchen trials to a rapidly expanding brand—and a top contender in the global plant-based market.
RE:DO’s bars are built around the powerful combination of oats and pea protein—two superstars in the world of plant-based nutrition. Oats provide slow-releasing energy and fiber that helps maintain stable blood sugar, making them perfect for sustained activity. Pea protein, on the other hand, offers a clean and complete protein profile that supports muscle recovery and performance.
This duo gives RE:DO bars a balanced foundation that supports energy, satiety, and digestion. The result? A bar that not only delivers on protein but also feels satisfying and nourishing—without unnecessary additives or aftertastes.
Linda explains that this wasn’t just a nutritional decision—it was a practical one. “We wanted ingredients that were wholesome, functional, and accessible. Oats and pea protein gave us the right balance of taste, texture, and nutrition to build around.”
What sets RE:DO apart in the sea of protein bars isn’t just the ingredient list—it’s the experience. These bars are soft, moist, flavorful, and genuinely craveable. There’s no chalky residue, no cardboard texture, no artificial aftertaste. They’re simple in form, yet sophisticated in flavor.
This was intentional from the start. RE:DO isn’t trying to be another bar you endure for protein’s sake. It’s meant to be something you genuinely enjoy—a snack that fits into your lifestyle without requiring a sacrifice in taste, texture, or values.
Linda is quick to emphasize that RE:DO bars fit just as well in the gym as they do in the office drawer, the morning school run, the long commute, the hiking trail, or the backpack of a hungry teenager. They are designed for real life—dynamic, unpredictable, and always in motion.
Building RE:DO wasn’t just about flavor. It was about designing every element—from ingredients to packaging—with purpose and precision.
The development process begins with thoughtful ingredient selection, guided by in-house expertise and collaborations with nutrition professionals. Each recipe goes through careful, small-batch iterations, allowing the team to test for flavor, texture, and functional integrity at every step.
Every product is developed not just for nutritional balance, but also for minimal environmental impact. The supply chain is assessed holistically—from how the crops are grown to how the bars are packaged.
RE:DO’s commitment to quality has earned the trust of some of the most selective nutrition authorities. The bars are officially certified by the Swedish Olympic Committee’s “Bra Bränsle” initiative—a high honor that confirms their suitability for professional athletes.
For Linda, this certification isn’t just validation—it’s motivation. “To be part of something that inspires athletes to choose sustainable, plant-based options? That’s why we do what we do.”
There was a time when plant-based food was seen as a compromise—something you tolerated for the sake of health, not something you craved. But that stereotype is fading fast, and RE:DO is accelerating the shift.
Interestingly, Linda says that skepticism isn’t the biggest hurdle anymore. Many athletes and performance-driven consumers already recognize the benefits of a plant-based diet. The challenge now lies in providing plant-based options that are as convenient, reliable, and delicious as their conventional counterparts.
That’s where RE:DO’s brilliance lies. The bars are protein-packed without being medicinal, and indulgent without being sugary. They aren’t trying to imitate other products—they’ve created a category of their own.
Rather than forcing plant-based ideals onto skeptical buyers, RE:DO invites them in through experience. One bite is often enough to shift the conversation entirely.
RE:DO may have started as a solution for athletes, but its evolution reflects a deeper truth: food isn’t one-size-fits-all, and performance isn’t limited to the gym.
From busy professionals powering through meetings to parents needing a trustworthy lunchbox snack, RE:DO’s customer base is beautifully diverse. The bars are nut-free, accessible, and versatile—a quiet revolution in inclusivity.
Linda is particularly proud of how the brand resonates with people from all walks of life. “It’s deeply rewarding to hear a parent say, ‘I finally found something my kid can eat,’ or an office worker tell us they rely on us between back-to-back meetings. That’s when you know you’ve built something real.”
As for what’s next? Linda smiles—but doesn’t give too much away. There are new products in the pipeline, new flavors in development, and new markets on the horizon. But she prefers to let the food speak for itself when the time is right.
What she does reveal is this: the team is actively exploring ways to deepen RE:DO’s commitment to clean eating, sustainable production, and global accessibility. Their mission remains to simplify the path to better eating—for everyone.
“Innovation doesn’t always mean more complexity,” Linda explains. “Sometimes it means going deeper into simplicity. Doing less, better.”
As the plant-based movement accelerates globally, RE:DO is positioning itself not just as a product—but as a philosophy.
In the next five years, Linda envisions the brand playing a vital role in how people around the world approach performance nutrition. She wants RE:DO to become a trusted companion in daily life—not a niche luxury, but a practical staple.
The mission is clear: to make plant-based eating more accessible, more enjoyable, and more aligned with the real needs of real people.
“We’re not just trying to ride a trend,” she says. “We’re trying to shift habits—quietly, deliciously, one bite at a time.”
In an industry flooded with flashy claims and functional food fads, RE:DO Foods is refreshingly grounded. It’s not about hype—it’s about heart. From oats and pea protein to the highest levels of athletic nutrition, RE:DO has crafted a product that does more than fill a gap.
So next time you reach for something between point A and point B, consider choosing a snack that truly works with you. Nourishment that travels well, tastes amazing, and stands for something bigger.
Choose RE:DO—and redo the way you think about food.
Pull Quote:
“Innovation doesn’t always mean more complexity. Sometimes it means going deeper into simplicity—doing less, better.”
— Linda Johnsson, CEO & Co-Founder, RE:DO Foods
Company Description
RE:DO Foods started in Gothenburg back in 2020 with one simple goal: to make everyday nutrition easier, cleaner, and genuinely tasty. It all began with a real need—Linda Johnsson and her husband, a pro hockey player at the time, were struggling to find a quick breakfast that wasn’t packed with sugar or mystery ingredients. So, they made one.
Together, they turned that challenge into a mission: to create plant-based snacks that work with real life. Their secret weapons? Oats and pea protein—nutrient-dense, sustainable ingredients that keep things simple, wholesome, and delicious.
Today, RE:DO is helping people eat better without overthinking it. Whether you’re between meetings, heading to the gym, or just need a reliable snack for your kid’s backpack, RE:DO’s got your back. It’s plant-based performance nutrition, rethought for how we really live.
