About us
What we do
NOW® is an all-natural, 100% plant-based ingredient system that provides exceptional solutions for the food and beverage industry. Consumers can feel and measure the benefits of NOW®, which include weight management, cholesterol reduction, glycaemic control, and body fat reduction.
The NOW® Vision
The Vision
Our vision is to revolutionize the food industry, utilizing the principles of science, technology, and nutrition.
Our unique model combines medical and nutritional experience with cutting-edge process technologies and extensive knowledge in the formulation and development of new products.
We exclusively utilize 100% natural ingredients, which have been proven to provide nutritional and health benefits that enhance overall well-being. Our commitment to curiosity and creativity are integral to our innovative approach, which ensures leadership in the medium and long term. We recognize that we cannot attain our objectives by simply following our competitors. Instead, we must have the courage to listen to our instincts and chart a unique path.
At the core of our beliefs is the notion that plant-based and natural solutions are the optimal sources of bioactive solutions.
We aspire to shape the future by promoting natural bioactive solutions.
Our approach is founded on science-based ingredients, cutting-edge technology to develop unique products, and a preventative approach to nutrition.
As a team, we possess a wealth of experience and unwavering commitment to innovative concepts.
NOW® Inside: Unlock Instant Well-being
What if you could validate health benefits with strong science and clinical trials by experts in nutrition support?
The team behind NOW®
Our team at NOW® is a diverse group of industry veterans with a wealth of experience across global markets.
Together, we are united in driving forward innovative and sustainable food solutions.
Ignacio Zaluda
CEO and Founder
An experienced leader, with a proven track record in strategic development across global markets. Formerly, Global Business Development leader at ADM Nutrition, and Vice President of Strategic Development for Wild Flavors, specializing in innovative food technologies and implementation of new technologies, for both ingredients and processes.
Jöns-Petter Svensson
Chairman and Co-Founder
A seasoned food industry entrepreneur and business leader who holds board positions in various companies, including Planttech Global Investment Group AB and Thabico Vietnam. His extensive experience spans strategic business development, mergers and acquisitions and international leadership.
Ian Maskell
CMO
Former Global Marketing VP with 30 years at Unilever and Mars Inc., led marketing for global icons like Snickers, M&M’s, Cornetto and Pedigree. His purpose-driven approach and expertise in socially responsible business align seamlessly with innovative food concepts backed by a PhD in nutritional biochemistry.
Mårten Andersson
Board Member
A seasoned business leader and board member with extensive & diverse experience, including:
- Chairman of the Board at IFK Lidingö Fotboll since March 2022.
- Chairman of the Board at Salix Group since June 2020.
- Chairman of the Board at TORNUM from July 2022 to August 2024.
He is a Board member at Skandia, where he previously served as CEO, and has also held the position of CEO at Volati AB.
Mårten’s extensive experience spans finance, management, and strategic leadership across international markets.
What is important to us
We want to shape the future with natural bioactive product technology & concepts.
We firmly believe in the power of plant-based solutions. Nature has bestowed upon us an abundant array of bioactive substances that offer tremendous benefits for our well-being. By harnessing the potential of natural ingredients, we strive to develop innovative concepts that prioritize sustainability, health, and taste.
We are driven by the desire to make a positive impact on the world of nutrition. We believe that by working closely with our partners, embracing the power of nature, and staying at the forefront of scientific advancements, we can contribute to a healthier future for all. Together, let’s explore the vast potential that lies within plant-based solutions and create a better tomorrow.
Values
Health
We exclusively utilize 100% natural ingredients, which have been proven to provide nutritional and health benefits that enhance overall well-being.
Development
Our commitment to curiosity and creativity are integral to our innovative approach, which ensures leadership in the medium and long term. We recognize that we cannot attain our objectives by simply following our competitors. Instead, we must have the courage to listen to our instincts and chart a unique path.
Sustainability
We are deeply committed to sustainability in all aspects of our operations. By embracing sustainable methods, we strive to not only protect the planet but also contribute to the well-being of communities and ecosystems worldwide.
Proven effectiveness
Science
All our proposals will be based on deep scientific and technological knowledge. We have the best globally recognized experts.
Why carob: existing scientific dossier
+ 47 clinical studies carried out & +100 scientific publications, endorse the potentional of Carob.
Measurable
Consumers can feel and measure the benefits of NOW®, which include weight management, cholesterol reduction, glycaemic control, and body fat reduction.
Scientific committee
Globally recognized experts in molecular nutrition and metabolism. Clinical nutritional sciences and experts in food nutrient interactions, functional food for body weight control, energy regulation and metabolism, as well as low glycemic diets for diabetes and cardiovascular disease.
Medical committee
Formed by professionals from the world of medicine of recognised international prestige, representatives of different international associations of Nutrition, Diabetes, Endocrinology, Cardiovascular Health, Paediatrics.
Sustainability
We want to build an ecosystem that brings together in a unique way, Agriculture-Science-Technology-Food. Nutrition and sustainability, to improve the state of well-being of the general population and the health of the planet, in the broadest sense of the word.