About us

What is NOW®

NOW® is a fully plant-based, all-natural ingredient system designed to support innovation in the food and beverage industry. Developed using advanced processing technologies, NOW® offers measurable functional performance for manufacturers seeking to enhance their formulations in areas such as:

  1. Weight and body composition management
  2. Glycaemic balance
  3. Cholesterol regulation
  4. Metabolic support

NOW® is intended exclusively for business-to-business applications, as a formulation component for functional and health-oriented food products.

What we do

We integrate science, technology and nutrition to develop next-generation ingredients based on natural compounds with documented physiological benefits. Our proprietary systems are the result of collaborative expertise in:

  1. Medical and nutritional sciences
  2. Food processing and functional formulation
  3. Ingredient extraction and standardization

All our solutions are developed using 100% naturally sourced plant materials, selected and processed to retain their bioactive integrity and functionality.

 The NOW® Vision

The Vision

Our ambition is to transform the future of food by making natural, science-backed ingredients the foundation of innovation.

We believe in:

  1. Sustainable, plant-based bioactives as primary tools for nutritional support.
  2. Evidence-based formulation rooted in clinical data and physiological research.
  3. Preventive nutrition as a cornerstone of modern food systems
  4. Creative independence, scientific rigour and long-term thinking as essential values for leadership in functional ingredients.
  5. We do not imitate competitors – we create original solutions that respond to unmet nutritional challenges, anticipating future regulatory and consumer trends.
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At the core of our beliefs is the notion that plant-based and natural solutions are the optimal sources of bioactive solutions.

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We aspire to shape the future by promoting natural bioactive solutions.

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Our approach is founded on science-based ingredients, cutting-edge technology to develop unique products, and a preventative approach to nutrition.

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As a team, we possess a wealth of experience and unwavering commitment to innovative concepts.

NOW® Inside: Unlock science-based well-being

What if your product could deliver validated benefits – supported by clinical studies, mechanistic insights, and expert-backed formulation?

NOW® unlocks this potential by integrating standardized bioactives, clinically tested doses, and nutritional design into scalable ingredient systems for your next formulation.

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 Zaldua

CEO & Co-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 & 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.

Mårten Andersson

Board member & Co-Founder

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.

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.

What is important to us

Our purpose: Innovating with nature and science

At NOW®, we are committed to shaping the future of nutrition by creating plant-based ingredient systems that integrate nature’s bioactive potential with advanced scientific knowledge. Our work focuses on the development of nutritional solutions that combine efficacy, sustainability, and sensory quality, offering a new standard for functional food innovation.

We believe in the transformative power of botanical compounds, and in the ability of science-driven food technologies to unlock their full functional potential. Through strategic collaboration, ongoing research, and a focus on health-oriented innovation, we contribute to a healthier and more sustainable global food system.

Values

Health

We work exclusively with natural ingredients that have demonstrated nutritional benefits, aiming to contribute to population well-being through ingredient functionality and measurable physiological impact.

Scientific Development:

Our model is driven by curiosity and technical creativity. We design novel solutions based on scientific validation, without relying on imitation or trends. Innovation and differentiation are core to our strategy.

Sustainability

Sustainability guides all stages of our value chain-from raw material sourcing to manufacturing and formulation strategy. We prioritise ecological integrity, social responsibility, and long-term impact in all our operations.

Proven effectiveness
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Proven scientific foundation

Our ingredient platforms are supported by a robust body of scientific evidence and expert knowledge.

Scientific expertise

Our scientific committee includes global leaders in molecular nutrition, food interaction dynamics, metabolic regulation, and functional ingredient design.

Clinical and medical insight

Our medical advisors represent internationally recognised institutions and are active in fields such as endocrinology, cardiovascular health, paediatrics, clinical nutrition, and lifestyle medicine.

Evidence base

+47 clinical trials and 100+ peer-reviewed publications support the functional role of carob bioactives (inositols, polyphenols, fibre) in areas such as:

  1. Glycaemic control
  2. Weight and fat mass management
  3. Cardiometabolic health markers
  4. Digestive function and microbiota modulation

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.

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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.

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