Shilling logo
Shilling logo

You learn as you go! That’s one big lesson that life taught me early on. When I left everything behind to learn Culinary Arts in MadridI learned quickly enough that cooking wasn’t my life, it wasn’t what I wanted to do - it was just really a passion (food and everything around it keeps me alive - quite literally!).

After more than a decade working in retail It was entrepreneurship that called out to me. But if I had a passion for food, why didn’t I combine the three?


I founded Urban Food Snacks as a single founder on a mission  to prove three things:

  1. We can replace high sugar and fat products with more balanced options while giving the same satisfaction and flavor to consumers
  2. Just how many combinations and possibilities exist in the snacking universe
  3. A fairer and democratized food system is possible.


And we’re working on it! We’re working on it as we develop the most innovative, tastiest products in the market. We’re working on it as we remind people that good food is a right, not a perk. 


Along the way, Shilling was always there to help. Its network of CEOs and talent was always just a whatsapp away. And the team’s insights were always great nuggets of advice for a first-time founder who was starting out on their own.


We’ve come a long way. But looking back, it’s not the big milestones that I like to celebrate: it’s the daily reviews from customers that lets us just feel the impact, the satisfaction and the change that we’re achieving.

Logo Stripes
Logo Stripes
Logo Stripes