A pivot from thin air to thick cream.
A long road to product-market fit, and worth every step.
It started in 2021, very Finnishly, with two friends and a great idea: make alcohol from air. Aircohol, as we were called back then, turned captured CO2 into ethanol, and for a while it worked beautifully. We signed collaborations with some of the largest spirits companies in the world. We had a pilot partner, we had the media, and we had booze that came from the sky.
What we did not have was a business case that added up. Ethanol is cheap and heavily subsidised, and it turns out that neither people nor the companies serving them are willing to pay a premium for sustainability alone. There simply was not a strong enough product-market fit.
So in 2025 we made the hard call and stopped. Then we re-evaluated, and re-started. We interviewed more than thirty customers to understand their pains and needs. We mapped four possible directions, tested every one of them with customers, and let the feedback decide which way to go.
Same company, new name, new business and an even more resilient team. Today we make a microalgae based functional fibre cream that replaces fat in food, gives back texture and fibre, and takes a handful of additives off the label on its way. This time the maths works, and so does the market.
In a short space of time we have reached solid pilot production performance and real traction with real customers. Take two will be faster, smoother and better. Stay tuned on LinkedIn.


