1. The name doesn’t tell the whole story
Let’s be honest: How many of you have searched for shampoo on our site only to come up empty-handed? What we’ve learned: A URL (and the original company name “KoRo Drogerie”) can cause quite a bit of confusion, but it’s also part of our DNA. In 2014, our founders Kosta and Robert launched the business with the idea of selling laundry detergent in bulk. But the brilliant idea came from Kosta’s wife Michelle: switch to nuts and dried fruit, but keep the bulk concept! No sooner said than done.
We kept the name, even though today we’re better known for creamy nut butters than for fabric softener. We’ve learned that we can live quite well with the constant confusion, as long as we keep you in the loop.
2. No social media, no KoRo
Along with our creamy nut butters and large value packs, we are known for something else: our social media accounts! Everything from"KoRo goes Only Fans", to our TV ads you may have seen in Germany or the legendary Advent calndar rap? Our most important lesson from 12 years: You can’t take yourself too seriously if you want to be seriously good.
That’s why our social media team still enjoys creative freedom that oscillates somewhere between serious sustainability insights, incredibly delicious recipes, and everyday office chaos. Whether we’re “KoRo-fying” memes, promoting our office dogs to secret CEOs, or hunting down volunteers for surveys with a mini-microphone—it’s never boring around here.
3. KoRo goes supermarket
Starting in 2021, we jumped from exclusively online sales into supermarkets. What began with Alnatura has since expanded into a solid foodie partnership with dm, Rossmann, Rewe, and Edeka — and even several international supermarket chains in other countries! What have we learned along the way? As convenient as online shopping is, sometimes you just have to hold a jar of nut butter in your hand for a moment to know: This is a must-have! We want to be right where your everyday life happens—because the best way to reach new KoRo fans is where hunger strikes spontaneously.
4. 365 days of fairness > 24 hour discount wars
We stay true to ourselves: We don’t offer artificial discount codes, but fair prices 365 days a year. We believe our products should taste great every day—not just when flashy percentage deals beckon. That’s why our Beige Friday stands for 0% discount and 100% quality as a counterpoint to overconsumption.
We only have sales for a good reason — usually to save food close to expiration date from being thrown out. The lesson after 12 years: Honesty in pricing builds more trust than any short-term bargain hunt.
5. Snacks open the door to the pantry
Our bulk packs are legendary—we love them and live by them! But its easy to be scared to order a 1kg pack for the first time. It’s enough to make your knees go weak for a moment. We’ve realized: bulk packs are our heart and soul, but snack-sized samples are the ideal door opener for that first date. Whether on the supermarket shelf or as a little test in the shopping cart—the “little ones” take away the fear of a big commitment. Once the spark is there, the bulk order follows all on its own.
6. The KoRo logo fail
Sometimes you can’t see the logo for all the nuts. In 2023, we managed to get our oar bars into the Deutsche Bahn (German trains) on-board bistro. A huge milestone! There was just one tiny detail that we — and by that we mean all twelve people involved in the project—overlooked in all the rounds of revisions: our logo was not on the packaging!
What was the deal? We were probably all so deep in creative tunnel vision that the obvious just became invisible. But a win is a win: You recognized us from the design and snacked on the bar incognito all across the country. Our lesson for the next 12 years? From now on, for important print approvals, we’ll always have a thirteenth person take a look. Better safe than sorry.
7. Cafés as touchpoints
Our products are way too tasty to just hide them in the pantry. That’s why we thought back then: Why not create a place where you can enjoy them “ready to eat”? No sooner said than done! In May 2022, the first KoRo Café opened its doors in Berlin Mitte. Whether it’s creamy porridge or our legendary banana bread — we’ve learned that our cafés are the ideal touchpoints for experiencing KoRo with all your senses.
And the best part is: If you fall in love, you can take many products home with you to enjoy. We’ve even launched the concept in Milan by now — and, shh — we’re already seriously eyeing the city of love. Paris, are you ready?
8. Snacks know no borders
Who would have thought back then that we’d not only be filling German pantries but also making a big splash in France and Italy? We’ve realized: You can and should dream big! Whether it was “manifesting” or the hard work of our team—our vision of transparency and quality is resonating across all borders. By now, people are snacking passionately across almost all of Europe. And who knows what’s next?
9. Dry beats fresh
Being open to new things is kind of KoRo’s motto. That’s why we wanted to add fresh “meat” to our lineup in 2021 — fruit pulp, of course. We’d fallen in love with grüne Jackfruit and offered it as 6-kg fruit bundles in the shop. However, the project was quickly scrapped: The fruit simply didn’t arrive as fresh as we’d dreamed. It was worth a try, but the lesson stuck: We’re sticking to our expertise—dry products with a long shelf life.
10. Collaborate only with "Perfect Matches"
Over the years, we’ve realized: KoRo works best when we team up with people who think just like we do. We’re not interested in dry business deals, but in genuine enthusiasm for what’s inside the jar. Whether it’s judo legend Teddy Riner in France or the inspiring Bebe Vio in Italy — passion is the foundation. Our 2025 Veganuary campaign with fitgreenmind was also a perfect match! For us, partnerships like these are the nut butter on our porridge: they inspire us and show that the KoRo family extends far beyond our Berlin office.
11. Less products are sometimes more
Wooden train sets, rice cookers, and lunch boxes from KoRo? Yep, we had it all. Back then, we were so excited that we wanted to provide you with everything you needed for your daily life. The end result? We were stuck with a ton of non-food products and realized: Our true strength lies in food. We’re staying true to our core and focusing on what we do best: nuts, dried fruit, and all the amazing things you can make with them — from creamy nut butters to our protein bars. You don’t have to offer everything to be everything to your customers.
12. Beige stays beige
Maybe you’ve already spotted it at the supermarket: Since July 2025, our nut butters have been beaming at you in a fresh new packaging design! We’ve learned that when you’re on the shelf among thousands of products, sometimes you have to shout “Here!” a little louder. That’s why we’ve enlarged the logo, added stylish illustrations, and optimized the color scheme.
But don’t worry: We’re staying true to ourselves and our legendary KoRo beige. For us, this design update is the next big step from being purely an online shop into your everyday life, without forgetting our roots. We may have grown up, but at our core, we’re still the same. Here’s to the next 12 years in beige!
