Modern pastry doesn't inherit fat. It chooses it.
Made by chefs, for chefs.
Composed, not assembled.
Dairy butter has been the default fat in professional pastry for generations — not always because it was the best fat for the job, but because nothing else matched it without compromise. Chefs absorbed the cost volatility, the allergen complexity and the flavour interference as the cost of doing the work. We did not believe that was the only available answer.
So we built Be Better. Composed in working kitchens, not assembled in a lab. Validated in real production runs by chefs who run those applications every week. Pure pastry by design — purer in taste, simpler in operation, ready for what is next.
Active across 14 markets.
Working through distribution partners and directly with large producers.
Markets served across Europe and beyond
Commercial launch, after 1.5 years of Lab development
Produced in the Netherlands and Austria — IFS & HALAL
Founder-led and independent.
Joost
Co-founder, commercial & brand
Marike
Co-founder, product & the Be Better Lab
Jelte
Operations, finance & logistics
Based in Amsterdam and Barcelona. In a working kitchen, somewhere in Europe, every week.
Frequently asked questions.
When did Be Better launch?
Commercially in 2021, after 1.5 years of Lab development with partner chefs across Europe.
Where is Be Better produced?
The Netherlands and Austria. IFS and HALAL across the range. Production partners since launch.
Is Be Better a VC-backed company?
Be Better is founder-led and independent. We work with a small bench of strategic partners and one active investor.
