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UrbanFood

Our Story

Urbanfood – a natural way to
take care of your health every day.
UrbanFood

About Urbanfood

Our Story

Our journey started with a simple idea: healthy, high-quality food should be easy to access and simple to include in everyday life. In today’s fast-paced world, many people struggle to consume enough fruits, vegetables and valuable plant-based nutrients, even though nature remains an important source of energy, strength and wellbeing.

A family business growing across generations

Urbanfood was founded by Saulė Serafinienė and her husband, Vilnius University professor Dalius Serafinas. It is a family business built from the start on quality, natural ingredients and practical innovation.

Over time, their daughters Gintarė Laucė and Viltė Serafinaitė joined the company. Today, Gintarė leads the company, while Viltė is responsible for production. Dalius and Saulė remain the creative force behind new ideas and product concepts and continue to play an active role in product development and quality.

The third generation is already growing up with Urbanfood too: three grandchildren cannot imagine their daily diet without natural powders and are already curious about how they are made.

The value of nature all year round

Urbanfood was created to make the benefits of Lithuanian berries, vegetables, herbs, seeds and other plant-based ingredients available all year round. By combining traditional knowledge with modern drying technology, we produce natural powders and functional blends designed to preserve the taste, colour and nutritional value of the ingredients.

What began as a practical family idea has grown into a range of functional products trusted by families, active people and those who care about their nutrition.

Our mission is simple: to show that natural, healthy nutrition can be delicious, simple and easy to include in everyday life.

UrbanFood
When health, becomes a habit and nature becomes your daily source of energy.

Feel good & enjoy every day

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UrbanFood

Mission

Our mission is to help people make natural, wholesome nutrition an easy part of everyday life.

We create functional plant-based blends that combine carefully selected ingredients, enjoyable taste and clear value for everyday wellbeing – products we choose for ourselves and share with our own families.

UrbanFood

Our Values

  •  
    Responsibility for what we create and produce. We create products that we choose for ourselves and our own children. That is why we use only purposeful, clearly recognisable ingredients.
  •  
    Quality without compromise. We manufacture our products ourselves and control the entire process – from raw material selection to production and packaging. We use production methods designed to help preserve the natural taste, colour and nutritional value of the ingredients.
  •  
    Knowledge-led product development. We do not create products around short-lived trends. We combine insights from nutritional science, traditional knowledge and the real needs of modern life. By working with scientists and nutrition professionals, we select ingredients responsibly and develop carefully considered functional formulations.
  •  
    Respect for nature. Nature is not only a source of valuable ingredients for us, but also a responsibility to protect it. That is why we continually look for more responsible ways to source raw materials, use resources, manufacture and package our products.
  •  
    Meaningful simplicity. We believe that better nutrition should not be complicated. That is why we create nutritious, enjoyable and convenient products that are easy to incorporate into everyday life.
UrbanFood

Vision

Our vision is for Urbanfood to become a trusted international brand that makes natural, plant-based nutrition a simple and enjoyable part of everyday life.

We aim to make the value of carefully selected berries, vegetables, herbs, seeds and other plant-based ingredients accessible to people all year round, regardless of season or lifestyle.

By combining nature, knowledge and convenient formats, we want to help individuals and families make better everyday nutrition choices with greater ease and confidence.

UrbanFood

Science Combined with Our Company’s History

Urbanfood’s connection with science began before the creation of its first products. One of the company’s founders, Prof. Dr. Dalius Serafinas, is a scientist and Chairman of the Lithuanian Scientists’ Union.

His approach to quality, systematic process management and knowledge-based decision-making has shaped the company’s direction from the very beginning, from raw material selection to product development and production.

Formulas based on knowledge, not trends

When creating our formulas, we do not rely solely on ingredient popularity or short-term trends. We evaluate their nutritional composition, technological properties, compatibility with other ingredients and purpose within the final product.

We collaborate with scientists, food technologists and nutrition specialists, basing our decisions on expert knowledge, laboratory research data, supplier specifications and practical testing.

Fermentation as a key research area

We pay particular attention to the fermentation of plant-based raw materials. We study how fermentation affects the composition of sugars, organic acids and naturally occurring plant compounds, compare fermented and non-fermented ingredients, and evaluate their technological and sensory properties.

This knowledge helps us create new ingredients and more meaningful functional product formulas.

From laboratory to production

We complement our scientific approach with in-house production and continuous process control. Laboratory testing, food safety management systems and years of practical experience allow us to evaluate not only the ingredient itself, but also how it performs in a functional blend.

Therefore, we develop every new formula as a complete solution, considering its composition, taste, ease of use, stability and role in everyday nutrition.

Ingredients

Explore the natural ingredients behind Urbanfood and discover how each one contributes to the taste, nutritional value and purpose of our products.

Explore ingredients

Science

Explore how scientific research, biotechnology and advanced fermentation help us transform natural ingredients into innovative products with measurable nutritional value and relevance for modern lifestyles.

Explore the science

The Family Behind UrbanFood

Urbanfood is a family business that brings together the experience of several generations, science, product development and manufacturing.

We are united by clear values: natural ingredients, the highest quality standards and a commitment to helping people feel better by making it easy to enrich their everyday diet with valuable, functional foods.

We create only products that we eat ourselves and are confident giving to our own family. Our products are also regularly enjoyed by our three grandchildren, the youngest generation of the family. For this reason, we assess every recipe not only as manufacturers, but also as parents and grandparents – responsibly, critically and without compromising on quality.

UrbanFood

Prof. dr. Dalius Serafinas

Founder, Strategy and Science

Having founded the company in 1997, Dalius continues to shape its long-term strategic direction. His interests include innovation, collaboration between science and business, and the circular economy.

What began as scientific curiosity and experiments in fermenting plant-based raw materials has evolved into a controlled, laboratory-supported process and a range of Urbanfood products. For Dalius, innovation is meaningful only when it can be scientifically substantiated, carefully controlled and translated into genuine benefits for people.

Dalius is also a professor at Vilnius University and President of the Lithuanian Scientific Society.

Languages: Lithuanian, English, Russian
Email: dalius@kvalitetas.lt

UrbanFood

Saule Serafiniene

Founder of Urbanfood and Head of Product Development

Urbanfood began with Saulė’s idea. While working as a chief financial officer in pharmaceutical companies, she developed a deeper interest in natural products, their scientific basis and practical applications.

Through discussions with scientists, Saulė saw the potential of valuable plants grown in Lithuania and across Europe that remain underused in everyday diets. This led to the creation of Urbanfood, a natural functional food brand designed to make daily nutrition simpler and more meaningful.

Today, Saulė develops and refines the company’s product recipes.

Languages: Lithuanian, English, Russian
Email: saule@kvalitetas.lt

Managing Director, Brand and Business Development

Gintare Lauce

A second-generation leader of the family business, Gintarė is responsible for implementing Urbanfood’s strategy, developing the brand, overseeing communications, building partnerships and driving international growth.

Her strength lies in turning complex product ideas into clear, engaging stories and meaningful value for consumers. Her goal is to establish Urbanfood as a widely recognized and trusted brand in the natural functional food category.

Languages: Lithuanian, English
Email: gintare@urbanfood.lt

Head of Production and Process Quality

Vilte Serafinaite

Viltė is responsible for turning product ideas into consistently high-quality finished products. She coordinates raw material intake, production processes, the manufacturing team and day-to-day quality control.

Her practical knowledge of plant-based raw materials, cultivation and processing helps maintain a close connection between the field, the ingredient and the final product, while ensuring every Urbanfood batch meets high quality standards.

Languages: Lithuanian, English
Email: vilte@urbanfood.lt

Head of Sales and International Development

Justina Vaice

After twelve years in Germany, Justina returned to Lithuania and joined the Urbanfood family business, bringing international experience, strong knowledge of the German market and an understanding of different business cultures.

She is responsible for export development, international client relationships and long-term partnerships. Her goal is to help Urbanfood enter new markets and become a trusted choice for international partners.

Languages: Lithuanian, German, English
Email: justina@urbanfood.lt

Certificates and Standards

Industry awards, trusted certifications, and valuable partnerships that reflect our commitment to quality.

Plant-based natural ingredients icon with leaves growing above a field

Organic Certification

We are a certified organic producer, working with organic ingredients and production processes in line with applicable organic requirements.

UrbanFood

Nordic Keyhole Label

Selected products carry the Nordic Keyhole label, helping consumers identify healthier food choices.

ISO 22000 food safety certification icon with a shield and check mark.

ISO 22000 Food Safety Management Certification

Urbanfood is certified to the ISO 22000 food safety management standard. This system supports consistent control of food safety risks across all stages of our operations – from raw material intake and production to product packaging.

UrbanFood

FSSC 22000 Implementation

We are currently implementing the FSSC 22000 food safety management system to further strengthen food safety, quality and process control, and to meet the higher requirements of international partners and retail chains.

UrbanFood

Membership in Business and Scientific Communities

Urbanfood is a member of the iVita Health Technology Cluster, the Lithuanian Food Industry Association, the National Food Cluster, and the Kaunas and Vilnius Chambers of Commerce, Industry and Crafts.
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