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urbanfoodlt

Our Story

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

About Urbanfood

Our Story

Our journey started with a simple idea: healthy, high-quality food should be easy to access and simple to enjoy every day. In today’s fast-paced world, many people struggle to consume enough fruits, vegetables and natural plant-based nutrients, even though nature remains one of the greatest sources of energy, strength and everyday wellbeing.

Urbanfood was founded by Prof. Dalius Serafinas and Saulė Serafinienė as a family business built on quality, natural ingredients and practical innovation. Over time, their daughters Gintarė Laucė and Viltė Serafinaitė joined the company, bringing new energy, structure and growth to the brand.

Today, Gintarė leads the company, while Viltė is responsible for production. Dalius and Saulė remain the creative force behind many new ideas and product concepts. They are the inspiration of the business and continue to play an important role in developing new products and maintaining a strong focus on quality. The third generation is already part of the Urbanfood story too - three grandchildren have grown up with these products in their daily lives and are already showing interest in how they are made.

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 air-drying technology, we produce natural powders and functional blends that help preserve the taste, colour and nutritional value of carefully selected ingredients.

What began as a practical family idea has grown into a range of products trusted by families, active people and health-conscious individuals. Our mission is simple: to make natural nutrition an easy, functional and enjoyable part of everyday life.

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

Feel good & enjoy every day

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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.

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Our Values

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    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.
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    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.
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    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.
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    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.
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    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.
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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.

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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 the 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 organization.

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

We pay particular attention to the fermentation of plant-based raw materials. We study how the fermentation process can influence 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 not only new ingredients but also more meaningful functional product formulas.

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 what is written about an ingredient 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.

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Prof. dr. Dalius Serafinas

Founder, Strategy and Science

Having founded the company in 1997, Dalius continues to shape its long-term strategic direction. His passions include innovation, collaboration between science and business, and the circular economy. His thinking is often several decades ahead: ideas that may seem overly ambitious or difficult to implement today frequently develop into genuine trends shaping markets and society.

What began as scientific curiosity and experiments in fermenting plant-based raw materials has evolved into a consistently controlled process, supported by laboratory research, and a range of valuable Urbanfood products. For Dalius, innovation is not a marketing promise. It only has meaning 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

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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 and gaining first-hand insight into the sector, she developed a deeper interest in natural products, their scientific basis and practical applications. Through discussions with scientists, Saulė discovered that many valuable plants which grow successfully in Lithuania and across Europe are still underused in everyday diets. This led to the creation of Urbanfood – a natural functional food brand designed for busy urban consumers who want a simple and meaningful way to enrich their daily nutrition. 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, responsible for implementing Urbanfood’s strategy, developing the brand, overseeing communications, building partnerships and driving growth in international markets. Gintarė’s strength lies in transforming complex product ideas into clear, engaging stories and meaningful value that consumers can easily understand. Through strategic communication, storytelling and brand development, she aims to establish Urbanfood as a widely recognized, trusted brand and the first choice for consumers 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 ensuring that product ideas are accurately translated into production and become consistently high-quality finished products. She coordinates raw material intake, production processes, the manufacturing team and day-to-day quality control. Viltė’s strength lies in her practical knowledge of plant-based raw materials, cultivation and processing, helping maintain a close connection between the field, the ingredient and the final product. Her goal is to ensure that every Urbanfood batch is produced responsibly, consistently and to the highest 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 founded by her brother, bringing valuable international experience, in-depth knowledge of the German market and a strong understanding of different business cultures. She is responsible for export development, building relationships with international clients and developing long-term partnerships. Justina’s strength lies in understanding each client’s needs and identifying the most suitable wholesale, ingredient or private-label solutions. Her goal is to help Urbanfood products 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.

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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.

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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.

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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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