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About Us

Meet Candice & Jof

All recipes are prepared by Candice, vegan dietitian and nutritionist. She has been working for 3 years as a Careline Nutritionist at Danone. When she moved in Frankfurt, Candice became kitchen expert and barista in the famous Elaine’s deli located in the Frankfurt Financial District.

She loves cooking healthy and tasty food. Creative and sports addicted she likes to innovate vegan recipes while making sure these provide natural energy for a healthy and sportive lifestyle.

As an ex-KPMG Technology Consultant, Jof has 7 years of experience in the financial and banking sector both in Brussels and in Frankfurt.

Semi-professional hockey player, Jof loves team sport, travelling, coffee and beer.

Our story

Once upon a time, in 2019, in Frankfurt...

Between a work day and an evening hockey training, Jof didn't find quality and healthy snacks to make sure he could perform all his activities at his best.

Candice created her first energy balls for Jof: delicious snacks full of superfood.

During a road trip in California, we brainstormed the business model and found our logo while driving in the desert between the Death Valley and the Joshua Tree National Park.

The cactus is the perfect representation at what Simply Natural Lab aims. This incredible plant just needs sun and a little bit of water. Humans can also live from simple and natural food, while still enjoying eating.

We quickly introduced these bombs at Elaine's Deli. The magic happened straightaway. Candice and Jof started to prepare energy balls during evenings and weekends to be able to follow the ordering pace from their first clients.

Before going back home (in Brussels), we decided to take 6 months off for new travel adventures. We visited Kyrgyzstan and Uzbekistan then flew over to Katmandu, Nepal for 2 months of volunteering work in an inclusive school. We then worked seriously on the business plan between meditation courses and treks in the Annapurna region.

In April 2020, we launched the Simply Natural Lab project in Brussels and got selected by the Start.Lab, the incubator for young entrepreneurs at the Solvay Brussels School.

After a few months of testing our business model, we decided to fully invest our time in the project and we opened our Lab in the center of Brussels to share new creations around a specialty coffee.

Come visit us!

Candice & Jof