What We Eat Changes Us
A World First
Impact Vision Paper 2025
Table of Contents
Our Vision
Food is more than sustenance. It is a basic need, a cultural practice, and a personal experience that connects body, mind & soul.
š We believe: Nutrition influences how we feel ā awake, well & productive.
The nutrition of the future combines enjoyment with responsibility, for our health and that of the planet.
Sustainability & Plant-Based
Focus on environmentally friendly cultivation methods and plant-based nutrition conserves resources and reduces emissions.
More Fruits, Vegetables & Legumes
These foods form the basis of a healthy, sustainable diet, rich in essential nutrients.
Regional & Seasonal Foods
Support for local producers, short transport routes, and enjoyment of fresh, nutrient-rich products.
With BelliesĀ®, Stella Moses offers people the best alternative to unhealthy fast food.
- Healthy, delicious, mobile & suitable for the masses
- Core product of a Food-&-Wellbeing ecosystem
- For people of all generations
- So that we can become the best version of ourselves
š We are shaping this future ā healthy, accessible & enjoyable.
The Stella Moses Ecosystem
BelliesĀ® is part of a comprehensive ecosystem that holistically supports you on your journey to greater well-being.
Personalized Menus & Education
Support & Community
Connected by the AI Avatar Stella
Your Digital Companion for Nutrition, Health & Everyday Life
š Stella Moses is a rebellion for the best version of yourself and the beginning of a global movement.
Fast Food: Poor Solutions
According to UNICEF, by 2025, for the first time, more children will be obese than underweight.
More than 30 million adults and 6 million children in Germany suffer from overweight and obesity due to fast food. The consequences include type 2 diabetes, cardiovascular diseases, depression, and cancer.
š Overweight children are more often absent from school, struggle with self-esteem issues, and are more frequently exposed to bullying.
šø Exploding Healthcare Costs
Affordable food is "paid for" with illness, loss of energy, and reduced productivity.
ā ā¬112 billion in follow-up costs annually in the EU
š„«Nutrient-Poor Products
Food products on the street, in supermarkets, and in canteens are full of sugar, inferior fats, and bad carbohydrates.
ā 80% of snacks in supermarkets are ultra-processed
š¦ Advertising Deceives
Established fast food providers conceal information about the chemical composition of their products.
ā 90% of customers do not know what substances the products contain
"If you want your child to thrive in this life, you should give them love, self-confidence, and healthy food. This excludes beatings, humiliation, and McDonaldās." (Dr. Tim Spector)
BelliesĀ®: The Fastgood Revolution in the Convenience Market
Proof of Concept: On November 5, 2025, our pop-up store will open at Halle (Saale) train station ā frequented by more than 40k visitors per day.
New Product Category
With BelliesĀ®, the worldās first filled falafel are entering the market ā produced and certified by an established manufacturer. A new product category alongside burgers, pizza, and kebabs, and a globally scalable brand.
Wide Availability
For Food Service, Frozen in Retail, Care & Campus, and Street. For Ghost Kitchens and Franchise. Worldwide ā from Halle to Hong Kong.
Data-Driven Development
Smartly developed using consumer data and nutrition trends for modern needs, from everyday life to sports.
Healthy Benefits
Full flavor ā without the junk. Satisfying, high in fiber, vegetarian & vegan.
Stella Moses is an innovative company that understands and implements nutrition trends and customer needs through data analysis.
BelliesĀ®: A Superfood, Designed by Stefan Marquard
The best nutrients, fiber, high-quality plant-based proteins, iron, B vitamins. Crispy on the outside, filled on the inside. Bellies - "Whole Meal in a Ball". BelliesĀ® make us healthy, strong, beautiful, happy.
Versatile & Flexible
Falafel, filled with baked apple, vegan feta, and chocolate. Asparagus in spring, sauerkraut in winter. With exotic, sweet, or chili-spicy dips made from mango, coffee, with ginger, nuts, and local herbs. (Patent pending.)
Global Concept
40% of Germans eat flexitarian. Globally, one billion people eat vegetarian or vegan. Billie Eilish, Arnold Schwarzenegger, Novak Djokovic etc. The market is growing because more and more people are realizing what Fastfood does to their bodies.
Mens sana in corpore sano
Without flavor enhancers, colorings, preservatives. BelliesĀ® repair dietary sins and promote Longevity. Healthy Filled Snacks & Menus. Satiating fiber, protein, good fats.
Well-being as a Service
Stella Moses combines digital intelligence with physical experiences and promotes lifelong learning in the areas of nutrition, health, and community.
Digital Intelligence
Online via the Stella app and platform, supported by an integrated CRM/ERP backbone for personalized experiences.
Physical Experiences
Tangible through stores, food trucks, and franchise partners, making our holistic offering tangible on-site.
Lifelong Ecosystem
A connected world, focused on Food, Health, and Community ā strategically across all age segments.
Become the best version of yourself with healthy eating, self-reflection, setting clear goals, continuous learning, establishing healthy habits, and living authentically.
The Growing Market for BelliesĀ®
Every crisis holds an entrepreneurial opportunity. BelliesĀ® positions itself as a "Fastgood" alternative in a rapidly growing market with enormous potential.
Our goal is to make BelliesĀ® a unique and iconic product for a broad customer base.
Vegan Food Market
The global market is estimated at USD 18.23 billion and is projected to grow to USD 40.53 billion by 2031 (CAGR 10.5% according to Vegconomist).
We are positioning BelliesĀ® as a leading "Fastgood" option.
Frozen Food Shelf (Retail)
Partnerships with Edeka, Rewe, Lidl, Aldi, Metro. Goal for 2029: 200,000 meals/month.
Home Delivery & Ghost Kitchen
We are scaling BelliesĀ® through home delivery and a ghost kitchen strategy. By 2029, our goal is to operate several hundred kitchens nationwide, producing and delivering thousands of meals every day.
Care & Campus
In Germany, 1,850 hospitals require 70 million meal portions annually (5ā7 ā¬/meal). In addition, there are 37 million canteen visits per week. In the school meals sector, we reach around 60,000 students per week through the Knappschaft. This highlights the strong potential for healthy and fast food in educational institutions. Our goal for 2029: 5.5 million meals per week.
š We are opening up untapped potential in key markets and establishing BelliesĀ® as an iconic product.
Data Innovation & Competitive Advantages
Our data-driven strategy creates unique competitive advantages and new business opportunities:
AI Product Development
Analyzing preferences and feedback accelerates the development of new Bellies, snacks, services, and challenges.
Next Level Personalization
AI understands what users will need tomorrow ā and already delivers tailored suggestions today for higher conversion, satisfaction, and retention.
Partnerships & Monetization
Our comprehensive data foundation becomes an API and a magnet for retail, health, and fitness partners, enabling co-creation and data-driven B2B services.
Impact & Outcomes
We transparently measure and communicate how Bellies and the community make everyday life healthier, more sustainable, and more productive.
Operating Model: Digital Meets Physical
Core Platform
CRM/ERP + Commerce + Loyalty + CDP with a "single account, multi-brand" approach
RAG-Services
Ingredients/Allergens, Recipe Similarities, Nutritional Explanations in understandable language
Avatar Stella
Marketing, Consulting, Support, FAQ, and Onboarding for all target groups
Analytics
Menu Performance, Conversion, Retention, NPS, and Health-Outcomes Proxies
Data Governance & Ethics
Our data strategy is fundamentally built on ethical principles and strict compliance standards. We guarantee trust through transparency and control.
Privacy by Design
GDPR-compliant, anonymized, and always with explicit user opt-in.
Transparency
Users have the ability to view, export, and comprehensively control their data at any time.
Purpose over Surveillance
Our data strategy serves to promote health, enjoyment, and community ā never profiling or surveillance.
Every data record becomes a crucial building block for better food, smarter services, and real impact in our users' daily lives.
Business Model & Revenue Streams
Retail & Delivery (BelliesĀ® Core)
Margin from centrally produced BelliesĀ®, frozen SKUs, gastro partnerships, bundles
Subscriptions (Stella Packs)
Weekly Kids'/Senior Boxes with BelliesĀ®, diet coaching, in-app check-ins
Loyalty & Budget
Cashback, micro-saving, Stella Wallet, partner offers ā platform for budget fitness
Academy & Licenses
B2C courses, ghost kitchen, in-house training, white-label solutions for education & care
Scalable, diversified, recurring ā The Stella Moses revenue model combines physical products with digital platform services for sustainable margins and growing customer loyalty.
Revenue Development & Profitability
Our business model is geared towards significant growth and sustainable profitability, supported by a strategic channel mix and optimized processes.
Revenue Growth
From ā¬0.1M (2025) to >ā¬95M (2029), driven by market expansion and product innovation.
Break-even
Achieving break-even in the third year (2027), based on efficient scaling.
EBITDA Margin
Increase from ā30% (2025) to >22% (2029) through operational excellence.
Scaling
Successful expansion through optimized processes and a high-margin channel mix (Retail, Gastro, Delivery).
Funding Round - Angel/Pre-Seed
We are seeking strategic partners for our Angel/Pre-Seed funding round to drive the growth of BelliesĀ® and the expansion of the Stella Moses ecosystem.
Volume
ā¬1,8 - 2,0M
Structure
Convertible Note with 20% Discount
Cap
ā¬6 ā 8M
Term
18 ā 24 Months
Use of Funds
The investment will be used strategically to develop and scale the sales channels.
- Establish serial production and cold chain logistics
- Develop digital platform (App, Avatar, Wallet, Academy)
- Activate D2C and franchise channels
- Increase brand awareness through targeted storytelling
- Fill strategic roles in the core team (Tech, Data, Sales, Ops)
Milestones
We plan to achieve these milestones by Q2/2026 to lay the foundation for the next financing phase.
Roadmap - Steps to Success
We have a clear roadmap to realize our vision and establish Stella Moses as a leading Food & Wellbeing ecosystem.
Phase 1 | Nov 2025 ā Q2 2026 ā Foundation & Initial Scaling
- Proof of Concept: Popup Store: Halle (Saale) Central Station
- Delivery Setup: Ghost Kitchen + Partner Logistics
- App v1: Profile, Basic Analysis, Ordering, Community, Content with Stefan Marquard
- CRM, Live Events, Community
- Franchise Kit Draft: Manual, SOPs, Training
- Funding: Angel/Pre-Seed ā¬1,8ā2,0M, Convertible Cap ā¬6ā8M, Runway until Q2/2026
Phase 2 | Q3 2026 ā Q2 2027 ā Expansion & Data Innovation
- Go-to-Market: Pop-ups, Large Kitchens, Schools/Clinics, Senior Homes, Street Food
- App v2: Allergens, Basic Loyalty, Personalization (Protein/Calorie Goals)
- Reco Engine v0: Initial A/B Tests
- RAG Recipes/Allergens v1 in Support Avatar
- Partner API v1 for Co-Creation
- Market Tests: Retail Partnerships, Logistics Optimization, Promotions
Phase 3 | Q3 2027 ā Q2 2028 ā Personalization & Franchise Scaling
- Delivery: 5+ Ghost Kitchens, Scaling in Metropolitan Areas
- App v3: Loyalty Programs, Families, Kids & Seniors Mode
- Next-Level Personalization: Predictive Recommendations
- Impact Dashboard v1: Measurable Health & Sustainability
- Data Governance & Ethics Engine: Privacy by Design, Audit Trails
- Market Penetration: High-Frequency Locations (DB, Airports, Fairs), Vending Machines
Phase 4 | Q3 ā Q4 2028 ā Internationalization & Go-Live
- Internationalization Wave 1: BeNeLux
- Franchise Scaling: >20 Partner Units with SOPs
- API Monetization: Retail, Fitness & Health Partners
- Ethics Audit: Stella Moses as Best Practice in Food & AI
- Go Live 2028 = Stable, International Operations
2028ā2029: Platform Market Leader & Impact
- Expansion of the House of Brands (BelliesĀ®, Stella Kids, Stella Seniors)
- White-label offerings for Institutions & Cities
- ā¬95M Revenue / EBITDA Margin >22%
- Stella Moses becomes a pioneer for inclusive, healthy fast food & Wellbeing-as-a-Service
Measuring Success: Non-Negotiable KPIs
The following key performance indicators are crucial for our success and will be pursued with the highest priority to achieve our vision:
Retention 90D (App)
Minimum Target Value
Target value achievable with gamified elements and reward systems.
Allergen Incidents
Absolute zero tolerance for safety incidents
Time-to-Launch
The maximum number of days required for the operational launch of a new franchise location, ensuring our rapid scaling.
Additional metrics include:
- Menu Match Rate (Recommendation ā Purchase)
- Franchise EBITDA per Unit
- LOYALTY MAU/WAU (Monthly/Weekly Active Users)
- CSAT/NPS per Brand
- Quarterly Audit Scores for Ethics and Compliance
Stella Moses creates an ecosystem where technology, nutrition, and community come together ā for a more inclusive and healthier future for all generations.
Global Expansion: Next Steps
We are planning a strategic expansion into key European markets, based on careful analysis of consumer behavior and market dynamics. Our European market segmentation identifies regions with high growth potential for healthy eating.
This targeted market segmentation enables us to develop specific strategies for each region and optimally prepare for the launch of BelliesĀ®.
DACH Region
Pilot implementation with 10-20 franchise units in Germany, Austria, and Switzerland as a test market for concept validation.
Western Europe
Expansion into Benelux countries with a focus on brand fit to local food culture and supply chain optimization.
Southern/Eastern Europe
Building partner networks with local recipe localization and cultural adaptation of offerings. (Italy, Malta, Portugal, Spain, Cyprus, Monaco as well as Poland, Romania)
Future Outlook - Stella Moses: Ecosystem Expansion
Focus One
The Stella Moses ecosystem includes innovative solutions in food & lifestyle, digital personalization, and specific offerings for seniors & families.
Health & Wellbeing
Intelligent reminders for medication, exercise, and sleep, supported by digital coaches and wearable integration to promote daily health.
Education & Training
Nutrition education programs for all age groups (kids, seniors, families) via app and Academy, supplemented by franchise training, cooking classes, and playful learning approaches.
Tech for Seniors (Nexacoaching-Spirit)
Senior-friendly technologies such as digital assistants, intuitive apps, and Family Dashboards to support daily life and promote connection with relatives.
Focus Two
Beyond the core areas, Stella Moses plans to expand the ecosystem through strategic satellite clusters, which can operate as separate companies or spin-offs to unlock new market potential.
Finance & Wallets
- Loyalty Wallet: Entry with Bellies-points as digital credit.
- Expansion: Introduction of prepaid cards and budget planning tools for nutrition.
- Future: Tokenization of the ecosystem with "Stella-Tokens" for partners (e.g., Retail/Health partners).
- Recommendation Engine: For finances: savings plans, ETF/Index funds as a "Food & Finance" combination.
- (Note: A clear distinction between Stella as Food and "Stella Finance" as a spin-off is crucial.)
Consulting & Management
- Digital Transformation: Consulting and implementation for partners such as schools, nursing homes, and gastronomy.
- Consulting: Special support for franchisees in IT, automation, and AI integration.
- AI Agents: Development of AI solutions for HR, Delivery, and CRM, provided by "Stella Tech & Data GmbH" as a service pillar.
Visionary Clusters Focus Three
Beyond the already planned expansions, we are identifying further visionary clusters in the long term that can revolutionize the Stella Moses ecosystem.
Blockchain & Tokenization
Introduction of the Stella-Token to strengthen loyalty and partner economies, including rewards and health incentives for users.
Cross-Sector Recommendations
Intelligent networking of data, e.g. from nutrition to fitness plans, for fully personalized, holistic recommendations.
Community-as-a-Service
Development of digital Senior Communities and Family Hubs that promote exchange, shared activities, and integrated solutions for food, learning & saving.
Why Invest Now?
Product & Prototype Ready
The mature product and prototype are ready for market entry, based on extensive development and testing.
Unmet Market Demand
A market gap and a real, growing demand for inclusive and healthy fast-food solutions.
Ecosystem Gateway
The first product serves as a strategic gateway for building a comprehensive, scalable Food & Wellbeing ecosystem.
Strong Founding Team
An experienced founding team with proven implementation know-how in technology, nutrition, and business scaling.
Unique Globalization Opportunity
The rare opportunity to establish a brand globally and become a pioneer in a growing multi-billion dollar market.
The People at Stella Mosesā¦
Uwe Wilhelm
Founder, Strategy, Business Development
"I beat cancer. To this day. Simply by eating a predominantly vegetarian diet. And because I listen to my doctors and not to the lies of McDonalds, Burger King, KFC."
Christian Sommer
Founder, Finance, Corporate Communications
"BelliesĀ® are absolutely suitable for the masses and internationally scalable as a snack, lunch, and family meal in frozen food, gastronomy, and care & campus."
Stefan Marquard
Founder, Michelin-starred chef, Product Development
"In my work in 200 schools and hospitals, I have seen how great the demand for healthy food is."
Harald SĆ¼kar
Ex-CEO McDonalds, Sales, Franchise
"Don't go to the fast-food giants. Especially not with your children. Not even as an exception. Fast food is child abuse. And I know what I'm talking about."
Sergiy Esposito
AI Agents, Innovation, Technology Solutions
"Technology is not a goal. It is a tool for real change - when conceived with courage, honesty, and a human-centered approach."
Lucia Esposito
Marketing, Social Media Management
"I believe in brands that have a soul, touch people, save lives. I want to tell stories that make a difference."
Our Supporters
Lara Petersen, Brand Development
Stephanie BrƤuer, PR Management
Prof. Dr. Andreas Michalsen, CharitƩ, Medical Advisor (inquired)
Martin Laufer, Sides, Sales, Ghost Kitchen
Thank You
u.wilhelm@stellamoses.com / +49 171 4877059
c.sommer@stellamoses.com / +49 176 34452928
Uwe Wilhelm
Managing Director
Stella Moses UG (limited liability)
Pappelallee 78/79, 10437 Berlin, Deutschland
Registered office: Berlin
Commercial Register: District Court of Charlottenburg (Berlin), HRB 272753
VAT ID No.: 455917308
BelliesĀ® by Stella Moses