Helene Fischer and Jürgen Klopp join Berlin start-up Wholey

After a small beginning in a former bakery in Neukölln, the Berlin start-up has now attracted two big celebrities as investors.

Bigger names are hard to find in the celebrity landscape: Pop star Helene Fischer and football coach Jürgen Klopp are now working together. However, their collaboration has nothing to do with music or sport, but rather with muesli and spreads. And with money. Because Fischer and Klopp are joining forces as investors in the Berlin start-up Wholey. The company announced this in a brief statement on its website. “For us, this is a major milestone on the way to becoming the breakfast brand of the future!” it says.

Wholey sells cornflakes, muesli, sweet spreads and frozen shakes and bowls. According to the company, it only works with plant-based, organic ingredients. The company’s founders started a few years ago with a factory in a former bakery in Neukölln.

The company quoted the prominent newcomers on its social media channels. Fischer said that Wholey convinced her with “the pursuit of better nutrition for everyone.” Klopp said: “My wife Ulla and I have resolved to become healthy and fit.” Nutrition plays a central role in this.

This is not the first time that Wholey has adorned itself with famous faces. In 2023, the company launched a variety of cereal together with the influencer group Elevator Boys.