Wholi

Wholi is a Danish food company founded by Jessica Buhl-Nielsen and Malena Sigurgeirsdottir. The brand produces insect-based foods, including crackers, protein bars, and chocolates made from powdered cooked insects such as crickets and buffalo worms. It is part of the emerging edible-insect food sector in Europe, positioning insect protein as a sustainable and nutritious alternative to conventional animal protein. The company operates primarily in Denmark and the broader European market, targeting health-conscious and environmentally aware consumers. Wholi's product range focuses on convenient snack formats that mask the visual appearance of insects while delivering their nutritional benefits. The brand has been associated with the website hey-planet.com, which serves as its online presence. As a private company, Wholi remains independently owned and has not disclosed major funding or acquisition events. Its founders have been active in promoting insect gastronomy in Scandinavia.

Wholi was created by Jessica Buhl-Nielsen and Malena Sigurgeirsdottir as a Danish food company dedicated to insect-based foods. The founders developed a range of products that incorporate powdered cooked insects, specifically crickets and buffalo worms, into familiar snack formats such as crackers, protein bars, and chocolates. The brand emerged in the mid-2010s amid growing European interest in edible insects as a sustainable protein source. By using powdered insects, Wholi aimed to overcome consumer aversion to visible insects while offering a nutrient-dense alternative to conventional snacks. The company has operated primarily in Denmark and has sought to expand its presence in the European market. Its website, hey-planet.com, has served as a direct-to-consumer channel and brand information hub. As of available records, Wholi remains a private, independent company with no major publicized ownership changes or funding rounds.

• Wholi founded by Jessica Buhl-Nielsen and Malena Sigurgeirsdottir

Sustainable, nutritious insect-based snacks for health-conscious and eco-aware consumers.

• Insect-based crackers

  Crackers made with powdered cooked insects such as crickets and buffalo worms.

• Protein bars

  Protein bars incorporating insect powder.

• Chocolates

  Chocolates made with powdered cooked insects.

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