We get the same question all the time:
How are product decisions made at KoRo?
The simple answer:
It’s not easy. Every decision involves a huge amount of work, careful consideration and plenty of passion. For us, the foundation is a strong balance of our three guiding principles. When these are in harmony, we create enjoyment that simply feels good — day after day, bite after bite.
Our three guiding principles
At KoRo, the development of every product brings three factors into alignment: price–quality, sustainability and taste. We know that shopping usually involves compromise — which means at least one of these factors has to be disregarded. At KoRo, we strive to create balance and achieve all three.
To make that possible, we focus on natural ingredients, balanced nutritional values, vegetarian or vegan recipes and, for some items, less sugar than comparable products. We also assess whether organic certifications, short supply chains or palm-oil-free recipes are viable. All of this should remain available at a fair price so that as many people as possible have access to high-quality food.
The best quality at a fair price for our customers.
Resources and people
at the forefront.
Pleasure at every bite – accessible to everyone.
Example 1: Cashews
Around 90% of the world’s cashews end up in Vietnam or India after being harvested. There, the nuts are cracked at very low cost — often at the expense of local workers. We asked ourselves: can this be done differently? For our premium cashew nuts, our Fairtrade version and our broken cashews, we found an alternative. To ensure better ecological and social standards, we deliberately accept higher costs and now source our raw cashews directly from the Ivory Coast. This way the cashews can come directly from Africa to Europe, instead of taking a long detour through Southeast Asia.
Example 2: Peanuts
Our peanut butter is available in organic and conventional versions. Why? Because our customers have different needs. We absolutely want to expand our organic range — which already accounts for more than half our products. But it’s also clear: organic raw materials cost more. And since good food should be for everyone, we give you the choice.
Example 3: Strawberries
Why do our freeze-dried strawberries come from China? Because it is the only place where producers can process the quantities we need whilst meeting our technological and quality standards. The route may be slightly longer — yet transport only accounts for around 16% of the CO₂ emissions.
Why are we explaining all of this?
Our main focus is to clearly explain why a product looks the way it does when it ends up on the shelf. That’s why we let you look behind the scenes. You’ll find out where our products come from, what goes into them and, for some items, exactly how many CO₂ emissions are generated.
We’re also fully transparent about price adjustments and our bulk packaging. One thing is clear: we are not perfect. That’s why we continue to fine-tune every single day to achieve our ultimate goal — to ensure every decision is rooted in our principles.
Curious? Try your hand at making KoRo product decisions!
Now it’s your turn: Based on this insight, could you make product decisions the KoRo way? Find out whether you’d choose according to the KoRo philosophy.
The raw material price of an existing product increases. What do you do: raise the price or remove the product from the range?
We keep the product — no one should have to give up their favourite snacks.
Organic or conventional — which do you choose for raw materials?
If the price difference is large, we offer both variants so everyone can decide for themselves.
Two prototypes taste equally good — one has a cleaner label, the other a better texture. Who wins?
Trick question! Ideally, there are more test rounds — until taste, texture and ingredients are all spot on.
One more tasting … but you’ve already tried 16 bars today. Do you still test the 17th?
Of course! The more we chew through, the better the final product becomes for our customers.
Questions? We have answers!
Simple: our products aren’t just unbelievably tasty — they’re also unique and innovative. Sounds arrogant? Then you’ve clearly never opened a fresh pack of our nut butter cups! The chocolate aroma, the creamy filling, simply magical! But seriously: we don’t want to define ourselves by comparisons. We focus on what matters to us — minimal ingredients, transparent recipes and a range that favours naturalness over unnecessary additives. Of course, not every product contains 100% natural ingredients. But we make sure that every recipe contains only what truly makes sense. And honestly: you can taste the difference.
We try to act responsibly with every decision and carefully assess what is ecologically, socially and economically meaningful when developing products — and where we need to draw the line. Sustainability isn’t a checkbox for us but an ongoing process — cliché or not. Because anything can (almost) always be more sustainable. That applies to sensitive raw materials and to choosing suppliers, where we develop specific requirements — from certifications to excluding certain countries of origin based on risk analyses.
One reality remains: sustainability is not just “eco” or “green”. It also means acting economically and socially responsibly. And that’s where things get exciting — sometimes our meetings get quite heated. What is doable? Where do we compromise? The honest answer: some products are more sustainable than others. But we always aim for the best possible balance — between sustainability, innovation, price and taste.
There are several reasons! The most important: so you have more to snack on! But above all, we want to reduce packaging waste. Instead of lots of small packs, we offer bulk sizes where it makes sense — meaning less waste per kilo of product. Because the packs are larger, the total price may seem higher at first glance. Always look at the price per kilo — it gives you full transparency, helps with comparison and often shows how great the value really is..
Not quite. Currently, 99% of our products are vegetarian and roughly 89% are vegan (as of April 2025). But not all. Why don’t we make everything fully vegan? Easy: we don’t want to be dogmatic about what people should buy or eat. Our range should offer something for everyone — regardless of dietary preference.
Good question! After all, organic is often the more environmentally gentle alternative. So is organic always better? Well, that depends on what you’re looking for. Fairtrade and organic usually mean higher raw material prices — and not everyone can afford that. That’s why we offer organic, Fairtrade and conventional products — sometimes all within the same product. For example, you can get our Brooks mango strips both in organic and fairtrade versions. Why? Because we want you to choose freely. And no matter what you choose: all versions meet our strict quality standards.
We feel your pain! It’s never fun when a favourite product is out of stock. Temporary shortages usually happen for three reasons: KoRo often grows faster than expected — meaning suppliers can’t always keep up. Many products are seasonal — mangos, for example, are harvested only once a year, so demand must be planned far in advance. And finally: quality comes first. If a delivery doesn’t meet our standards, it doesn’t go on sale. But we do everything we can to restock as quickly as possible.
If we remove a product permanently, there is always a reason: too little demand or raw material prices that make continued production economically unviable. In such cases, we first check whether a price increase would be fair. But sometimes customers disagree — and when demand drops, we have to make the tough call to discontinue the product.
Huge sales, Black Friday madness, constant discounts? Not really our thing. Instead, we want to offer fair and stable value for money. Our prices are calculated transparently and tightly from the start — we believe that’s more honest than constantly changing promotions. There is a small exception: in our sale category you’ll find products with small imperfections or shorter best-before dates at reduced prices. And maybe you’ve come across our 5 % discount codes during special events, campaigns or via partners and influencers. But large-scale discount promotions remain the exception — they almost never happen, except the occasional student campaign or KoRo anniversary.
We are always on the lookout for more great products! Send your ideas to service@korodrogerie.de,and we will be happy to take it into consideration. And who knows — you may be holding your very own concept in your hands and snacking on it soon!