Company Overview
About Bygg Foods
Bygg Foods is a Petaluma, California-based sustainable food technology company — backed by ProVeg Incubator and early-stage investors — developing upcycled plant-based protein products from spent brewing grain (the malted barley byproduct that craft breweries and large brewers discard after the brewing process), creating a circular economy approach to sustainable protein nutrition. Bygg's flagship product, NORSE CODE protein powder, blends upcycled barley protein (from spent grain) with pea and rice protein to deliver a complete amino acid profile with the environmental benefit of diverting brewery waste from landfill and generating revenue for brewery partners. Founded in 2022 by Smari Asmundsson — previously founder of Smari Organics, an Icelandic-style yogurt brand — Bygg targets the sustainable nutrition, performance supplement, and better-for-you consumer packaged goods market.
Business Model & Competitive Advantage
Bygg's upcycled protein platform addresses the twin problems of spent grain disposal costs for breweries and environmental impact of conventional protein production: the US craft brewing industry (9,000+ breweries) generates approximately 800,000 tons of spent grain annually — a nutrient-rich byproduct containing 25-30% protein that breweries historically pay to dispose of as animal feed or compost. Conventional protein powder production (whey from dairy, soy from agricultural cultivation, pea from field crops) requires significant land, water, and energy inputs — while spent grain protein is produced as a byproduct of an existing process, making its environmental footprint a fraction of purpose-grown protein crops. Bygg's processing technology (extracting and concentrating the spent grain protein into food-grade powder, blending with complementary plant proteins for amino acid completeness) converts a disposal problem into a premium protein ingredient.
Competitive Landscape 2025–2026
In 2025, Bygg competes in the sustainable protein, upcycled food ingredients, and sports nutrition market with Arla Foods Ingredients (whey protein for nutrition, $500M+ ingredient revenue), Roquette (pea protein, $5B revenue), and Renewal Mill (upcycled flour, $10M raised) for performance nutrition consumer brand shelf placement and health-conscious consumer adoption of sustainable protein supplements. ProVeg Incubator alumni status connects Bygg with the European alternative protein investor network. Smari Asmundsson's consumer brand building experience (Smari Organics grew to national distribution at Whole Foods) provides CPG retail channel expertise for scaling Bygg's DTC and retail distribution. The 2025 strategy focuses on building brewery partnership agreements for consistent spent grain supply, growing DTC e-commerce through sustainability-focused performance nutrition communities, and expanding the ingredient business (selling spent grain protein concentrate to food manufacturers as a sustainable protein ingredient).
The Bygg Foods Story
Founders
Company Timeline
Major milestones in Bygg Foods's journey
Leadership Team
Meet the leaders behind Bygg Foods
Smari Asmundsson
Icelandic-American entrepreneur with extensive experience in the health food industry. Previously founded and operated Smari Organics. Based in Petaluma, California, Asmundsson brings Nordic values and food innovation expertise to sustainable protein development.
Open Positions
Reddit Discussions
Key Differentiators
Emerging Innovator
Bygg Foods is an emerging player bringing innovative solutions to the Food & Beverage market.
Frequently Asked Questions
Not So Random Others
Hermes Robotics
Hermes Robotics is an autonomous mobile robot (AMR) and warehouse automation company developing robots and software for logistics and fulfillment operations in warehouses, distribution centers, and ma
Brisk
Brisk is a functional beverage brand offering ready-to-drink iced tea and juice drinks, jointly owned by PepsiCo and Unilever under the Lipton brand partnership. Launched in the 1990s, Brisk positione
Bucket Robotics
Bucket Robotics is an autonomous mobile robot (AMR) company that designs modular, rapidly deployable robots for warehouse automation and industrial material handling. Unlike traditional warehouse auto
Altria
Altria Group, Inc. is a Richmond, Virginia-based tobacco and nicotine company — publicly traded on the New York Stock Exchange (NYSE: MO) as an S&P 500 Consumer Staples component — manufacturing and s
Dusty Robotics
Dusty Robotics is a Mountain View, California-based construction robotics company — backed with $69.5 million in total funding from Root Ventures, Scale Venture Partners, Canaan Partners, GRIDS Capita
Dayforce
Dayforce, Inc. (formerly Ceridian HCM Holding Inc.) is a Minneapolis, Minnesota-based human capital management (HCM) software company — publicly traded on the New York Stock Exchange (NYSE: DAY) as an
Compare Bygg Foods with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Bygg Foods? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Bygg Foods Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Bygg Foods vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →