Innovation on the Move: Clean Cravings Journey
Part 1 of 3
When Magdalena Stadnicka was diagnosed with breast cancer in 2019, it turned life upside down for her and her partner Robert Wiltshire. The experience led them to re-evaluate their habits and explore how food could support healing and long-term health.
“We realised how much of our everyday food actually works against the body instead of helping it,” says Magdalena. “We wanted to make it easier for people to eat well, and to show that healthy food can also be full of flavour.”
Robert, a trained chef, went back to study nutrition and dietary science, and together they began developing what would become Clean Cravings. Their goal was clear: to create Caribbean-inspired, flavourful food made from natural ingredients – free from gluten, additives and sugar.
They crossed paths with Brian Mårtensen, business designer at Krinova Incubator & Science Park and trained chef with a background in health-focused gastronomy.
Brian tasted their products and saw real potential.
“Brian has met us exactly where we are as a small company,” says Robert. “He’s hands-on, full of energy and always finds a way forward, and when he doesn’t have the answer himself, he knows who to connect us with. That support has been invaluable.”
Brian Mårtensen and Robert Wiltshire at Krinova Food Studio.
Removing barriers to growth
With Brian’s guidance through the Krinova Start programme, Clean Cravings began refining their business structure and exploring new ways to reach customers.
One key insight came early: the high cost of renting commercial kitchens was holding them back.
“It became clear they needed a more flexible solution. With their own food truck, they can take their food to where the customers are without relying on external facilities,” says Brian.
Through Krinova’s network, they were introduced to FoodTruckNordic, a company that builds custom food trucks for catering businesses.
The collaboration became a turning point, giving Clean Cravings more freedom, visibility and opportunities to meet customers directly at events and festivals across Skåne.
“This summer we’ve been travelling across the region serving our food, and the response has been amazing,” says Magdalena. “Now we’re aiming to expand with more company bookings and everyday lunch events.”
This is what Krinova is all about, being a platform where food innovators meet, develop and find solutions together.
Check in for Part 2, where we’ll share how Clean Cravings continued developing their products in the Krinova Food Studio and carried out sensory testing with over 100 people at Smaklabbet in Väderstad.
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