The Hamburg-based company purefood GmbH sells vegan and organic products like ice cream, snack bars, and granola under the brand name lycka. A percentage of each individual product goes to Welthungerhilfe: Since being founded in 2014, this start-up has already funded over three million school meals in Burundi, Mali, and Malawi through its charity products. Since 2020, model and digital entrepreneur Stefanie Giesinger has been serving as a brand ambassador for lycka, supporting a joint project by lycka and Welthungerhilfe in ten schools in Malawi.
Since 2019, purefood has also been supporting the football school for peace in the Central African Republic with every product sold under the STARK brand. Mats Hummels has been a brand evangelist for this project since 2021.