Anita Klasanova
Co-Founder of Roobar

© Simeon Levi

Q: What is something people don’t know about you?

A: I am in love with swing dancing. My quick reminder to always play and dance with life and circumstances.

Share responsibility with the right people and stay authentic

A turning point in my life came during my second pregnancy, when I became vegetarian and enthusiastic about nutrition and a healthy lifestyle. Working as a freelance designer wasn’t enough anymore. My husband and I opened the first organic store in Sofia, where I created a three ingredient energy bar for my kids. People loved it, and I immediately wanted to share my sweets with the world. I had discovered a niche product that I could improve. In order to make this happen, we found one more business partner to join us.

Coming from a family of entrepreneurs, I’ve known that I have to dream big and be patient to succeed. My biggest challenge was to break the habit of working on my own. Allowing myself to connect with the right partners led to RooBar’s fast success.

I’m very detail-oriented in my work, including business concept, recipes and design. Now I tend to look at the bigger picture, stay authentic and focus on my talents by doing more of what I’m best at. Sharing the idea of simple food turned into a worldwide success simply because I chose to do what I love.

Anita Klasanova, 36, is the co-founder and food technologist of the Sofia-based Roo Brands. Before she created the alternative energy bar, Roobar, in 2012, Anita studied graphic design and had a professional background in the food industry as co-owner of an organic store and a vegan deli cafe. Today, her company has 75 employees and Roobar is the European leader in the organic raw food bar category, reaching 46 countries on 4 continents.

This article was published in ‘the Hundert Vol. 8 – Female Startup Founders Europe’, May 2016.