Beeswax cloth meets bread culture
The Austrian brand Kumanu shows how circular thinking can be applied in everyday life—and makes doing without plastic both practical and aesthetic. With its “Frischefritz” beeswax wraps and ‘Krümelkarl’ and “Pausenpaul” bread and snack bags, it provides the industry with a well-thought-out solution for keeping food fresh for longer – without any plastic or aluminum foil.
The products are made from GOTS-certified organic cotton, organic beeswax from Austria and Germany, and tree resin from traditional pitch production – a combination that has an antibacterial effect and guarantees natural durability.
Founder's story
“When my children were still small, I became increasingly aware of the responsibility we have for the world we leave behind for them. I started to ban single-use plastic from our household, stopped buying reusable plastic, and began shopping more regionally and seasonally,” says founder Ulrike Knoblauch.
“At some point, I came across beeswax wraps on the internet and started making them for ourselves. Then I gave them to friends and family as gifts—and they were so enthusiastic that I was repeatedly asked to make them for Christmas presents. So my laundry room became a wax kitchen—and eventually a small factory in the middle of the Tyrolean Oberland.”
Today, Ulrike Knoblauch runs a company that relies on a lot of manual labor, regional raw materials, and a strong awareness of sustainability. “We want to show adults and children how to make a big difference with little effort. Our goal is to drastically reduce plastic waste and leave the next generation a world in which they can feel comfortable.”
Sustainable solutions from Kumanu
- Replacement for cling film & single-use plastic – reusable & durable
- Made from GOTS cotton, organic beeswax & traditional tree resin
- Also suitable for freezing bread – plastic-free & practical
- Women-led company with a strong mission: raising awareness
Why this integration is powerful:
- It puts the founder in the spotlight – emotional appeal + storytelling potential.
- It lends authenticity and credibility to the article.
- It clearly conveys the company's mission, which is inspiring for hotels and bakeries.
- It turns a simple product presentation into a brand story.
Inspiration for the industry:
- Sustainability can be presented in a tactile and emotional way (e.g., in the breakfast area).
- Ideal for hotels and bakeries that want to offer their guests zero-waste alternatives.
- Storytelling potential: From regional resin to organic beekeeping – lived values become tangible.
From Genusspunkt 3/2025
© Kumanu
