Serkan Dede is the CEO of Naturya, where he focuses on a simple idea: functional nutrition should taste good enough that people actually want to consume it. He has been instrumental in transforming Naturya by tightening formulations, modernising the range, and making the brand sharper, clearer, and more enjoyable. Serkan combines a sharp sensory understanding with strong commercial instinct, enabling him to spot products that not only taste exceptional but also have the potential to succeed in competitive retail environments. He values clarity of concept, strength of execution, and products that meet real consumer needs. He looks for food that is honest, well-made, and built for repeat purchase, not just a good story. For him, the real test isn’t the first taste - it’s whether you’re still interested after it.