Our story
We made the food we wanted to eat.
Sloppy Jo's started in a home kitchen in Copenhagen, with a simple wish: to make something plant-based we'd actually be happy to eat at 2 AM and send to school in a kid's lunchbox. It's Anne-Marie's concept, Anne-Marie's recipes, and a husband-and-wife team that builds the rest of it together. A short film below, in her own words.
A small note: this video was recorded a little while ago. Since then, we've added a Mexi flavour alongside BBQ and Thai, and what we used to call "hot wraps" are now our panini-grilled Sloppy Flatwraps. Everything else still holds.
Who we are
A husband-and-wife team
in Copenhagen.
Sloppy Jo's is co-founded by Anne-Marie and Eric-Alan Rapp. Anne-Marie is a production engineer by training. The concept is hers, and so is every recipe, marinade, and filling on the menu — the tastes, the textures, the instincts about what a Sloppy Jo's meal should feel like. She also did the hard production work to turn a home-kitchen idea into something we can make at scale without losing what it is. Everything else — the deli, the wholesale side, the packaging, the slightly-too-detailed conversations about bread thickness and toaster physics — the two of us figure out together.
We're a small team based at the deli on Jægersborggade in Nørrebro. Most of the faces you see in our videos and photos are the people who actually make the food.
Why we made it
Not trying to imitate anything. Just trying to make really good food.
Our goal
Freaking delicious food that happens to be plant-based.
Too many plant-based foods were developed in order to be plant-based — with that as the starting brief, rather than making something properly delicious and properly nutritious. We go the other way around. Focus on the things anyone who loves good food actually wants: deep umami, a satisfying bite, real flavour, real nutrition. The plant-based part follows from there.
The core of everything we make is one thing we worked very hard on: our filling. Shredded, seasoned, baked tofu — around 28% protein on its own — blended with slow-braised onions (for umami, sweetness, and that essential mouthfeel) and our own marinades in three flavours: BBQ, Thai, and Mexi. The result is around 18% protein per bite. Hearty, plant-based, properly satisfying.
For our catering and food service customers, everything ships frozen in modular packs (a kitchen mixes only what it'll serve, the rest stays frozen for next time). Almost nothing goes in the bin.
Want the nerdier story? We've written up the bread thickness, the pickling, the toaster choice, and how the dressing works on the FAQ page.
Heat it.
Eat it.
Everything we make is pre-cooked and ready to heat. Three minutes in a pan, the microwave, or the oven and you have a meal.
Who we work with
We're lucky to work with people who genuinely care.
Everyone Sloppy Jo's touches — suppliers, production kitchen, packaging, our fellow plant-based friends — is here because they take their craft seriously. Four of them are B Corp or Cradle-to-Cradle certified. Two are fellow Danish plant-based companies we partner with directly. One is literally across the street from us.
B Corp tofu, Finland
Jalotofu
Our tofu is made by Jalotofu in Tammisaari, Finland — B Corp certified, powered by their own biogas plant. Their soybeans come from an Austrian co-op of over 3,000 farmers.
Visit Jalotofu →B Corp production kitchen, Denmark
Convifood
Our filling is made in Søborg by Convifood — a Danish co-manufacturer that's B Corp and ISO 22000 certified. They take the tofu, shred it, and blend it with our braised onions and marinades.
Visit Convifood →Custom daily bake, Nørrebro
Meyers Bageri
The Danish artisanal bakery across the street from our deli — and it's their very first bakery, their flagship. They do a special bake for us every morning, a sourdough made to our spec.
Visit Meyers Bageri →Cradle to Cradle Gold packaging, Denmark
KLS PurePrint
Our branded boxes and bags are printed in Hvidovre by KLS PurePrint — Cradle to Cradle Gold certified, no chemicals on the restricted-substances list. What our food is packed in matters to us.
Visit KLS PurePrint →Plant-based chips, Denmark
The Organic Crave Company
A fellow Danish plant-based company we buy directly from. They make organic-certified, legume-based protein chips — the crisp-and-salty counterpoint our sandwiches practically demand.
Visit The Organic Crave Company →Organic sparkling drinks, Copenhagen
NODA
Copenhagen producer of certified-organic sparkling water with 30% pressed fruit. We carry their drinks exclusively (plus still water) because we love the product, and the NODA team are the kind of friendly you want to keep in touch with.
Visit NODA →Come eat with us
Jægersborggade 10,
Nørrebro, Copenhagen.
Open Tuesday to Sunday, 11:00–20:00. A five-minute walk from Nørrebro Runddel.
