In this exclusive interview, we get to know Udi Alroy CEO and Co-Founder of Carobway
How did you end up in this industry?
I began my career in the telecom and TV industry, but when that sector collapsed years ago, it pushed me to explore new horizons. A former boss invited me into the functional ingredients space, and I immediately connected with it.
What do you most enjoy about your job?
Innovating for a better world. I’m fascinated by exploring ingredients applications that can be transformed into new products. I enjoy building products from the ground up – that truly give added value whether it’s a functional cracker, a granola blend, a beverage base, or a sports nutrition concept.
What is your favourite kind of sweet?
I’m not the ultimate dessert person – that role belongs to my wife. I appreciate quality over quantity: a great piece of chocolate or a well-crafted gummy can be truly indulging.
Who did you admire growing up and why?
My father was an airline pilot, so we travelled extensively. He loved good food and was open-minded, tasting everything without hesitation. I followed his lead. I loved our time spent eating in different places and enjoying foods I never thought I would try. Experiencing diverse cuisines – Mediterranean, European, Middle Eastern, and Asian – shaped my curiosity about food systems and ingredients. It wasn’t just about taste, but about how food reflects culture, agriculture, and lifestyle.
How do you define success?
Success is when a product delivers real value – when consumers enjoy it while it simultaneously supports their wellbeing. If a snack, beverage, or formulated ingredient can contribute to better metabolic balance or digestive comfort while still tasting great, that’s a meaningful achievement.
Where did you last travel to and why?
Two weeks ago, I attended a startup competition hosted by Avril in France where I presented our carob-derived fibre carobBiome amongst other carob creations. Travel is an essential part of the innovation ecosystem; meeting partners, researchers, and manufacturers keeps me sharp and inspired.
What’s the next place you’d like to visit and why?
Next week I’ll be in the US for Natural Products Expo West in LA, followed by a European Forest Institute seminar in Valencia focused on agroforestry. I believe the future of functional foods starts at the farm level – sustainable cultivation, resilient crops, and ingredient innovation must go hand in hand.
How would your friends or family describe you?
Warm, optimistic, and curious. I enjoy sharing knowledge and discussing food systems, history, and lifestyle trends. I’m easy going but driven by purpose.
Name 3 things you couldn’t live without
My wife, my family, and good food.
Name 3 things you would happily live without
Wars, politics, and poverty.
Hopes for this year?
Peace, first and foremost. Professionally, I hope this will be a breakthrough year for bringing forward functional ingredients that genuinely improve daily nutrition, from smarter sweetening systems to gut-supportive formulations. My ambition is to contribute something meaningful that respects the environment, and still delivers enjoyment.
