About Altaa
Altaa started in 2022, not in a boardroom, not in a “we saw a gap in the market” moment, but in a kitchen with flour everywhere and a lot of trial and error.
I’m Aysan Gohari. I grew up in the Netherlands, but my roots are Persian, and that combination has always shaped how I see food. Persian cooking taught me that food is not just fuel. It is memory, care, and discipline at the same time. But living here also exposed me to a very different reality: fast food culture, convenience over quality, and the constant pressure of trying to stay in shape while still wanting to actually enjoy what you eat.
So I started experimenting. At first it was just for myself. Recipes that could support training, running, gym sessions, and still feel like something I would genuinely want to eat, not something I had to tolerate. Most of it failed. Some of it was fine. One recipe stood out.
That one became Altaa.
Not because it was perfect, but because it finally felt like something that belonged in both worlds I was trying to connect: performance and pleasure.
What we are building
Altaa is not just a food brand. It is a small shift in how people think about lifestyle.
We bake high-protein cakes designed for people who move. Runners, gym-goers, people who are trying to be consistent without falling into extremes. No obsession, no punishment mindset, just better choices that still feel good.
But the product is only one part of it.
I am also building a community around Altaa. A group of people who cook, run, train, and actually do things together instead of just talking about “healthy lifestyle” online. The idea is simple: your environment shapes your habits, so we’re creating an environment that makes it easier to show up for yourself.
We keep it real. No fake wellness language. No pretending it’s effortless. You run, you train, you eat well, you mess up sometimes, and you keep going.
Altaa exists for that middle space between discipline and enjoyment. And honestly, that’s where real change happens.