We are not just reducing impact; we are on
a mission to redefine the way the world consumes.
We create impact-driven FMCG products, setting new standards for resource efficiency, innovation, and sustainability. Among our customers are Norway's leading FMCG stakeholders, NorgesGruppen, Coop, and REMA 1000 - covering 98% of the Norwegian FMCG sector.
Core team
Alexander Bakke, founder
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Inspired by the Cradle to Cradle philosophy, Alexander founded Future Waves to challenge conventional FMCG models. The vision is to create category-defining consumer products that deliver exceptional performance while dramatically reducing environmental impact.
Anne Mari Hoff, board
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With more than 16 years of experience across the FMCG industry, including serving as Global Marketing Manager for Orkla Health across 50+ markets, Anne Mari brings deep expertise in brand building, consumer insights, and international growth.
Camilla Martinussen, advisory board
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Former Project Manager at Orkla and Partner at Eidra (ARC Inc.), Camilla combines strategic brand expertise with extensive experience in FMCG, business development, and organizational leadership.
Pål Wibe, investor & advisory board
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Former CEO of XXL and Europris and current Chairman of Posten Bring, Pål contributes decades of leadership experience in retail, scaling organizations, and navigating complex consumer markets.
Knut Jacobsen, Chair
With leadership roles spanning KPMG, Handelsbanken, ABAX, and Intervest, Knut brings extensive expertise in finance, investments, corporate strategy, and value creation across multiple industries.
Arild Bjørn-Larsen, partner & board
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Former Marketing Director of Apple Norway and co-founder of several technology and marketing ventures, Arild combines entrepreneurial experience with a strong commitment to innovation and purpose-driven business.
Bent-Håkon Lauritzen, partner & CFO
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Former CEO of the Norli Group, Bent-Håkon brings broad experience in retail operations, finance, and corporate strategy, helping translate ambitious growth plans into sustainable business performance.
Ellen Stenslie, advisory board
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Dr. Cand. Ellen Stenslie is a leading voice in regenerative business and sustainable innovation. With more than 20 years of research and practical experience, she advises organizations on green entrepreneurship, circularity, and future-fit business models.
Future Waves®
Dronning Eufemias gt 16
0191 Oslo
Norway
Norwegian Company Registry
934 359 232
®2026 Future Waves AS. All rights reserved.