What Feed. does

Feed. is a French foodtech startup founded in 2017 and headquartered in Paris that designs complete meals in formats adapted to active people. The company operates as a for-profit, privately held business with 101-250 employees, positioning itself at the intersection of nutrition, convenience, and active lifestyles. Its core proposition centers on delivering ready-to-consume or easily prepared meal formats that address the nutritional requirements of time-constrained, performance-oriented consumers.

The company has raised approximately $33.7 million across four funding rounds between January 2017 and December 2019, with notable French venture investors including Alven, Otium Capital, Senseii Ventures, Kima Ventures, and Financiere Saint James. The largest disclosed round was a $17.4 million raise in June 2018 led by Alven and Otium Capital, followed by a $12.19 million round in December 2019. The investor base, denominated primarily in US dollars in the source data but consisting of well-known French VCs, signals strong domestic institutional backing during the company's early scaling phase.

Feed. is led by founder and CEO Bertrand Jacquelot, with Romain Barral serving as Chief Operating Officer and Emilie Bauer as Head of Communication. The company remains privately held with no disclosed parent entity or public listing. Detailed product specifications, pricing architecture, distribution channels, and revenue figures are not present in the available input data, limiting granular assessment of unit economics and go-to-market mechanics. Notably, the input contains extensive operational data for a separately branded US-based sports nutrition e-commerce retailer (thefeed.com) which appears to be a different entity and has been excluded from this assessment of Feed.

Name

Feed.

Legal name

The Feed

Website

https://feed.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Feed. is a French foodtech startup founded in 2017 and headquartered in Paris that designs complete meals in formats adapted for active people. The privately held company employs 101-250 staff and has raised approximately $33.7 million from French venture investors.

Ownership category

akta.pro rank

Product category

Sports Nutrition E-commerce

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Sports nutrition products
• Athletic hydration products
• Performance supplements
• Complete meal solutions
• Active lifestyle nutrition

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Product Sales: Direct e-commerce sales of sports nutrition products including hydration, carbs, protein, supplements, gear, and superfoods. Individual product purchases with per-unit pricing.
2. Subscription Service: Subscription model offering free shipping on future orders when renewal amount is $49 or higher. Otherwise shipping costs $7.95.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Feed. is a French foodtech startup that designs complete meals for active people and operates a direct-to-consumer e-commerce retail platform (thefeed.com) curating over 250 sports nutrition brands across hydration, carbohydrates, protein, supplements, gear and wearables, and superfoods. The platform serves over one million athletes globally with single-item purchasing options, NSF Certified for Sport products, and subscription ordering. The company also sells private-label products including The Feed Race Day Bottle, Feed Lab energy gels, musette bags, socks, and apparel.

Product overview

The Feed is a multi-category e-commerce sports nutrition retail platform offering over 250 third-party brands across six core product categories: Hydration (workout, daily, pre-workout, electrolyte boosters, cramp solutions), Carbs (gels, drinks, chews, bars, waffles), Protein (whey, clear whey, collagen, isolate, plant-based, recovery shakes), Supplements (vitamins, minerals, creatine, athlete performance, sleep, recovery, gut biotics, longevity, GLP1/weight loss), Gear & Wearables (technology devices, recovery gear, bottles, apparel), and Superfoods. The company also offers private-label products including The Feed Race Day Bottle, The Feed Lab Maple Energy Gel, The Feed Musette Bag, and Feed-branded socks and clothing. The platform operates as a direct-to-consumer e-commerce store with shipping capabilities across multiple countries.

Differentiator

Problem solved

Functional benefit

Brands

• The Feed Lab: A private label product line featuring specialty formulations such as The Feed Lab Maple Energy Gel, The Feed Race Day Bottle, and The Feed Musette Bag.

Products and services

• Hydration Products Sports and endurance hydration category on the Feed. direct-to-consumer platform, including drink mixes, electrolyte products, and hydration bottles for training, racing, and daily use by athletes.
• Carbohydrate Products Carbohydrate fueling category on the Feed. platform, including energy gels, chews, bars, drink mixes, and solids used by endurance athletes for pre-workout, intra-workout, and race-day energy.
• Protein Products Protein supplementation category on the Feed. platform, including protein powders, bars, and recovery drinks used by athletes for post-workout recovery and daily protein intake.
• Supplements Dietary supplement category on the Feed. platform, including performance, health, and wellness supplements used by athletes to support training, recovery, and overall health.
• Gear and Wearables Athletic gear and wearables category on the Feed. platform, including bottles, bags, apparel, and accessories designed for training, racing, and everyday athletic use.
• Superfoods Nutrient-dense superfoods category on the Feed. platform, including products positioned as natural performance and recovery nutrition for active consumers.
• The Feed Race Day Bottle - Elite Fly Private-label aerodynamic race day hydration bottle from Feed., designed for cyclists and endurance athletes competing in time trial and road racing events.
• The Feed Lab Maple Energy Gel Private-label maple-flavored energy gel from Feed., positioned as a carbohydrate fueling product for endurance athletes during training and racing.
• The Feed Musette Bag Private-label musette bag from Feed., designed for cycling and endurance athletes to carry nutrition and gear during training rides and races.
• Feed Branded Socks Private-label athletic socks from Feed., branded under the Feed label and sold through the gear category of the e-commerce platform.
• Feed Gear Clothing Private-label Feed Gear clothing line sold by Feed., featuring branded apparel for athletes and active consumers.

Quantifiable outcome

• 4.8/5 star rating from 100,000+ reviews
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• 250+ Sports Nutrition BrandscoreOthersThe Feed partners with over 250 sports nutrition brands to offer a curated selection of products. Brands include GU Energy, Skratch Labs, Honey Stinger, Precision Fuel and Hydration, Momentous, Cymbiotika, and many others across hydration, carbs, protein, supplements, and gear categories.

Scale indicators4 records

Recent moves2 records

Expansion highlights3 records

Direct peers

• Bodybuilding.com: Bodybuilding.com is a long-standing direct-to-consumer sports nutrition and supplement e-commerce retailer, offering a wide multi-brand catalog of protein, pre-workout, hydration, and gear. Highly comparable to The Feed in curation model, target customer (athletes/lifters), and D2C fulfillment approach.
• GNC: GNC is a global sports nutrition and supplement retailer operating company-owned stores plus e-commerce, carrying protein, creatine, pre-workout, recovery, and vitamins. Closely comparable to The Feed on product mix and athlete-focused positioning, though GNC relies heavily on physical retail.
• The Vitamin Shoppe: The Vitamin Shoppe is a multi-channel retailer of vitamins, minerals, supplements, and sports nutrition products with a strong D2C and store footprint. Comparable to The Feed on curated supplement assortment and athlete-relevant categories like protein and performance nutrition.
• iHerb: iHerb is a large global online retailer of supplements, sports nutrition, and health products shipping to 180+ countries. Comparable to The Feed on e-commerce-first D2C model, broad multi-brand assortment, and international shipping reach.
• MyProtein: MyProtein is a leading direct-to-consumer sports nutrition brand (owned by THG) selling protein, vitamins, bars, and gear globally. Comparable to The Feed in athlete D2C focus, though MyProtein is brand-first rather than marketplace.

Broad incumbents

• Thrive Market: Thrive Market is a D2C membership-based retailer of natural and organic groceries, supplements, and health products. Comparable to The Feed on D2C health-and-wellness e-commerce model, but operates in broader wellness rather than athletic performance.

Emerging players

• Momentous: Momentous is a premium sports nutrition brand selling protein, creatine, and recovery supplements direct-to-consumer, with a focus on third-party testing. They are listed as a partner brand on The Feed; their D2C subscription model and athlete positioning make them an adjacent emerging player.
• Precision Nutrition: Precision Nutrition sells coaching certifications and a small line of sports nutrition supplements (protein, creatine, vitamins) targeted at athletes and coaches. Comparable to The Feed on athlete customer base and nutritional credibility, though their core business is coaching education.
• Klean Athlete: Klean Athlete is a NSF Certified for Sport supplement line sold D2C, focused on endurance and competitive athletes. Comparable to The Feed on NSF-certified positioning and athlete targeting, though Klean is a single brand rather than a multi-brand retailer.

Regional players

• ProBikeKit: ProBikeKit is a European cycling and endurance-sports e-commerce retailer carrying nutrition, hydration, and gear. Comparable to The Feed on endurance-athlete focus and product mix, but with primary geographic focus on Europe versus The Feed's US-centric operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/feedsmartfood
• YouTubeyoutube.com/@thefeedme
• Facebookfacebook.com/thefeedme
• LinkedInlinkedin.com/company/the-feed
• Instagraminstagram.com/thefeed
• TikToktiktok.com/@thefeed

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feed.