What The nu company does

The nu company GmbH (operating under the nucao brand) is a Leipzig-based food company founded in 2016 by Mathias Tholey, Christian Fenner, and Thomas Stoffels that produces plant-based, organic, and fair-trade chocolate products. The portfolio spans chocolate bars with nut butter fillings (almond, hazelnut, pistachio), chocolate tablets (Tafelschokoladen), chocolate-covered freeze-dried fruits, a nut spread, and newer entries including a matcha line co-developed with Health Bar and a Frozen Fruits line that marked entry into the frozen food category in April 2026. The company's central technical differentiator is proprietary 100% recyclable paper packaging for chocolate, developed in partnership with Koehler Group using a barrier coating that protects against oxygen, mineral oil, and fat; this packaging was validated by Interzero at 17/20 recyclability points and is positioned as the first such solution in mainstream German retail. Cocoa is sourced from Fairtrade-certified cooperatives in Peru (Norandino) and the Dominican Republic (Coooporagro) using regenerative agroforestry methods.

Revenue is generated through a hybrid distribution model: direct-to-consumer e-commerce on a Shopify storefront shipping to Germany, Austria, Switzerland, and 15 additional European countries; retail distribution through major German drugstores (dm, Rossmann, Budni, Müller), supermarkets (REWE, Edeka, Hit, Globus, Konsum Dresden), and organic specialty chains (Alnatura, Denns); and a dedicated B2B Shopify platform for wholesale and corporate customers with VAT-ID-based access. Unit pricing spans roughly €3 to €7 per 100g across SKUs, with multi-pack bundles up to €34.90 and free shipping in Germany above €45. The company runs TV, influencer, and PR-led brand campaigns (including a SevenAccelerator-funded TV campaign reaching 25 million viewers in October 2023) and operates a "1 product = 1 tree" tree-planting program with Eden Projects that has planted nearly 14 million trees.

The company has raised over €17.7 million across a 2020 crowdfunding round (over €3.7M), a 2021 €14M Series A led by DLF Venture with Five Seasons Ventures, DX Ventures, Square One Foods, and Nico Rosberg, plus 2023–2024 equity crowdfunding campaigns on Companisto and Econeers and a 2023 SevenAccelerator media-for-equity investment. It holds bio certification (DE-ÖKO-039), EU Bio-Siegel, V-Label vegan certification, Fairtrade cocoa certification, and Naturland certification for tablet cocoa, and previously held B Corp certification (115.7/200, lapsed October 2025). Leadership comprises the three co-founders, COO Jannik Hense, and CRO Mandy Lüdtke, with a team of 51–100 employees headquartered at Naumburger Str. 25, Leipzig.

Name

The nu company

Legal name

the nu company GmbH

Website

https://the-nu-company.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

The nu company (nucao) is a Leipzig-based food company producing plant-based, organic, fair-trade chocolate bars, tablets, and freeze-dried fruit snacks — including a Frozen Fruits line — sold through major German retailers and DTC e-commerce to sustainability-minded consumers across Europe.

Ownership category

akta.pro rank

Product category

Sustainable Vegan Chocolate & Confectionery

NAICS

Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)

akta.pro secondary industries

Chocolate & Chocolate Confectionery (CRADABAA), Chocolate, Sweet Spreads & Syrups Manufacturing (AFAKADAK)

Keywords

• Vegan chocolate products
• Organic plant-based snacks
• Fair trade cocoa bars
• Chocolate covered fruit snacks
• Sustainable confectionery packaging

Headquarters

HQ city

Leipzig

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through own Shopify-powered e-commerce platform selling chocolate bars, fruit snacks, and nut butter products directly to consumers in Germany, Austria, Switzerland, and other EU countries.
2. Retail/Wholesale Distribution: Wholesale distribution through major German retailers (dm, Rossmann, REWE, Edeka, Alnatura, etc.) and B2B channels for business customers.
3. B2B/Corporate Sales: B2B sales through dedicated B2B shop for wholesale, business customers, and event sponsorships with VAT ID requirement.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

The nu company manufactures and sells vegan, organic, Fairtrade-certified chocolate products under the nucao brand, including chocolate bars with nut butter fillings, chocolate tablets, chocolate-covered freeze-dried fruits, and chocolate spreads. Products are packaged in 100% recyclable paper packaging developed with Koehler Group and sold direct-to-consumers via Shopify and through major German retailers (dm, REWE, Rossmann, Alnatura, Edeka, Budni, Hit, Globus).

Product overview

The nu company operates primarily under the nucao brand as a Leipzig-based sustainable food startup offering a portfolio of plant-based, organic, and fairly traded chocolate products. The core product line consists of chocolate-coated fruit snacks (nucao fruits in multiple varieties), chocolate bars (nucao Schokoriegel with nut butter fillings), and chocolate tablets (nucao Schokotafeln). Recent additions include Crunchy Matcha Erdbeeren and the Matcha Erdbeere Tafel (both co-developed with Health Bar), and the Frozen Fruits line marking entry into frozen foods. A Nutbutter Bundle offers a curated multi-flavor pack. Historical product lines (nuseed, numove, nucao Aufstrich/spread) were part of the company's earlier expansion phase. All products share the same brand pillars: organic certified (DE-ÖKO-039), 100% vegan, fairly traded cocoa, and recyclable paper packaging. The company also operates a separate B2B wholesale e-commerce platform for retail and trade partners.

Differentiator

Problem solved

Functional benefit

Products and services

• nucao Schokoriegel (Chocolate Bars) Plant-based, organic dark chocolate bars with nut butter fillings (almond, hazelnut, pistachio) and fruit-and-nut toppings, including Almond Butter & Sea Salt, Roasted Hazelnut Butter, Salted Pistachio Butter, and Creamy Strawberry variants, sold in recyclable paper packaging for individual consumers and gifting.
• nucao Schokotafeln (Chocolate Tablets) Organic, vegan chocolate tablets sold in retail at dm, REWE, and other major chains, with current varieties including Hazelnut & Cornflakes (Crisp Crunch) at 41% cocoa, packaged in recyclable paper.
• nucao fruits (Chocolate-Covered Freeze-Dried Fruits) Freeze-dried organic fruits (strawberries, raspberries) coated in organic vegan chocolate, available in regular and white chocolate varieties, marketed as a healthier fruity snack alternative.
• Crunchy Matcha Erdbeeren Freeze-dried strawberries coated in matcha-flavored organic vegan chocolate, co-developed with Health Bar and Stefanie Giesinger, available at dm, Rossmann, Budni, Müller, Alnatura, and selected REWE and EDEKA stores.
• Matcha Erdbeere Tafel (Matcha Strawberry Tablet) Double-decker chocolate tablet with matcha chocolate on top and crispy fruit pieces on the bottom, marketed as a flavored tablet extension co-developed with Health Bar and Stefanie Giesinger.
• Frozen Fruits Frozen fruit snack product line marking nucao's entry into the frozen food category, sold in frozen food retail channels.
• nucao Nutbutter Bundle Bundled offering of three nut butter chocolate bar varieties (Almond Butter & Sea Salt, Roasted Hazelnut Butter, Salted Pistachio Butter) sold at a discounted price compared with individual purchase.
• nucao Aufstrich (Chocolate Spread) Chocolate and nut spread (positioned as a Nutella alternative) that is palm-oil free, organic, and vegan, marketed as a modern breakfast staple.
• nuseed Energieriegel (Energy Bar) Energy bar positioned as a healthy office snack alternative to unhealthy workplace snacking, part of the company's earlier product expansion under the nuseed sub-brand.
• numove Proteinriegel (Protein Bar) Protein bar positioned as a counter to fitness optimization culture, part of the company's earlier product expansion under the numove sub-brand.
• B2B Online Shop Separate Shopify-powered e-commerce platform at b2b.the-nu-company.com for business customers (retailers, wholesale buyers, corporate gifting) to purchase nucao products for resale; requires VAT ID registration.

Quantifiable outcome

• Paper packaging has 50% smaller CO2 footprint compared to plastic packaging
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Eden ProjectscoreStrategic or Co-development Partner · 1 January 2018Environmental organization partnership for tree planting program. '1 product = 1 tree' principle embedded in business model with goal of planting 1 billion trees by 2030/2035.
• interzerocoreStrategic or Co-development PartnerRecycling expert partner that confirmed recyclability of nucao's paper packaging with score of 17/20 points.
• Koehler GroupcoreStrategic or Co-development PartnerPaper manufacturer partner for developing sustainable paper packaging with barrier coating. Won Umwelttechnikpreis (Environmental Technology Award) of Baden-Württemberg for this paper innovation.
• Health BarcoreStrategic or Co-development PartnerCo-development partnership with Health Bar for Matcha products including Crunchy Matcha Erdbeeren and Matcha Erdbeere Tafel. Both brands share focus on organic quality and sustainable cultivation.
• Stefanie GiesingerminorGTM or Marketing PartnerGerman influencer and model who collaborated with nucao and Health Bar on Matcha product launch. Joined trip to Japan to visit Matcha farm.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the nucao online shop with integrated payment and shipping solutions.
• NorandinocoreStrategic or Co-development PartnerCocoa cooperative from Peru implementing ecological agriculture and Fairtrade criteria for sustainable cocoa sourcing.
• CoooporagrocoreStrategic or Co-development PartnerCocoa cooperative from Dominican Republic using sustainable agroforestry systems and Naturland-certified organic cocoa.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Hachez: Bremen-based premium German chocolate maker (now under Australia's Bodē) with sustainable and single-origin positioning, competing in the same premium confectionery set at German retailers.
• Rapunzel Naturkost: German organic-food manufacturer with its own fair-trade program ('Hand in Hand') and chocolate spreads/snacks sold in Alnatura, dm, and organic wholesale — a broad incumbent in organic CPG competing for shelf space at the same retailers.
• Bensdorp (Barry Callebaut): Dutch heritage chocolate brand owned by Barry Callebaut, focused on baking and drinking chocolate in European retail — broader incumbent with adjacent premium and sustainable cocoa positioning to nucao's bar/tablet formats.
• Ritter Sport: Stuttgart-based major German chocolate manufacturer that has launched vegan and Fairtrade product lines, competing for the same drugstore and supermarket shelf space as nucao with vastly greater scale and marketing budgets (explicitly referenced in nucao's 'Survival of the Fairest' campaign).
• Lindt & Sprüngli: Swiss premium chocolate incumbent with vegan/excellence lines; competes for premium gifting and tablet shelf space at REWE, Edeka, and drugstores across DACH.

Direct peers

• GEPA: German fair-trade pioneer distributing chocolate and snacks through natural-food and wholefood channels, sharing nucao's Fairtrade cocoa sourcing story and organic retail footprint (e.g., Alnatura, denn's).
• Tony's Chocolonely: Amsterdam-based mission-driven chocolate company focused on slave-free, Fairtrade cocoa and direct trade — the most direct comparator to nucao on ethical-sourcing brand narrative, premium sustainable chocolate positioning, and European retail distribution.
• EcoFinia (VIVANI / iChoc): German organic and plant-based chocolate brand (VIVANI, iChoc) distributed through the same natural-food and drugstore channels (Alnatura, dm, Rossmann) as nucao, making it the closest German-headquartered competitor in organic vegan chocolate.

Emerging players

• Plamil: UK-based vegan and free-from chocolate specialist with ethical sourcing and allergen-free positioning, comparable to nucao on plant-based and ethical-sourcing credentials though operating at smaller scale and different geography.
• LoveRaw: UK plant-based chocolate brand (vegan, no palm oil, no dairy) selling through European retailers and DTC; comparable as an emerging plant-based confectionery challenger pursuing similar retail listings and sustainability narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/thenucompanyGmbH
• Facebookfacebook.com/nucao.de
• Instagraminstagram.com/nucao_de
• Xx.com/thenucompany

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors6 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 The nu company