Wholey
Wholey Organics is a Berlin-based plant-based breakfast brand (founded 2017) selling vegan cereals, granola, müsli, and smoothie bowls direct-to-consumer via wholey.de, wholesale through wholey-b2b.com, and across major German supermarket, organic, drugstore, and quick-commerce retail chains.
- Company typePrivate
- Founded2017
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wholey does
Wholey Organics GmbH is a Berlin-based, privately held plant-based breakfast brand founded in 2017, operating under the Wholey trade name. The company develops and sells 100% vegan breakfast SKUs across cereals, crunchy granola, müsli, and smoothie bowls, all sweetened with dates and free from refined sugar and artificial additives. The product portfolio is split into two channels: online-exclusive SKUs (Chillo Pillows, Crispy Choccies, Space Flakes, Cinna Rollies cereals; multiple granola variants; Triple Choc and Choc Peanut müsli; breakfast sets; and Bio Ceremonial Matcha 30g) priced individually at ~€22–28, and retail-exclusive SKUs (smoothie bowls and the newly launched Matcha Bowl) distributed through German supermarket, organic, drugstore, and quick-commerce partners.
The company's commercial stack is a standard DTC e-commerce build on Shopify with Loop Subscriptions powering the "Bundle Builder" recurring-delivery feature, plus mainstream payment integrations (Apple Pay, Google Pay, PayPal, Visa/Mastercard/Shop Pay/UnionPay). Distribution is multi-channel: a direct-to-consumer storefront at wholey.de with €40 free-shipping in Germany, a dedicated B2B/ wholesale portal at wholey-b2b.com for hotels, cafes, offices, and resellers, and shelf presence in German retail chains including REWE, Edeka, Kaufland, Spar, Globus, Tegut, Bio Company, LPG Biomarkt, Rossmann, Budni, and quick-commerce platforms Flink and knuspr.
Wholey generates revenue through unit-priced one-time purchases, a recurring bundle-builder subscription, transaction-based retail wholesale, and B2B wholesale to foodservice. Marketing leverages Helene Fischer (German entertainer, equity investor since September 2024), social media (Instagram, Facebook, TikTok, LinkedIn), content marketing via its magazine and recipe pages, and SEO. Total disclosed funding is approximately $6.4M (March 2023, Feast Ventures and Tengelmann Ventures) plus approximately €5M (September 2024, K4 Beteiligungsgesellschaft mbH and Helene Fischer) with subsequent 2025 participation by SevenAccelerator. Headcount is 11–50, and Philip Stahr serves as CEO.
Wholey firmographics
Firmographics- Name
- Wholey
- Legal name
- Wholey Organics
- Website
- https://wholeyorganics.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wholey Organics is a Berlin-based plant-based breakfast brand (founded 2017) selling vegan cereals, granola, müsli, and smoothie bowls direct-to-consumer via wholey.de, wholesale through wholey-b2b.com, and across major German supermarket, organic, drugstore, and quick-commerce retail chains.
- Ownership category
- akta.pro rank
Wholey industry classification
Industry- Product category
- Plant-Based Breakfast Foods
- NAICS
- All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)
- SIC
- Food And Kindred Products (2000), Bakery Products (2050)
- akta.pro primary industry
- Breakfast-to-Go (Breakfast Sandwiches, Parfaits, Oatmeal) (CRAHAKAG)
- akta.pro secondary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
Keywords
Where Wholey is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Wholey business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Wholey sells products directly to consumers through its e-commerce website (wholey.de), offering products like cereals, granola, muesli, and smoothie bowls with home delivery. Free shipping is provided for orders above €40 in Germany.
- Retail Distribution: Wholey distributes products through major German retail chains and supermarkets, including REWE, Edeka, Kaufland, Spar, Bio Company, LPG Biomarkt, Globus, Rossmann, Budni, and Tegut. Products are also available through quick commerce platforms Flink and knuspr.
- Subscription/Bundle Sales: Wholey offers a Bundle Builder subscription service for recurring deliveries of breakfast products, providing predictable recurring revenue from subscribed customers.
- B2B/Wholesale: Wholey operates a dedicated B2B channel (wholey-b2b.com) for wholesale and business customers, including hotels, cafes, and retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products available for one-time purchase |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Wholey product offering
Product offeringCore offering
Wholey is a Berlin-based plant-based breakfast brand founded in 2017 that produces and sells vegan, organic breakfast products including cereals, granola, muesli, smoothie bowls, and ceremonial-grade matcha. The company sells directly to consumers through its own Shopify-based e-commerce shop at shop.wholey.com and distributes to retailers and foodservice partners across Germany and Europe.
Product overview
Wholey is a Berlin-based plant-based breakfast brand offering a unified product portfolio centered on innovative breakfast foods. The core offerings include online-exclusive Cereals (Chillo Pillows, Crispy Choccies, Space Flakes, Cinna Rollies), Granola (Choc Sea Salt, Original, Roasted Nuts, Coconut Cherry, Apple Crumble), and Müsli (Triple Choc, Choc Peanut, Nuts & Seeds), complemented by Breakfast Sets/Mixed Boxes for bundled variety purchases. Retail-exclusive products include Smoothie Bowls and the newly launched Matcha Bowl. An add-on Bio Ceremonial Matcha 30g product serves matcha enthusiasts, while the Bundle Builder subscription module enables recurring custom orders. Wholey Merch extends the brand into merchandise. All products are explicitly plant-based and vegan, sweetened naturally with dates rather than refined sugar.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholey Cereals
- Wholey Granola
- Wholey Müsli
- Wholey Breakfast Sets
- Wholey Smoothie Bowls
- Matcha Bowl
- Bio Ceremonial Matcha 30g
- Wholey Bundle Builder
- Wholey Merch
Companies that use Wholey
Customer profileSegments2 records
Ideal customer profiles2 records
Wholey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Wholey partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- REWE GroupcoreREWE Group is one of the largest German supermarket chains and a key retail distribution partner for Wholey products.
- EdekacoreEdeka is the largest German supermarket co-operative and a major retail partner for Wholey's breakfast products.
- KauflandcoreKaufland is a major German hypermarket chain and retail distribution partner for Wholey products.
- SparminorSpar is a European supermarket chain operating in Germany, serving as a retail distribution partner for Wholey.
- Bio CompanyminorBio Company is a German organic supermarket chain, aligning with Wholey's health-focused positioning.
- LPG BiomarktminorLPG Biomarkt is a German organic grocery chain serving as a retail partner for Wholey's products.
- TegutminorTegut is a German supermarket chain with a focus on organic products, distributing Wholey products.
- RossmannminorRossmann is one of the largest German drugstore chains, distributing Wholey products.
- BudniminorBudni is a German drugstore chain operating primarily in Hamburg, distributing Wholey products.
- GlobusminorGlobus is a German hypermarket chain and retail distribution partner for Wholey.
- FlinkminorFlink is a German quick commerce startup offering rapid grocery delivery, distributing Wholey products.
- knusprminorknuspr is a German quick commerce platform offering rapid delivery of groceries and breakfast products.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Wholey competitors and assessment
Company assessmentDirect peers
- Kölln: Germany's leading oat/muesli brand (Peter Kölln), a direct competitor in plant-based cereals and granola sold through the same German supermarket and drugstore channels. Comparable product category, customer base, and distribution model.
- Seitenbacher: German family-owned breakfast brand selling muesli, granola, and porridges across German retail and drugstores. Directly comparable in category, channel mix (DTC + mass retail), and health-oriented positioning.
- Verival: Austrian organic muesli and granola brand with strong DACH retail presence (including REWE and Spar). Directly comparable on organic/plant-based positioning, product range, and German-speaking retail channel.
- Davert: German organic breakfast brand specializing in muesli, granola, and porridge sold through German organic retailers (Bio Company, LPG Biomarkt, Alnatura) and mainstream supermarkets. Same category, same channels, same health/organic positioning.
- Eat Natural: UK-based brand making plant-based breakfast bars, granola, and muesli sold across European retailers including German drugstores and supermarkets. Comparable in no-added-sugar, natural-ingredient positioning.
- Carman's Kitchen: Australian muesli/granola brand with international retail expansion. Comparable on premium, natural-ingredient breakfast positioning and direct-to-consumer plus mass-retail distribution model.
- Lizi's: UK granola and muesli brand emphasizing natural ingredients, sold through European retailers and DTC. Comparable category, premium positioning, and product range to Wholey's granola/muesli line.
Broad incumbents
- Alnatura: Germany's largest organic food brand and retailer, with a broad private-label cereal/muesli/granola range distributed through its own stores plus REWE. Overlaps with Wholey in category, channels, and health-positioning but at much larger scale.
- Jordans (Jordans Ryvita): Major UK breakfast cereal and granola brand (part of Associated British Foods). Comparable category and natural-ingredient positioning, with much broader scale and distribution across European retailers.
Emerging players
- Seven Sundays: US-based premium muesli and granola brand with a similar early-stage growth profile and DTC-plus-retail model. Comparable on clean-label, plant-based positioning despite operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Key risks5 records
Key highlights6 records
Customer concentration
Wholey social profiles
Digital presenceWholey financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholey leadership team
Management profileNumber of profiles
Profiles1 record
Wholey funding detail
Funding detailFunding overview
Funding rounds6 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholey M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wholey
What does Wholey do?
Wholey is a Berlin-based plant-based breakfast brand founded in 2017 that produces and sells vegan, organic breakfast products including cereals, granola, muesli, smoothie bowls, and ceremonial-grade matcha. The company sells directly to consumers through its own Shopify-based e-commerce shop at shop.wholey.com and distributes to retailers and foodservice partners across Germany and Europe.
Is Wholey a public or private company?
Wholey is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wholey founded?
Wholey was founded in 2017. It employs 11 to 50 people.
Where is Wholey based?
Wholey is headquartered in Berlin, Germany, in the Europe region.
How does Wholey make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution, subscription/Bundle Sales and B2B/Wholesale.
Who are Wholey's main competitors?
Direct peers on record are Kölln, Seitenbacher, Verival, Davert, Eat Natural, Carman's Kitchen and Lizi's. Broad incumbents are Alnatura and Jordans (Jordans Ryvita). Seven Sundays is listed as an emerging player.
Does Wholey have an API?
No public API is recorded for Wholey.
What industry is Wholey in?
Wholey's product category is Plant-Based Breakfast Foods. Its primary akta.pro industry code is CRAHAKAG, Breakfast-to-Go (Breakfast Sandwiches, Parfaits, Oatmeal), with a secondary code of CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet). Its NAICS code is 445298 and its SIC code is 2000.