Natuur

What Natuur does

Natuur is a private, founder-led restaurant brand operating under natuur holdings LLC that sells fresh smoothie bowls and smoothies from physical retail storefronts supplemented by digital ordering. The company was founded in 2022 by Zach and Taylor to provide a community-oriented setting for simple, healthy food choices. As of the most recent data, Natuur operates four locations: Highlands and Sloan's Lake in Denver, Colorado, plus East 6th in Austin and Henderson in Dallas, Texas. The brand is differentiated less by proprietary technology and more by an emphasis on high-quality, nutrient-dense ingredients, visually appealing presentation, and a community- and education-focused in-store experience.

The core product portfolio centers on smoothie bowls and smoothies marketed as "REAL FOOD," with gift cards offered as an add-on purchasable across all locations. Underlying technology is intentionally lean: online ordering and point-of-sale run on Toast Tab, the website is built on Squarespace, and the company has no proprietary software, mobile app, or disclosed AI capabilities. The "Natuur™" name is a registered trademark, and the company has been recognized with a community-level "Best Bowl Denver" award. Distribution is exclusively through owned retail storefronts and Toast Tab-enabled online ordering for pickup, with no wholesale, catering, or third-party delivery channel explicitly identified.

The business model is direct-to-consumer retail food and beverage sales, with all revenue derived from in-store purchases and online pickup orders. Pricing is not publicly disclosed, and no subscription, loyalty, or membership revenue stream is evident. Marketing relies on organic Instagram engagement (the #HEALTHYAF hashtag) and an email newsletter signup. The company has disclosed a single $250,000 funding round in July 2023 with investors undisclosed, and ownership remains with the founding team; there is no evidence of institutional capital, a parent company, M&A activity, or significant headcount scale.

Name

Natuur

Legal name

natuur holdings LLC

Website

https://eatnatuur.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Natuur is a private, founder-led restaurant brand founded in 2022 that operates four smoothie bowl and smoothie storefronts in Denver, Austin, and Dallas, serving health-conscious consumers via in-store and Toast Tab online ordering.

Ownership category

akta.pro rank

Product category

Specialty Smoothie & Bowl Restaurant

NAICS

Frozen Food Manufacturing (31141)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen Ethnic & International Meals (CRADADAE)

akta.pro secondary industry

DTC Frozen & Prepared Meal Delivery (AFAIANAJ)

Keywords

• Smoothie bowls
• Fresh smoothies
• Healthy fast casual
• Nutrient-dense bowls
• Specialty food beverage

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Retail Food and Beverage Sales: Revenue generated from direct sales of smoothie bowls and smoothies at physical retail locations and through online ordering platform (Toast Tab). Customers purchase food and beverages at point of sale or via digital ordering.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Natuur operates a multi-unit restaurant concept selling freshly prepared smoothie bowls and smoothies made from real, nutrient-dense, transparently sourced ingredients at four retail locations in Denver, Austin, and Dallas. The brand also distributes its bowls through wholesale and café partnerships with select retailers and supports orders through a third-party online ordering platform.

Product overview

Natuur is a health-focused food and beverage company offering a unified product portfolio centered on fresh, healthy smoothie bowls and smoothies. The company operates multiple physical locations in Denver, Austin, and Dallas, with an online ordering system powered by ToastTab. Additional offerings include gift cards available at all locations. The core products emphasize high-quality, nutrient-dense, real food ingredients presented in a colorful and visually appealing format.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoothie Bowls Fruit-and-topping smoothie bowls made from transparently sourced, real-food ingredients; sold by the bowl with add-on customizations for direct individual consumers at Natuur's retail locations and via online ordering.
• Smoothies Fresh, blended fruit-forward smoothies made from real, nutrient-dense ingredients; sold to individual consumers at retail and through the online ordering platform.
• Gift Cards Stored-value gift cards redeemable for menu purchases at Natuur's retail stores.
• Wholesale / Café Partnerships Distribution of Natuur bowls through select wholesale and café partners such as Wholefoods, supplying finished smoothie bowls to third-party retailers and café operators.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Toast TabcoreTechnology or IntegrationNatuur uses Toast Tab as their online ordering platform for both in-store and pickup orders. Customers can place orders through the Toast Tab portal at order.toasttab.com for their various locations.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Jamba: Established national smoothie and bowl chain; directly comparable on menu category (smoothies, bowls) and similar urban/college-area location strategy.
• Smoothie King: Largest U.S. smoothie franchise with a national footprint, heavy marketing budget, and an adjacent health-and-fitness consumer base — the dominant scaled competitor to Natuur's offering.
• Tropical Smoothie Cafe: National franchise concept serving smoothies, smoothie bowls, wraps, and sandwiches; overlaps with Natuur on core smoothie/bowl menu and on health-conscious diner targeting.

Emerging players

• Acai Express: Specialty smoothie-bowl/açaí-bowl concept competing for the same health-conscious, Instagram-driven consumer seeking fruit-forward bowls.
• Clean Juice: Certified-organic juice and smoothie-bowl franchise; overlaps with Natuur on health-forward, real-food positioning and community-oriented store experience.

Direct peers

• Playa Bowls: A national smoothie-bowl and açaí-bowl franchise with a similar menu focus on fruit-forward bowls, juices, and smoothies; competes head-to-head with Natuur for health-conscious fast-casual diners.
• Frutta Bowls: Specialty café franchise built around smoothies, smoothie bowls, wraps, and paninis; same fresh, healthy positioning and similar neighborhood-retail footprint model as Natuur.
• Nekter Juice Bar: Specialty juice-and-smoothie-bowl franchise with a clean-label, health-forward positioning and a similar multi-store regional expansion approach.
• Robeks: Established smoothie-and-juice franchise focused on fresh ingredients and wellness use cases — directly overlapping with Natuur's product and customer segment.

Others

• Toast (Toast Tab): Restaurant POS and online-ordering platform used by Natuur for digital ordering and gift cards — adjacent enabler/powers the company's DTC operations rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/eatnatuur
• Facebookfacebook.com/eatnatuur

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

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 Natuur