feelfood

What feelfood does

feelfood, operated by PLANT BASED POWER GmbH (Traunstein registry, Germany; HQ in Freilassing), is a direct-to-consumer brand that sells vegan, organic-certified instant meals in single-serve paper cups. The company was founded in 2020 by chef Fabian Zbinden (formerly of NOBU Los Angeles) and business co-founder Franziska Schaal; Laurenz Hoffmann serves as Managing Director. The core technology is a proprietary instant reconstitution formula, centered on a sunflower-based protein 'hack' that mimics ground-meat texture, which rehydrates with hot water in approximately six minutes to deliver a chef-developed recipe without refrigeration. The portfolio currently comprises five meal varieties (Tikka Masala, Pasta Bolo Vegan, Chili Sin Carne, Red Lentil Dal, Yellow Thai Curry), each offered as single cups (€3.99), 4-packs, 8-packs, and as part of a 12-cup trial package (€39.99).

The business operates a product-led D2C e-commerce model via a Shopify storefront at feel-food.com, with free shipping above €39 and a wide payment stack (PayPal, Shop Pay, Apple Pay, Google Pay, Klarna Sofort, iDEAL, Bancontact, EPS, Amazon Pay, Visa/Mastercard). Fulfillment is outsourced to byrd technologies in Berlin and shipping is handled via DHL GoGreen. Customer acquisition combines organic social (Instagram, TikTok, Facebook), a 10% newsletter-discount incentive, and the 'feelfoodfam' influencer/affiliate program targeting DACH content creators with 3k+ followers. Sourcing is concentrated at a South German family farm within roughly 500 meters of the production facility. Capital history is thin: a €3,480 Startnext crowdfunding round in November 2021 and a 2025 investment from Graphit NeoTaste (undisclosed amount); no further institutional investors are disclosed.

The company sells to a horizontal consumer base spanning busy professionals, health-conscious vegans, and active-lifestyle users across DACH plus most of the EU and the UAE. It is bio-certified (DE-ÖKO-005), vegan-certified, and holds a registered feelfood® trademark. The company is privately held and founder-controlled, with no disclosed subsidiaries, M&A activity, or public listing plans.

Name

feelfood

Legal name

PLANT BASED POWER GmbH

Website

https://feel-food.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

feelfood is a German direct-to-consumer brand selling organic, vegan instant meal cups developed by a NOBU-trained chef. It serves health-conscious and time-constrained consumers across Europe via Shopify, offering five chef-developed rehydrate-in-six-minutes recipes.

Ownership category

akta.pro rank

Product category

Plant-Based Instant Meals

NAICS

Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ)

Keywords

• Vegan instant meals
• Plant-based ready meals
• Organic instant food
• Shelf-stable lunch cups
• High-protein vegan food

Headquarters

HQ city

Freilassing

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: feelfood generates revenue through direct-to-consumer e-commerce sales of vegan instant meal cups and multi-pack bundles. Customers purchase individual cups (€3.99), 4-packs (€14.99-€15.96), or 8-packs (€27.99-€31.95) through their online shop. Free shipping is offered on orders over €39. The model is one-time purchase based with no mandatory subscription, though repeat purchases are encouraged through bundle discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

feelfood manufactures and sells 100% organic, vegan instant meal cups that are reconstituted with hot water in six minutes. The single-serve paper cups feature plant-based protein (sunflower "hack") across five recipe lines (Tikka Masala, Pasta Bolo Vegan, Chili Sin Carne, Red Lentil Dal, Yellow Thai Curry) and are sold directly to consumers through the company's Shopify online shop with single, 4-pack, 8-pack, and trial package configurations.

Product overview

feelfood is a vegan instant meal brand offering quick, healthy, and bio-certified plant-based lunch solutions. The product portfolio consists of five core meal varieties (Tikka Masala, Pasta Bolo Vegan, Chili Sin Carne, Red Lentil Dal, and Yellow Thai Curry), each available in single-serve cups, 4-packs, and 8-packs for subscription-style savings. The meals are prepared by adding hot water to paper cups and waiting 6 minutes, featuring protein-rich sunflower hack as a meat substitute and organic ingredients sourced from farms within 500 meters of the production facility in southern Germany. The products are developed by head chef Fabian Zbinden, formerly of NOBU restaurant, and marketed under a subscription box model with free shipping on orders over €39.

Differentiator

Problem solved

Functional benefit

Products and services

• Tikka Masala Vegan instant Indian-style meal in a single-serve paper cup prepared by adding hot water; ready in 6 minutes; 16g protein, 6.6g fiber, 100% organic and vegan with no added sugar or preservatives; targeted at busy professionals and health-conscious consumers seeking a convenient high-protein lunch.
• Pasta Bolo Vegan Vegan instant Bolognese with sun-ripened tomatoes, aromatic herbs, Italian pasta, and protein-rich sunflower "hack" seasoned classically; ready in 6 minutes with hot water; available in single-cup, 4-pack, and 8-pack configurations.
• Chili Sin Carne Vegan instant Mexican-style chili with extra rice, beans, corn, vegetables, and spicy sunflower "hack"; rich in protein and essential amino acids; ready in 6 minutes with hot water; available in single-cup, 4-pack, and 8-pack configurations.
• Red Lentil Dal Vegan instant Indian red lentil dal with creamy coconut milk, tomatoes, rice, aromatic spices, and roasted cashew crunch; red lentils provide more iron than steak and are rich in protein and fiber; ready in 6 minutes with hot water; available in single-cup, 4-pack, and 8-pack configurations.
• Yellow Thai Curry Vegan instant Thai curry with sunflower "chicken", lemongrass, coconut, premium spices, and wheat noodles in a coconut milk-based curry sauce; ready in 6 minutes with hot water; available in single-cup, 4-pack, and 8-pack configurations.
• Probierpaket (Trial Package) Discovery bundle containing all four core feelfood meal varieties (3 cups each, 12 total) priced at €39.99 with a 16% savings versus individual purchase; intended for new customers to sample the product range.

Quantifiable outcome

• Ready to eat in 6 minutes with just hot water
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• byrd technologies Germany GmbHminorImplementation/ SI/ Consulting PartnerFulfillment partner for order processing and shipping logistics. Located at Lobeckstraße 36-40, 10969 Berlin. Byrd handles the logistics operations including picking, packing, and shipment of customer orders from the feelfood online shop.
• DHL GoGreenminorOthersClimate-neutral shipping service used for all parcel deliveries. feelfood partners with DHL GoGreen to offset shipping emissions, enabling environmentally conscious delivery of products to customers across Europe.
• South German Family Farm ProducercoreStrategic or Co-development PartnerModern family farm in South Germany serves as the primary producer and ingredient supplier. Most raw materials are grown on fields within approximately 500 meters of the production facility. Production runs on electricity recovery procedures, ensuring sustainable manufacturing.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Saturo: German DTC brand offering ready-to-drink and ready-to-eat meal products targeting busy professionals with convenient, nutritionally-complete formats. Closely comparable to feelfood on customer persona, GTM motion, and convenience positioning in the DACH market.
• YFood: Germany-based brand producing ready-to-drink meal replacements and bars for on-the-go nutrition. Comparable to feelfood in targeting time-constrained professionals, DTC-led growth, and shelf-stable convenience format, though YFood is significantly larger and broader in retail distribution.
• Allplants: UK-based plant-based ready meal delivery brand offering chef-prepared frozen meals via DTC subscription. Comparable to feelfood in plant-based positioning, chef-led recipe development, and DTC-first GTM, though Allplants uses frozen rather than shelf-stable instant format.

Broad incumbents

• Garden Gourmet (Nestlé): Nestlé's plant-based brand offering a wide portfolio of meat alternatives, ready meals, and convenience products across European retail. Comparable to feelfood in plant-based meal category, but operates at massive scale with established retail distribution rather than DTC-only.
• Rügenwalder Mühle: Established German food manufacturer with a leading plant-based meat and ready-meal line sold across German grocery retail. Comparable to feelfood in DACH plant-based positioning and target consumer, but vastly larger with broad retail penetration versus feelfood's DTC-only model.
• LikeMeat: European plant-based meat brand offering ready meals and meat alternatives in major grocery chains. Comparable to feelfood in plant-based positioning and DACH consumer targeting, though LikeMeat focuses on retail distribution and traditional chilled/frozen formats.

Emerging players

• Plentyful: European DTC plant-based ready meal brand offering chef-prepared dishes for direct delivery. Comparable to feelfood in plant-based, DTC-first, and chef-influenced positioning, though Plentyful uses fresh/frozen delivery rather than shelf-stable instant format.
• Form Nutrition: UK-based plant-based nutrition brand offering ready meals and functional food products with health and sustainability positioning. Comparable to feelfood in plant-based, organic-leaning, DTC-led approach targeting health-conscious consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/feelfoodMeals
• Instagraminstagram.com/feel_food_com
• TikToktiktok.com/@feelfood_com
• Xx.com/feel_food_com
• LinkedInlinkedin.com/company/feel-food-com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 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 feelfood