Misfits Health

What Misfits Health does

Misfits Health is a UK-based direct-to-consumer brand that produces plant-based protein bars formulated to deliver the taste experience of a confectionery candy bar while delivering 14-15g of plant protein, less than 1g of added sugar, and approximately 190 calories per serving. The portfolio comprises eight flavors including Cookie Butter, Peanut Butter, Brownie Batter, Caramel Popcorn, Cookie Dough, Dark Choc Brownie, Chewy Toffee, and Caramel Fudge, sold primarily in 12- and 15-pack configurations through the company's Shopify-hosted e-commerce storefront at uk.eatmisfits.com. Core product technology centers on a proprietary formulation balancing high protein content with minimal sugar and a multi-layered texture (protein crispies and gooey caramel), using non-GMO plant-based ingredients.

The company operates a product-led, direct-to-consumer go-to-market with three revenue streams: one-time e-commerce purchases, a subscription model for recurring deliveries, and a referral program executed through ReferralCandy. Pricing is set in GBP, with bundle-and-save tiers offering up to 25% off and free shipping on orders over £45, incentivizing larger basket sizes. Customer segments are horizontal and consumer-focused: health-conscious snackers seeking better-for-you indulgence, fitness and gym-goers tracking protein intake, plant-based and vegan consumers, and busy professionals needing convenient nutrition. Marketing is digital-first, centered on Instagram (@eatmisfits), email newsletter capture with a 20% first-order incentive, and prominent display of customer reviews (14,000+ on top SKUs) for social proof. The company has begun extending into physical retail through a store locator and was selected for the Tesco Accelerator Programme in February 2024, indicating early omnichannel ambitions while remaining UK-only in geographic scope.

Name

Misfits Health

Legal name

Misfits Health

Website

https://misfits.health

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Misfits Health is a UK direct-to-consumer brand producing plant-based protein bars with 14-15g protein and under 1g of sugar, sold primarily online to health-conscious, fitness-focused, and vegan consumers via subscription and bundle purchases.

Ownership category

akta.pro rank

Product category

Plant-Based Protein Bars

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Bakery Products (2050)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Health/Protein Snack Bars Manufacturing (AFAKAIAN), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Plant-based protein bars
• Vegan nutrition snacks
• Direct-to-consumer snacks
• High-protein confectionery
• Functional plant-based nutrition

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time and subscription purchases of protein bars through the company's UK e-commerce website. Customers can purchase individual products or build bundles for savings up to 25%.
2. Subscription Revenue: Recurring subscription model offering regular deliveries of protein bars to customers, providing predictable recurring revenue.
3. Referral Program: Customer referral program through ReferralCandy platform, driving new customer acquisition with incentivized referrals.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Misfits Health produces and sells vegan protein bars through a UK direct-to-consumer e-commerce storefront (uk.eatmisfits.com). Each bar delivers 14-15g of plant-based protein with less than 1g of sugar and approximately 190 calories, formulated to taste like indulgent candy bars. The product line spans eight flavors (Cookie Butter, Peanut Butter, Brownie Batter, Caramel Popcorn, Cookie Dough, Dark Choc Brownie, Chewy Toffee, plus a Caramel Fudge variant) sold in standardized 12- and 15-pack formats, supported by a Build Your Bundle configurator (up to 25% savings) and a recurring subscription option.

Product overview

Misfits Health is a direct-to-consumer vegan protein bar company offering a portfolio of plant-based protein bars designed to taste like indulgent chocolate candy bars. The product line consists of eight distinct flavors (Cookie Butter, Peanut Butter, Brownie Batter, Caramel Popcorn, Cookie Dough, Dark Choc Brownie, and Chewy Toffee) available in standardized 12 or 15-pack configurations. The core offering is the Bestsellers Variety Pack, which curates the most popular flavors, while a custom Build Your Bundle option enables customers to create personalized selections with tiered savings. All bars contain 14-15g of plant-based protein, less than 1g of sugar, and are made with non-GMO ingredients. The company operates primarily through its e-commerce platform with free shipping on orders over £45.

Differentiator

Problem solved

Functional benefit

Products and services

• Bestsellers Variety Box 12-pack selection of the brand's bestselling vegan protein bar flavors, allowing consumers to sample multiple varieties. Priced at £27.50.
• Cookie Butter Vegan Protein Bars 15-pack of Cookie Butter flavored plant-based protein bars delivering 14-15g protein and less than 1g sugar per bar. Priced at £27.50.
• Peanut Butter Fudge Vegan Protein Bars 15-pack of Peanut Butter Fudge flavored plant-based protein bars delivering 14-15g protein and less than 1g sugar per bar. Priced at £27.50.
• Brownie Batter Plant-Based Protein Bars 15-pack of Brownie Batter flavored plant-based protein bars delivering 14-15g protein and less than 1g sugar per bar. Priced at £27.50.
• Caramel Popcorn Vegan Protein Bars 15-pack of Caramel Popcorn flavored plant-based protein bars delivering 14-15g protein and less than 1g sugar per bar. Priced at £27.50.
• Cookie Dough Plant-Based Protein Bars 15-pack of Cookie Dough flavored plant-based protein bars delivering 14-15g protein and less than 1g sugar per bar. Priced at £27.50.
• Dark Choc Brownie Snack-Size Bars 12-pack snack-sized Dark Choc Brownie flavored plant-based protein bars. Priced at £24.00.
• Chewy Toffee Snack-Size Bars 15-pack snack-sized Chewy Toffee flavored plant-based protein bars. Priced at £24.00.
• Build Your Bundle Configurable multi-flavor bundle allowing customers to customize their selection of Misfits protein bars with up to 25% savings.
• Misfits Subscription Service Recurring subscription service delivering Misfits protein bars to customers on a regular cadence through the UK e-commerce storefront.

Quantifiable outcome

• 14-15g protein per bar while maintaining candy-bar taste experience
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Barebells: Functional protein bar brand widely distributed in UK grocery and convenience; closely comparable on indulgent-taste, high-protein, low-sugar positioning and on-the-go snacking use case.
• Pulsin: UK plant-based protein snack brand (bars and powders) explicitly targeting health-conscious and vegan consumers — almost identical segment targeting to Misfits' primary customer.
• Grenade: UK-born protein bar and shaker brand; the category leader Misfits most directly competes against on shelf, taste positioning, and gym-goer/athlete target customer.
• Myprotein: UK-headquartered sports nutrition brand with a wide protein bar range, selling direct-to-consumer and through major grocery; overlaps with Misfits on plant-based, high-protein positioning and D2C + retail omnichannel.
• PhD Nutrition: UK protein bar brand owned by Mars; direct competitor in the high-protein, low-sugar bar category serving fitness-focused UK consumers via DTC and grocery.

Broad incumbents

• Quest Nutrition: Established global protein bar/snack brand; broader portfolio and geographic reach but overlapping on high-protein, low-sugar, indulgent-taste bar positioning.
• Graze: UK better-for-you snack brand with subscription D2C roots and broad grocery distribution; comparable on the subscription D2C model and better-for-you snack positioning, though broader in assortment than Misfits' bar-only range.
• Atkins (Simply Good Foods): Established low-carb/high-protein bar brand owned by Simply Good Foods; competes in the broader protein/functional bar space with mass grocery distribution, comparable to Misfits on nutritional positioning rather than target buyer.
• Huel: UK nutrition brand with a much broader meal-replacement portfolio; comparable on the plant-based, convenient-protein, D2C-led go-to-market but operates a wider functional-nutrition offering.
• KIND Snacks: Global better-for-you snack brand with strong UK grocery presence; comparable on the indulgent-but-healthier positioning and broader snack-bar category adjacency to Misfits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/eatmisfits

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Misfits Health