What More Nutrition does

More Nutrition is a German direct-to-consumer nutrition brand founded in 2017 and headquartered in Elmshorn, operating exclusively through its owned Shopify storefront at morenutrition.de. The company sells a broad portfolio of protein-enriched and low-sugar functional foods and dietary supplements targeting health-conscious German-speaking and broader European consumers across fitness, weight management, and beauty/wellness use cases, claiming more than 4 million customers cumulatively and shipping to 30+ European countries.

The product range spans protein drink powders (More Protein Iced Coffee, Iced Matcha Latte, Milkyccino, Clear Whey, Milkshake Style, Vegan), cooking and baking proteins (Sahne, Coconut Milk, Schlagcreme, Saucen Fix), flavored products for sugar reduction (Chunky Flavour, Zerup and Zerup Barista syrups), protein bars and snacks, beauty and health supplements (Collagen+, Sleep Gummies, Creatine+ Gummies, Biotic+ Gummies, Skin Structure Formula, Curcu-More, Essentials O3-D3-K2, Ashwagandha Sticks), and beverages (More FIZI sparkling fiber lemonade). Notable technical differentiators include EFSA-approved glucomannan for weight management, lactase enzyme inclusion enabling lactose-intolerant consumers to use dairy-based proteins, and a clear whey isolate process that yields a juice-like beverage rather than a milky shake. Production is TÜV-certified in Germany.

The business model is a pure one-time-purchase DTC e-commerce operation with tiered unit pricing (€5.99-€79.80), volume discounts up to 33% for bulk purchases, and a €55 free-shipping threshold to drive basket size. Customer acquisition runs through a multi-channel mix including Instagram, YouTube, TikTok, Pinterest, WhatsApp, Klaviyo-powered email, SMS, and a €15 referral program. The company is privately held with no disclosed venture funding rounds, M&A activity, or parent-company structure beyond a footer reference to TQG (TQGG / TQG More GmbH), and operates with a headcount in the 11-50 range.

Name

More Nutrition

Legal name

More Nutrition

Website

https://morenutrition.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

More Nutrition is a German direct-to-consumer nutrition brand selling protein powders, low-sugar functional foods, and dietary supplements via its Shopify storefront to health-conscious consumers across 30+ European countries, claiming over 4 million customers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Protein supplements
• Functional nutrition
• Weight management products
• Sports nutrition
• Dietary supplements

Headquarters

HQ city

Elmshorn

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of protein supplements, functional foods, and beauty/health products directly to consumers through owned Shopify storefront. One-time purchase model with tiered pricing based on product size (samples, regular, bulk). Volume discounts offered (Staffelrabatt) on products like Zerup (up to 33% off for 11+ units).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

More Nutrition is a German direct-to-consumer nutrition brand selling protein supplements, sugar-free syrups, functional foods, and beauty/health supplements through its owned Shopify e-commerce storefront. The portfolio centers on enabling consumers to save calories and sugar while enjoying flavorful food via protein powders (Iced Coffee, Iced Matcha Latte, Milkyccino, Clear Whey, Milkshake, Vegan), cooking/baking proteins, protein bars, porridge, and gummy/stick supplements.

Product overview

More Nutrition is a German direct-to-consumer nutrition brand offering a comprehensive portfolio of protein-focused and low-calorie food products. The product range includes protein powders for shakes and smoothies (More Protein Iced Coffee, Iced Matcha Latte, Milkyccino, Clear Whey, Milkshake Style, Vegan), protein powders for cooking and baking (Sahne, Coconut Milk, Schlagcreme, Saucen Fix), flavored products for sugar reduction (Chunky Flavour, Zerup syrups), protein bars and snacks (Protein Bar, Satisbites, Wafer Bar, Vegan Protein Bar, Protein Chips, Porridge, Milchreis, Grießpudding), beauty and health supplements (Collagen+, Sleep Gummies, Creatine+ Gummies, Biotic+ Gummies, Ashwagandha, Digestive Enzymes, Skin Structure Formula, Magnesium Complex, Mineral Complete, Curcu-More, Essentials O3-D3-K2), beverages (More FIZI sparkling lemonade), sauces and condiments (Light Gourmet Sauce, More Spices, Moremelade, Nut Butter), and accessories (Premium Shaker, 2 Kcal Ölspray). The portfolio centers on enabling consumers to save calories and sugar while enjoying flavorful food, with TÜV-certified production in Germany serving over 4 million customers.

Differentiator

Problem solved

Functional benefit

Brands

• Zerup: Zero sugar syrup for beverages, available in regular and barista variants
• Zerup Barista
• More Clear
• More FIZI
• Chunky Flavour
• Milkyccino
• Creatine+ Gummies
• Sleep Gummies
• Biotic+ Gummies
• Collagen+
• Skin Structure Formula
• Essentials
• Curcu-More

Products and services

• More Protein Iced Coffee Protein coffee drink mix combining whey proteins with real instant coffee, offering up to 20g protein per serving with up to 95% less sugar than conventional iced coffee. Available in 16 varieties including Latte Macchiato, Dark Cookie Crumble, and Decaf options.
• More Protein Iced Matcha Latte Protein drink mix combining real matcha green tea powder with whey protein concentrate and calcium caseinate, containing up to 18g protein per serving and glucomannan for weight loss support. Available in 10 flavors including Original Taste, Strawberry Cheesecake, and Pistachio White Chocolate.
• More Clear Protein Clear whey protein isolate drink that tastes like fruit juice, iced tea, or lemonade rather than a creamy shake. Contains up to 25g protein per serving with 0g sugar, 0g fat, and is lactose-free. Available in 15 varieties in Juice Style, Lemonade Style, and Iced Tea Style.
• More Protein Milkshake Style Standard whey-casein protein powder in milkshake style format, serving as a foundational protein supplement product in the portfolio.
• More Protein Milkyccino Creamy protein coffee drink mix with caffeine, featuring white almond coconut flavor, delivering up to 20g protein per serving.
• More Protein Iced Chai Latte Protein chai latte drink mix combining protein with chai spices in a spicy and creamy formulation.

Quantifiable outcome

• Up to 95% less sugar compared to conventional iced coffee/m matcha lattes
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the morenutrition.de storefront. Provides shopping cart, payment processing integration, and storefront management.
• TÜV RheinlandcoreTechnology or IntegrationTÜV-certified production ensures products meet German quality and safety standards. Independent third-party verification of manufacturing processes.
• DHLminorChannel Partner/ Reseller/ DistributorLogistics partner for order fulfillment and shipping. Primary shipping carrier for German domestic deliveries.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Foodspring: Berlin-based DTC sports nutrition and functional food brand selling protein powders, bars, and supplements; closest direct peer to More Nutrition with overlapping German-speaking D2C customer base and similar hero-SKU portfolio (whey, bars, porridge).
• myprotein: Europe's largest sports nutrition brand (THG-owned) selling protein powders, supplements, and functional foods through DTC and Amazon; directly competes across More Nutrition's protein and supplement categories at comparable price points.
• ESN (Elite Sport Nutrition): German protein and sports nutrition brand selling whey, bars, and supplements via own storefront and retail; comparable German-anchored D2C+retail hybrid with overlapping protein powder, bar, and supplement portfolio.
• nu3: Berlin-based D2C nutrition brand selling protein, supplements, superfoods, and functional foods to German and European consumers; near-overlapping product mix and similar DACH-led DTC model.
• Prozis: Portuguese sports nutrition and supplements DTC retailer shipping across Europe with broad protein, supplement, and functional food SKU range; competes directly in EU DTC protein/supplement market.
• Applied Nutrition: UK sports nutrition brand distributing protein powders, bars, gels, supplements across UK and Europe; comparable functional protein and supplement portfolio across multiple flavors/SKUs sold DTC.
• Grenade (UK): UK-based sports nutrition brand known for protein bars and supplements with a flavor-forward D2C strategy; competing for the same fitness/protein-conscious European consumer seeking indulgent-tasting functional products.
• Bodylab24: German D2C sports nutrition brand selling protein, supplements, and functional foods with comparable DACH-anchored online presence; direct head-to-head in German protein bars and whey markets.

Regional players

• Healthspan: UK direct-to-consumer vitamins, minerals, and supplements retailer selling across Europe; comparable supplement-and-gummy portfolio but primarily serves UK rather than DACH consumers.

Emerging players

• ZOE (ZOE Nutrition): Science-led nutrition brand offering supplements and metabolic-health products via DTC; adjacent emerging brand pursuing the same health-conscious European consumer with functional-claim-led positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@more_nutrition
• Instagraminstagram.com/morenutrition.de
• TikToktiktok.com/@morenutrition.de?lang=de-DE
• Pinterestde.pinterest.com/morenutrition_de

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 More Nutrition