Naughty Nuts
Naughty Nuts is a Germany-based DTC e-commerce retailer selling organic, vegan, sugar-free nut butters, spreads, snacks, granolas, and date bars to health-conscious and plant-based consumers across 11+ European countries and the US via its Shopify storefront and B2B retail channel.
- Company typePrivate
- Founded2020
- HeadquartersCologne, Germany
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naughty Nuts does
Naughty Nuts is a Germany-based direct-to-consumer e-commerce retailer specializing in organic nut butters, spreads, snacks, granolas, date bars, and related confectionery items, sold under the Naughty Nuts® brand with complementary third-party organic brands (Bett'r, Roobar, Kookie Cat) distributed alongside its own assortment. The company was founded by two friends, Ben and Lorenz, motivated to reinvent nut butters after encountering empty peanut butter shelves; it markets a clean-label portfolio that is 100% natural, certified organic (DE-ÖKO-006), vegan, with no palm oil and no added sugar, differentiated by novel flavors such as Matcha, Salted Caramel, and Strawberry. The 2025 launch of a Matcha product line and the addition of a 'Lebensmittel-retter' food-rescue sub-brand further diversify the catalog beyond nut butters into adjacent snack and bar categories.
The commercial model is a product-led growth DTC motion through a Shopify-powered storefront at naughtynuts.de, supplemented by a B2B retailer-registration channel for physical-store placement in European health food and supermarket channels. Customer acquisition relies on multi-channel engagement — a German-language recipe blog (Rezepte), email and WhatsApp newsletters, and a Nutfluencer brand ambassador program — with verified-purchaser reviews (7,450+ at 4.7/5) providing social proof mid-funnel. Pricing is unit-based, ranging from €6.97 to €94.23, with bundle discounts of 5–12% and a €59 free-shipping threshold lifting average order value; checkout supports 14+ payment methods including Klarna, iDEAL, Apple Pay, Google Pay, Shop Pay, and PayPal, reflecting a cross-European commerce posture.
Geographic reach spans 11+ European countries (Germany, Austria, Switzerland, Netherlands, Belgium, France, Italy, Spain, Poland, Czech Republic, Luxembourg) and the United States, with DHL GoGreen providing CO2-neutral shipping. Operationally, the company is privately held and founder-controlled, with no disclosed institutional funding, parent, or subsidiary relationships, and runs on a standard D2C stack (Shopify, Zendesk, WhatsApp) with no disclosed proprietary technology, AI capabilities, or patents.
Naughty Nuts firmographics
Firmographics- Name
- Naughty Nuts
- Legal name
- Naughty Nuts
- Website
- https://naughtynuts.de
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Naughty Nuts is a Germany-based DTC e-commerce retailer selling organic, vegan, sugar-free nut butters, spreads, snacks, granolas, and date bars to health-conscious and plant-based consumers across 11+ European countries and the US via its Shopify storefront and B2B retail channel.
- Ownership category
- akta.pro rank
Naughty Nuts industry classification
Industry- Product category
- Organic Nut Butters & Snacks
- NAICS
- Roasted Nuts and Peanut Butter Manufacturing (311911), Sugar and Confectionery Product Manufacturing (3113), Bakeries and Tortilla Manufacturing (3118), Other Specialty Food Retailers (44529)
- SIC
- Food And Kindred Products (2000), Sugar & Confectionery Products (2060), Bakery Products (2050)
- akta.pro primary industry
- Nuts Processing & Roasting (AFAKAIAF)
- akta.pro secondary industry
- Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups) (CRAHAKAH)
Keywords
Where Naughty Nuts is headquartered
LocationHeadquarters
- HQ city
- Cologne
- HQ country
- Germany
- HQ region
- Europe
Markets served
Naughty Nuts business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through their German e-commerce platform (naughtynuts.de) featuring nut butters, spreads, snacks, granolas, and date bars. Products sold as individual items and themed bundles (starter packs, variety bundles) with tiered pricing.
- B2B Retail Sales: Business-to-business sales through retail partnerships, with a dedicated B2B registration page for becoming a retailer. Distribution to physical retail stores across Europe.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single products and bundles with volume discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Naughty Nuts product offering
Product offeringCore offering
Naughty Nuts is a German-based direct-to-consumer e-commerce retailer that produces and sells organic, vegan nut butters, spreads, granolas, snack bars, nut butter cups, and related specialty foods under its own brand. The company also curates and resells complementary third-party organic brands (Bett'r, Roobar, Kookie Cat) and offers curated starter packages and bundles.
Product overview
Naughty Nuts is an online specialty retailer of organic nut butters, spreads, and snacks based in Germany. The product portfolio centers on their core Naughty Nuts brand offerings organized into five main categories: sweet nut butters (Nussmuse Süß), pure nut butters (Nussmuse Pur), ready-to-spread creams (Aufstriche), snacks (including wafers, salted nuts, chocolate-covered nuts, nut butter cups, and date bars), and granolas. The company also offers curated starter packages and bundles for new customers. Recently expanded into the matcha segment with Matcha Cups, Matcha Waffelriegel, and Happy Matcha Creme. Naughty Nuts also distributes complementary third-party organic brands including Bett'r (granolas, bars, cookies, wafers, baking mixes), Roobar (protein bars), and Kookie Cat (cookies). All products emphasize 100% natural ingredients, organic certification (DE-ÖKO-006), vegan formulation, no added sugar, and no palm oil. The company sells directly to consumers via Shopify-powered e-commerce with shipping throughout Europe and internationally.
Differentiator
Problem solved
Functional benefit
Brands
- Lebensmittel-retter: Food rescue category featuring products that help reduce food waste
Products and services
- Nussmuse Süß (Sweet Nut Butters) Organic sweetened nut butters including flavors like Choco Crush, Salted Caramel, Gebrannte Mandel, and white variants. Made from 100% natural ingredients without palm oil or added sugar. Targeted at health-conscious consumers seeking alternatives to conventional chocolate spreads.
- Nussmuse Pur (Pure Nut Butters) Organic unsweetened pure nut butters including Cashew, Almond, Pistachio, Hazelnut, Peanut, and Sesame Tahini. Single-ingredient products without additives, targeted at clean-label and protein-focused consumers.
- Aufstriche (Spreads) Ready-to-spread nut cream products including Happy White Hazel Creme, Happy Nougat Creme, Happy Coconut Creme, Happy Pistazien Creme, Happy Matcha Creme, and Mr. Tom Creme. Premium spreads with creative flavor combinations targeted at breakfast and snacking use cases.
- Snacks Snack products including Waffel Snacks (wafers), Waffelschnitten, Waffelriegel, Salted Nuts (pistachios, cashews, almonds), Schoko Nüsse (chocolate-covered nuts), Nut Butter Cups, and Dattel Riegel. Targeted at on-the-go healthy snacking.
- Granolas Organic granola products in various flavors including Cashew Red Berries, Protein variants, Macadamia Salted Caramel, and Erdnuss Schoko. Sold as individual packages and bundles for breakfast use.
- Matcha Products New matcha-flavored product line including Matcha Cups Cashew Strawberry, Waffelriegel Matcha Strawberry, and Happy Matcha Creme. Made with organic matcha powder and targeting the matcha trend segment.
- Nut Butter Cups Bio Nutbutter Cups Mixed Box featuring chocolate-covered nut butter cups with various flavors like salted caramel, raspberry, and mixed nuts, plus the new Matcha Cashew Cups Strawberry.
- Pakete & Bundles (Starter Packages) Pre-curated product bundles and starter packages including Einsteiger Paket (beginner packages) for nut butters, snacks & spreads, and granolas, plus Mix-Bundles. Priced between €39.54 and €65.18 with bundle savings of 5-12%.
- Backen & Essentials Baking products including Bio Brownie Backmischung (brownie mix) and Bio Pancake Backmischung (pancake mix) for homemade organic baking.
- Lebensmittel-retter Food rescue products featuring discounted items approaching best-before dates, offering value to customers while reducing food waste.
Companies that use Naughty Nuts
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Naughty Nuts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Naughty Nuts partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Bett'rminorBett'r is a third-party organic brand featured in Naughty Nuts' online store. Products include Bett'r granolas, cookies, nut butter bars, and baking mixes sold alongside Naughty Nuts' own products.
- RoobarminorRoobar is a third-party organic chocolate bar brand whose products (Roobar Mix-Bundle, Large Chocolate Bar Box) are sold in Naughty Nuts' online store.
- Kookie CatminorKookie Cat is a third-party brand offering gluten-free cookies. Their product (Großes Cookie Probierpaket) is sold through Naughty Nuts' e-commerce platform.
- DHL GoGreencoreDHL GoGreen is the shipping partner for Naughty Nuts, providing CO2-neutral shipping services. This partnership supports the company's sustainability positioning and environmental commitments.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Naughty Nuts competitors and assessment
Company assessmentDirect peers
- Artisana Organics: US organic raw nut butter brand sold through DTC, natural food retail, and online channels. Comparable on organic certification, single-ingredient and blended nut butter portfolio, and natural foods positioning.
- Barney Butter: US almond butter specialist brand selling flavored and plain almond butters via DTC and retail. Comparable as a nut-butter specialist brand with similar flavor-extension strategy to Naughty Nuts' Nussmuse Süß line.
- Pip & Nut: UK-based DTC nut butter brand offering flavored and natural nut butters via direct e-commerce and retail. Closely comparable DTC model, product mix, and clean-label positioning to Naughty Nuts.
- Fix & Fogg: New Zealand-based DTC nut butter brand sold internationally via e-commerce. Highly comparable on premium nut butter positioning, online-first model, and export-driven growth strategy.
- Justin's: US nut butter and snack brand (acquired by Hormel) sold through DTC, grocery, and natural foods channels. Comparable premium nut butter and snack bar portfolio with similar clean-label cues.
- 88 Acres: US-based maker of seed- and nut-based snacks and butters sold through DTC and specialty retail. Comparable on allergen-friendly, clean-ingredient snack assortment and direct e-commerce distribution.
Broad incumbents
- Zentis: Established German confectionery and spread manufacturer with deep retail penetration across Europe. Comparable as a German spreads category incumbent whose mainstream chocolate spreads Naughty Nuts positions against.
- Ferrero: Global confectionery incumbent owning Nutella, the category leader Naughty Nuts explicitly contrasts against with its clean-label, no-palm-oil positioning. Relevant as the dominant competitor the brand is built to differentiate from.
- Rapunzel Naturkost: Major German organic food manufacturer with a broad portfolio of nut butters, spreads, and pantry staples. Comparable as a German-headquartered organic food brand operating across both retail and online channels.
Regional players
- Manna Packung: Hungarian organic nut butter and spread brand with European specialty retail distribution. Comparable as a Central European organic nut butter brand with similar product philosophy, though serving primarily Eastern European retail rather than direct DTC.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Naughty Nuts social profiles
Digital presenceNaughty Nuts compliance and trust
Trust signalCompliance2 records
Naughty Nuts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naughty Nuts leadership team
Management profileNumber of profiles
Profiles2 records
Naughty Nuts funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naughty Nuts 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 Naughty Nuts
What does Naughty Nuts do?
Naughty Nuts is a German-based direct-to-consumer e-commerce retailer that produces and sells organic, vegan nut butters, spreads, granolas, snack bars, nut butter cups, and related specialty foods under its own brand. The company also curates and resells complementary third-party organic brands (Bett'r, Roobar, Kookie Cat) and offers curated starter packages and bundles.
Is Naughty Nuts a public or private company?
Naughty Nuts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naughty Nuts founded?
Naughty Nuts was founded in 2020. It employs 1 to 10 people.
Where is Naughty Nuts based?
Naughty Nuts is headquartered in Cologne, Germany, in the Europe region.
How does Naughty Nuts make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B Retail Sales.
Who are Naughty Nuts's main competitors?
Direct peers on record are Artisana Organics, Barney Butter, Pip & Nut, Fix & Fogg, Justin's and 88 Acres. Broad incumbents are Zentis, Ferrero and Rapunzel Naturkost. Manna Packung is listed as a regional player.
Does Naughty Nuts have an API?
No public API is recorded for Naughty Nuts.
What industry is Naughty Nuts in?
Naughty Nuts's product category is Organic Nut Butters & Snacks. Its primary akta.pro industry code is AFAKAIAF, Nuts Processing & Roasting, with a secondary code of CRAHAKAH, Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups). Its NAICS code is 311911 and its SIC code is 2000.