AstaReal
AstaReal AB is a Swedish producer of natural astaxanthin from Haematococcus pluvialis microalgae, supplying bulk B2B ingredients and a growing portfolio of consumer health brands (Astaxin, Kyolic, Membralife, Medcoat) globally under Fuji Chemical Industries.
- Company typePrivate
- Founded1988
- HeadquartersNacka, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What AstaReal does
AstaReal AB is a Swedish biotechnology and natural-ingredient company that is the world's first and most clinically studied commercial producer of natural astaxanthin, derived from the microalgae Haematococcus pluvialis. Founded in 1988 and headquartered in Nacka, Sweden, the company operates proprietary indoor photobioreactor cultivation in Gustavsberg that consistently yields biomass with 5% astaxanthin concentration — among the highest globally — with full batch traceability, internal laboratory testing, and external accredited-lab verification. The company is wholly owned by Japanese pharmaceutical firm Fuji Chemical Industries (acquired 2003) and is part of a global AstaReal Group with sister entities in the USA, Singapore, India, China, Japan, and Australia.
AstaReal operates a dual B2B / direct-to-consumer business model. The B2B side supplies bulk natural astaxanthin in multiple formats (algal meal, oil, water-dispersible powder, softgels, vegan capsules, gummies) to nutraceutical, cosmetic, food & beverage, and animal-nutrition manufacturers, backed by FDA GRAS, EFSA food-ingredient approval (2025), ISO 9001, FSSC 22000, HACCP, Halal, Kosher, Informed Ingredient, and Vegan Society certifications. The DTC side sells the Astaxin dietary-supplement brand, the Astaxin Stockholm skincare line, Membralife (sea buckthorn), Kyolic (aged garlic, acquired 2025), and Medcoat (swallowing-aid coating) via e-commerce, Swedish pharmacies, health-food retailers, and exclusive regional distributors such as Lithos Ingredients in Benelux. Distribution of the Astaxin brand was brought in-house in 2024, marking the company's strategic pivot into branded consumer health.
AstaReal firmographics
Firmographics- Name
- AstaReal
- Legal name
- AstaReal AB
- Website
- https://astareal.se
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AstaReal AB is a Swedish producer of natural astaxanthin from Haematococcus pluvialis microalgae, supplying bulk B2B ingredients and a growing portfolio of consumer health brands (Astaxin, Kyolic, Membralife, Medcoat) globally under Fuji Chemical Industries.
- Ownership category
- akta.pro rank
AstaReal industry classification
Industry- Product category
- Natural Astaxanthin Ingredients
- NAICS
- Food Manufacturing (311)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Condition-Specific Bioactives (Glucosamine/Chondroitin, Plant Sterols, Melatonin, Lutein/Zeaxanthin) (AFAJAKAK)
- akta.pro secondary industries
- Pigments & Colorants (Carotenoids, Canthaxanthin) (AFADALAJ), Antioxidants & Preservatives (BHA/BHT, Tocopherols, Mold Inhibitors) (AFADALAG)
Keywords
Where AstaReal is headquartered
LocationHeadquarters
- HQ city
- Nacka
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
AstaReal business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- B2B bulk astaxanthin ingredients: AstaReal supplies natural astaxanthin in bulk forms (algal meal, oil, water dispersible powder) to food supplement, cosmetics, food & beverage, and animal nutrition brands globally
- B2B finished formulations: Sale of finished formulations including gelatin softgels, vegan capsules, vegan softgels, and gummies containing AstaReal natural astaxanthin to B2B customers and contract manufacturers
- Consumer product sales: Direct-to-consumer sales of Astaxin dietary supplements, Astaxin Stockholm skincare, Membralife, Kyolic, and Medcoat through e-commerce (astaxin.store), pharmacies, and health food stores
- Animal nutrition ingredients: NOVASTA brand astaxanthin products for animal health including biomass powder (4.5-5% astaxanthin) and encapsulated biomass (1.5% astaxanthin) sold to pet food, aquaculture, livestock, and horse feed manufacturers
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
AstaReal product offering
Product offeringCore offering
AstaReal produces natural astaxanthin from the microalgae Haematococcus pluvialis using proprietary indoor photobioreactor cultivation. The company supplies bulk astaxanthin ingredients in multiple formats (algal meal, oil, water-dispersible powder) and finished formulations (softgels, vegan capsules, gummies) to B2B manufacturers in food supplements, cosmetics, food & beverage, and animal nutrition. AstaReal also sells its own consumer brands (Astaxin, Astaxin Stockholm, Membralife, Kyolic, Medcoat) directly to end consumers via e-commerce, pharmacies, and health food stores.
Product overview
AstaReal operates as both a consumer products company and B2B ingredients supplier. The consumer segment centers on the Astaxin brand of dietary supplements featuring natural astaxanthin, complemented by the Astaxin Stockholm skincare line, Membralife sea buckthorn products, Kyolic garlic supplements, and Medcoat capsule coating technology. The B2B division supplies natural astaxanthin in bulk formats (algal meal, oil, water-dispersible powder, gelatin and vegan capsules, softgels, and gummies) to manufacturers. A separate animal nutrition line offers NOVASTA astaxanthin products for feed applications.
Differentiator
Problem solved
Functional benefit
Brands
- Astaxin: Dietary supplements designed to support health from within, built around astaxanthin combined with nutrients like vitamin C, vitamin E, vitamin D and omega-3 fatty acids.
- Astaxin Stockholm
- NOVASTA
- Membralife
- Kyolic
- Medcoat
Products and services
- Astaxin Premium dietary supplement brand built around natural astaxanthin combined with nutrients such as vitamin C, vitamin D, vitamin E and omega-3 fatty acids, designed to support health from within including immune function, muscle endurance, brain and cognitive health, vision, skin health, and cardiometabolic health. Sold directly to consumers and through B2B channels.
- Astaxin Stockholm Premium vegan skincare range enriched with natural astaxanthin, formulated to help skin stay balanced, healthy, and strong. Made from naturally sourced ingredients. Targeted at health-conscious consumers seeking science-backed topical beauty products.
- Membralife Sea buckthorn-based product line including dietary supplement capsules with organic sea buckthorn oil and the Active Glow Serum, developed to prevent dry skin and mucous membranes. Targeted at consumers seeking natural skin and membrane health support.
- Kyolic Aged garlic extract dietary supplement made from organically grown garlic aged for up to 20 months, formulated to help maintain normal blood pressure and cholesterol levels. Targeted at consumers seeking cardiovascular and immune support.
- Medcoat Specialty coating designed for tablets and capsules to make swallowing easier, masking the taste of medications and supplements with citrus, strawberry, or cola flavor. Targeted at consumers with difficulty swallowing pills.
- AstaReal Natural Astaxanthin (B2B Bulk Ingredients) Bulk natural astaxanthin ingredients supplied to manufacturers in multiple formats: algal meal (5% astaxanthin powder), oil (10% astaxanthin), water-dispersible powder (2.5% astaxanthin), gelatin softgels, vegan HPMC capsules, vegan softgels, and gummies. For food supplement, cosmetics, food & beverage, and animal nutrition brand owners and contract manufacturers.
- NOVASTA (Animal Nutrition) Specialty natural astaxanthin bulk products for animal nutrition, including NOVASTA biomass powder (4.5-5% astaxanthin) and NOVASTA EB15 (encapsulated biomass, 1.5% astaxanthin). Sold to pet food, aquaculture, livestock, and horse feed manufacturers for pigmentation, growth, immune function, and reproductive health.
- AstaGummy Boost Chewable gummy form delivering natural astaxanthin, designed to broaden consumer delivery formats beyond softgels and capsules. Targeted at consumers preferring gummy supplement format.
- Astaxin Magnesium Total New Astaxin product combining natural astaxanthin with magnesium, expanding the Astaxin consumer supplement line. Targeted at consumers seeking combined antioxidant and mineral support.
- Astaxin Vitamin D3+K2 (Vegan) New vegan Astaxin formulation combining natural astaxanthin with Vitamin D3 and K2, supporting AstaReal's commitment to plant-based supplement options. Targeted at vegan consumers and those seeking combined bone, cardiovascular, and antioxidant support.
Quantifiable outcome
- 5% astaxanthin concentration in biomass - one of the highest on the global market
- +1 more outcomes
Companies that use AstaReal
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
AstaReal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AstaReal partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Lithos IngredientscoreDutch company Lithos Ingredients became the exclusive distributor for AstaReal AB in the Benelux region (Netherlands, Belgium, Luxembourg). Partnership began approximately one year before June 2026 announcement. Lithos has 30+ years of experience with functional ingredients and works with premium exclusive ingredient partnerships. They serve established brands and new product projects within dietary supplements, with interest in astaxanthin for eye health, women's health, longevity, and healthy ageing applications.
- VattenfallminorPartnership with Vattenfall, one of Europe's largest producers and suppliers of electricity and heat, enables AstaReal to utilize excess heat produced during astaxanthin manufacturing. Since November 2022, excess heat is transferred to the district heating network, providing approximately 20% of heat required in Gustavsberg's residential area, equivalent to heating around 2,500 apartments. This circular business initiative supports sustainability goals.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
AstaReal competitors and assessment
Company assessmentDirect peers
- Cyanotech: Cyanotech is the closest direct competitor to AstaReal, producing natural astaxanthin from Haematococcus pluvialis microalgae in Hawaii under the BioAstin brand for nutraceutical and animal feed applications. It competes head-to-head in B2B bulk astaxanthin ingredients.
- Algalif: Algalif is an Icelandic producer of premium natural astaxanthin from Haematococcus pluvialis, targeting the same B2B supplement, cosmetics, and functional food customers as AstaReal. Comparable technology platform and product positioning make it a direct peer.
- Algatechnologies (Algatech): Algatech is an Israel-based producer of natural astaxanthin from Haematococcus pluvialis, supplying B2B ingredient customers in nutraceuticals and functional foods. Directly comparable to AstaReal's bulk astaxanthin offering.
Broad incumbents
- BASF (animal nutrition / astaxanthin): BASF produces synthetic astaxanthin (Lucantin) at industrial scale, dominating cost-sensitive aquaculture feed applications. As a broad incumbent, it competes with AstaReal's NOVASTA line on price rather than on the natural/premium positioning AstaReal occupies.
Regional players
- Jiangshan (Shaanxi) Algae Tech: A Chinese producer of Haematococcus pluvialis-derived astaxanthin primarily serving the domestic and Asian nutraceutical and aquaculture markets. Comparable product but geographically focused, making it a regional rather than direct global competitor to AstaReal.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AstaReal social profiles
Digital presenceAstaReal compliance and trust
Trust signalCompliance2 records
AstaReal financial estimates
Financial estimateRevenue estimate
Valuation estimate
AstaReal leadership team
Management profileNumber of profiles
Profiles4 records
AstaReal subsidiaries and ownership
Company hierarchySubsidiaries6 records
AstaReal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AstaReal M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AstaReal
What does AstaReal do?
AstaReal produces natural astaxanthin from the microalgae Haematococcus pluvialis using proprietary indoor photobioreactor cultivation. The company supplies bulk astaxanthin ingredients in multiple formats (algal meal, oil, water-dispersible powder) and finished formulations (softgels, vegan capsules, gummies) to B2B manufacturers in food supplements, cosmetics, food & beverage, and animal nutrition. AstaReal also sells its own consumer brands (Astaxin, Astaxin Stockholm, Membralife, Kyolic, Medcoat) directly to end consumers via e-commerce, pharmacies, and health food stores.
Is AstaReal a public or private company?
AstaReal is a private company. It is classified as corporate owned and is currently operating.
When was AstaReal founded?
AstaReal was founded in 1988. It employs 11 to 50 people.
Where is AstaReal based?
AstaReal is headquartered in Nacka, Sweden, in the Europe region.
How does AstaReal make money?
Four revenue lines are on record. B2B bulk astaxanthin ingredients are the primary driver. The others are B2B finished formulations, consumer product sales and animal nutrition ingredients.
Who are AstaReal's main competitors?
Direct peers on record are Cyanotech, Algalif and Algatechnologies (Algatech). BASF (animal nutrition / astaxanthin) is listed as a broad incumbent. Jiangshan (Shaanxi) Algae Tech is listed as a regional player.
Does AstaReal have an API?
No public API is recorded for AstaReal.
What industry is AstaReal in?
AstaReal's product category is Natural Astaxanthin Ingredients. Its primary akta.pro industry code is AFAJAKAK, Condition-Specific Bioactives (Glucosamine/Chondroitin, Plant Sterols, Melatonin, Lutein/Zeaxanthin), with a secondary code of AFADALAJ, Pigments & Colorants (Carotenoids, Canthaxanthin). Its NAICS code is 311 and its SIC code is 2833.