3Bears Foods

What 3Bears Foods does

3Bears Foods GmbH is a Munich-based consumer food company founded in 2016 by Caroline and Tim Nichols, specializing in sugar-free, 100% vegan oat-based breakfast products. Its core portfolio includes Overnight Oats (the flagship category, available in eight-plus flavors), Porridge, Granola, Oat Bars (Haferriegel), Nut Butters (Nussmuse), and breakfast accessories (overnight oats glasses and bowls). All products are formulated without industrial sugar, using dried fruits for natural sweetness, and are Bio-certified (DE-ÖKO-003) and B-Corp certified (89.1 points). The company operates a product-led growth model centered on a Shopify-powered direct-to-consumer storefront (3bears.de) with an integrated recurring subscription service called Spar-Abo, complemented by retail/grocery distribution in Germany and a dedicated B2B portal for retail partnerships.

The business monetizes through unit-based one-time purchases and subscription orders, with the Spar-Abo offering 20% discounts at flexible 4/6/8-week delivery intervals managed through the Loop Subscriptions platform. Free-shipping thresholds (€45 in Germany, £35 in the UK) and support for PayPal, Klarna, Amazon Pay, and local payment methods (iDEAL, Bancontact) indicate a deliberately frictionless cross-border checkout. Marketing is anchored by high-profile brand ambassadors — FC Bayern Munich strikers Harry Kane and Serge Gnabry, food creator Sally Özcan (Sallys Welt), and entrepreneur Sarah Harrison — supplemented by a content-driven recipe blog, Klaviyo email, paid social, and search marketing. In 2025, 3Bears secured a high seven-figure investment round from strategic investor Serge Gnabry to fund expansion into the Netherlands, Belgium, and the UK, alongside marketing and sustainable packaging initiatives. The company serves a long-tail base of 100,000+ consumers across more than 20 European countries, with no disclosed enterprise customers.

Name

3Bears Foods

Legal name

3Bears Foods GmbH

Website

https://3bears.de

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

3Bears Foods is a Munich-based food company that sells sugar-free, 100% vegan oat-based breakfast products — including overnight oats, porridge, granola, oat bars, and nut butters — directly to health-conscious consumers across 20+ European countries via its Shopify e-commerce store and a subscription service.

Ownership category

akta.pro rank

Product category

Breakfast Foods (Oat-Based Cereals)

NAICS

Breakfast Cereal Manufacturing (311230)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

Keywords

• Oat-based breakfast products
• Sugar-free oatmeal
• Vegan overnight oats
• Organic breakfast cereals
• Porridge and granola

Headquarters

HQ city

Munich

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, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Online sales through company's own e-commerce platform (3bears.de) with product categories including Overnight Oats, Porridge, Granola, Oat Bars, Nut Butters, and accessories. Offers one-time purchases and subscription (Spar-Abo) with 4, 6, or 8 week delivery cycles.
2. Retail/Wholesale: Products sold through retail/grocery stores in Germany and expanding markets. The company mentions B2B channel for retail partnerships.
3. Subscription (Spar-Abo): Recurring subscription model with flexible delivery options every 4, 6, or 8 weeks. Customers can pause or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

3Bears Foods manufactures and sells sugar-free, 100% vegan, Bio-certified oat-based breakfast products including Overnight Oats, Porridge, Granola, Oat Bars, Nut Butters, and accessories. Products are distributed primarily through a Shopify-powered direct-to-consumer e-commerce platform with a recurring subscription model (Spar-Abo), supplemented by retail/grocery partnerships across Germany and 20+ European countries. The portfolio includes co-branded lines with ambassadors Harry Kane (cereals), Serge Gnabry, Sally Özcan, and Sarah Harrison (granola), plus a Bluey-branded kids range.

Product overview

3Bears Foods is a Munich-based food-tech startup founded in 2016 by Caroline and Tim Nichols, offering a portfolio of oat-based breakfast products. The core offering centers on Overnight Oats (pre-prepared by soaking overnight) and Porridge (hot cereal requiring cooking), supplemented by Granola, Cereals (Harry Kane's Cereals), Oat Bars, Nut Butters (Nussmuse), and breakfast accessories (Oat Glasses and Bowls). The company also offers a kids line (Bluey Kids Range) and protein-enhanced products. Products are distributed through an e-commerce subscription model (Spar-Abo) and retail partnerships across DACH countries and the UK. All products are 100% vegan, free from industrial sugar, and certified organic (Bio) and B-Corp. Notable brand collaborations include Harry Kane (FC Bayern striker), Serge Gnabry (investor and ambassador), Sarah Harrison (Granola), and Sally Özcan (Sallys Welt overnight oats).

Differentiator

Problem solved

Functional benefit

Brands

• 3Bears X Harry Kane: Harry Kane's cereals - a collaboration product line featuring porridge and cereal products with FC Bayern striker Harry Kane.
• 3Bears X Sarah Harrison
• Sallys Peanut Brownie
• Sallys Nussecke
• Bluey Kids Range

Products and services

• Overnight Oats Ready-to-eat oat blends designed to be soaked overnight in milk or plant-based drinks, available in multiple flavors including Edle Erdbeere (Strawberry), Tiramisu, Coconut Bliss, Kokos Himbeere (Coconut Raspberry), Haselnuss-Kakao (Hazelnut Cocoa), Sallys Peanut Brownie, Sallys Nussecke, and Cinnamon Roll. Targeted at consumers seeking a convenient, sugar-free, vegan breakfast option.
• Porridge Hot oat cereal mixes prepared by adding liquid, offered in flavors such as Zimtiger Apfel (Cinnamon Apple) and protein-enhanced variants. Targeted at consumers looking for a warm, sugar-free, vegan breakfast option.
• Granola Crunchy oat-based granola cereal, including a co-branded 3Bears X Sarah Harrison variety developed with entrepreneur and influencer Sarah Harrison. Targeted at consumers wanting a sugar-free, vegan granola for breakfast or snacking.
• Harry Kane's Cereals Cereal product line co-developed with brand ambassador Harry Kane, FC Bayern striker and England national team captain, including Harry Kane's Oat Cocoa Crunch. Marketed to sports and lifestyle consumers following the Harry Kane partnership.

Quantifiable outcome

• Over 100,000 satisfied 3Bears fans

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core, secondary and minor.

• Harry KanecoreGTM or Marketing PartnerCaptain of England national football team and FC Bayern Munich striker Harry Kane serves as brand ambassador for 3Bears. Harry Kane's Cereals product line developed as collaborative product. Described as a professional footballer who values healthy nutrition.
• Sally Özcan (Sallys Welt)coreStrategic or Co-development PartnerGerman food creator and entrepreneur Sally Özcan (known for Sallys Welt) collaborated with 3Bears to develop exclusive overnight oats flavors including Sallys Peanut Brownie and Sallys Nussecke. Product development partnership with co-branded products.
• Sarah HarrisonsecondaryGTM or Marketing PartnerBritish entrepreneur and influencer Sarah Harrison partnered with 3Bears to develop a signature granola product. She shares 3Bears' passion for high-quality foods that are both delicious and wholesome.
• DHL GoGreensecondaryOthers3Bears uses DHL GoGreen for all shipping, a climate-neutral shipping solution that reduces greenhouse gas emissions and local air pollutants to minimize environmental impact from online deliveries.
• Andreas Schmid Kontraktlogistik GmbH & Co. KGminorOthersContract logistics partner handling product returns at their facility in Gersthofen, Germany (Hall 11, Daimlerstraße 15, 86368 Gersthofen).

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Verival: Austrian organic muesli, granola, and porridge brand focused on Bio-certified products. Comparable as a regional DACH organic breakfast brand with similar vegan/sugar-free positioning and retail distribution, competing for the same shelf and consumer.
• Jordans: UK cereal and granola brand with strong sustainability positioning (Fairtrade, Wildlife Friendly). Comparable as a regional premium breakfast brand in one of 3Bears' priority expansion markets (UK), with overlapping clean-label and sustainability credentials.
• Carman's Muesli: Australian premium muesli and granola brand sold in grocery and DTC channels. Comparable as a premium-positioned regional breakfast brand pursuing international expansion through DTC and retail partnerships.

Direct peers

• FREIHEIT/Organic Muesli Brands (e.g., Barnhouse): Barnhouse is a German organic muesli brand with strong retail distribution. Comparable as a DACH organic breakfast CPG competing for the same health-conscious, Bio-certified consumer at retail shelf and DTC.
• Bobo's Oat Bars: US-based DTC and retail oat snack-bar brand. Comparable as a peer in 3Bears' oat bar (Haferriegel) line, with similar clean-label and grab-and-go positioning targeting health-conscious consumers.
• Hafervoll: German DTC overnight oats and porridge brand offering sugar-free, vegan oat products with subscription bundles. Closely comparable on category (overnight oats), GTM (Shopify D2C + subscription), and target customer (health-conscious German consumers).
• MyMuesli: Pioneering German DTC muesli/granola brand with custom-mix configurator, subscription, and retail presence. Comparable as a digitally native, premium-ingredient CPG brand in the German breakfast category targeting similar health-conscious and vegan-leaning consumers.

Broad incumbents

• Quaker Oats: Global oats/porridge incumbent owned by PepsiCo with strong European presence. Comparable as the scale incumbent in the same oat-based breakfast category, defining retail pricing and shelf norms that 3Bears must position above on clean-label and sustainability.
• Kölln: Market-leading German oats and porridge brand (Köllnflocken) under Peter Kölln. Comparable as the dominant incumbent in German oat-based breakfast, providing scale benchmarks and retail competition that 3Bears must differentiate against.
• Dr. Oetker: Major German food conglomerate with broad breakfast and baking portfolios. Comparable as a broad incumbent in German packaged food with retail muscle and brand-building resources that any premium DTC challenger must contend with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/3bears

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 3Bears Foods