Muscle Meat

What Muscle Meat does

Muscle Meat is a Netherlands-based direct-to-consumer online retailer specializing in high-protein frozen foods and supplements targeted at fitness enthusiasts, bodybuilders, and busy meal-preppers. Founded in 2013 and headquartered in Ankeveen, the company sells ready-to-eat frozen meals (40–50g protein per portion for muscle-building, 30–40g for cutting), meal-prep components (pre-cooked proteins, vegetables, carbohydrates, fish), and an owned supplement sub-brand called Dutch Giant Nutrition (whey protein, creatine, pre-workout). The core technical proposition is an Individually Quick Frozen (IQF) portion-control system in which all items are frozen loose rather than in solid blocks, allowing customers to portion out exact quantities without defrosting — combined with a flash-fried pre-cooking process for chicken products that preserves moisture while keeping fat content low.

The business operates a DTC-first model through its own e-commerce storefront (musclemeat.nl) with evening frozen delivery via Trunkrs and non-frozen shipping via PostNL, complemented by physical retail distribution through Jumbo supermarkets and a cross-border Belgian VAT registration. Revenue is generated through unit-priced transactions across frozen ready meals (€4.99–€6.95), bulk meal-prep ingredients (e.g., 2.5KG roasted chicken at ~€11.98/kg), supplements (€19.95–€37.95), and accessories, with volume tiering and €150 free-shipping thresholds incentivizing larger baskets. The company is founder-owned and operated by Olivier Richters ("The Dutch Giant"), a 2.18m former body-transformation influencer whose personal brand is leveraged across marketing, product naming, and the Dutch Giant Nutrition line. Chicken is sourced from Kanoa Poultry in Thailand under a halal-certified, EU-audited supply chain, and customer-acquisition channels are dominated by organic social, the Bodybuilding.nl forum community, and word-of-mouth referrals within Dutch fitness circles.

Name

Muscle Meat

Legal name

Muscle Meat

Website

https://musclemeat.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Muscle Meat is a Netherlands-based DTC online retailer of high-protein frozen ready meals, meal-prep ingredients, and Dutch Giant Nutrition supplements, serving fitness enthusiasts and meal-preppers across the Netherlands and Belgium via its own storefront and Jumbo supermarkets.

Ownership category

akta.pro rank

Product category

Frozen Sports Nutrition and Meal Prep Foods

NAICS

Meat Retailers (445240), Meat Retailers (44524)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Meat & Poultry Meals & Value-Added Proteins (CRADADAH)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs) (AFANAFAH), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Weight Gain & Muscle-Building Nutrition (HSADAFAC)

Keywords

• Frozen meal prep
• High-protein foods
• Sports nutrition
• Fitness supplements
• Ready-to-eat meals

Headquarters

HQ city

Ankeveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce retail of frozen high-protein foods: Muscle Meat sells a wide range of frozen ready meals, meal-prep components, meat, fish, vegetables, carbohydrates, snacks, sauces, and beverages directly to consumers through its own online storefront. Revenue is generated on a per-transaction basis where customers purchase individual products or bulk quantities at unit prices. Bulk purchasing (e.g., 2.5KG or 1KG packs) offers lower per-kilogram pricing, creating natural upsell incentives.
2. Dutch Giant Nutrition branded supplements: The company owns and sells the Dutch Giant Nutrition supplement line — including whey protein, creatine, pre-workout, vitamins, and beef bars — through its own e-commerce platform and potentially through the Jumbo retail partnership. These products carry higher per-unit margins than raw frozen ingredients.
3. Retail distribution through Jumbo: Muscle Meat products are also sold through Jumbo supermarket physical locations, generating wholesale-style revenue through a retail channel partner.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Muscle Meat is an online supermarket that sells high-protein, fitness-oriented frozen foods directly to consumers in the Netherlands and Belgium. Its assortment includes flash-frozen ready-to-eat meals, meal-prep components (pre-cooked chicken, beef, fish, vegetables, carbohydrates), its own Dutch Giant Nutrition supplement line (whey protein, creatine, pre-workout), protein snacks, and light sauces. All products are individually quick frozen (IQF) so customers can portion out exactly what they need without defrosting the entire package.

Product overview

Muscle Meat is an online supermarket for fitness nutrition, operating as 'The Dutch Giant' brand. The offering is a multi-category platform combining frozen ready-to-eat meals (High Protein Meals with 40-50g protein), meal prep ingredients (pre-cooked vegetables, meats, carbohydrates), Dutch Giant Nutrition own-brand supplements (whey protein, creatine, pre-workout), and protein snacks/drinks. Products are sold frozen and shipped directly to consumers, with retail availability at Jumbo. The portfolio spans core food categories (meat, fish, vegetables, carbohydrates) alongside proprietary supplement sub-brand, positioning as a one-stop-shop for fitness-oriented nutrition.

Differentiator

Problem solved

Functional benefit

Products and services

• High Protein Meals (Kant-en-klare maaltijden) Ready-to-eat frozen high-protein sport meals providing approximately 550 kcal and 40-50g protein per serving for muscle building or approximately 350 kcal and 30-40g protein per serving for fat loss; available in multiple cuisines including chicken, beef, and vegetarian options; targeted at fitness enthusiasts.
• Meal Prep Producten Pre-cooked frozen meal-prep ingredients including roasted chicken, vegetables, rice, pasta, and potatoes that can be heated in a microwave or pan; targeted at meal-preppers and busy professionals seeking one-minute balanced meals.
• Dutch Giant Nutrition Supplements Own-brand lab-tested sports nutrition supplements including whey protein isolate, whey concentrate, creatine monohydrate, pre-workout, protein coffee, clear whey, vitamins, and ZMA; targeted at fitness enthusiasts seeking transparent, filler-free formulations.
• Vlees & Kip (Meat & Chicken) Frozen chicken and beef products including chicken breast chunks, beef jerky, meatballs, burgers, gyros, and shawarma in various flavors; most chicken and select beef cuts (Ribeye, Entrecote) are halal-certified.
• Vis (Fish) Frozen fish products including salmon fillet and white fish, rich in proteins and omega fatty acids.
• Koolhydraten (Carbohydrates) Pre-cooked carbohydrate sources including potato, rice, pasta, and legumes available in bulk frozen format for meal assembly.
• Groenten & Fruit (Vegetables & Fruit) Frozen vegetables and fruits including broccoli, spinach, corn, peas, berries, and other varieties for meal assembly.
• Protein Snacks & Drinks High-protein snacks and beverages including beef jerky, protein bars (Barebells, Dutch Giant Beef Bar), protein milk, and Protein Zero drinks; tiered volume pricing on Protein Zero Frisdrank (1-5, 6-11, 12+ units).
• Light Sauces (Smaakmakers & Sauzen) Low-calorie fiber-based sauces including Teriyaki, Sweet Chili, and BBQ flavors with 10-15 kcal per 15ml serving.

Quantifiable outcome

• High-protein meals for muscle building provide approximately 550 kcal and 40–50g protein per serving; cutting meals provide approximately 350 kcal and 30–40g protein per serving
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• JumbocoreChannel Partner/ Reseller/ DistributorMuscle Meat has established a retail distribution partnership with Jumbo, one of the largest supermarket chains in the Netherlands. Muscle Meat products are sold through Jumbo physical store locations, providing physical retail visibility and accessibility beyond the online channel. The partnership is highlighted on Muscle Meat's own website under 'Ook verkrijgbaar bij Jumbo' (Also available at Jumbo).
• Bodybuilding.nlminorChannel Partner/ Reseller/ DistributorBodybuilding.nl is the largest Dutch-language online fitness and bodybuilding community forum. Muscle Meat is featured and promoted on this forum platform, driving referral traffic and word-of-mouth awareness within the core fitness enthusiast audience. The partnership logo is displayed in the website footer under 'Partners'.
• Fitness SellerminorChannel Partner/ Reseller/ DistributorFitness Seller is a fitness industry retailer/platform. Muscle Meat's logo is displayed in the website footer under 'Partners', indicating a referral or channel relationship within the fitness retail ecosystem.
• Kanoa Poultry (Thailand)coreTechnology or IntegrationKanoa Poultry is Muscle Meat's primary supplier of chicken products. Based in Thailand — the world's second-largest chicken exporter — Kanoa Poultry provides IQF-processed, halal-slaughtered chicken that is microbiologically lab-tested and EU-approved. Muscle Meat sources its pre-cooked chicken products (e.g., roasted chicken cubes, nuggets, strips) from this supplier. The factory receives annual EU audits and holds relevant certifications.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Body & Fit: Dutch online sports nutrition and fitness food retailer with a broad catalogue of protein products, supplements, and ready meals — the closest direct competitor to Muscle Meat in the Netherlands and Belgium DTC fitness nutrition space.
• Foodspring: Berlin-based premium sports nutrition brand selling protein powders, bars, and ready meals across Europe. Overlaps with Muscle Meat on the high-protein meal/snack category and the influencer-led positioning.
• XXL Nutrition: Large Dutch sports nutrition brand with own-brand supplements, high-protein meals, and snacks sold through DTC e-commerce and selected retail. Directly comparable to Muscle Meat on product mix (supplements + frozen high-protein foods) and target customer.

Emerging players

• OhMyFood (high-protein meal prep): Emerging Dutch fitness-meal-prep brand serving the same persona as Muscle Meat (athletes, bodybuilders) with chef-prepared fresh meals. Comparable on target customer and meal-prep use case, with a different (fresh, not frozen) delivery model.

Broad incumbents

• Bulk Powders: UK-based DTC sports nutrition brand offering own-label supplements, protein snacks, and high-protein foods across Europe. Comparable to Muscle Meat on the DTC + own-brand supplement flywheel, with significantly larger scale.
• MyProtein: Global leader in sports nutrition (whey, creatine, ready-to-drink protein, snacks) owned by THG. Comparable on supplements and protein-forward DTC mechanics; broader catalogue, deeper discounting, and materially larger marketing budget.
• HelloFresh Netherlands: Dutch arm of the global meal-kit leader. Adjacent competitor for time-poor fitness consumers who still want home-cooked high-protein meals; competes with Muscle Meat for the same household food budget.

Others

• Jumbo: One of the two largest supermarket chains in the Netherlands and Muscle Meat's most important offline retail partner. Included as a peer because Jumbo's private-label and fresh high-protein ranges compete with Muscle Meat's frozen offering on Jumbo's own shelves.

Regional players

• FitForMe: Dutch supplement brand focused on nutritional support for bariatric patients and active lifestyles. Comparable on Dutch DTC supplement distribution and the meal-planning/nutrition-coaching layer, though targeting a different primary persona.
• NewMe Athletics: Dutch fitness meal-prep brand offering fresh, chef-cooked high-protein meals delivered to Dutch consumers. Comparable on the 'fitness-oriented meal' proposition but competing via a fresh, refrigerated model rather than Muscle Meat's frozen IQF approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/musclemeatNL
• Instagraminstagram.com/musclemeatnl
• LinkedInlinkedin.com/company/muscle-meat-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Muscle Meat