Alnatura Produktions- und Handels

What Alnatura Produktions- und Handels does

Alnatura Produktions- und Handels GmbH is a Darmstadt-based, privately held German organic food retailer founded in 1984 by Götz E. Rehn and operating as an 'Arbeitsgemeinschaft' (working community) of over 3,000 employees. The company runs a chain of more than 150 Super Natur Markt stores across Germany and distributes a portfolio of over 1,300 bio-organic products through four sub-brands: Prima! Alnatura (entry-price private label), Alnatura Baby (organic infant nutrition and care), Alnatura Origin, and Alnatura Sélection (premium/artisanal lines). Product categories span grocery staples, snacks, beverages, frozen foods, natural cosmetics, baby care, and GOTS-certified organic textiles, with preferred sourcing from Demeter and Bioland certified biodynamic farms.

The business model is dual-channel. The primary revenue engine is own-store retail under the Super Natur Markt banner, supported by a centralized high-bay warehouse distribution center in Lorsch. A secondary wholesale and online distribution layer extends the brand through roughly 15+ named partner retailers and e-commerce platforms (including Rossmann, Müller, EDEKA24, Flaschenpost, knuspr.de, Wolt Market, Picnic, Billa, MIGROS Online, and farmy.ch) across Germany, Austria, Switzerland, Denmark, and Poland. Customer engagement is layered through the Mein Alnatura loyalty/account program, PAYBACK points integration, a monthly Alnatura Magazine, recipe content, and product testing initiatives.

Alnatura's differentiation is anchored in a proprietary external Quality Working Group (Arbeitskreis Qualität) with veto rights over product development, multi-certification compliance (EU-Bio, Demeter, Bioland, Naturland, NATRUE, GOTS), and a publicly reaffirmed non-GMO stance. Technology footprint is limited: Remira's Logomate software handles inventory optimization and demand forecasting, and the company explicitly does not operate its own e-commerce storefront or public API. Leadership is founder-led with seven managing directors, and the company is closely held with no parent or external investor disclosed.

Name

Alnatura Produktions- und Handels

Legal name

Alnatura Produktions- und Handels GmbH

Website

https://alnatura.de

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Alnatura Produktions- und Handels GmbH is a privately held German organic food retailer founded in 1984, operating 150+ Super Natur Markt stores in Germany and distributing 1,300+ bio-organic products under Prima!, Alnatura Baby, Origin, and Sélection sub-brands, serving health-conscious consumers and families via own retail and partner channels across DACH plus Denmark and Poland.

Ownership category

akta.pro rank

Product category

Organic Food Retail

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Wholesale-Groceries, General Line (5141), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Organic Packaged Foods Manufacturing (Certified Organic, Clean-Label) (AFAKAJAA)

Keywords

• Organic food retail
• Natural cosmetics
• Private label brands
• Baby food products
• Organic groceries

Headquarters

HQ city

Darmstadt

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Own retail store sales: Alnatura generates revenue through the operation of its own chain of Super Natur Markt retail stores, selling bio/organic food products directly to consumers.
2. Wholesale to trading partners: Alnatura supplies its products to third-party retail chains (e.g., Rossmann, Müller, EDEKA) and online marketplaces for resale to end consumers.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Alnatura Produktions- und Handels GmbH is a German organic food retailer that sells more than 1,300 certified bio (organic) products under its own private-label brands through a chain of over 150 Super Natur Markt stores in Germany and through wholesale to retail and online partners in Germany, Austria, Switzerland, Denmark, and Poland. Its offering spans grocery staples, snacks, beverages, frozen foods, baby and toddler food (Alnatura Baby), natural cosmetics, ecological diapers, organic baby textiles, and premium specialty lines (Alnatura Origin and Alnatura S\u00e9lection), with strict organic, Demeter/Bioland, and non-GMO quality standards enforced by an external Quality Working Group with veto rights.

Product overview

Alnatura Produktions- und Handels GmbH operates as a German organic food retailer with a multi-brand product portfolio centered around its own private label lines. The core offerings include Prima! Alnatura (budget-friendly everyday organic foods), Alnatura Baby (organic infant food and care products), Alnatura Origin (premium specialty items), and Alnatura Sélection (artisanal premium products). The company distributes over 1,300 organic products through its own Alnatura Super Natur Märkten (retail stores) and numerous online partner platforms across Germany, Austria, and Switzerland. The product range spans grocery staples, snacks, beverages, frozen foods, baby food, natural cosmetics, baby care items, and organic textiles. Alnatura's products are characterized by strict organic quality standards, with preference for Demeter and Bioland-certified ingredients, and are supported by an external Quality Working Group (Arbeitskreis Qualität) with veto authority over product development.

Differentiator

Problem solved

Functional benefit

Brands

• Prima! Alnatura: An own-brand private label offering affordable organic food products with strict quality guidelines.
• Alnatura Baby
• Alnatura Sélection

Products and services

• Prima! Alnatura

Quantifiable outcome

• Alnatura received the best rating among all companies surveyed by Deutsche Umwelthilfe for human rights and environmental standards along its coffee supply chain.
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

18 partnerships are on record, tiered minor and core.

• Kooray spice 'n easyminorChannel Partner/ Reseller/ Distributor · 1 January 2025German organic food startup Kooray won the first BIOFACH Start-up Award 2025 and secured listings at Alnatura and dennree, as well as placement options at REWE Süd stores. Since the award, Kooray has expanded to over 1,000 retail markets.
• Müller (Swiss operations)minorChannel Partner/ Reseller/ Distributor · 1 January 2024German drugstore chain Müller acquired 10 Alnatura stores from Migros in Switzerland as part of its expansion strategy. Müller operates 95 stores in Switzerland and is testing a longevity/health concept.
• Remira (Logomate)coreTechnology or IntegrationAlnatura uses Remira's Logomate inventory management software to optimize stock levels, improve demand forecasting, and coordinate deliveries across its over 150 stores. The software enables daily forecasting and collaborative planning with supplier partners.
• bioaufvorrat.deminorChannel Partner/ Reseller/ DistributorOnline partner offering national shipping of Alnatura products in Germany and Austria.
• EDEKA24minorChannel Partner/ Reseller/ DistributorOnline supermarket partner offering national shipping of Alnatura products in Germany.
• FlaschenpostminorChannel Partner/ Reseller/ DistributorQuick commerce partner delivering Alnatura products in Munich, Frankfurt, Berlin, Hamburg, Cologne, Düsseldorf, Dortmund, Münster, and other German cities.
• knuspr.deminorChannel Partner/ Reseller/ DistributorOnline supermarket partner delivering Alnatura products in Berlin, Munich, and the Rhein-Main area.
• myTime.deminorChannel Partner/ Reseller/ DistributorOnline supermarket delivering over 13,000 food items including frozen, chilled, produce, and Alnatura products nationwide to German consumers.
• PicnicminorChannel Partner/ Reseller/ DistributorApp-based online supermarket delivering Alnatura products in North Rhine-Westphalia, Germany.
• RossmannminorChannel Partner/ Reseller/ DistributorGerman drugstore chain offering national online shipping of Alnatura products in Germany, and also selling Alnatura in Denmark and Poland.
• Wolt MarketminorChannel Partner/ Reseller/ DistributorQuick commerce platform delivering Alnatura products in Berlin and Hamburg.
• BillaminorChannel Partner/ Reseller/ DistributorAustrian supermarket chain offering national online shipping of Alnatura products in Austria.
• gurkerl.atminorChannel Partner/ Reseller/ DistributorAustrian online supermarket delivering Alnatura products in Vienna and surrounding areas.
• MPreisminorChannel Partner/ Reseller/ DistributorTyrolean food retailer offering online shipping of Alnatura products in Austria.
• unimarktminorChannel Partner/ Reseller/ DistributorAustrian supermarket chain offering national online shipping of Alnatura products.
• MIGROS OnlineminorChannel Partner/ Reseller/ DistributorSwiss retailer's online platform offering national home delivery or PickMup collection of Alnatura products in Switzerland.
• farmy.chminorChannel Partner/ Reseller/ DistributorSwiss online market platform delivering Alnatura products in Switzerland and Liechtenstein.
• PAYBACKcoreGTM or Marketing PartnerAlnatura participates in the PAYBACK loyalty program, allowing customers to collect and redeem PAYBACK points at Alnatura Super Natur Märkte. The partnership drives customer retention and cross-promotion.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• basic AG: Basic AG operates the 'basic' chain of organic supermarkets in Germany with a comparable pure-organic, dedicated-store format to Alnatura's Super Natur Markt, targeting the same health-conscious urban and suburban consumer.
• Denns BioMarkt: Denns BioMarkt is the largest dedicated organic supermarket chain in DACH (~300 stores), operated by Dennree. It competes directly with Alnatura on organic grocery assortment, store footprint and certified-organic private label.
• Bio Company: Bio Company is a Berlin-based organic supermarket chain with full-format organic stores, comparable to Alnatura in product range, certified-organic positioning and metro-area store strategy.
• Dennree GmbH: Dennree is the leading organic food wholesaler in the DACH region and parent of Denns BioMarkt. As a fellow organic producer/wholesaler with private label programs, it is a direct comparable to Alnatura's production and trade operations.
• Reformhaus: Reformhaus is a long-standing German specialty retail chain focused on organic, natural and health foods, with comparable product categories (organic groceries, baby food, natural cosmetics) and similar target demographics.

Broad incumbents

• EDEKA Bio (EDEKA Zentral AG & Co. KG): EDEKA's nationwide grocery footprint includes an expanding certified-organic private label range (EDEKA Bio) sold alongside conventional products, representing the mainstream-incumbent threat to dedicated organic chains like Alnatura.
• REWE Bio (REWE Group): REWE Group's national full-service grocery and discount banners (REWE, PENNY) carry REWE Bio private label organic products, competing with Alnatura on organic assortment within a one-stop mainstream store experience.
• HiPP GmbH & Co. Vertrieb KG: HiPP is Germany's leading organic baby food manufacturer and a long-standing shelf partner of Alnatura Baby. It is comparable to Alnatura's baby nutrition category in certified-organic positioning, Demeter-grade sourcing and infant-formula/puree product mix.
• dm drogerie markt: dm is a leading German drugstore chain that carries organic food, natural cosmetics and baby care — including partner listings of Alnatura products. Its broad store footprint and value positioning make it a mainstream incumbent expanding into Alnatura's organic categories.

Emerging players

• Rapunzel Naturkost GmbH: Rapunzel is a German organic food manufacturer specializing in dry goods, pasta, muesli and oils, sold via Alnatura and other organic retailers. It is comparable to Alnatura's own private label manufacturing operations in certified-organic food production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/alnatura
• Facebookfacebook.com/Alnatura
• LinkedInde.linkedin.com/company/alnatura
• Instagraminstagram.com/alnatura
• Pinterestpinterest.com/alnatura
• Xx.com/alnatura

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Alnatura Produktions- und Handels