What Mucki Protein does

Mucki Protein is an Austrian ready-to-drink protein beverage and supplement manufacturer, founded in 2013 by Dr. med. univ. Alexander Novotny under the legal entity AnovonA Medsupps GmbH (registered in Laufen, Germany; operational base in Vienna, Austria). The company produces lactose-free, no-added-sugar whey and plant-based protein drinks, protein powders, protein muesli, and breakfast bundles, with proprietary amino-acid-optimized formulations that the company claims achieve the highest Amino Acid Score in the ready-to-drink category (180–198), benchmarked against WHO/FAO/UNU reference protein standards. Manufacturing is conducted in collaboration with SalzburgMilch GmbH using Alpine dairy inputs. Product pricing sits in the premium tier (€5.83–€6.67/liter for RTD drinks; €1.16–€1.78 per serving for whey powder) with volume discounts, starter bundles, and a subscription/ABO option.

The company generates revenue primarily through one-time retail sales distributed across more than 2,000 points-of-sale in the DACH region: nationwide listings at BILLA Austria (~1,200 stores) and Coop Switzerland (500+ stores), with additional presence at REWE (Germany, South and North), EDEKA Nord, budni, METRO, MPREIS, INTERSPAR, EUROSPAR, ADEG, and convenience/fuel-station chains (BP, OMV, Shell, avec, k kiosk). In 2025 Mucki launched its own direct-to-consumer e-commerce channel with subscription capability, layering a digital channel on top of its retail-led go-to-market. End customers span fitness enthusiasts (primary), professional and amateur athletes, health-conscious mainstream consumers, and weight-management/body-recomposition users; brand ambassadors include professional footballer Marko Arnautović (co-branded Eistee SKU), with additional athlete endorsements supporting credibility in the sports nutrition segment.

Growth has been rapid: revenue doubled within nine months in 2024; the EY Scale-up Award 2024 validated a 3.5x average annual revenue growth factor and awarded the only Gold Badge to a food company; valuation stepped up from €9.2 million (2022) to over €14 million (2024) across undisclosed but multimillion-euro funding rounds. Product launches in 2023 (plant-based line) and 2025 (e-commerce, Marko Arnautović co-branded Eistee), alongside ongoing DACH geographic expansion, indicate the business is still in active build-out mode. The founder remains Geschäftsführer and the company is privately held with no public-market listing.

Name

Mucki Protein

Legal name

AnovonA Medsupps GmbH

Website

https://mucki-protein.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mucki Protein is an Austrian ready-to-drink protein beverage manufacturer producing premium whey and plant-based protein drinks, powders, muesli, and bundles with claimed Amino Acid Scores of 180–198. It serves fitness consumers, athletes, and health-conscious buyers across 2,000+ DACH retail points and a new e-commerce channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Retail): Revenue from selling ready-to-drink protein drinks and protein powders through retail partners including BILLA, REWE, Coop, INTERSPAR, EUROSPAR, MPREIS, METRO, ADEG, BP, OMV, Shell, avec, and k kiosk across the DACH region.
2. Product Sales (E-commerce): Revenue from direct-to-consumer online sales through mucki-protein.com, launched in 2025. Products include ready-to-drink protein drinks, protein powders, protein muesli, and branded merchandise (hoodies, socks). Subscription/ABO option available.
3. Subscription (ABO): Recurring subscription model (ABO) for regular product deliveries to consumers, providing steady recurring revenue from loyal customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels8 records

Core offering

Mucki Protein manufactures and distributes premium ready-to-drink protein beverages, whey protein powders, and protein muesli, formulated with proprietary amino acid optimization to achieve Amino Acid Scores up to 198. Products are produced in Austria in collaboration with SalzburgMilch GmbH using Alpine whey and milk, offered in lactose-free, no-added-sugar formats across the DACH region via grocery and convenience retail plus a direct-to-consumer e-commerce store.

Product overview

Mucki Protein is an Austrian protein supplement company founded by Dr. med. univ. Alexander Novotny under AnovonA, producing ready-to-drink protein beverages and protein powders. The product portfolio centers on two main categories: Ready-to-Drink (RTD) protein drinks including dairy-based options (Schweden Bomben Schoko-Kokos, Mango-Maracuja Whey, Vanilla, Schoko-Milch, Energy Protein Ananas-Guave, Eistee Pfirsich) and plant-based options (Plant Protein Schokolade); and Whey Protein+ powders in three flavors (Vanille, Schoko, Cookies & Cream). Bundles combine drinks with protein muesli for complete breakfast solutions. All products feature high Amino Acid Scores (up to 198) as a key differentiator, manufactured in Austria using SalzburgMilch Alpine dairy. The company also sells branded merchandise including hoodies and socks.

Differentiator

Problem solved

Functional benefit

Products and services

• mucki Protein Schweden Bomben Schoko-Kokos Milch Ready-to-drink protein beverage with Schoko-Kokos Schaumkuss flavor providing 40g premium protein per 500ml serving; lactose-free, fat-free, no added sugar; produced using ultra-high temperature treatment.
• mucki Whey Protein Mango-Maracuja Ready-to-drink whey protein drink providing 40g premium whey protein and 10g BCAAs per 500ml bottle with zero fat and no added sugar; Amino Acid Score 180.
• mucki Energy Protein Ananas-Guave Ready-to-drink energy protein beverage with Ananas-Guave-Hanföl flavor providing 40g premium whey protein, 80mg caffeine from guarana/green tea/ginseng, and 10g BCAAs per 500ml serving; Amino Acid Score 198.
• mucki Protein Vanille Ready-to-drink vanilla protein drink providing 40g premium protein per 500ml, lactose-free, fat-free, no added sugar, based on skimmed milk concentrate.
• mucki Protein Schoko Milch Ready-to-drink chocolate protein beverage providing 40g premium protein per 500ml, made with Alpine milk; lactose-free, fat-free, no added sugar.
• mucki Protein Eistee Pfirsich - Marko Arnautovic Edition Refreshing peach iced tea protein drink delivering 30g premium clear whey protein per 500ml serving; lactose-free and low sugar; produced in Austria; co-branded Marko Arnautovic edition.
• mucki Plant Protein Schokolade Vegan ready-to-drink protein drink with chocolate flavor delivering 32g premium protein per 500ml from a pea, soy, and rice protein blend with 8g added BCAAs; made with real cocoa.
• mucki Whey Protein+ Schokolade Whey protein powder with chocolate flavor in a 500g tub providing ~24g protein per 35g serving; Amino Acid Score 180; made with whey concentrate and whey isolate; no added sugar.
• mucki Whey Protein+ Cookies & Cream Whey protein powder with cookies & cream flavor in a 500g tub; Amino Acid Score 180; made with whey concentrate and whey isolate.
• mucki Whey Protein+ Vanille Whey protein powder with vanilla flavor in a 500g tub; Amino Acid Score 180; no added sugar; made with whey concentrate and whey isolate.
• BIG BOX Müsli High-protein chocolate crispy muesli (7x 360g packs) delivering 32g protein per 100g, no added sugar, with sweeteners; targeted as a protein-enriched breakfast cereal.
• mucki Hoodie Premium unisex oversized mucki branded hoodie in 80% cotton / 20% recycled polyester fleece (330g/m²) with embroidered logo; available in multiple colors (Black, Cobalt, Cypress, Athletic Heather) in sizes S-3XL.

Quantifiable outcome

• More than 3 million mucki drinks consumed by customers
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Marko ArnautovićflagshipGTM or Marketing Partner · 1 January 2025Professional footballer Marko Arnautović is the brand ambassador and co-product developer for the mucki Protein Eistee (Ice Tea) Pfirsich - Marko Arnautović Edition. The collaboration includes a co-branded limited-edition Ice Tea protein drink featuring the footballer. Arnautović actively promotes mucki through quotes, social media, and appearances. The partnership is designed to reach broader sports and mainstream audiences in the DACH region.
• SalzburgMilch GmbHcoreStrategic or Co-development Partner · 1 January 2022SalzburgMilch GmbH (5020 Salzburg, Austria) is the exclusive manufacturing partner for mucki protein drinks and powders. They produce all mucki products using premium Alpine whey and milk. The partnership involves joint product development with SalzburgMilch's scientific and production expertise, resulting in proprietary formulations with Amino Acid Scores of up to 198. SalzburgMilch holds responsibility for product quality, dairy sourcing, and manufacturing operations.

Scale indicators7 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• MyProtein: UK-headquartered global protein supplement brand offering whey powders, RTD shakes, and sports nutrition across Europe. Most direct large-scale competitor to Mucki in protein drinks and powders, with overlapping DACH retail and DTC presence.
• Foodspring: Berlin-based premium sports nutrition and functional food brand with shakes, powders, and protein bars. Competes with Mucki across protein powders and RTD formats in DACH retail and DTC.
• YFood Labs: Munich-based RTD meal replacement and protein shake brand. Directly competes with Mucki's RTD protein drinks in DACH grocery and convenience channels.
• Saturo: Austrian/German RTD meal replacement and protein drink brand. Closely comparable product format and DACH-centric distribution to Mucki.
• Ehrmann: German dairy company with a substantial protein drink range (e.g., 'Eiweiß Drink' line). Competes head-to-head with Mucki in dairy-based RTD protein drinks in German and Austrian grocery retail.
• ESN (German Sport Nutrition): German protein supplement brand offering whey powders and sports nutrition. Closely comparable to Mucki's Whey Protein+ powder line and broader supplement portfolio.

Emerging players

• Refeel: Plant-based RTD protein shake brand active in DACH retail. Direct overlap with Mucki's Plant Protein Schokolade line in the vegan RTD protein category.
• Queal: Dutch RTD meal replacement and protein drink brand active in DACH. Comparable convenience-focused RTD protein/meal proposition with similar shelf placement ambitions.

Broad incumbents

• Barebells: Swedish protein bar and RTD shake brand owned by Orkla. Broader incumbent expanding from bars into RTD protein drinks; overlaps with Mucki in DACH grocery.
• Weider: Long-established global sports nutrition brand with whey powders, RTD shakes, and amino products. Competes in the same retail aisles as Mucki across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@muckiprotein
• Facebookfacebook.com/muckiprotein
• Instagraminstagram.com/muckiprotein

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Mucki Protein