What Saturo does

Saturo is a Vienna-based consumer goods company founded in 2017 that develops, manufactures, and sells complete meal replacement products direct-to-consumer. Its portfolio spans ready-to-drink meals (400ml bottles delivering 36g protein, 26 vitamins and minerals, 5-hour satiety, 100% vegan, sugar-free, lactose-free, gluten-free), meal replacement powders (Balanced Powder with 30g pea/rice protein and Bacillus Coagulans probiotic; Classic Powder with 21g soy protein), a Shape Shake targeted at weight management, and accessories. Products are developed in Vienna and manufactured in Germany. The underlying technology is a proprietary food formulation combining plant-based proteins from fava bean, soy, pea, and rice with fiber sources (chicory root, acacia fiber, oats), medium-chain triglycerides, and the probiotic Bacillus Coagulans; no refrigeration is required and shelf life extends to approximately 12 months.

The company sells primarily through its own e-commerce storefront at saturo.com with both one-time and subscription purchasing options (subscription customers receive a 10% discount and double loyalty points). Pricing per meal ranges from approximately €1.69 (Classic Powder subscription) to €4.39 (Ready-to-Drink 6-pack). The business is complemented by limited physical retail at Billa Pflanzilla in Vienna, a Saturo Club loyalty program, a €10 mutual referral incentive, and affiliate distribution via the Awin network. Geographic reach spans roughly 30 European countries plus the UK, Switzerland, and the United States, with country-specific shipping thresholds and multi-currency support (EUR, GBP, CHF, USD). Fulfilment for German and EU customers runs through a Quivo warehouse in Kösching, Germany, with DHL, Hermes, GLS, DPD, UPS, and Swiss Post as courier partners.

Saturo is privately held (legal entity: Complete Food GmbH) and owner-managed by founder Joerg (CEO), with Agnes leading operations/logistics and Gregor leading marketing/support; the company has no external investors. It has sold over 5 million meals since inception and positions itself as Europe's first fully ready-to-drink complete meal brand, with earned media coverage in ZDF, BBC, Handelsblatt, Der Standard, TED, and Daily Mail.

Name

Saturo

Legal name

Complete Food GmbH

Website

https://saturo.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Saturo is a Vienna-based, bootstrapped consumer goods company (founded 2017) selling vegan, sugar-free complete meal replacements — ready-to-drink bottles and powders — direct-to-consumer across Europe, the UK, Switzerland, and the US, serving time-poor professionals, fitness enthusiasts, and weight-management consumers.

Ownership category

akta.pro rank

Product category

Meal Replacement Products

NAICS

Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)

akta.pro secondary industries

Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH), Weight Management & Meal Replacement Foods Manufacturing (Shakes, Bars, Portion-Controlled Meals) (AFAKAJAF)

Keywords

• Meal replacement shakes
• Ready-to-drink meals
• Plant-based protein drinks
• Complete meal powders
• Vegan nutrition products

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through own website (saturo.com). Customers purchase ready-to-drink meals, powders, and accessories directly. One-time purchases and subscription models available. Subscription customers receive 10% discount and double loyalty points.
2. Retail Sales: Limited retail presence in Austria through Billa vegan store (Billa Pflanzilla in Vienna). Physical retail channel for in-person purchases.
3. Loyalty Program: Saturo Club loyalty program where customers earn 1 point per €1 spent on regular orders, and 2 points per €1 on subscription orders. Points redeemable for €5, €10, or €20 discounts.
4. Referral Program: Refer-a-friend program offering €10 discount to both referrer and referee. Drives new customer acquisition through existing customer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Saturo develops, manufactures, and sells complete meal replacement products in two formats: ready-to-drink 400ml bottles and meal replacement powders. The company offers Europe's first fully ready-to-drink complete meal delivering 36g protein, 26 vitamins and minerals, and 5-hour satiation per bottle. Products are 100% vegan, sugar-free, and shelf-stable without refrigeration. The portfolio includes Ready-to-Drink Meals (six flavors), Balanced Powder (30g plant protein), Classic Powder (21g soy protein), Shape Shake for weight management, and accessories like shakers and measuring spoons.

Product overview

Saturo is a complete food/meal replacement company founded in Vienna in 2017, offering three product formats: Ready-to-Drink Meals (36g protein per 400ml bottle), Meal Replacement Powders (Balanced Powder with 30g pea/rice protein and Balanced Powder with 21g soy protein), and a Shape Shake for weight management. The product portfolio includes six Ready-to-Drink flavours (Cocoa, Vanilla, Strawberry, Banana, Cappuccino, Natural), seven Balanced Powder flavours (Cocoa, Vanilla, Cappuccino, Strawberry, Banana, Coconut, Natural), and two Classic Powder flavours (Cocoa, Vanilla). Accessories include a shaker bottle and measuring spoon. All products provide 26 essential vitamins and minerals, are 100% vegan, and keep users satiated for up to 5 hours. The company is owner-managed, independent (no investors), and has sold over 5 million meals.

Differentiator

Problem solved

Functional benefit

Products and services

• Ready-to-Drink Meal

Quantifiable outcome

• 5 hours satiation from protein, fiber and healthy fats combination
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• QuivocoreImplementation/ SI/ Consulting PartnerLogistics partner handling order fulfillment and shipping from Germany. Long-standing partnership for efficient warehouse operations and delivery to German customers.
• DHLminorOthersPrimary courier for German and international shipments. Provides package tracking and delivery services.
• Hermes GermanyminorOthersCourier service option for German deliveries.
• GLS GermanyminorOthersGeneral Logistics Systems - courier service option for European deliveries.
• DPD GermanyminorOthersDynamic Parcel Distribution - courier service for German and European shipments.
• UPS GermanyminorOthersUnited Parcel Service - international shipping partner for non-EU countries.
• Swiss PostminorOthersOfficial postal service for Switzerland and Liechtenstein deliveries.
• Billa PflanzillaminorChannel Partner/ Reseller/ DistributorVegan store location in Vienna where Saturo products are available for in-person purchase. Located at Kaufhaus Gerngroß.
• AwinminorGTM or Marketing PartnerAffiliate marketing network partner for managing affiliate partnerships and commissions.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Queal: Dutch meal replacement brand specializing in powder-based complete meals across Europe. Comparable on D2C subscription model, plant-leaning formulation, and DACH/Benelux distribution.
• Jimmy Joy: Dutch complete meal brand (formerly Joylent) selling shakes, powders, and bars across Europe. Comparable on RTD/powder meal replacement positioning, online subscription model, and price-sensitive European consumer segment.
• YFood: Munich-based ready-to-drink complete meal brand offering protein-rich shakes and powders across DACH and wider Europe. Closest direct competitor to Saturo — same product format (RTD + powder), same price band, same shelf-stable positioning, and overlapping European customer base.
• feed. German complete meal replacement brand offering shakes and powders. Comparable on D2C subscription model, German-speaking customer base, and similar RTD/powder product mix to Saturo.
• Huel: UK-founded complete meal brand (RTD, powders, bars) and the global category leader. Directly comparable on product format, target customer (busy professionals, fitness), and D2C-plus-retail go-to-market; Saturo competes for the same European consumer wallet.
• Mana: Czech-origin RTD complete meal brand serving European D2C customers. Comparable product format (shelf-stable drink), plant-based positioning, and European e-commerce footprint.

Emerging players

• Ka'Chava: Plant-based complete meal shake brand with a strong wellness/lifestyle positioning. Comparable on plant-based, high-protein, shake-format meal replacement, though focused on US premium D2C rather than European markets.
• Inko: UK-based RTD protein/meal replacement brand with strong gym-channel distribution. Comparable on RTD format and European fitness-leaning customer base; partial overlap on product, narrower portfolio.

Broad incumbents

• Soylent: US-founded category originator of complete meal replacement drinks/powders. Comparable on core product format and value proposition, though broader US-centric distribution and a much larger catalog make it an incumbent benchmark rather than a direct same-market competitor.
• MyProtein: Large European sports nutrition brand (owned by THG) offering RTD shakes, powders, and meal replacement products. Comparable on plant-based protein, RTD format, and European D2C plus retail distribution; broader portfolio and significantly larger marketing spend.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/saturofoods
• Facebookfacebook.com/saturofoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Saturo