What Reishunger does

Reishunger GmbH is a Bremen, Germany-based direct-to-consumer e-commerce retailer specializing in premium rice, branded rice cookers, recipe boxes, and adjacent Asian pantry and kitchen products, operating primarily across the DACH region (Germany, Switzerland, Austria) and the Netherlands. The company's product portfolio spans 20+ rice varieties (organic Basmati, Jasmin, Sushi, Black/Nerone, Red/Rosso Integrale, brown, steamed, Paella, Risotto), three proprietary rice cooker lines (Basis, Digital, Digital Mini) priced €48–€155, recipe boxes with curated ingredients for world cuisines (Curry, Sushi, Paella, Tahdig, Ramen, Summer Rolls), and an expanding assortment of woks, bamboo utensils, meal-prep containers, sauces, condiments (Chili Crunch), and ready meals under a sub-brand bissfest for noodles and pasta. The technology stack is a standard D2C e-commerce platform with no proprietary AI; competitive differentiation rests on a curated content library of 3,000+ recipes, organic certifications (DE-ÖKO-005), a Trusted Shops 4.8/5 rating, and integrated marketing across newsletters, affiliate (Post Affiliate Pro, 10% commission), influencer collaborations, and WhatsApp. The business operates three revenue streams: D2C e-commerce as the primary channel, a separate B2B portal (reishunger-b2b.de) serving retailers, restaurants, and corporate gift buyers, and an affiliate/creator cooperation program. Pricing is unit-based across all categories with free shipping from €49 and a 30-day return policy. The company was founded in 2009 by Torben Buttjer (Founder & CEO), is privately held with no external funding disclosed, and reports 101–250 employees and 1.5M+ cited customers.

Name

Reishunger

Legal name

Reishunger GmbH

Website

https://reishunger.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Specialty Food & Kitchenware Retail

NAICS

Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Local Chef/Restaurant Meal Boxes & Marketplace Prepared Meals (CRAHAJAI)

Keywords

• Specialty rice products
• Rice cookers
• Recipe boxes
• Asian kitchenware
• Premium organic rice

Headquarters

HQ city

Bremen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce Sales: Primary revenue stream through owned e-commerce storefronts (reishunger.de for Germany, reishunger.com for Switzerland/Austria/Netherlands). Customers purchase individually priced products (rice, noodles, rice cookers, recipe boxes, kitchen accessories). Mix of one-time product purchases and repeat consumable repurchases.
2. Affiliate Program Commission: Affiliate partners earn 10% commission on sales generated through their referral links. Managed via Post Affiliate Pro platform.
3. B2B / Wholesale Sales: Separate B2B e-commerce shop (reishunger-b2b.de) serving retailers, restaurants, cafés, and corporate gift buyers. Professional customers purchase products at volume using VAT ID for resale, office catering, or corporate gifting.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Reishunger GmbH is a German direct-to-consumer e-commerce retailer specializing in premium rice varieties, branded electric rice cookers, recipe boxes for international cuisines, and complementary Asian kitchenware and ingredients. The company operates own webstores across the DACH region (Germany, Austria, Switzerland) and the Netherlands, and runs a separate B2B wholesale portal for retailers, restaurants, and corporate gift buyers. Its offering spans sourcing and selling own-branded specialty rice (organic Basmati, Jasmin, Sushi, Black, Red, whole grain), recipe kits with curated ingredients, and hardware such as rice cookers and kitchen tools.

Product overview

Reishunger is a German e-commerce company specializing in premium rice products, rice cookers, kitchen equipment, and recipe boxes for Asian and international cuisine. The core product portfolio centers on over 20 varieties of premium rice (Basmati, Jasmin, Sushi, Black, Red, Brown, Steamed, Paella, Risotto) sourced from the finest growing regions. The company offers two rice cooker lines: the entry-level Basis Reiskocher (single-button operation) and the premium Digitaler Reiskocher (12 cooking modes), plus a Digitaler Mini Reiskocher for compact needs. Recipe boxes provide curated ingredients for specific dishes (Curry, Wok, Sushi, Paella, Tahdig, Ramen, Summer Rolls) across multiple world cuisines. Additional offerings include woks, bamboo kitchen utensils, meal prep containers, condiments (Chili Crunch varieties), smoked organic tofu, and prepared sauces. The platform integrates a recipe database with over 3,000 recipes, a recipe box finder tool, corporate gift solutions, a B2B wholesale shop, an affiliate program, and influencer collaboration opportunities. Payment is facilitated through PayPal, Klarna, Apple Pay, and credit cards, with WhatsApp newsletter available for customer communication.

Differentiator

Problem solved

Functional benefit

Brands

• bissfest: Sub-brand operating alongside Reishunger, offering noodles and pasta products.

Products and services

• Bio Basmati Reis
• Jasmin Reis
• Sushi Reis
• Schwarzer Bio Reis (Black Rice)
• Roter Bio Reis (Red Rice)
• Bio Natur Reis / Vollkorn Reis
• Gedämpfter Reis (Steamed Rice)
• Digitaler Reiskocher
• Basis Reiskocher
• Digitaler Mini Reiskocher
• Rezeptboxen (Recipe Boxes)
• Butter Chicken Rezeptbox
• Paella Rezeptbox
• Tahdig Rezeptbox
• Chili Crunch (Knoblauch & Lemongrass)
• Bio Tofu Geräuchert (Smoked Organic Tofu)
• Reishunger Premium Wok
• Paella Pfannen Set
• Bento Box & Lunchbox Edelstahl
• Reishunger Firmenpräsente (Corporate Gifts)
• B2B Shop

Quantifiable outcome

• Trusted by over 1,500,000 satisfied customers
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HelloFresh: Germany-founded global D2C meal-kit company with subscription recipe boxes shipped directly to households. Direct overlap with Reishunger's recipe box (Rezeptboxen) business model, target customer (DACH home cooks), and direct-to-consumer delivery infrastructure.
• Yutaka: UK-based specialty food brand offering Japanese and Asian rice, noodles, sauces, and cooking ingredients via retail and online. Comparable to Reishunger as a European specialty brand targeting home cooks interested in Asian cuisine, with a similar curated multi-product range.
• Blue Dragon: UK specialty food brand selling Asian sauces, noodles, rice, and cooking ingredients via retail and online channels. Comparable to Reishunger as a curated multi-category Asian food brand serving European home cooks with a similar product portfolio and customer demographic.
• YFood Labs: Munich-based D2C food brand selling ready-to-drink meal replacements and nutrition products via own e-commerce and retail. Comparable to Reishunger as a German digitally-native food brand with a direct-to-consumer storefront and a sub-€100M revenue profile.
• Foodist: Hamburg-based D2C specialty food brand selling curated gourmet and international food products online, with subscription boxes. Comparable to Reishunger in the D2C specialty food space, particularly in offering curated international/Asian food assortments to DACH consumers.
• nu3: Berlin-based D2C specialist retailer in health, nutrition, and specialty food products sold via its own e-commerce storefront. Comparable to Reishunger as a German D2C specialty food platform targeting health-conscious home consumers.
• Marley Spoon: Global D2C meal-kit company operating in Germany and other European markets with curated recipe boxes featuring pre-portioned ingredients. Direct peer for Reishunger's recipe box business, with overlapping DACH customer base and similar operational model.
• Koro Drogerie: German D2C online retailer specializing in organic and natural foods sold via a curated e-commerce storefront. Highly comparable to Reishunger's model: D2C specialty food, organic positioning, similar DACH customer base, and similar scale.

Broad incumbents

• Zojirushi: Japanese manufacturer of premium rice cookers and kitchen appliances sold globally and distributed in Germany via retailers including Reishunger. Comparable to Reishunger's hardware product line as the dominant branded competitor in the European rice cooker market.
• Alnatura: Germany's largest organic food supermarket chain with own-brand organic products including rice and pantry items. Comparable to Reishunger as a DACH organic food specialist, though operating physical retail at materially larger scale; competes for the same organic-focused DACH consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/reishunger
• Facebookfacebook.com/Reishunger
• LinkedInlinkedin.com/company/reishunger-gmbh

Compliance2 records

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 Reishunger