True Fruits
True Fruits GmbH is a Bonn-based beverage company (founded 2006) that produces chilled fruit smoothies, shots, and NoLemonade exclusively in glass bottles, distributed across discounters, hypermarkets, and specialty retailers in six European countries. It also sells upcycling accessories online.
- Company typePrivate
- Founded2006
- HeadquartersBonn, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What True Fruits does
true fruits GmbH is a German privately-held beverage company founded in 2006 and headquartered in Bonn. The company manufactures and sells chilled fruit smoothies (250ml and 750ml glass bottles), energizing shots (99ml), and NoLemonade, a non-carbonated lemonade-style fruit drink (330ml). Core formulations use whole fruits ripened at origin without concentrates, artificial colors, stabilizers, or additives, and the company has deliberately used glass packaging exclusively since inception to preserve taste and enable recyclability.
The business operates a dual revenue model. Primary revenue is generated through retail grocery sales of beverages distributed across discounters (Aldi Nord/Süd, Lidl, Netto, Penny, Rewe), hypermarkets (Kaufland, Edeka, Real, Metro), gas station chains (Aral, Tank & Rast), and specialty retailers in Germany, Austria, Switzerland, France, Spain, and Luxembourg. A secondary revenue stream comes from direct e-commerce sales of upcycling accessories — stainless steel bottle caps and attachments (shakers, spice grinders, tea strainers, dispensers, wool sleeves) — that convert empty glass bottles into household items, sold via the company's Shopware-powered online store. The company also runs a recurring limited-edition program featuring brand collaborations (Früh Kölsch, Kinder Em-eukal, Fisherman's Friend, Ahoj Brause, Löwensenf, Center Shock) and seasonal SKUs that generate media coverage and consumer engagement.
The company is founder-controlled with three managing directors (Marco Knauf as Chair, Nicolas Lecloux for Marketing, Inga Koster for Products and Finance), employs 11–50 people, has no external institutional funding, no subsidiaries, and no disclosed revenue. Operations leverage external production and distribution partners, and the company emphasizes a distinctive irreverent brand voice and sustainability positioning as core to its market positioning.
True Fruits firmographics
Firmographics- Name
- True Fruits
- Legal name
- true fruits GmbH
- Website
- https://true-fruits.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- True Fruits GmbH is a Bonn-based beverage company (founded 2006) that produces chilled fruit smoothies, shots, and NoLemonade exclusively in glass bottles, distributed across discounters, hypermarkets, and specialty retailers in six European countries. It also sells upcycling accessories online.
- Ownership category
- akta.pro rank
True Fruits industry classification
Industry- Product category
- Chilled Fruit Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)
- akta.pro secondary industries
- Non-Alcoholic Beverage Bottling/Canning & Packaging Operations (AFAFABAO), Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)
Keywords
Where True Fruits is headquartered
LocationHeadquarters
- HQ city
- Bonn
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
True Fruits business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Beverage sales (retail): Revenue primarily from selling chilled smoothies, shots, and NoLemonade through retail grocery partners across Germany, Austria, Switzerland, France, and Spain. Sold in chilled supermarket aisles.
- Upcycling accessories (e-commerce): Direct online sales of stainless steel bottle caps and accessories (shakers, sugar shakers, grinders, dispensers, etc.) through the company's own e-commerce store. Ships to Germany, Austria, France, Spain, and Switzerland.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single bottle accessories (e.g., Zuckerstreuer 99ml) |
| Unit Pricing | Pay-as-you-go | Single bottle accessory (e.g., Zuckerstreuer 250ml) |
| Unit Pricing | Pay-as-you-go | Shaker accessory for 750ml bottles |
| Unit Pricing | Pay-as-you-go | Tea strainer set for 750ml bottles |
| Unit Pricing | Pay-as-you-go | Savings cap accessory for 750ml bottles |
| Unit Pricing | Pay-as-you-go | Grinder attachment for 99ml/250ml bottles |
| Unit Pricing | Pay-as-you-go | Funnel for all bottle sizes |
| Unit Pricing | Pay-as-you-go | 2-pack permanent closures for 750ml bottles |
| Unit Pricing | Pay-as-you-go | Ashtray cap for 250ml bottles |
| Unit Pricing | Pay-as-you-go | 2-pack pour spouts for 250ml/99ml bottles |
| Unit Pricing | Pay-as-you-go | Spice grinder for 250ml/99ml bottles |
| Unit Pricing | Pay-as-you-go | Starter Set (Zuckerstreuer + Multistreuer + Gewürzmühle) |
| Unit Pricing | Pay-as-you-go | Sprayer attachment for 250ml bottles |
| Unit Pricing | Pay-as-you-go | 2-pack permanent closures for 250ml/99ml bottles |
| Unit Pricing | Pay-as-you-go | Polar bear wool sleeve for 750ml bottles |
| Unit Pricing | Pay-as-you-go | 2-pack multi-streuer with 3 adjustable openings |
| Unit Pricing | Pay-as-you-go | Shipping within Germany |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
True Fruits product offering
Product offeringCore offering
True Fruits GmbH manufactures and sells chilled fruit and vegetable smoothies, energy shots, and NoLemonade drinks packaged exclusively in glass bottles through major European retail chains. The company also operates a direct online store selling stainless steel upcycling accessories (shakers, grinders, dispensers, strainers) that transform empty bottles into household items, supporting a circular use-of-glass brand promise.
Differentiator
Problem solved
Functional benefit
Brands
- NoLemonade: A fruit drink product line available in varieties like Raspberry-Maracuja, Pear-Grapefruit, and Calamansi-Lemon.
- Smoothies
- Shots
Products and services
- true fruits Smoothies Fruit and vegetable smoothies (varieties include Yellow with mango & maracuja, Purple berry mix, Orange with mango/acerola/orange peel, Pink, Violet, Mint, and Green) sold in 250ml single-serve glass bottles and 750ml triple packs. Chilled, with shelf life of 35+ days, no artificial additives, colors, stabilizers, or concentrates, made with whole fruits ripened at origin. Targeted at health-conscious consumers shopping in mainstream retail across Europe.
- true fruits Shots Energizing shots in 99ml glass bottles including Ginger variants and Vitamin B Shot. Designed for on-the-go functional consumption with no artificial additives.
- true fruits NoLemonade A still lemonade-alternative fruit drink in 330ml glass bottles, available in Raspberry-Maracuja, Pear-Grapefruit, and Calamansi-Lemon varieties. Provides a low-calorie soda alternative without carbonation or artificial additives.
- true fruits Upcycling Bottle Accessories Over 20 stainless steel bottle caps and attachments (Zuckerstreuer/sugar shakers, Multistreuer, spice grinders, shakers, tea strainer sets, savings caps, sprayers, pour spouts, ashtray caps, funnels, permanent magnetic closures, wool sleeves, Starter Set bundles) that transform empty 99ml, 250ml, and 750ml True Fruits glass bottles into kitchen and household tools. Sold exclusively through the company's e-commerce store with shipping to Germany, Austria, France, Spain, and Switzerland.
- true fruits Limited Editions & Seasonals Limited-run smoothie, shot, and NoLemonade editions released in collaboration with brands such as Früh Kölsch, Kinder Em-eukal, Center Shock, Löwensenf, Ahoj Brause, and Fisherman's Friend, plus seasonal offerings like Strawberry Matcha Latte and the Vermisst 2025 campaign. Sold in retail for limited periods as collector's items.
Quantifiable outcome
- Shelf life of 35+ days for smoothies and 13+ days for juices from delivery
- +1 more outcomes
Companies that use True Fruits
Customer profileNamed customers23 records
Segments3 records
Ideal customer profiles3 records
True Fruits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
True Fruits partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- Früh KölschminorLimited edition collaboration where True Fruits created a smoothie or shot in partnership with Früh Kölsch, a Cologne-based brewery. The edition was sold in retail for a limited time as a collector's item.
- Kinder Em-eukalminorLimited edition collaboration with the German candy brand Kinder Em-eukal, creating a special shot flavor. Sold as a limited edition in retail.
- Center ShockminorLimited edition 'Center-Shots' collaboration with the Center Shock candy brand. Combined the candy brand's flavor profile with a shot product.
- LöwensenfminorLimited edition shot collaboration with Löwensenf (German mustard brand), creating a unique flavor inspired by the mustard brand.
- Ahoj BrauseminorLimited edition collaboration with Ahoj Brause (German powdered drink brand), creating a shot with the brand's signature flavor.
- Fisherman's FriendminorLimited edition shot collaboration with Fisherman's Friend (the iconic British throat lozenge brand), bringing the intense menthol/eucalyptus flavor into a drinkable shot format.
- DHLminorPrimary shipping partner for online orders within Germany. Also offers Packstation delivery service for German customers.
- DPDminorShipping partner for deliveries to Spain (exclusive) and other European destinations. Standard delivery partner alongside DHL.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
True Fruits competitors and assessment
Company assessmentEmerging players
- Press London: UK-based cold-pressed juice and smoothie brand with a premium, health-focused positioning. Comparable on cold-pressed/whole-fruit beverage category and health-conscious consumer target, though primarily UK-distributed.
Direct peers
- Naked Juice: PepsiCo-owned smoothie and juice brand offering chilled fruit smoothies in similar pack sizes. Directly comparable on product format (smoothies/juices) and target consumer, with significantly larger distribution and marketing resources.
- Innocent Drinks: Coca-Cola-owned smoothie and juice brand widely considered the category pioneer. Directly comparable to True Fruits on product (fruit smoothies/juices), target consumer (health-conscious adults), and premium natural positioning, though it has historically used plastic bottles.
Broad incumbents
- Bolthouse Farms: Large US-based producer of smoothies, juices, and plant-based beverages (Campbell Soup subsidiary). Comparable on chilled smoothie category, broad retail distribution, and similar pack-size portfolio.
- Capri-Sun: Iconic German-origin fruit drink brand with deep European retail penetration and a family of fruit-based beverages. Comparable on country of origin, broad European supermarket distribution, and fruit-based beverage category.
- Eckes-Granini: One of Europe's largest fruit juice producers, owner of brands such as hohes C and granini. Comparable as a broad incumbent in fruit-based beverages with deep European retail relationships and category scale that True Fruits operates within.
- Tropicana (PepsiCo): Global juice and juice-smoothie brand owned by PepsiCo. Comparable as a broad incumbent in fruit-based ready-to-drink beverages with category scale, chilled distribution expertise, and large retailer bargaining power.
Regional players
- Bionade: German organic, fermented soft-drink brand from Bavaria with a similar natural/irreverent brand voice and broad German retail presence. Comparable on country, premium positioning, and marketing-driven differentiation, though in carbonated beverages rather than smoothies.
- Rabenhorst: Long-established German juice brand (Schwarze Elster fruit juice tradition). Comparable as a German fruit-juice brand with supermarket distribution and a heritage natural/quality positioning.
- Voelkel: German family-owned organic juice and smoothie producer. Comparable to True Fruits on country, family/founder-led ownership, organic natural positioning, and broad DACH retail presence.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
True Fruits social profiles
Digital presenceTrue Fruits financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Fruits leadership team
Management profileNumber of profiles
Profiles3 records
True Fruits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Fruits M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True Fruits
What does True Fruits do?
True Fruits GmbH manufactures and sells chilled fruit and vegetable smoothies, energy shots, and NoLemonade drinks packaged exclusively in glass bottles through major European retail chains. The company also operates a direct online store selling stainless steel upcycling accessories (shakers, grinders, dispensers, strainers) that transform empty bottles into household items, supporting a circular use-of-glass brand promise.
Is True Fruits a public or private company?
True Fruits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was True Fruits founded?
True Fruits was founded in 2006. It employs 11 to 50 people.
Where is True Fruits based?
True Fruits is headquartered in Bonn, Germany, in the Europe region.
How does True Fruits make money?
Two revenue lines are on record. Beverage sales (retail) is the primary driver. The others are upcycling accessories (e-commerce).
Who are True Fruits's main competitors?
Press London is listed as an emerging player. Direct peers are Naked Juice and Innocent Drinks. Broad incumbents are Bolthouse Farms, Capri-Sun, Eckes-Granini and Tropicana (PepsiCo). Regional players are Bionade, Rabenhorst and Voelkel.
Does True Fruits have an API?
No public API is recorded for True Fruits.
What industry is True Fruits in?
True Fruits's product category is Chilled Fruit Beverages. Its primary akta.pro industry code is AFAFABAC, Juice & Nectar Production (Including Juice Drinks), with a secondary code of AFAFABAO, Non-Alcoholic Beverage Bottling/Canning & Packaging Operations. Its NAICS code is 312111 and its SIC code is 2080.