HNC Healthy Nutrition Company

What HNC Healthy Nutrition Company does

HNC Healthy Nutrition Company GmbH is a Germany-based B2B contract manufacturer (Lohnhersteller) of fitness food and healthy snacking products, operating as a subsidiary of the family-owned KRÜGER GROUP since 2017. Its core capability is end-to-end private-label product development and manufacturing spanning bars (protein, wafer, nut, cereal, multi-layer variants), powders and shakes (protein, clear whey, meal replacement, ready-to-drink), supplements (hydration tabs, isotonic powder, vitamins and minerals), and a dedicated Innovations service for bespoke product creation. Production runs on 14+ in-house production lines across multiple packaging formats (foil, cans, sachets, sticks, bottles, tubes, aluminum cans, folding boxes), supported by in-house R&D with 10+ developers, a 100+ ready-made recipe library, and certified raw material sourcing.

The business model is project-based contract manufacturing: HNC develops and produces customized products under partner brands and is compensated through production and development fees per SKU, with no public pricing disclosed. Go-to-market is enterprise field sales supplemented by industry trade show presence (notably PLMA World of Private Label). The customer base comprises fitness and health brands, sports nutrition brands, supplement brands, and innovative/startup brands primarily in Europe/Germany. Distribution is global in scope but actual operating geography is concentrated in Europe with Germany as the primary market; end-customer reach is achieved through brand partners rather than direct-to-consumer.

HNC also operates two proprietary sub-brands, Maxi Nutrition and Hafervoll, distributed through their own e-commerce channels with social media presence on Facebook, Instagram, YouTube, and TikTok. These sub-brands provide a D2C vertical and brand-building platform complementary to the core B2B contract manufacturing business, and the company is structured as a privately held GmbH with Marc Krüger serving as Managing Director alongside two further Geschäftsführer covering commercial and R&D/product operations.

Name

HNC Healthy Nutrition Company

Legal name

HNC Healthy Nutrition Company GmbH

Website

https://hnc.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

HNC Healthy Nutrition Company GmbH is a Germany-based B2B contract manufacturer of fitness food and healthy snacks (bars, powders, supplements), serving fitness, sports nutrition, supplement, and innovative brands as a subsidiary of KRÜGER GROUP.

Ownership category

akta.pro rank

Product category

Contract Manufacturing of Fitness and Nutrition Foods

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

Keywords

• Private label manufacturing
• Contract manufacturer fitness food
• Protein bar production
• Sports nutrition supplements
• Healthy snack manufacturing

Headquarters

HQ city

Bergisch Gladbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Contract Manufacturing / Private Label Manufacturing: HNC manufactures customized fitness and nutrition products (bars, powders, supplements) for brand partners under their brand names. Revenue is generated through production fees for customized product development and manufacturing services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

HNC Healthy Nutrition Company is a German private-label contract manufacturer that develops and produces customized fitness food, protein bars, protein powders, shakes, and sports nutrition supplements for brand partners. From initial concept and in-house R&D through to finished, packaged product on 14+ own production lines, the company delivers 100% customized recipes, raw materials, and packaging formats under customers' brand names. It also runs two proprietary direct-to-consumer brands, Maxi Nutrition and Hafervoll, through their own e-commerce sites.

Product overview

HNC Healthy Nutrition Company operates as a contract manufacturer (Lohnhersteller) of fitness and nutrition products, offering four core product categories: Bars (protein and snack bars in various formats), Powder & Shakes (protein powders, meal replacements, and ready-to-drink beverages), Supplements (hydration tabs, isotonic drinks, and vitamin/mineral supplements), and Innovations (custom product development services). The company also operates two proprietary brands—Maxi Nutrition and Hafervoll—distributed through their own e-commerce channels. All products are manufactured in Germany at company-owned facilities as part of the KRÜGER GROUP, with packaging solutions provided through in-house development teams. The portfolio is positioned for B2B partners seeking customized fitness and healthy snacking products, while the proprietary brands serve direct-to-consumer markets.

Differentiator

Problem solved

Functional benefit

Brands

• Maxi Nutrition: Own brand powered by HNC, specializing in healthy snacks and fitness foods.
• Hafervoll

Products and services

• Bars (Private-Label Protein and Snack Bars) Custom-manufactured protein and snack bars for brand partners, offered in formats such as Multi-Layer Protein Bars, Filled Protein Bars, Wafer Protein Bars, Nut (Protein) Bars, and Cereal Bars. Available in low-carb, high-protein, vegan/plant-based variants and packaged in foil, folding box, or shelf-ready tray formats.
• Powder & Shakes (Private-Label Protein Powders and RTD Shakes) Custom-manufactured protein powders and shakes for brand partners, including Protein Powder, Clear Whey, Baking Protein Powder, Meal Replacement Shake, Ready-to-Drink, and Flavour Powder. Available in plant-based, vegetarian, low-sugar, and low-carbohydrate variants and packaged in Doypacks, sticks, sachets, or bottles.
• Supplements (Private-Label Sports Nutrition Supplements) Custom-manufactured sports nutrition supplements for brand partners, including Hydration Tabs, Isotonic Powder, and Supplements with Vitamins/Minerals, targeted at endurance athletes and nutritional supplementation. Available in cans, sticks, sachets, Doypacks, and tubes.
• Innovations (Custom Product Development Service) Bespoke product innovation service enabling partners to develop custom snacking products with tailored formulations, unexpected flavor combinations, and unique packaging designs, supported by HNC's in-house research, supplier network, quality certifications, and logistics.
• Contract Manufacturing and Production Services End-to-end contract manufacturing (Lohnhersteller) services for fitness and snacking products, produced in Germany at KRÜGER GROUP-owned facilities with 14+ own production lines and flexible customization of packaging type, raw materials, and recipes.
• Maxi Nutrition (Own Brand) Consumer brand powered by HNC that specializes in healthy snacks and fitness foods, positioned around 'maximum effect, maximum enjoyment' and sold through the brand's own e-commerce site at maxinutrition.de.
• Hafervoll (Own Brand) Consumer brand powered by HNC that specializes in healthy snacks and fitness foods, sold through the brand's own e-commerce site at hafervoll.de.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• KRÜGER GROUPcoreStrategic or Co-development PartnerHNC is a subsidiary of the family-owned KRÜGER GROUP. This relationship provides HNC with valuable expertise from the food industry, own production facilities, and a strong foundation for creating high-quality fitness products. HNC leverages KRÜGER GROUP's manufacturing infrastructure and industry knowledge.
• Maxi NutritionminorOthersMaxi Nutrition is an own brand powered by HNC, specializing in healthy snacks and fitness foods. This is an internal brand subsidiary, not an external partnership.
• HafervollminorOthersHafervoll is an own brand powered by HNC, specializing in healthy snacks and fitness foods. This is an internal brand subsidiary, not an external partnership.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Carbery Group: Carbery is an Ireland-headquartered dairy and protein-based nutrition ingredients and contract manufacturing group serving sports nutrition and functional food brands. Comparable to HNC in producing protein-based powders and bars for B2B brand customers under private label.
• SternLife (Stern-Wywiol Gruppe): SternLife is a German contract manufacturer specializing in food supplements, sports nutrition powders, and functional foods. It is the closest European peer to HNC in terms of private-label manufacturing of bars, powders, and supplements for B2B brand partners.
• The Quality Group (QNT): The Quality Group is a Belgian sports nutrition manufacturer combining contract/private-label production with its own QNT brand across protein bars, powders, and supplements. Directly comparable to HNC in sports-nutrition contract manufacturing with owned-brand crossover.

Broad incumbents

• Bell Food Group: Bell Food Group is a large Swiss/German contract food manufacturer operating across chilled and ambient categories with extensive private-label work. Comparable to HNC as a broader B2B contract manufacturer with custom development capabilities, though less specialized in sports nutrition.
• Hilcona (Swiss Convienience): Hilcona is a Swiss contract food manufacturer serving branded customers with customized product development. It mirrors HNC's 'concept-to-shelf' manufacturing model but across broader convenience food categories rather than sports nutrition.
• Glanbia Performance Nutrition: Glanbia is a global nutrition group with both ingredient supply (whey/protein) and finished sports nutrition manufacturing at significant scale. It is a broader incumbent that overlaps with HNC across sports nutrition powders and contract manufacturing but at materially greater scale.
• Hofmeister (Privatmolkerei Hofmeister): Hofmeister is a German dairy and private-label manufacturer with significant B2B contract capabilities. Comparable to HNC as a private-label food/ingredient manufacturer with German production, though its portfolio is broader than sports nutrition.

Others

• Arla Foods Ingredients: Arla Foods Ingredients supplies whey protein and specialized dairy proteins used by sports nutrition manufacturers including private-label producers like HNC. It is an upstream ingredient supplier and enablement partner rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCy6U5HVimIW_CWWYfRZT_og
• Facebookde-de.facebook.com/MaxiNutrition.de
• Instagraminstagram.com/maxinutrition_de
• TikToktiktok.com/@maxinutrition_de

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HNC Healthy Nutrition Company