Nuhealth

What Nuhealth does

Nuhealth JSC is a Bulgaria-based, privately-held food manufacturer that produces health-oriented snack products under a multi-brand portfolio anchored by the RiceUp master brand. Its core products include rice-based snacks (chips, cakes, bars, rolls), corn chips, tortilla chips, protein chips and sticks, collagen protein bars and cookies, and zero-sugar baked oats and brown rice bars. All products share a clean-label positioning: 100% natural ingredients, no preservatives, gluten-free, palm oil-free, never fried (popped or baked), and zero added sugar. Production relies on a proprietary popping/baking process that yields snacks with 50-60% less fat than fried alternatives.

The company serves two primary customer segments: health-conscious end consumers purchasing directly via the rice-up.zone e-commerce storefront, and B2B wholesale buyers purchasing through a verified supplier listing on the Torg B2B marketplace. Nuhealth is headquartered in Plovdiv, Bulgaria, employs 101-250 people, and distributes within European markets with a localized storefront in English, Bulgarian, Greek, and Hungarian. The company is not publicly listed, has no disclosed external funding rounds, and operates as a Joint Stock Company (JSC) under Bulgarian jurisdiction.

Revenue is generated through one-time consumer snack purchases via the direct e-commerce channel and wholesale transactions on the B2B marketplace; no subscription model or recurring revenue stream is disclosed. Pricing is not publicly disclosed. Nuhealth holds a Bureau Veritas quality certification scoring 97.95 points and operates the RiceUp, ZeroSugar, and CornUp sub-brands as a segmented brand-house strategy within the better-for-you snacking category. The company has no disclosed AI, data, or platform technology investments beyond standard e-commerce infrastructure.

Name

Nuhealth

Legal name

Nuhealth JSC

Website

https://nuhealth.zone

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Nuhealth JSC is a Bulgaria-based snack manufacturer producing better-for-you products (rice chips, corn chips, collagen bars, protein sticks, zero-sugar bars) under the RiceUp, ZeroSugar, and CornUp brands, selling via DTC e-commerce and the Torg B2B marketplace to health-conscious consumers and wholesale buyers in Europe.

Ownership category

akta.pro rank

Product category

Healthy Snacks

NAICS

Food Manufacturing (311), Bakeries and Tortilla Manufacturing (3118), Breakfast Cereal Manufacturing (31123)

SIC

Food And Kindred Products (2000), Cookies & Crackers (2052)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industries

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

Keywords

• Healthy snack products
• Gluten-free snacks
• Protein snack bars
• Collagen protein bars
• Zero sugar snacks

Headquarters

HQ city

Plovdiv

HQ country

Bulgaria

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Snack Products: Revenue generated from direct-to-consumer sales of healthy snack products including rice chips, protein bars, collagen bars, corn chips, tortilla chips, and zero sugar snack items through the company's e-commerce platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Nuhealth JSC manufactures and markets better-for-you snacks under its RiceUp, ZeroSugar, and CornUp brands, including rice chips, protein chips, collagen protein bars, corn chips, tortilla chips, zero sugar baked oats and brown rice bars, protein sticks, and collagen cookies. Products are sold directly to consumers through the rice-up.zone e-commerce storefront and to wholesale buyers via the Torg B2B marketplace, with all SKUs formulated as 100% natural, never-fried, gluten-free, palm-oil-free, and zero-sugar-added.

Product overview

Nuhealth JSC operates primarily through its RiceUp brand portfolio, a multi-brand healthy snack platform comprising three sub-brands: RiceUp (core rice-based snacks), ZeroSugar (sugar-free/sugarless product line), and CornUp (gluten-free corn snacks). The product portfolio includes Protein Chips, Collagen Protein Bars, Corn Chips, Rice Snacks (chips, cakes, bars, rolls), Tortilla Chips, Zero Sugar bars (Baked Oats Bars, Brown Rice Bars), Protein Sticks, and Collagen Cookies. All products share common attributes: 100% natural ingredients, no preservatives, gluten-free, palm oil-free, never fried (popped or baked), and zero added sugar. The company positions itself in the 'better-for-you' snacking market with a B2B supplier model.

Differentiator

Problem solved

Functional benefit

Brands

• ZeroSugar: A "better for you", "free-from" brand, offering well balanced and easy-to-go snacks with clean labels and natural ingredients, with ZERO SUGAR ADDED, No fructose, No HFCS.
• CornUp

Products and services

• Protein Chips

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Bureau VeritascoreOthersNuhealth JSC has obtained certification from Bureau Veritas, a leading testing, inspection, and certification company, achieving an outstanding score of 97.95 points. This certification validates the company's quality standards and product safety compliance, providing third-party credibility for B2B and B2C customers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Popchips: Popchips pioneered the popped (never fried) potato chip category, offering reduced-fat alternatives with bold flavors. Direct match to Nuhealth's popping technology and better-for-you chip positioning.
• Pipcorn Snacks: Pipcorn produces popped corn and grain-based snacks positioned as better-for-you alternatives to fried snacks. Highly comparable on popping technology, clean-label positioning, and small-format premium snacking.
• Bare Snacks: Bare makes baked fruit and vegetable chips with clean-label, never-fried positioning. Comparable on better-for-you snack ethos, baking vs frying process, and DTC plus retail distribution.
• MadeGood: MadeGood produces gluten-free, allergen-free granola bars, cookies, and crackers with clean labels. Comparable across bars/cookies, gluten-free positioning, and family-oriented better-for-you snacking.
• Quinn Snacks: Quinn Snacks makes better-for-you popcorn and pretzel snacks with clean ingredients and transparent sourcing. Directly comparable on popcorn/chip form, clean-label story, and DTC-plus-retail GTM.
• Eat Real: Eat Real produces gluten-free, baked vegetable and lentil-based snack chips/crackers. Direct overlap with Nuhealth on gluten-free baked chips, clean labels, and better-for-you positioning.
• Hippeas: Hippeas makes chickpea-based puffed snacks positioned as better-for-you alternatives to traditional chips. Comparable on baked/popped technology, gluten-free positioning, and millennial health-snacking positioning.
• RXBAR: RXBAR (owned by Mars) produces protein bars with clean labels, no added sugar, and minimal ingredients. Comparable to Nuhealth's Collagen Protein Bars and Protein Sticks on functional protein/clean-label bar positioning.
• Lesser Evil: Lesser Evil produces organic, paleo-friendly popped snacks including popcorn and puffs with clean ingredients. Comparable on popped snack technology, organic/clean-label positioning, and DTC-plus-retail GTM.

Regional players

• Propercorn: Propercorn is a UK-popcorn brand focused on natural, gluten-free popped corn snacks. Comparable on popped corn format and clean-label ethos, but primarily UK/European distribution rather than Nuhealth's broader European footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLvqwsJycTM-DuZldS15wog
• Facebookfacebook.com/riceupglobal
• LinkedInlinkedin.com/company/nuhealth-jsc
• Instagraminstagram.com/riceup_global/?hl=bg
• TikToktiktok.com/@riceup_global

Revenue estimate

Valuation estimate

Number of profiles

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 Nuhealth