Njie

What Njie does

Njie is a Sweden-based, privately-held food and beverage manufacturer founded in 2008 and headquartered in Mölndal. The company produces vitamin-enriched, sugar-free, and low-calorie beverages alongside protein bars, positioning itself in the functional health and wellness segment of the Nordic consumer packaged goods (CPG) market. With 51–100 employees, Njie operates at small-to-mid scale for a regional CPG producer, and its public identity is anchored by the tagline 'Health is not a trend. It's a lifestyle!' displayed on its corporate website (njie.com).

The company's product portfolio addresses dietary preferences of health-conscious consumers seeking reduced-sugar, fortified, and calorie-controlled options across beverage and snack formats. Its business model appears to be a conventional CPG manufacturing and sale operation, but public source data does not disclose specific SKUs, distribution channels (retail, foodservice, D2C, or export), pricing tiers, customer segmentation, or revenue mechanics. No certifications, regulatory approvals, or quality/compliance frameworks are documented in the available source.

Njie maintains an active corporate website, and its operating status is inferred from this presence; no funding rounds, management team profiles, partnerships, geographic footprint details, M&A activity, or strategic transactions are documented in the source data. The company appears to operate as an independent, closely-held business with no disclosed parent company, subsidiaries, or public-market activity.

Name

Njie

Website

https://njie.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Njie is a Sweden-based food and beverage manufacturer founded in 2008 and headquartered in Mölndal, producing vitamin-enriched, sugar-free, and low-calorie beverages and protein bars targeted at health-conscious consumers.

Ownership category

akta.pro rank

Product category

Functional Beverages and Health Foods

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

Keywords

• Sugar-free beverages
• Vitamin-enriched drinks
• Low-calorie beverages
• Protein bars
• Functional food products

Headquarters

HQ city

Mölndal

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Core offering

Njie is a Swedish food and beverage manufacturer that produces vitamin-enriched, sugar-free, and low-calorie beverages along with protein bars. The company's positioning centers on health and wellness, framed by the tagline "Health is not a trend. It's a lifestyle!" Its product portfolio targets health-conscious consumers seeking nutritionally fortified alternatives to mainstream soft drinks and snack bars.

Product overview

Based on the company tagline "Health is not a trend. It's a lifestyle!", Njie appears to be a health and wellness company. However, the source data provides only the company name and tagline with no specific product names, descriptions, or service details available for extraction.

Differentiator

Problem solved

Functional benefit

Products and services

• Sugar-Free Beverages Sugar-free flavored beverages manufactured by Njie for health-conscious individual consumers.
• Vitamin-Enriched Beverages Vitamin-enriched beverages produced by Njie targeting consumers seeking fortified, nutritionally enhanced drinks.
• Low-Calorie Beverages Low-calorie beverages from Njie aimed at consumers managing caloric intake.
• Protein Bars Protein bars produced by Njie for health-conscious consumers seeking convenient, nutrient-dense snack options.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Emerging players

• Celsius Holdings: US-listed functional fitness beverage brand in the same low-calorie, vitamin/ingredient-functional beverage space as Njie, useful as a comparable for category growth and brand-led scaling in retail.
• Bodylab: European sports-nutrition brand selling protein bars, shakes and functional beverages; comparable as a category-mate addressing Njie's same protein bar and functional-beverage consumer.

Broad incumbents

• Monster Beverage: Global non-alcoholic functional and energy beverage manufacturer with broad distribution — comparable as the incumbent benchmark for shelf space and pricing power that Njie must win against in beverage retail.
• PepsiCo: Global CPG incumbent with extensive functional, low-sugar and snack-bar product lines (e.g., Rockstar, Propel, performance bars); relevant benchmark for retailer negotiations, distribution scale, and competitive pressure Njie faces.
• Red Bull: Global functional energy and lifestyle-beverage incumbent that defines the broader functional-drink category and shapes retailer expectations for functional CPG brands like Njie.

Direct peers

• Barebells: Sweden-based protein bar brand under Health & Happy, targeting the same functional snacking consumer that Njie addresses with its protein bar line, with shared Nordic distribution channels.
• Vitamin Well: Swedish functional beverage brand specializing in vitamin-enriched, low-sugar drinks — a near-clone of Njie's beverage positioning and the defining Nordic competitor in the same category.
• NOCCO: Swedish BCAA/functional energy beverage brand targeted at fitness-oriented consumers; directly competes with Njie's vitamin-enriched, low-calorie beverage positioning in Nordic grocery and convenience.
• Active OOH (Active Sports Drink): Swedish active-lifestyle isotonic and functional beverage brand competing for the same health-conscious Nordic consumer in the same retail channels as Njie.

Regional players

• Hälsan (Midsona): Nordic health-food and wellness CPG portfolio operated under Midsona, overlapping with Njie on health-and-wellness positioning, sugar-free values, and Scandinavian retail footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat1 record

Key risks5 records

Key highlights6 records

Customer concentration

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 Njie