Natruly

What Natruly does

Natruly is a Spain-based direct-to-consumer healthy-snack brand founded in 2018 by two parents, Niklas and Octavio, and operated as Natruly S.L., a privately held Spanish company (sociedad limitada) registered in Madrid with operations in Mollet del Vallès. The company formulates and retails a portfolio of clean-label food products – no added sugars, no sweeteners, no gluten, no artificial additives – across chocolates (including the Chocolicious tablet line and Cacao & Nuts coated peanuts), soluble cocoa, energy bars, cocoa and nut creams, cookies, granola, vegan and whey proteins, and savory snacks including Cheesy Snacks (100% dehydrated Gouda), Kale Chips, and the Goodsanitos organic tapioca-and-chestnut crispy snack sub-brand. The underlying technology is food-formulation know-how that removes sugar and sweeteners while preserving taste, packaged behind full ingredient-level percentage transparency that exceeds regulatory disclosure norms.

The business model is asset-light omnichannel retail: primary revenue comes from direct e-commerce through a Shopify-powered storefront at natruly.com (EUR pricing, free shipping over €30 in the Spanish peninsula, volume-discount bundles), supplemented by marketplace sales across Amazon, Naturitas, Miravia, Planeta Huerto, and Nutritienda, and physical retail distribution through Spanish health-food chains Herbolario Navarro and Veritas. The company ships cross-border under a single European storefront spanning Spain, Italy, and Portugal. Natruly targets three overlapping consumer personas – health-conscious consumers, consumers with dietary restrictions (keto, paleo, gluten-free, lactose-free, vegan), and sustainability-focused buyers – at individual/SMB order sizes (unit prices from €1.95 to €28.00), with no enterprise or B2B contracts disclosed.

The company is bootstrapped with no external institutional funding, no acquisitions, no recorded M&A, and no regulatory actions in the input. It operates with 1–10 employees and reports a 4.7/5 satisfaction rating over 5,460 customer reviews on its homepage. Key gaps that constrain analysis: no revenue or ARR disclosure, no growth or headcount-trend data, no funding history, and no public financial filings.

Name

Natruly

Legal name

Natruly S.L.

Website

https://natruly.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Natruly is a Spain-founded direct-to-consumer healthy-snack brand selling no-added-sugar, no-sweetener, gluten-free, and additive-free chocolates, bars, nut creams, cookies, granola, proteins, and savory snacks. It serves health-conscious and dietary-restricted consumers in Spain, Italy, and Portugal through its own e-commerce site, marketplaces, and health-food retailers.

Ownership category

akta.pro rank

Product category

Natural and Organic Healthy Foods

NAICS

Sugar and Confectionery Product Manufacturing (3113), Food and Beverage Retailers (445), Food (Health) Supplement Retailers (456191), Dried and Dehydrated Food Manufacturing (311423)

SIC

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

akta.pro primary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

akta.pro secondary industries

Online Bakery & Desserts Delivery (CRAHAIAK), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Healthy snack foods
• No added sugar products
• Organic clean-label nutrition
• Gluten-free health foods
• Online natural food retail

Headquarters

HQ city

Mollet del Vallès

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Natruly sells products directly to consumers through its own online store at natruly.com, offering individual items and bundle deals with volume discounts.
2. Marketplace Sales: Products are sold through third-party online marketplaces including Amazon, Naturitas, Miravia, and Planeta Huerto.
3. Retail Distribution: Physical retail distribution through health food stores and specialized retailers such as Herbolario Navarro and Veritas.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels3 records

Core offering

Natruly is an online retailer of natural and clean-label healthy food products — including chocolates, soluble cocoa, energy bars, nut butters, cocoa creams, cookies, granola, vegan and whey proteins, crispy cheese snacks, kale chips, and Goodsanitos crispy snacks — all formulated without added sugars, sweeteners, gluten, or artificial additives. Products are sold primarily direct-to-consumer through the Shopify-based natruly.com storefront, and are also distributed through online marketplaces (Amazon Spain, Naturitas, Miravia, Planeta Huerto, Nutritienda) and physical health food retailers (Herbolario Navarro, Veritas) across Spain, Italy, and Portugal.

Product overview

Natruly is a Spanish online health food retailer founded in 2018 by Niklas and Octavio, two parents seeking truly healthy and natural food alternatives. The company offers a comprehensive portfolio of no-added-sugar, no-sweetener, gluten-free, and organic food products organized across categories including: Chocolates (Chocolicious tablets and Cacao & Nuts coated peanuts), Soluble Cocoa, Energy Bars (Raw and Crunchy variants), Cocoa/Hazelnut Creams, Nut Butters (Peanut, Almond, Cashew, Hazelnut), Cookies, Granola, Proteins (Vegan and Whey), and Snacks (Cheesy Snacks, Goodsanitos, Kale Chips). All products emphasize transparency, clean ingredient lists, and transparency with ingredient percentages. The company operates primarily through its Shopify-powered e-commerce platform at natruly.com and ships to Spain and Portugal with free shipping over €30.

Differentiator

Problem solved

Functional benefit

Brands

• Goodsanitos: Organic crispy snacks made from tapioca and chestnuts, available in cheese and fine herbs flavors. The first snack on the market that is organic, gluten-free, corn-free, grain-free, legume-free, sunflower oil-free, and free from refined flours.
• Chocolicious
• Cacao & Nuts

Products and services

• Chocolicious Chocolate Tablets Chocolate tablets without added sugar and without sweeteners, available in milk, dark 72%, almond, and raspberry-and-cocoa-nibs variants, including standard and BIO organic versions. Targeted at consumers seeking clean-label chocolate aligned with keto, paleo, gluten-free, and vegan diets.
• Cacao & Nuts (Chocolate-Covered Peanuts) Peanuts coated with chocolate in black, milk, and white chocolate variants, sweetened with prebiotic chicory fiber, with no added sugar, no sweeteners, and gluten-free. Targeted at consumers wanting clean-label chocolate snacks.
• Soluble Cocoa Organic soluble cocoa powder sweetened with coconut sugar, with no added refined sugar or sweeteners. Targeted at consumers seeking a clean-label hot cocoa alternative.
• Raw Bars (Organic Energy Bars) Organic raw energy bars in multiple flavors including cocoa, apple, cocoa-peanut, beet-pistachio, cashew, carrot-walnut, and cocoa-orange; 40g size and suitable for celiacs. Targeted at consumers seeking on-the-go clean-label snack bars.
• Crunchy Nut Bar Organic crunchy nut bar in a 40g size, with a 4.9/5 rating from 22 reviews. Targeted at consumers wanting a portable clean-label snack.
• Cocoa and Hazelnut Cream Hazelnut and cocoa cream with 43% hazelnut content and only 4% sugar from raw materials, no added sugar, no sweeteners, and no vegetable oils; available in 285g and 200g BIO organic versions. Targeted at consumers seeking a clean-label alternative to traditional Nutella-style spreads.
• Nut Butters (Peanut, Almond, Cashew, Hazelnut) 100% natural nut creams including smooth, crunchy, and supersmooth peanut butter, peanut butter with cocoa and vanilla, peanut butter with cinnamon and vanilla, almond cream, cashew cream, and hazelnut cream; available in 200g and 500g sizes. Targeted at consumers wanting clean-label spreads without added sugar, sweeteners, or vegetable oils.
• BIO Organic Cookies Organic cookies in cocoa, cinnamon, and cocoa-orange flavors; gluten-free, lactose-free, no added sugar, no sweeteners, and keto-friendly. Targeted at consumers on gluten-free, lactose-free, or keto diets.
• Granola Grain-free organic granola in cocoa-quinoa, blueberry-cardamom, and blackberry-raisin flavors; 325g size. Targeted at consumers seeking a grain-free, organic breakfast or snack option.
• Vegan Protein Organic vegan protein powder in vanilla, chocolate, and raspberry-strawberry flavors; 350g size. Targeted at plant-based consumers seeking clean-label protein supplementation.
• Whey Protein Organic whey protein powder in chocolate, vanilla, and banana flavors; 350g size. Targeted at consumers seeking clean-label whey protein without artificial additives.
• Cheesy Snacks (100% Crunchy Cheese) 100% dehydrated Gouda cheese crunchy snacks; keto, zero carbs, high protein at 8g per 20g serving, gluten-free, sugar-free, and no artificial additives; available in 20g single bags and multi-packs. Targeted at keto and high-protein snackers.
• Goodsanitos BIO Crispy Snacks Organic crispy snacks made from tapioca and chestnut flour; gluten-free, corn-free, grain-free, legume-free, sunflower-oil-free, no refined flours; available in cheese and fine herbs flavors in 70g packs. Targeted at consumers seeking a clean-label alternative to conventional corn-based snack puffs.
• Kale Chips (Tomato and Oregano BIO) Organic kale chips with tomato and oregano flavor, made from dehydrated kale with sunflower seeds at 51% kale content; super crunchy and suitable for keto diets. Targeted at consumers seeking vegetable-based clean-label snacks.

Quantifiable outcome

• Customers rate Natruly 4.7/5 based on 5460 reviews

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor.

• Amazon SpainminorChannel Partner/ Reseller/ DistributorOnline marketplace channel for Natruly products in Spain, enabling broader reach to e-commerce consumers through Amazon's platform.
• NaturitasminorChannel Partner/ Reseller/ DistributorSpanish online health food store specializing in natural and organic products, carrying Natruly's healthy snack range.
• MiraviaminorChannel Partner/ Reseller/ DistributorOnline marketplace platform in Spain offering health and wellness products including Natruly's clean-label snacks.
• Planeta HuertominorChannel Partner/ Reseller/ DistributorSpanish online retailer specializing in organic and natural products, distributing Natruly's healthy food products.
• NutritiendaminorChannel Partner/ Reseller/ DistributorSpanish online nutrition and health store offering Natruly products to health-conscious consumers.
• Herbolario NavarrominorChannel Partner/ Reseller/ DistributorTraditional Spanish herbalist/health food retail chain with physical stores carrying Natruly products.
• VeritasminorChannel Partner/ Reseller/ DistributorSpanish health food supermarket chain specializing in organic and natural products, distributing Natruly's healthy snack range.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Foodspring: European premium health and fitness food brand covering protein powders, bars, and snacks. Comparable in clean-label positioning and D2C-led European distribution.
• MyProtein: Large European sports nutrition and health foods brand with broad protein, snack, and supplement portfolio. Comparable product categories (whey, vegan protein, bars) at significantly greater scale.

Direct peers

• Naturitas: Spain's leading online retailer of natural and organic health products, carrying comparable clean-label supplements, snacks, and superfoods. Direct channel partner and direct competitor to Natruly in Spanish natural foods e-commerce.
• Prozis: Portuguese health, sports nutrition, and clean-label food brand operating across Europe with proprietary products, marketplaces, and D2C. Comparable in product mix (protein powders, bars, snacks) and multi-channel D2C model.
• El Granero Integral: Spanish natural and organic foods brand offering a broad range of clean-label pantry items, snacks, and supplements. Comparable as a Spanish specialty natural foods brand with retail and online presence.
• Biogran: Spanish distributor and brand owner of organic and natural foods (including brands like Bio Moments). Comparable as a Spanish organic food brand across similar clean-label categories.
• Hu Kitchen: US-based clean-label chocolate and snack brand with strict no-added-sugar, paleo-friendly positioning. Comparable in Chocolicious-style chocolate line and clean-label snack category.

Regional players

• Veritas: Spanish organic and natural foods supermarket chain that serves as a Natruly retail distribution partner. Comparable as a Spanish organic foods retailer and channel partner for specialty brands.
• Herbolario Navarro: Traditional Spanish herbalist and natural health retail chain. Comparable as a Spanish physical retail channel for natural foods and a Natruly distribution partner.

Emerging players

• Vital Proteins: Clean-label wellness brand with collagen and protein product range. Comparable in ingredient-transparency positioning and clean-label protein/wellness category overlap with Natruly's protein line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/natruly_es
• Facebookfacebook.com/Natruly_int-105526481610488
• LinkedInlinkedin.com/company/natruly

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Natruly