Smartfish
Smartfish AS is a Norwegian sports nutrition company that sells a single proprietary omega-3 emulsified protein recovery drink, Smartfish Post Workout, direct-to-consumer via subscription and one-time purchases from its Oslo-based storefront, primarily serving Norwegian athletes and health-conscious consumers.
- Company typePrivate
- Founded2001
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smartfish does
Smartfish AS is a privately held Norwegian sports nutrition company incorporated in 2001 in Oslo (Mustads vei 1, 0283 Oslo), with operations centered on a single proprietary product line: the Smartfish Post Workout recovery drink. The drink combines 20g whey protein, 25g carbohydrates, 600mg EPA and 400mg DHA omega-3 fatty acids, and vitamin D in a fruit-flavored liquid formulation (raspberry and, as of 2025, lemon) where the fish oil is fully dissolved in a protective emulsion. The company states this emulsification method is novel, prevents oxidation across a 15-18 month unrefrigerated shelf life, and eliminates the fishy taste and smell typical of standard omega-3 supplements.
The company's commercial model is direct-to-consumer e-commerce from its own storefront (smartfish.no), serving customers only within Norway via Bring/Posten delivery. Revenue is generated primarily through a subscription tier (15-20% discounts on 12-pack and 24-pack monthly or bi-monthly deliveries, with free shipping), supplemented by one-time retail-priced purchases. Pricing ranges from NOK 49 per box (24-pack subscription) to NOK 49 per box (12-pack one-time), with subscription tiers extending to NOK 937.20 per shipment. The company markets to elite and professional athletes, active fitness enthusiasts, and broader health-conscious consumers, relying on endorsements from high-profile Norwegian athletes — including Olympic champion Jakob Ingebrigtsen and Norseman 2025 winner Kristian Grue — supported by EFSA-approved functional health claims and an ingredients-focused content blog.
Smartfish operates with a small team of approximately 8 people across product, sales, marketing, partnerships, and customer satisfaction functions. The company has raised institutional capital from Investinor (2011) and Industrifonden ($5.46M, 2013), with no subsequent disclosed funding. International expansion into Finland, Germany, and Sweden appears to be in preparation based on storefront currency localization, though fulfillment remains Norway-only. Smartfish holds no disclosed patents, has no AI/ML capabilities, and runs no mobile application; its competitive position rests on its emulsion formulation, athlete endorsements, and DTC subscription economics within the Norwegian market.
Smartfish firmographics
Firmographics- Name
- Smartfish
- Legal name
- Smartfish AS
- Website
- https://smartfish.no
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smartfish AS is a Norwegian sports nutrition company that sells a single proprietary omega-3 emulsified protein recovery drink, Smartfish Post Workout, direct-to-consumer via subscription and one-time purchases from its Oslo-based storefront, primarily serving Norwegian athletes and health-conscious consumers.
- Ownership category
- akta.pro rank
Smartfish industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (311710)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Marine & Aquatic Protein Ingredients (Fish Protein, Shellfish Protein, Fish Collagen) (AFAJAHAD)
Keywords
Where Smartfish is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Smartfish business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Product Sales - One-time Purchase: Direct e-commerce sales of Smartfish Post Workout protein recovery drink. Customers purchase 12-pack or 24-pack units at regular retail pricing.
- Subscription Revenue: Recurring monthly or bi-monthly subscription model offering 15-20% discounts. Includes free shipping benefit, reducing logistics costs and ensuring customer retention. Primary revenue driver with discounted recurring deliveries.
- Volume-based Pricing: Tiered pricing structure where larger packs (24-pack) offer better per-unit pricing than smaller packs (12-pack), incentivizing higher-volume purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 12-pack one-time purchase |
| Subscription | Monthly | 12-pack monthly subscription |
| Unit Pricing | Pay-as-you-go | 24-pack one-time purchase |
| Subscription | Multi-year contract | 24-pack bi-monthly subscription |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Smartfish product offering
Product offeringCore offering
Smartfish develops, manufactures, and sells a single core physical product, the Smartfish Post Workout protein recovery drink, which combines 20g of whey protein, Norwegian omega-3 (600mg EPA, 400mg DHA), vitamin D, and 25g of carbohydrates in a shelf-stable emulsified beverage. The product uses patented emulsification technology that fully dissolves fish oil in a protective emulsion, eliminating fishy taste and smell while preventing oxidation across an 18-month shelf life. It is sold directly to consumers via the company's own online storefront in 12-pack and 24-pack sizes with one-time purchase or subscription options.
Product overview
Smartfish offers a single core product: Smartfish Post Workout, a protein recovery drink. The company positions this as a next-generation performance nutrition product combining whey protein, omega-3 (EPA/DHA), vitamin D, and carbohydrates. The product is available in two flavors (Raspberry and Lemon), sold in 12-pack or 24-pack cartons, with both one-time purchase and subscription delivery options.
Differentiator
Problem solved
Functional benefit
Products and services
- Smartfish Post Workout (Raspberry) A fruity post-workout protein recovery drink in raspberry flavor, enriched with Norwegian omega-3 from sustainable sources. Contains 20g whey protein, 600mg EPA, 400mg DHA, vitamin D, and 25g carbohydrates per serving. Sold in 12-pack or 24-pack sizes via one-time purchase or subscription. Designed for individual athletes and fitness enthusiasts seeking science-backed recovery nutrition.
- Smartfish Post Workout (Lemon) Lemon flavor variant of the Smartfish Post Workout protein recovery drink, offering the same nutritional profile (20g whey protein, omega-3 EPA/DHA, vitamin D, 25g carbs) in a citrus flavor. Available in 12-pack and 24-pack sizes for individual consumer purchase or subscription.
Quantifiable outcome
- 20g protein + vitamin D for muscle mass growth and maintenance
- +4 more outcomes
Companies that use Smartfish
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Smartfish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Smartfish partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Spring Run ClubminorCommunity partnership with Spring Run Club (springrunclub.com) - a running community initiative. Linked in footer navigation. Supports brand engagement with fitness enthusiasts and running community.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Smartfish competitors and assessment
Company assessmentEmerging players
- Veloforte: Veloforte is a DTC natural/endurance nutrition brand selling recovery and energy products direct-to-consumer with premium clean-label positioning — comparable niche-endurance-DTC playbook to Smartfish.
- Skratch Labs: Skratch Labs is a smaller DTC sports hydration/recovery brand focused on endurance athletes with science-led positioning — comparable niche positioning to Smartfish's endurance/recovery focus, though without omega-3 IP.
Broad incumbents
- MuscleTech: MuscleTech is a large established sports nutrition manufacturer with a broad protein and recovery portfolio competing across mass and premium tiers — broad incumbent competitor in the same protein recovery category as Smartfish.
- GNC: GNC is a major broad-line sports nutrition and supplement retailer/manufacturer with extensive retail and DTC distribution — broad incumbent offering overlapping protein recovery, omega-3, and vitamin product lines to Smartfish's positioning.
Direct peers
- Optimum Nutrition: Optimum Nutrition's Gold Standard 100% Whey and related recovery product line competes head-on with Smartfish Post Workout in the premium protein recovery category; both target athletes with whey-based formulations.
- Ghost Lifestyle: Ghost is a sports nutrition and supplement brand built around athlete/influencer partnerships and lifestyle branding, distributing primarily DTC — closely comparable GTM motion to Smartfish's athlete-endorsement strategy in recovery/sports nutrition.
- MyProtein: MyProtein is a leading global DTC sports nutrition brand offering protein powders, recovery drinks, and supplements with subscription and bulk pricing — directly comparable category competitor to Smartfish Post Workout in protein recovery beverages.
- AG1 (Athletic Greens): AG1 is a DTC subscription nutrition brand that delivers a daily greens/powder drink and uses celebrity/expert endorsements (Joe Rogan, Tim Ferriss) and online education content — directly comparable to Smartfish's DTC subscription beverage model, influencer-led positioning, and ingredient-education blog strategy.
- Thorne: Thorne is a DTC premium supplement brand combining science-backed health claims with subscription models and notable athlete/expert endorsements (Travis Barker, partnerships with pro teams) — closely comparable DTC premium-positioning playbook to Smartfish.
- Nordic Naturals: Nordic Naturals is the leading omega-3/fish oil supplement brand that has built a premium positioning around sustainable Norwegian-sourced fish oils with EFSA-aligned health claims — directly comparable ingredient story and regulatory positioning to Smartfish's omega-3 IP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Smartfish social profiles
Digital presenceSmartfish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smartfish leadership team
Management profileNumber of profiles
Profiles8 records
Smartfish funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smartfish 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 Smartfish
What does Smartfish do?
Smartfish develops, manufactures, and sells a single core physical product, the Smartfish Post Workout protein recovery drink, which combines 20g of whey protein, Norwegian omega-3 (600mg EPA, 400mg DHA), vitamin D, and 25g of carbohydrates in a shelf-stable emulsified beverage. The product uses patented emulsification technology that fully dissolves fish oil in a protective emulsion, eliminating fishy taste and smell while preventing oxidation across an 18-month shelf life. It is sold directly to consumers via the company's own online storefront in 12-pack and 24-pack sizes with one-time purchase or subscription options.
Is Smartfish a public or private company?
Smartfish is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smartfish founded?
Smartfish was founded in 2001. It employs 11 to 50 people.
Where is Smartfish based?
Smartfish is headquartered in Oslo, Norway, in the Europe region.
How does Smartfish make money?
Three revenue lines are on record. Product Sales - One-time Purchase is the primary driver. The others are subscription Revenue and volume-based Pricing.
Who are Smartfish's main competitors?
Emerging players on record are Veloforte and Skratch Labs. Broad incumbents are MuscleTech and GNC. Direct peers are Optimum Nutrition, Ghost Lifestyle, MyProtein, AG1 (Athletic Greens), Thorne and Nordic Naturals.
Does Smartfish have an API?
No public API is recorded for Smartfish.
What industry is Smartfish in?
Smartfish's product category is Sports Nutrition. Its primary akta.pro industry code is AFAJAHAD, Marine & Aquatic Protein Ingredients (Fish Protein, Shellfish Protein, Fish Collagen). Its NAICS code is 3117 and its SIC code is 2090.