Tao Family

What Tao Family does

Tao Family (NV/SA TAO Family, formerly Drinkdifferent) is a Belgian privately-held beverage company headquartered in Ternat, Belgium, operating since 2012. It develops and sells natural drinks through three sub-brands: Bionina (organic sparkling lemonades and premium mixers built on Italian mineral water from the Sibyllini mountains, holding EU Organic and Biogarantie certifications), TAO Vitamin Drinks (lightly sparkling, vitamin-enriched functional beverages launched in 2023 with flavors incorporating kombucha, ginkgo biloba, dragonfruit, and ginseng), and Vitao (a 2024-launched vitamin tea line with 91% tea infusion, vitamins, and bifidus, plus a separate organic bagged fine-tea range). The company's technical differentiators are formulation-based — natural ingredient sourcing, organic certification, vitamin and bifidus enrichment, and 100% recyclable packaging — rather than software or platform technology.

Tao Family generates revenue exclusively through direct-to-consumer e-commerce on taofamily.com, shipping only within Belgium via PostNL with a 3–4 business day delivery window and free shipping above €50. The pricing model is one-time transactional unit sales of multi-pack cases (€9.95–€39.95 per case across SKUs), with a 10% first-order discount via code FAMILY10 and discovery/gift boxes as merchandising levers. The company supports Bancontact, Maestro, Visa, and Mastercard payments. It markets through Instagram, Facebook, TikTok, email/newsletter, and content marketing on the website, anchored by Belgian athlete brand ambassadors Vincent Vanasch and Tom Boon.

The customer base is entirely consumer — individual buyers of functional and organic beverages — with no disclosed B2B or retail channel. The company's stated customer segments are health-conscious Belgian consumers, fitness and sports enthusiasts, and premium organic beverage consumers. The operating perimeter is narrow: a single country, a single sales channel, no app, no API, no disclosed AI capability, no subsidiaries, no M&A activity, and no external funding rounds.

Name

Tao Family

Legal name

NV/SA TAO Family

Website

https://taofamily.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Tao Family is a privately-held Belgian beverage company that sells natural, vitamin-enriched and organic drinks (TAO, Bionina, Vitao sub-brands) exclusively direct-to-consumer through taofamily.com to health-conscious consumers in Belgium.

Ownership category

akta.pro rank

Product category

Natural & Functional Beverages

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111), Health and Personal Care Retailers (456)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro industry

PRIMARYCRADAHAH

Single-Serve Coffee (Pods, Capsules)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Non-Alcoholic Beverages (Coffee, Tea, Soft Drinks, Water)

SECONDARYAFAFAFAF

Botanical/Herbal & Adaptogen Functional Beverage Production

Agriculture & Food Production/Beverage Production/Functional & Nutritional Beverage Production (Energy, Sports, Fortified)

SECONDARYCRADAHAE

Tea (Leaf, Bagged, Instant, Concentrates)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Non-Alcoholic Beverages (Coffee, Tea, Soft Drinks, Water)

Keywords

• Natural beverages
• Vitamin drinks
• Organic lemonades
• Premium tonics
• Functional teas

Headquarters

HQ city

Ternat

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Beverage Sales: Tao Family generates revenue through direct-to-consumer online sales of their beverage products. Customers purchase through their e-commerce website with products sold in multi-pack formats (cans, bottles). Revenue is one-time transactional, with no subscription component. The company offers free shipping for orders over €50 in Belgium.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Tao Family develops, manufactures, and sells a portfolio of natural and organic beverages across four main brands: TAO Vitamin Drinks (vitamin-enriched sparkling beverages), Bionina (organic sparkling lemonades and premium tonics built on Italian mineral water), Vitao Vitamin Tea (non-sparkling tea-based drinks with vitamins and bifidus), and Vitao Organic Fine Tea (organic teas and infusions). Products are sold exclusively through the company's own e-commerce website (taofamily.com) to Belgian consumers, with multi-pack case formats and gift/discovery boxes.

Product overview

Tao Family is a Belgian beverage company offering four distinct product lines: TAO Vitamin Drinks (lightly sparkling vitamin-enriched beverages in 4 flavors), Bionina (organic sparkling lemonades, premium tonics, and premium drinks in multiple variants), Vitao Vitamin Tea (non-sparkling tea-based beverages with vitamins and bifidus), and Vitao Organic Fine Tea (packaged organic teas and infusions in 8 flavors). The company emphasizes natural ingredients, Belgian craftsmanship, organic sourcing where possible, and 100% recyclable packaging. Products are sold primarily in Belgium through their online shop.

Differentiator

Problem solved

Functional benefit

Brands

• TAO Vitamin Drinks: Slightly sparkling, refreshing beverages full of vitamins and low in calories, made with pure natural ingredients without chemicals or unnecessary additives. Available in 4 flavors.
• Bionina
• Vitao
• Vitao Organic Fine Tea

Products and services

• TAO Vitamin Drinks A line of lightly sparkling, refreshing beverages combining natural fruit and plant extracts with essential vitamins. Available in four flavors (Kombucha & Rosehip, Green Tea & Ginkgo Biloba, Ginger & Dragonfruit, and Blackcurrant & Ginseng). Low in calories with no artificial additives or preservatives; sold in 24x250ml cases at €33.90.
• Bionina Organic Sparkling Lemonades Organic sparkling lemonades made with Italian mineral water from the Sibyllini mountains and certified organic ingredients. Includes flavors such as Miss Blood Orange, Lady Pink Grapefruit, Mister Lemon, and Uncle Pomegranate & The Cranberries. Available as 12x330ml at €21.60 or 24x200ml at €33.35.
• Bionina Premium Organic Drinks Premium organic beverages designed for cocktail mixology and sophisticated palates. Includes Chinotto (Italian bitter citrus), Ginger Ale, and Ginger Beer. Made with natural mineral water and organic botanicals; sold in 24x200ml cases at €39.95.
• Bionina Premium Organic Tonics Premium organic tonic waters crafted around natural quinine from cinchona bark. Features five varieties: Indian Tonic, Mediterranean Tonic, Hibiscus Tonic, Elderflower Tonic, and Pink Pomelo Tonic. Balanced with organic botanicals and pure Italian mineral water; sold in 24x200ml cases at €39.95.
• Vitao Vitamin Tea The first natural vitamin drink based on tea, combining 91% tea infusion with vitamins and bifidus. Non-sparkling beverages in two flavors: Green Tea with Lime & Jasmine, and White Tea with Pomegranate & Passionflower. Enriched with vitamins C, B3, B5, B6, B12, zinc, biotin, and bifidus; sold in 6x500ml at €14.30.
• Vitao Organic Fine Tea

Quantifiable outcome

• Customer satisfaction rating of 4.6/5 based on customer reviews
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• PostNLcoreChannel Partner/ Reseller/ DistributorPostNL is Tao Family's logistics and delivery partner for all shipments within Belgium. They handle the transportation of all parcels from Tao Family's warehouse to customers' designated addresses or pickup points. Delivery takes 3-4 business days after order processing.
• Vincent VanaschcoreOthersVincent Vanasch, recognized as the world's best goalkeeper, serves as a brand ambassador for Tao Family. He promotes the brand as part of a healthy lifestyle, encouraging young people to make conscious choices and adopt healthy habits on and off the field.
• Tom BooncoreOthersTom Boon, one of the best hockey attackers of all time, serves as a brand ambassador for Tao Family. Together with Vincent Vanasch, he embodies the brand's philosophy of transparent, body-respecting, and planet-friendly beverages that contribute to a healthy lifestyle.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Vitamin Well: Swedish functional water company offering vitamin-enriched, low-sugar flavored waters. Directly comparable to Tao's TAO Vitamin Drinks line in functional positioning, packaging format and target health-conscious consumer.
• Clipper Teas: UK organic and Fairtrade tea brand offering green, black and herbal infusions in bagged formats. Directly comparable to Vitao Organic Fine Tea's range of green, jasmine, lemon/ginger, chamomile and rooibos-style infusions.
• Fever-Tree: UK premium mixer brand specializing in natural quinine-based tonics and premium mixers. Directly comparable to Bionina's Premium Organic Tonics range in mixology use case, premium pricing and ingredient-driven positioning.
• Biotta: Swiss organic juice and wellness beverage brand with a broad range of fruit and vegetable drinks including functional variants. Comparable to Tao's organic, plant-based functional positioning and emphasis on natural ingredients.
• Lemonaid Beverages: UK-based organic fairtrade soft drinks brand sold in glass bottles through foodservice and retail. Directly comparable to Bionina's organic sparkling lemonades in organic certification, ethical sourcing story and natural positioning.
• Belvoir Fruit Farms: UK maker of organic cordials and pressés using natural botanicals and flowers. Comparable to Bionina's elderflower, hibiscus and Mediterranean tonics in floral/botanical ingredient story and premium organic positioning.

Regional players

• Hint Water: US fruit-infused water brand focused on unsweetened, naturally flavored water. Comparable category adjacency to Tao's functional drinks though it operates primarily in the US market, not Europe.

Emerging players

• Karma Water: US-based functional water brand featuring fruit-infused water with vitamins and probiotics. Comparable to Tao's Vitao Vitamin Tea and TAO Vitamin Drinks in the functional beverage wellness category.

Broad incumbents

• Rauch Fruchtsäfte: Austrian family-owned beverage company with broad juice, iced tea and functional drink portfolio (e.g., Happy Day, Bravo). Comparable as an established family-run European CPG beverage operator with multiple sub-brands.
• Innocent Drinks: Coca-Cola-owned UK smoothies, juices and coconut water brand with broad natural-ingredient positioning. Overlaps with Tao's health-conscious, natural-ingredient proposition but at significantly larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TAO.Drinks.BE
• Instagraminstagram.com/taodrinksofficial
• TikToktiktok.com/@taodrinks

Compliance3 records

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 Tao Family