Hafervoll
Hafervoll is a German direct-to-consumer packaged food company founded in 2013 that produces oven-baked organic oat flapjacks and porridge bars, serving health-conscious consumers and corporate buyers across Germany through its own e-commerce and B2B online shops.
- Company typePrivate
- Founded2013
- HeadquartersBergisch Gladbach, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hafervoll does
Hafervoll (legally HNC Healthy Nutrition Company GmbH) is a German packaged-food company founded in 2013 in Bergisch Gladbach that produces oven-baked organic oat snacks under the positioning 'Das Müsli für die Hosentasche' (muesli for your pocket). Its core product is the Organic Flapjack, a hand-baked muesli bar produced by rolling oat dough onto baking sheets and baking until golden brown, in contrast to the machine-pressed method used for conventional granola bars. The company also sells Porridge2go, a portable ready-to-eat porridge bar, and Minis, a smaller-format snack variant, all certified organic under DE-ÖKO-001 with short ingredient lists and no artificial additives.
The commercial model is direct-to-consumer e-commerce via hafervoll.de, supplemented by a separate B2B portal at b2b.hafervoll.de serving corporate gifting, employee snacks, and office catering accounts. Products ship within Germany only, with fulfillment outsourced to Wehner Logistics and payments processed via Mollie, Klarna Pay Later, and PayPal. Pricing is structured around box units (e.g., 6er Probierbox at €12.39, 18er Mixbox at €34.00, Porridge2go 13er Mixbox at €22.50), with free domestic shipping above €50.
The company is privately held with no disclosed external venture or private equity backing, managed by three Geschäftsführer (Marc Krüger, Thomas Schmitz, Christian Beneke) alongside co-founders Phil and Rob, and has a headcount in the 11-50 range. Its most notable external event was winning the ProSiebenSat.1 SevenVentures Pitch Day in October 2017, which delivered a media prize and national TV exposure. Customer acquisition is driven by a content-led funnel including the Haferblog, email newsletter with a 10% welcome discount, and active social media presence across Facebook, Instagram, YouTube, and TikTok.
Hafervoll firmographics
Firmographics- Name
- Hafervoll
- Legal name
- HNC Healthy Nutrition Company GmbH
- Website
- https://hafervoll.de
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hafervoll is a German direct-to-consumer packaged food company founded in 2013 that produces oven-baked organic oat flapjacks and porridge bars, serving health-conscious consumers and corporate buyers across Germany through its own e-commerce and B2B online shops.
- Ownership category
- akta.pro rank
Hafervoll industry classification
Industry- Product category
- Organic Baked Oat Snacks
- NAICS
- Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where Hafervoll is headquartered
LocationHeadquarters
- HQ city
- Bergisch Gladbach
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Hafervoll business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Online sales through hafervoll.de to individual consumers purchasing flapjacks, porridge2go, and related products. Products are shipped to customers in Germany with free shipping over €50.
- B2B Wholesale: Business customers can purchase through the dedicated B2B shop at b2b.hafervoll.de for bulk orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Organic Flapjacks - available in various box sizes |
| Unit Pricing | Pay-as-you-go | Minis - smaller portions in 8er boxes |
| Unit Pricing | Pay-as-you-go | Porridge2go - on-the-go porridge bars |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Hafervoll product offering
Product offeringCore offering
Hafervoll (operated by HNC Healthy Nutrition Company GmbH) manufactures and sells oven-baked organic oat flapjacks and on-the-go porridge bars directly to consumers and businesses through its own e-commerce shops. Unlike conventional machine-pressed granola bars, the company's products are rolled out on baking sheets and baked in the oven, using short, fully transparent ingredient lists free of artificial additives, sweeteners, emulsifiers, palm fat, and coconut fat.
Product overview
Hafervoll is a German food company specializing in baked oat-based snacks, positioned as a healthy alternative to conventional granola bars. The product portfolio centers on two core offerings: Organic Flapjacks (oven-baked oat bars available in 8 organic-certified flavors sold in 6, 10, and 18-unit boxes) and Porridge2go (ready-to-eat portable porridge bars in 3 flavors, 13 units per tray). Supporting products include Minis (smaller 8-unit snack boxes), various Mixboxen bundles for sampling multiple flavors, and Probierboxen for trying individual flavors. The company also operates a B2B shop for corporate customers. All products emphasize clean ingredient lists with natural components—oats, nuts, seeds, honey—without artificial additives, and are certified organic (DE-ÖKO-001). Founded in 2013, Hafervoll markets itself as 'Das Müsli für die Hosentasche' (muesli in your pocket).
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Flapjacks Hand-baked oat bars made in the oven using natural ingredients with no artificial additives. Available in 6-, 10-, and 18-unit boxes across eight organic-certified flavors including Cocoa Nib & Hazelnut, Berry & Cashew, Chia & Pistachio, and Banana & Brazil Nut. Each flapjack weighs 60g. Targeted at health-conscious consumers seeking a portable, clean-label breakfast or snack.
- Porridge2go
Companies that use Hafervoll
Customer profileSegments5 records
Ideal customer profiles2 records
Hafervoll technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Hafervoll partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- ProSiebenSat.1 / SevenVenturescoreWon the SevenVentures Pitch Day competition, receiving a significant media prize that provided national TV exposure and brand awareness across Germany. The competition involved pitching to a jury of prominent figures including Joko Winterscheidt. This partnership helped establish Hafervoll's brand presence in the German market.
- Wehner Logistics GmbH & Co. KGcoreThird-party fulfillment partner handling order processing, shipping, delivery, and after-sales service. Located in Langenfeld, Germany. Manages the logistics operations so Hafervoll can focus on product development and marketing.
- DHL GoGreenminorEnvironmental partnership for carbon-neutral shipping. Hafervoll uses DHL GoGreen for shipments, offsetting CO2 emissions from deliveries.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Hafervoll competitors and assessment
Company assessmentDirect peers
- FOOOD.com / Foodist: Foodist is a German D2C brand offering curated healthy snacks, muesli, and oat-based bars online. Comparable to Hafervoll as a digitally native German healthy-snack brand, sharing customer acquisition tactics such as content marketing, online shop, and use of subscription/box formats.
- Eat Natural: Eat Natural is a UK-based maker of natural snack and protein bars built on oats, nuts, and honey with no artificial additives. Its product positioning, ingredient philosophy, and on-the-go snacking use case directly overlap with Hafervoll's organic flapjacks and Porridge2go.
- MyMuesli: MyMuesli is a German D2C brand offering customizable muesli, granola, and related oat-based products. It competes for the same health-conscious German consumer, shares the online-first GTM, and overlaps in the muesli/granola bar category that flanks Hafervoll's flapjacks.
- Lizi's: Lizi's is a UK-based brand specializing in oven-baked flapjacks and granola products, making it the most direct peer to Hafervoll. Both compete on the same product format (baked oat flapjacks), the same clean-label positioning, and the same health-conscious consumer segment, though Lizi's is UK-focused.
- Allos: Allos is a German pioneer in organic and natural food products, including a portfolio of organic snack bars and muesli products. It is one of the closest direct competitors in the German organic D2C and retail snack-bar market, sharing Hafervoll's clean-label ethos and DE-ÖKO-style certification approach.
- Verival: Verival is an Austrian family-owned producer of organic muesli, granola, and snack bars distributed across DACH. It is comparable to Hafervoll on organic certification, oat-based product format, and DACH retail and D2C channels, and is a meaningful competitor within the German-speaking market.
- KoRo: KoRo is a Berlin-based D2C organic food brand selling muesli, snacks, and pantry staples in bulk. It is comparable to Hafervoll as a digitally native, organic-credentialed German food brand targeting health-conscious consumers, though with a much broader portfolio beyond oat bars.
Broad incumbents
- Nature Valley: Nature Valley is a General Mills-owned mass-market granola and protein bar brand. It overlaps with Hafervoll's oat-based snack-bar category at the mainstream end, providing a competitive pricing benchmark and shelf competitor in German grocery, though without the artisanal / organic positioning.
- KIND Snacks: KIND is a large US-headquartered healthy snack-bar brand with global distribution, owned by Mars. It targets the same health-conscious on-the-go snacker as Hafervoll but operates at a vastly larger scale and broader portfolio, representing an incumbent benchmark for category economics and shelf positioning.
Regional players
- Bohlsener Mühle: Bohlsener Mühle is a German organic mill and bakery producing muesli, granola, and oat-based snack bars under the 'Bohlsener Mühle' and 'Neue Erdnuss' brands. Comparable to Hafervoll on organic credentials and oat-bar format, it is a stronger retail presence in Northern Germany while Hafervoll is D2C-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Hafervoll social profiles
Digital presenceHafervoll compliance and trust
Trust signalCompliance1 record
Hafervoll financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hafervoll leadership team
Management profileNumber of profiles
Profiles5 records
Hafervoll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hafervoll 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 Hafervoll
What does Hafervoll do?
Hafervoll (operated by HNC Healthy Nutrition Company GmbH) manufactures and sells oven-baked organic oat flapjacks and on-the-go porridge bars directly to consumers and businesses through its own e-commerce shops. Unlike conventional machine-pressed granola bars, the company's products are rolled out on baking sheets and baked in the oven, using short, fully transparent ingredient lists free of artificial additives, sweeteners, emulsifiers, palm fat, and coconut fat.
Is Hafervoll a public or private company?
Hafervoll is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hafervoll founded?
Hafervoll was founded in 2013. It employs 11 to 50 people.
Where is Hafervoll based?
Hafervoll is headquartered in Bergisch Gladbach, Germany, in the Europe region.
How does Hafervoll make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are B2B Wholesale.
Who are Hafervoll's main competitors?
Direct peers on record are FOOOD.com / Foodist, Eat Natural, MyMuesli, Lizi's, Allos, Verival and KoRo. Broad incumbents are Nature Valley and KIND Snacks. Bohlsener Mühle is listed as a regional player.
Does Hafervoll have an API?
No public API is recorded for Hafervoll.
What industry is Hafervoll in?
Hafervoll's product category is Organic Baked Oat Snacks. Its primary akta.pro industry code is CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 3118 and its SIC code is 2050.