Queal
Queal is a Netherlands-based direct-to-consumer brand founded in 2014 that sells nutritionally complete powdered meal shakes (Steady), instant oatmeal (Ready), nootropics (Flow), and protein bars (GO) to individual consumers in 75+ countries via its owned multilingual e-commerce site, subscriptions, and seasonal bulk deals.
- Company typePrivate
- Founded2014
- HeadquartersRotterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Queal does
Queal is a Rotterdam-headquartered direct-to-consumer company, founded in 2014, that designs and sells nutritionally complete meal replacement products to individual consumers in over 75 countries. Its product portfolio centers on Steady (powdered meal shakes delivering 2,118 kcal per bag with 45g protein per 400 kcal serving and 100% of the RDA/RI of 27 essential vitamins and minerals), Ready (instant complete-meal oatmeal), Flow (a four-ingredient nootropic supplement combining Guarana, L-Theanine, CDP-Choline and Ashwagandha), GO (protein bars), and accessories such as Shakers. Steady 6.0, reformulated in 2024, uses a proprietary vegan protein blend of Fava Bean, Pea and Brown Rice; 95% of ingredients are EU-sourced, and the finished products are shelf-stable for 12 to 24 months without refrigeration.
Queal firmographics
Firmographics- Name
- Queal
- Legal name
- Queal
- Website
- https://queal.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Queal is a Netherlands-based direct-to-consumer brand founded in 2014 that sells nutritionally complete powdered meal shakes (Steady), instant oatmeal (Ready), nootropics (Flow), and protein bars (GO) to individual consumers in 75+ countries via its owned multilingual e-commerce site, subscriptions, and seasonal bulk deals.
- Ownership category
- akta.pro rank
Queal industry classification
Industry- Product category
- Meal Replacement Nutrition
- NAICS
- Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)
- akta.pro secondary industries
- Powdered & Instant Beverage Mix Manufacturing (Drink Mixes) (AFAFABAL), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)
Keywords
Where Queal is headquartered
LocationHeadquarters
- HQ city
- Rotterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Queal business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Queal sells meal replacement shakes (Steady), instant oatmeal (Ready), nootropic supplements (Flow), protein bars (GO), and accessories (Shakers) directly to consumers via queal.com. Individual one-time purchases at per-unit or per-bag pricing. This is the primary revenue stream.
- Subscription / Recurring Orders: Customers can set up recurring subscriptions with adjustable delivery schedules (daily to quarterly), flavors, and quantities via the personal dashboard. Subscriptions provide a predictable recurring revenue stream with customer lock-in.
- Queal Quarterly Bulk Deal: A seasonal one-off bulk purchase offering ~20% discount on 120 meals (40 bags, 25 free). One-time purchase, not a subscription, but drives large order values periodically. Available between the 20th of the last month of each quarter and the 5th of the first month of the next quarter.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Queal Quarterly — 120 meals bulk deal |
| Unit Pricing | Pay-as-you-go | Steady — per 400kcal / per bag |
| Unit Pricing | Pay-as-you-go | Ready — per 400kcal / per bag |
| Unit Pricing | Pay-as-you-go | Flow — per serving / per jar |
| Unit Pricing | Pay-as-you-go | Shakers — per unit |
| Unit Pricing | Pay-as-you-go | Taste Tester — starter pack |
| Unit Pricing | Pay-as-you-go | Try-Out Deal — mixed product bundle |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Queal product offering
Product offeringCore offering
Queal designs, formulates, and sells nutritionally complete meal replacement products, including complete meal shakes (Steady), instant oatmeal (Ready), nootropic supplements (Flow), and protein bars (GO), packed with all 27 essential vitamins and minerals per serving. Products are shelf-stable powder mixes that require only water preparation and are sold direct-to-consumer via queal.com across 75+ countries, supported by recurring subscriptions and bulk purchase deals (Queal Quarterly). Accessories (Shakers) and sample packages (Taste Tester, Try Out Deal) round out the consumer offering.
Product overview
Queal offers a portfolio of complete meal replacement products centered around three core offerings: Steady (nutritionally complete meal shakes), Ready (instant oatmeal hot meals), and Flow (nootropic supplement for mental focus). Products come in various formats including powders, oatmeal packets, and protein bars. The company operates a subscription model through Queal Quarterly (bulk 20% discount deal) and a customer Dashboard for managing orders and rewards. Additional offerings include sample packages (Taste Tester, Try Out Deal), accessories (Shakers), and vegan product variants. The product line provides 27 essential vitamins and minerals per serving and is designed to replace traditional meals while saving time and money.
Differentiator
Problem solved
Functional benefit
Brands
- Steady: Complete meal shakes - nutritionally complete drinkable meals available in multiple flavors (Awesome Apple Pie, Cool Chocolate, Funky Forest Fruit, Morning Macchiato, Super Strawberry, Smooth Vanilla, Banana Mania, Chocolate Hazelnut Happiness, Cookies and Cream, and limited editions). Each bag contains 2118kcal with 45g protein.
- Ready
- Flow
- Shakers
- Taste Tester
- Queal Quarterly
- Try Out Deal
Products and services
- Steady Queal Steady is the company's flagship complete meal replacement shake, formulated with a vegan Fava Bean + Brown Rice + Pea protein blend and delivering 45g of protein, all 27 essential vitamins and minerals at 100% RDA/RI, and 2118kcal per bag (equivalent to 3-8 servings depending on meal size). It is sold in multiple standard flavors and limited editions to individual consumers seeking a fast, nutritionally complete drinkable meal.
- Ready Queal Ready is a complete instant oatmeal hot meal designed for quick breakfast preparation by adding hot water. Each serving provides 400kcal and 27g of plant protein, real dried fruit inclusions, and the full Queal 27-vitamin/mineral micronutrient profile. Available in Berry Good and Tropical Today flavors, with vegan variants offered.
- Flow Queal Flow is a nootropic supplement powder combining Guarana (87.5mg caffeine), L-Theanine (200mg), CDP-Choline (250mg), and Ashwagandha (750mg) per serving to support focus, reduce anxiety, and protect brain function without the typical caffeine crash. Sold in 30-serving jars for individual consumers using it as a morning or workday cognitive boost.
- GO Queal GO is the company's chocolate-covered high-protein crunch bar, delivering 18g of protein per bar for on-the-go snacking. Priced from €2.27 per bar and targeted at fitness-focused and busy consumers; listed as sold out at the time of source capture.
- Queal Quarterly Queal Quarterly is a seasonal one-off bulk purchase offering roughly 20% off 120 complete meal shakes (40 bags of 3 meals each, including 25 free meals), priced at €309 versus €380 regular price. Available four times per year (last five business days of each quarter through the 5th of the next) within the EU and Canada; not a subscription.
- Taste Tester Taste Tester is Queal's starter sample package priced at €66.50, containing 21 complete Steady meals across 7 flavors (3 meals each), a free BPA-free shaker, and a free scoop. Designed as a low-risk first purchase backed by the Taste Trumps Everything Guarantee (full refunds on unopened returns, free flavor replacements).
- Try Out Deal Try Out Deal is a discounted cross-product bundle providing 38% off and including 10 Ready meals, 6 Steady meals, 1 jar of Flow (30 servings), and a free shaker and scoop, allowing new customers to evaluate multiple Queal product lines in a single purchase.
- Shakers Queal Shakers are BPA-free mixing bottles sold as accessories for preparing Queal shakes, available in a standard 800ml version (from €2.50, with measurement scale and ice grate) and a Premium 750ml version in Tritan plastic and stainless steel (€16.35). A free standard shaker is included with first orders and Taste Tester packages.
Quantifiable outcome
- 7,000,000+ meals sold since 2014
- +8 more outcomes
Companies that use Queal
Customer profileNamed customers15 records
Segments6 records
Ideal customer profiles3 records
Queal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Queal partnerships and signals
Strategic signalScale indicators8 records
Recent moves5 records
Expansion highlights5 records
Queal competitors and assessment
Company assessmentDirect peers
- Jimmy Joy: Dutch (Rotterdam/Netherlands) meal replacement company selling Plenny shakes, pots and bars with comparable nutritional positioning, vegan options, and DTC focus. Geographic and product overlap with Queal is exceptionally high—primary domestic competitor.
- Saturo: German RTD meal replacement brand offering ready-to-drink bottles and powders. Comparable product positioning (complete nutrition, time-saving, vegan-friendly) with overlapping European geographic focus and DTC distribution.
- Feed. Norwegian meal replacement brand offering complete meal powders with similar nutritional profiles and DTC subscription model. Directly comparable European competitor targeting busy professionals and fitness-conscious consumers.
- Huel: UK-headquartered complete meal replacement brand offering powdered shakes with similar nutritional claims (complete vitamins/minerals, high protein, vegan options). Closest direct competitor to Queal with overlapping target customers (busy professionals, fitness enthusiasts) and distribution model.
- yFood: German functional food company offering RTD meal replacement drinks and powders with high protein and complete vitamin profiles. Comparable in product format, nutritional claims, and pan-European DTC/retail distribution strategy.
- Ka'Chava: Plant-based meal replacement shake brand targeting wellness-conscious consumers with complete nutritional profiles. Compares on plant-based positioning, premium pricing, and DTC subscription model—though primarily US-focused with limited European overlap.
- Soylent: US-based pioneer and category-defining brand in meal replacement shakes (RTD and powder formats). Comparable in offering and target market, with significantly larger scale and brand awareness—primary well-funded competitive reference point for Queal.
- Mana (drinkmana): Czech-based company producing ManaPowder (meal replacement powder) and ManaDrink (RTD shakes). Direct competitor in complete meal replacements with similar nutritional philosophy and DTC distribution across European markets.
- Plenny (by Jimmy Joy): Jimmy Joy's predecessor brand (still in market) selling Plenny shakes and pots—Dutch meal replacement powders directly comparable to Queal's Steady line in formulation, format, and Dutch home-market focus.
Emerging players
- AG1 (Athletic Greens): Premium daily nutritional greens/supplement powder with complete vitamin profile and nootropic-style positioning. Partial overlap with Queal's Flow nootropic on cognitive/nutrition benefits, but positioned as supplement rather than full meal replacement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Queal social profiles
Digital presenceQueal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Queal leadership team
Management profileNumber of profiles
Queal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Queal 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 Queal
What does Queal do?
Queal designs, formulates, and sells nutritionally complete meal replacement products, including complete meal shakes (Steady), instant oatmeal (Ready), nootropic supplements (Flow), and protein bars (GO), packed with all 27 essential vitamins and minerals per serving. Products are shelf-stable powder mixes that require only water preparation and are sold direct-to-consumer via queal.com across 75+ countries, supported by recurring subscriptions and bulk purchase deals (Queal Quarterly). Accessories (Shakers) and sample packages (Taste Tester, Try Out Deal) round out the consumer offering.
Is Queal a public or private company?
Queal is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Queal founded?
Queal was founded in 2014. It employs 1 to 10 people.
Where is Queal based?
Queal is headquartered in Rotterdam, Netherlands, in the Europe region.
How does Queal make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription / Recurring Orders and queal Quarterly Bulk Deal.
Who are Queal's main competitors?
Direct peers on record are Jimmy Joy, Saturo, Feed., Huel, yFood, Ka'Chava, Soylent, Mana (drinkmana) and Plenny (by Jimmy Joy). AG1 (Athletic Greens) is listed as an emerging player.
Does Queal have an API?
No public API is recorded for Queal.
What industry is Queal in?
Queal's product category is Meal Replacement Nutrition. Its primary akta.pro industry code is CRADAGAN, Medical Nutrition & Meal Replacement (RTD, Bars, Powders), with a secondary code of AFAFABAL, Powdered & Instant Beverage Mix Manufacturing (Drink Mixes). Its NAICS code is 311824 and its SIC code is 2090.