For Goodness Shakes

What For Goodness Shakes does

For Goodness Shakes is a UK-based consumer nutrition company operating under the legal entity My Goodness Limited. Founded in 2004, the company manufactures and sells ready-to-drink (RTD) protein shakes and related nutritional beverages, positioning itself as the UK's original protein shake brand. The product portfolio is centered on a tiered protein-shake range (27g, 35g, and 50g per serving), supplemented by a Glow Collagen line (combining 2500mg collagen with 27g protein at 150 calories), an FGS Recovery range with both RTD and powder formats built around a 3:1 carbohydrate-to-protein ratio, Rehydrate electrolyte tabs, and a concentrated 25g Protein Super Shot. Products are formulated on a skimmed-milk base, are free from traces of gluten, and are designed for ambient storage with refrigeration only required after opening.

The company operates a predominantly direct-to-consumer e-commerce model through its own Shopify storefront (forgoodnessshakes.com), supported by retail distribution via Holland & Barrett stores and online, wholesale through Muscle Fitness, and registered trade accounts for businesses that resell or distribute the products. Pricing is structured as one-time multi-pack purchases with volume-based incentives (20% off 2 cases, 30% off 3+ cases; free delivery over £15). End customers are segmented into "Fitness Enthusiasts and Athletes" (primary — pre-/post-workout fuel, muscle building) and "Health-Conscious Consumers" (secondary — daily wellness, collagen supplementation for skin/hair/nails). Marketing is driven through Instagram, Facebook, TikTok, email/newsletter, and a blog/guides content hub, with branded hashtag campaigns such as #GlowOnTheGo and #Elite50G.

For Goodness Shakes is privately held with no disclosed external investors, parent company, subsidiaries, funding rounds, or M&A activity. The company operates two London addresses — a registered office at The Leather Market (Weston Street, SE1 3ER) and an operational/trading headquarters at the Sports Performance Centre in Wandsworth (SW18 4LZ). Geographic scope is currently UK-domestic only, with international delivery listed as under review. There are no publicly disclosed revenue figures, headcount, patents, regulatory actions, or leadership team details in the available data.

Name

For Goodness Shakes

Legal name

My Goodness Limited

Website

https://forgoodnessshakes.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

For Goodness Shakes is a UK-based, privately held nutrition company that manufactures and sells ready-to-drink protein shakes, collagen drinks, recovery products, and rehydration tabs directly to consumers via its e-commerce site and through retailers such as Holland & Barrett, targeting fitness enthusiasts and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Protein Beverages

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)

akta.pro secondary industries

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Ready-to-drink protein shakes
• Nutritional beverages
• Protein supplements
• Sports recovery drinks
• Collagen drinks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales (B2C): Direct-to-consumer sale of protein shakes, recovery products, collagen drinks, and rehydrate tabs through their e-commerce website. One-time purchase model with volume-based discounts (30% off for 3+ cases, 20% off for 2 cases). Products sold as multi-packs in various protein concentrations.
2. Trade/B2B Sales: Sale of products to registered trade customers (retailers, gyms, fitness businesses) who purchase for redistribution or resale. Trade accounts must be registered and may require supporting documentation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

For Goodness Shakes manufactures and sells ready-to-drink protein shakes and nutritional beverages directly to consumers and through retail/wholesale partners. Their product line includes protein shakes in 27g, 35g, and 50G Elite concentrations, collagen-protein combined drinks (Glow), post-workout recovery shakes and powders with a 3:1 carb-to-protein ratio, rehydration tablets, and concentrated protein shots. Products are sold as multi-pack cases primarily via their own ecommerce store and select UK retailers.

Product overview

For Goodness Shakes is a UK-based health and nutrition company offering ready-to-drink protein beverages and supplements. The product portfolio centers on protein shakes available in three protein concentrations (27g, 35g, and 50g), a Glow Collagen line combining protein with collagen for beauty-from-within benefits, a Recovery range with both ready-to-drink shakes and powder formats featuring a 3:1 carb-to-protein ratio, plus Rehydrate Tabs and concentrated Protein Super Shots. The company operates as a direct-to-consumer e-commerce business selling multi-pack cases, founded in 2004 and positioning itself as the UK's original protein shake brand.

Differentiator

Problem solved

Functional benefit

Products and services

• 27G Protein Shake (250ml) - 12 pack Ready-to-drink protein shake containing 27g of high-quality protein per 250ml serving, sold as a 12-pack multi-pack for convenient daily consumption. Priced at £24.00 per 12-pack.
• 35G Protein Shake (330ml) - 8 pack Ready-to-drink protein shake delivering 35g of high-quality protein per 330ml bottle, designed for athletes and fitness enthusiasts seeking substantial protein intake. Priced at £20.00 per 8-pack.
• 50G Elite Protein Shake (471ml) - 8 pack High-performance ready-to-drink protein shake containing 50g of protein per 471ml bottle, formulated for elite athletes and those with advanced fitness goals.
• Glow Collagen Protein Shake (250ml) - 12 pack Combined collagen and protein drink providing 2500mg of collagen plus 27g of protein per 250ml serving at only 150 calories, available in White Chocolate and Iced Latte flavours. Priced at £30.00 per 12-pack.
• FGS Recovery Shake (435ml) - 8-pack Post-workout recovery drink with a 3:1 carbohydrate to protein ratio, available in chocolate and vanilla flavours, designed to aid muscle recovery after exercise. Priced at £16.00 per 8-pack.
• FGS Recovery Powder (1.4kg tub) Powdered version of the recovery formula for home preparation, sold in a 1.4kg tub format for extended use.
• Rehydrate Tabs (Hydro Tabs) Rehydration tablets designed to restore electrolytes and hydration, available in multi-tube packs.
• 25G Protein Super Shot (60ml) Concentrated protein shot delivering 25g of protein in a compact 60ml serving, formulated with pomegranate and coconut flavours.

Quantifiable outcome

• Products free from trace of gluten
• +1 more outcomes

Segments2 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

One partnership is on record.

• Holland & BarrettcoreChannel Partner/ Reseller/ DistributorMajor UK health and wellness retailer distributing For Goodness Shakes products through their physical stores and online platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Optimum Nutrition: Global sports nutrition brand (Glanbia) selling protein powders and RTD shakes across mass retail and specialty channels. Comparable on product category and protein-focused positioning, but with a far broader international footprint and deeper retail penetration.
• Premier Protein: Large US-based RTD protein shake brand (BellRing Brands) with broad mass-market grocery distribution. Comparable on product format (RTD high-protein shakes) and customer use case, but operates at significantly larger scale and in a different primary geography.
• Fairlife Core Power: US-based RTD high-protein shake brand (Coca-Cola partnership) using a dairy protein base. Directly comparable on product format (RTD high-protein shake) and ambient-storable dairy formulation, though operating primarily in North America.

Direct peers

• Bulk Powders: UK-based sports nutrition company selling protein, recovery, and wellness products via DTC e-commerce. Comparable on product mix (protein + recovery + hydration), DTC-first distribution, and UK target market.
• MyProtein: UK-based sports nutrition brand (part of THG) offering ready-to-drink protein shakes and powders with a similarly broad SKU range and DTC-led model. Most directly comparable in product, target customer (athletes and fitness enthusiasts), and omnichannel go-to-market.
• Bio-Synergy: UK sports nutrition brand offering protein, recovery, and hydration products across retail and DTC. Comparable on product mix (protein shakes + recovery/hydration formats) and UK high-street and online distribution.
• Protein World: UK-based sports nutrition and slimming brand selling protein shakes, powders, and supplements via DTC. Comparable on UK DTC model, female-skewing customer base for weight-management products, and protein-led product portfolio.
• PhD Diet (PhD Nutrition): UK sports nutrition brand with a strong RTD protein shake range (e.g., PhD Diet Whey) sold through grocery, gym, and DTC channels. Closely comparable on product format (RTD protein shakes), UK retail presence, and fitness-oriented customer base.
• Grenade: UK sports nutrition brand known for protein bars and expanding into RTD shakes and carb/protein products. Comparable on target consumer, retail distribution through health and fitness channels, and mass-market positioning in UK gyms and convenience.
• Science in Sport (SiS): UK-listed sports nutrition brand specializing in protein and endurance/recovery products (gels, powders, RTD). Comparable on athlete-targeted protein and recovery product positioning and UK distribution into sport and fitness retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ForGoodnessShakes
• Instagraminstagram.com/forgoodnessshakes
• TikToktiktok.com/@forgoodnessshakes
• Xx.com/forgoodnessshks
• LinkedInlinkedin.com/company/my-goodness-ltd

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 For Goodness Shakes