What Foodist does

Foodist, founded in 2012 and headquartered in Hamburg, Germany, operates a direct-to-consumer functional food and dietary supplement brand known commercially as More Nutrition under the parent conglomerate TQG (The Quality Group). The company sells a broad portfolio of German-designed, TÜV-certified nutrition products spanning protein powders (milkshake, iced coffee, matcha, clear whey, vegan), protein bars and snacks (Satisbites, wafer bars, tortilla chips, porridge, rice pudding, semolina pudding), sugar-reduction products (Zerup zero-calorie syrups, Chunky Flavour powders, More FIZI sparkling fiber drinks), cooking/baking proteins (sauces, baking proteins) and beauty/wellness supplements (Collagen+, Creatine+ gummies, Biotic+ gummies, Sleep Gummies, Ashwagandha, Magnesium Complex, Digestive Enzymes). Product formulations use proprietary touches such as the SatisFibe fiber blend and bioactive collagen peptides, with emphasis on calorie and sugar reduction claims (up to 95% less sugar, up to 43g protein per serving).

The business model is direct-to-consumer e-commerce operating through an owned Shopify storefront at morenutrition.de, with pay-as-you-go unit pricing (€3 to €36 typical), volume tiered discounts up to 33% off bulk orders, a €55 free-shipping threshold, and a referral program (Freunde werben Freunde). The company ships to 28 European countries including Germany, Austria, France, the UK, Switzerland, the Nordics, the Baltics and Southern Europe, with no third-party retail or marketplace distribution disclosed. Marketing relies on organic social across Instagram, TikTok, YouTube, Pinterest and WhatsApp, plus email (Klaviyo), SMS, referral incentives, a recipe and knowledge blog, and an online calorie calculator.

Revenue mechanics are one-time transactional purchases rather than disclosed subscriptions (despite the original Foodist Box subscription heritage), supported by a horizontal, persona-based segmentation spanning health-conscious consumers, fitness enthusiasts, sugar reducers, and beauty/wellness seekers. The company claims over 4 million customers and a 4.57/5 Trustpilot rating across 29,352 reviews. Headcount sits at 11-50 employees, consistent with a lean D2C operator that outsources production to TÜV-certified facilities and is backed by the larger TQG parent group; the company's own career page is hosted at tqgg.de/jobs rather than a standalone hiring site.

Name

Foodist

Legal name

More Nutrition

Website

https://foodist.de

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Foodist, founded 2012 in Hamburg, operates the More Nutrition D2C brand under TQG, selling German-designed, TÜV-certified protein powders, bars, sugar-free syrups and wellness supplements via its Shopify storefront to consumers across 28 European countries.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food Manufacturing (311), Other Snack Food Manufacturing (311919), Snack Food Manufacturing (31191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industries

Weight Management & Metabolic Supplements (CRADAGAG), Health/Protein Snack Bars Manufacturing (AFAKAIAN), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Nutritional supplements
• Protein powders
• Weight management products
• Sugar-free alternatives
• Direct to consumer

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales: Direct-to-consumer sales of nutritional supplements and protein products through their e-commerce platform. Revenue generated through one-time purchases with volume discount tiers (up to 33% off for bulk orders). Additional revenue from bundled products (taster boxes, probierboxen).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Foodist (operating as More Nutrition) is a German direct-to-consumer brand selling protein-enriched and sugar-reduced nutritional supplements through its own e-commerce storefront at morenutrition.de. The product range spans protein powders, protein bars and snacks, zero-sugar syrups, flavor powders, ready-to-mix protein meals, and beauty/wellness supplements (collagen, creatine, melatonin, probiotics). Products are designed and tested in Germany in TÜV-certified production facilities and shipped to 28 European countries.

Product overview

More Nutrition (Foodist) is a German functional food and supplement company offering a comprehensive portfolio of protein-enriched and sugar-reduced products. The product range is organized into categories: Protein Powder (including milkshake, iced coffee, matcha, vegan, and clear whey variants), Protein Bars & Snacks (Satisbites, Protein Bars, Wafer Bars), Sugar Savers (Zerup syrups, Chunky Flavour flavor powders, FIZI sparkling drinks), Protein Snacks (Porridge, Milchreis, Grießpudding, Chips), Cooking & Baking (Sauces, Protein Pudding, Spices), and Beauty & Health Supplements (Collagen+, Sleep Gummies, Creatine+ Gummies, Biotic+ Gummies, Ashwagandha, Digestive Enzymes, Magnesium, Mineral Complete). The company emphasizes calorie saving, sugar reduction, and high-protein formulations, with products designed and tested in Germany using TÜV-certified production.

Differentiator

Problem solved

Functional benefit

Brands

• Zerup: Zero sugar syrup products for drinks
• Creatine+
• Biotic+
• Collagen+
• Sleep Gummies
• Chunky Flavour

Products and services

• More Protein (Milkshake Style)

Quantifiable outcome

• Up to 95% less sugar compared to conventional iced coffee
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TQG (The Quality Group)minorOthersParent company of More Nutrition brand. TQG operates the More Nutrition e-commerce platform. References to 'Über die TQG' (About TQG) and 'Über More' on the company website indicate TQG is the parent organization.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YFood Labs: Munich-based D2C functional food brand offering ready-to-drink meal replacements and protein shakes. Overlaps with More Nutrition on protein-forward, low-sugar positioning for German consumers.
• Foodspring: Berlin-based D2C sports nutrition and functional food brand (acquired by Mars). Directly competes with More Nutrition across protein powders, bars and supplements, primarily in German-speaking markets.
• Bodylab24: Danish D2C sports nutrition brand with protein powders, bars and supplements across Northern Europe. Comparable operating model—own storefront, European-wide shipping, broad SKU portfolio.
• Form Nutrition: UK-based D2C plant-based functional nutrition brand offering protein powders, bars and supplements. Comparable in product format (powder/bar) and wellness-led positioning.
• nu3: Berlin-based D2C functional food and supplement retailer with a wide supplement catalog and a similar target customer seeking protein, beauty and wellness solutions.
• Saturo: Austrian/German D2C functional meal replacement brand. Comparable audience (fitness-, calorie-conscious European consumers) and direct-to-consumer online model.
• Myprotein: Global D2C sports nutrition brand owned by THG, headquartered in the UK with strong German demand. Offers whey/vegan protein, bars, creatine, collagen and beauty supplements with overlapping SKUs to More Nutrition.
• AG1 (Athletic Greens): Global D2C supplement company built on daily greens/superfood blends and adjacent collagen, sleep and gut products. Comparable subscription-DTC supplement model and audience overlap on wellness seekers.
• ESN (German Sport Nutrition): German protein powder and supplement manufacturer sold across D2C and retail. Closely comparable on product mix (whey/casein, creatine, protein bars) and German-quality positioning.

Broad incumbents

• Oatly: Global functional plant-based food brand. Comparable on the functional/healthy-eating positioning in Europe and D2C-plus-retail distribution, though not in protein powders/supplements.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@more_nutrition
• Instagraminstagram.com/morenutrition.de
• TikToktiktok.com/@morenutrition.de?lang=de-DE
• Pinterestde.pinterest.com/morenutrition_de
• Xx.com/The_Foodist
• Facebookfacebook.com/Foodistbox
• LinkedInlinkedin.com/company/foodist-gmbh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors1 record

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 Foodist