Macro Mixes

What Macro Mixes does

Macro Mixes, operating under the consumer-facing brand Nuah, is a Cape Town-based direct-to-consumer nutrition company that manufactures and sells high-protein, sugar-free, and gluten-free baking premixes, breakfasts, and snacks. The product portfolio is built around lab-tested formulations using grass-fed whey protein and Monk Fruit sweetener, with individual SKUs priced between R65 and R199 in South African rand. The brand extends beyond the original Macro Mixes identity into a broader lifestyle positioning under the Nuah name, with new product extensions such as the Matcha Choc Chip Mug Muffin and Vanilla Protein Pancake.

The business operates as a private, for-profit company with 1-10 employees and sells exclusively through its Shopify-hosted DTC e-commerce channel (macromixes.co.za and nuah.co), with no disclosed wholesale, retail, or B2B distribution. Revenue is generated through one-time purchases plus a newly launched recurring subscription service at subscriptions.nuah.co, and customer acquisition is driven by an active social media presence across Facebook, Instagram, YouTube, TikTok, Pinterest, and X, supplemented by earned-media coverage in South African lifestyle publications including Woman&Home, Sarie, Food & Home, and GQ South Africa.

The operating footprint is South Africa-only, with a free-shipping threshold of R950 indicating a focus on higher-basket DTC orders. Customer engagement is reinforced through the Nuah Collective community and events initiative. The company has no disclosed funding rounds, M&A activity, patents, regulatory certifications, or AI/ML capabilities, and serves health-conscious individual consumers rather than enterprise clients.

Name

Macro Mixes

Legal name

Nuah

Website

https://macromixes.co.za

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Macro Mixes (operating as Nuah) is a Cape Town-based direct-to-consumer nutrition brand selling high-protein, sugar-free, gluten-free baking premixes, breakfasts, and snacks to health-conscious South African consumers via its own Shopify storefront.

Ownership category

akta.pro rank

Product category

Functional Nutrition Snacks

NAICS

Food Manufacturing (311), Bakeries and Tortilla Manufacturing (3118), Other Snack Food Manufacturing (311919)

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

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Protein baking premixes
• High-protein snacks
• Gluten-free baking mixes
• Functional nutrition foods
• Meal replacement snacks

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct product sales: One-time purchase of protein premixes, mug muffins, snacks and treats through their e-commerce platform. Products are priced per unit with bundle options available.
2. Subscription service: Nuah Subscriptions offered for recurring product deliveries, providing convenience and loyalty for repeat customers

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Macro Mixes (trading as Nuah) formulates and sells high-protein, sugar-free, gluten-free baking premixes, mug muffins, protein pancakes, and nougat snacks directly to health-conscious consumers via its own e-commerce site. Products are built on grass-fed whey protein and Monk Fruit sweetener, are banting-friendly, and are lab-tested in South Africa for accuracy and consistent nutritional content. The brand offers single-item purchases, mix-and-match bundles, and a recurring subscription service.

Product overview

Macro Mixes (operated as Nuah) offers a portfolio of guilt-free, high-protein breakfast snacks and baking mixes designed for health-conscious consumers. The product line consists of protein premixes (including Birthday Cake, Nana Loaf, and Vegan Brownie premixes), mug muffins (Matcha Choc Chip, Strawberry & White Choc), protein pancakes, and nougat snacks (Chocolate and Strawberry varieties). All products feature grass-fed whey protein, are banting/gluten/grain-free, and are lab-tested in South Africa. The company operates an e-commerce platform with bundle-building capabilities and subscription options.

Differentiator

Problem solved

Functional benefit

Named customers3 records

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Happy Way: Australian protein baking mix, pancake, and protein snack brand. Overlaps directly on protein-enriched baking premixes (cake, brownie, pancakes) targeted at health-conscious female consumers via DTC.
• Tropeaka: Australian health brand offering protein baking mixes, smoothies, and functional snacks with clean-label positioning. Closely comparable on formulation ethos (natural sweeteners, free-from claims) and DTC-plus-subscription model.
• Oatein: UK protein baking and protein bar brand selling high-protein brownies, cookies, and baking mixes. Directly comparable product format (protein-enriched baked goods and mixes) and DTC distribution.
• The Protein Works: UK sports-nutrition brand with a dedicated baking mix and protein snack range. Closely matches Macro Mixes' blend of protein powders, baking mixes, and on-the-go snacks sold DTC.
• Form Nutrition: UK-based high-protein, plant-based meal and nutrition brand targeting health-conscious consumers. Comparable on clean-label, high-protein positioning and DTC-first distribution.
• Macro Mike: Australian plant-based high-protein baking mixes, pancakes, and snacks. Most direct functional peer: same protein-forward, clean-label, baking-mix-plus-snack product model aimed at health-conscious women, sold DTC with strong social content.

Broad incumbents

• Quest Nutrition: Large US protein snack and baked-goods brand. Overlaps on the protein-snack side of Macro Mixes' range and demonstrates the scale that the category can reach with premium positioning.
• Lenny & Larry's: Established US protein cookie, brownie, and baked-goods brand. Comparable on high-protein baked formats (cookies, brownies) sold at premium price points through DTC and retail.
• MyProtein: Global sports-nutrition incumbent with extensive baking mix, pancake, and protein snack lines. Comparable product categories but vastly broader portfolio and reach; sets the competitive ceiling Macro Mixes must differentiate against in the protein-baking niche.

Emerging players

• Bare Performance Nutrition: US-based sports-nutrition and protein-snack brand expanding into baking mixes and functional snacks. Comparable on protein-forward product mix and DTC-led GTM, but with a different primary persona (broader fitness audience).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/macromixes
• YouTubeyoutube.com/@nuahofficial
• Facebookfacebook.com/macromixes
• Instagraminstagram.com/nuahnutrition
• TikToktiktok.com/@nuahofficial
• Pinterestza.pinterest.com/nuahofficial
• LinkedInlinkedin.com/company/macro-mixes

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 Macro Mixes