SUN Minimeal

What SUN Minimeal does

SUN Minimeal (operated by SUN AG, headquartered in Wolfhalden, Switzerland, with distribution subsidiary SUN Vertriebs GmbH in Lauterach, Austria) is a direct-to-consumer nutraceutical brand that sells 100-kcal compact meal-replacement portions designed to deliver 100% of daily essential nutrients through a 100% plant-based food matrix at approximately 800 kcal per day, versus the ~2,400 kcal required for equivalent coverage from conventional food. Its core technology is the proprietary NutriScan algorithm, developed over 10+ years by founder Wolfgang Grabher, which analyzed more than 15,000 foods for micronutrient density, synergy effects, and bioavailability to formulate the product portfolio — supported by 180+ EU Health Claims approvals under Regulation 1169/2011 and Swiss-made manufacturing with traceable European-sourced ingredients from chernozem (black soil) agricultural regions.

The product portfolio spans six core SKUs (Original, Choc, Black Currant, Daily Performance, Protein Boost Kokos-Vanille, Blueberry White Choc), a co-branded FC Schalke 04 Edition, and bundle/trial SKUs (TRIPLE, MIX), priced at €1.49-€3.50 per portion via one-time purchase or a 28-day subscription (Abo) with ~20% permanent savings. Distribution is concentrated on the owned minimeal.com Shopify storefront with delivery to 18 European countries; Mediashop serves as an exclusive channel partner for the Daily Performance variant. The company monetizes a customer base of 70,000+ primarily through D2C e-commerce, layering a blockchain-based SOIL deflationary token rewards program (20% of online revenue used to buy back and burn tokens) to drive retention.

Brand growth is anchored by high-profile marketing partnerships: main sponsorship of FC Schalke 04 (up to €4M annually through summer 2026), title sponsorship of the Formula E Berlin E-Prix, partnership with Rosberg X Racing in Extreme E, and Lead Partner status in Arnold Schwarzenegger's Climate Initiative at the Austrian World Summit, alongside endorsements from celebrities including Joey Kelly, Hansi Hinterseer, and Jochen Schweizer. The company is privately held and family-controlled (Wolfgang Grabher as Chairman/CEO; Meike Grabher managing distribution), having closed a record €4M angel investment from Christian Jäger in February 2025 at an implied €53-62M valuation.

Name

SUN Minimeal

Legal name

SUN AG

Website

https://minimeal.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

SUN Minimeal is a Swiss-Austrian direct-to-consumer nutraceutical brand selling plant-based 100-kcal meal-replacement portions that deliver complete daily nutrition in a compact food matrix, sold via e-commerce subscription across 18 European countries to 70,000+ health-conscious consumers, athletes, and corporate wellness buyers.

Ownership category

akta.pro rank

Product category

Nutraceutical Meal Replacement

NAICS

Food Manufacturing (311)

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

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)

Keywords

• Plant-based meal replacement
• Nutraceutical nutrition products
• Calorie restriction nutrition
• Functional food supplements
• Direct-to-consumer nutrition

Headquarters

HQ city

Appenzell

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (One-Time Purchase): Direct e-commerce sales of SUN MINIMEAL products (Original, Choc, Black Currant, Daily Performance, Protein Boost, Blueberry White Choc, S04 Edition) at one-time prices ranging from ~€1.49 to €3.50 per portion. Sold via minimeal.com online shop.
2. Subscription / Recurring Product Sales: Subscription model (Abo) offering recurring deliveries every 28 days with permanent discounts (20% ongoing savings). Customers can pause or cancel anytime without notice. Provides predictable recurring revenue.
3. SOIL Token Ecosystem: SOIL is a blockchain-based deflationary rewards token. 20% of online revenue is used to buy back and burn SOIL tokens. Tokens are gifted to customers on purchase. As consumption increases, the token supply decreases, potentially increasing token value. Revenue from token-related activities is not separately disclosed.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

SUN Minimeal designs, manufactures, and sells 100-kcal plant-based meal replacement portions formulated to deliver 100% of daily essential nutrients (all 13 vitamins, all 9 minerals, proteins, fats, carbs, fiber, and bioactive plant compounds) at only 800 kcal/day. The single core platform concept is commercialized in multiple flavor variants (Original, Choc, Black Currant, Daily Performance, Protein Boost, Blueberry White Choc, S04-Edition) and sold primarily through the company's own e-commerce shop at minimeal.com, complemented by 28-day subscription (Abo) deliveries.

Product overview

SUN Minimeal is a single-product meal replacement brand offering multiple variants of the same core concept: compact 100-kcal portions providing complete nutrition based on the CRON (Calorie Restriction with Optimal Nutrition) principle. The product portfolio consists of the Original, Choc (chocolate), Black Currant, and Daily Performance variants, supplemented by specialized add-ons (Protein Boost Kokos-Vanille), limited editions (S04-Edition for FC Schalke 04), and variety bundles (TRIPLE, MIX). The ecosystem also includes SOIL Credits, a blockchain-based deflationary reward system. All products are built on the same scientific foundation: over 10 years of research analyzing 15,000 foods, developed from Schwarzerde soil-grown ingredients, and certified as nutritionally complete under EU Regulation 1169/2011.

Differentiator

Problem solved

Functional benefit

Brands

• SOIL: Blockchain-based deflationary reward system and community token that incentivizes sustainable nutrition purchases and environmental conservation efforts.
• SOIL Rewards
• Race for Soil
• FatBurn Challenge

Products and services

• SUN MINIMEAL Original (40-pack) Flagship 40-pack of the original-flavor meal replacement portion. Each 100-kcal portion provides complete daily essential nutrition per EU Regulation 1169/2011: proteins, fats, carbohydrates, all 13 vitamins, all 9 minerals, fiber, and bioactive plant compounds in a 100% plant-based matrix.
• SUN MINIMEAL Choc (40-pack) 40-pack of chocolate-flavored meal replacement portions featuring a Swiss-made dark chocolate coating from world champion chocolatier Iwan Parigger. Delivers the same complete nutrition profile as the Original variant per 100-kcal portion.
• SUN MINIMEAL Black Currant (40-pack) 40-pack of black currant-flavored meal replacement portions marketed as 'FAT BURN BERRIES' and positioned within the FatBurn Challenge 2026 program. Provides complete daily nutrient coverage in a 100-kcal portion.
• SUN MINIMEAL Daily Performance (24-pack) 24-portion bundle (2x12 packs) designed for active daily use, with high protein (30g) and high fiber (17g) content per 100g. Sells for €67.20 (~€2.80/portion) one-time or €3.50/portion on subscription. Exclusively distributed via Mediashop.
• SUN MINIMEAL Protein Boost Coconut-Vanilla (20-pack) 20-portion bundle (2x10 packs) in coconut-vanilla flavor positioned as the high-protein PROTEIN BOOST variant. Formulated for high leucine content to support targeted muscle protein synthesis with essential amino acids in optimal biological balance for muscle regeneration.
• SUN MINIMEAL Blueberry White Choc (30-pack) 30-portion variety pack (3x10) featuring blueberry with vegan White Choc coating from Felchlin (5-star quality category). Designed as a 'GENUSS' (pleasure) variant combining fruit with premium plant-based chocolate.
• SUN MINIMEAL S04-Edition (20-pack) 20-portion (2x10) FC Schalke 04 co-branded edition featuring the football club's branding on packaging, available in Black Currant flavor. Tied directly to the main-sponsor partnership with FC Schalke 04.
• SUN MINIMEAL TRIPLE Bundle (32-portions) 32-portion bundle combining Original, Choc, and Daily Performance variants, priced at €68.60 (a 50% first-order discount versus the ~€137.20 regular combined price). Designed as an acquisition offer for first-time buyers to sample multiple flavors.
• SUN MINIMEAL MIX Subscription Bundle (Abo) Recurring subscription bundle combining Original and Choc varieties, delivering ~20% permanent savings versus one-time pricing on a 28-day delivery cadence. Pause or cancel anytime without notice.
• SOIL Credits Digital credits for the SOIL blockchain-based deflationary reward system used in the community minimeal ecosystem; sold at €100 per unit. Functions as a community token supporting sustainable nutrition and environmental conservation.

Quantifiable outcome

• 3x more nutrient-efficient than conventional nutrition (100% NRV coverage at 800 kcal vs. conventional food requiring ~2,400 kcal)
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• FC Schalke 04flagshipGTM or Marketing Partner · 3 November 2025SUN Minimeal became the main sponsor of FC Schalke 04 (German 2nd division football club) after a lengthy sponsor search. The sponsorship deal is worth up to €4 million annually until summer 2026. SUN Minimeal branding appears on the front of the team's jersey, providing massive brand visibility among the club's ~9 million fans. The partnership includes a special 'S04 Edition' product.
• Formula E (Berlin E-Prix)coreGTM or Marketing Partner · 1 January 2024SUN Minimeal was title sponsor of the SUN MINIMEAL Berlin E-Prix 2024, a Formula E electric motorsport event. The partnership aligned the brand with sustainable high-performance motorsport and provided event-based marketing activation.
• Rosberg X Racing / Extreme EcoreGTM or Marketing Partner · 1 January 2024SUN Minimeal sponsored the Rosberg X Racing team in the Extreme E electric off-road racing series, which focuses on environmental awareness, sustainability, and inclusion. Rosberg X Racing won the opening round of Season 4 in 2024. Formula E's Chief Revenue Officer Tiziana Di Gioia described the partnership alignment as 'strong synergy.'
• Arnold Schwarzenegger Climate Initiative / Austrian World SummitcoreGTM or Marketing Partner · 1 January 2024SUN AG is Lead Partner of Arnold Schwarzenegger's Climate Initiative at the Austrian World Summit, with founder Wolfgang Grabher presenting on sustainable food systems and the #raceforsoil mission. SUN hosted a Welcome Event over the rooftops of Vienna at the 2026 Summit.
• SportfiveminorChannel Partner/ Reseller/ Distributor · 1 January 2024Sportfive assisted SUN Minimeal in its sponsor search leading to the FC Schalke 04 partnership. Matthias Tillmann (S04 CEO) thanked Sportfive for their work in finding the new main sponsor.
• Migros (Past Distribution Partner)minorChannel Partner/ Reseller/ Distributor · 1 January 2024Migros (Switzerland's largest retail group) was a distribution partner for approximately five years. Products were sold through ~600 fitness studio partners in Germany. The partnership was not renewed as SUN wanted to reach beyond the 'muscle industry' and target broader consumers.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Huel: UK-headquartered complete-nutrition meal replacement brand (powders and ready-to-drink) sold primarily via D2C subscription. Closest category competitor to SUN MINIMEAL with international scale across Europe, US, and Asia; comparable value proposition (complete daily nutrition in a compact form) but with broader retail and food-service penetration.
• yfood: Munich-based RTD meal replacement brand, direct competitor in the German-speaking market. Operates a similar D2C + retail hybrid model with flavored complete-meal drinks, making it one of the most directly comparable peers to SUN MINIMEAL in the DACH region.
• Jimmy Joy: Dutch-based complete-meal brand (formerly Joylent) selling powdered and RTD meal replacements via D2C subscription across Europe. Directly comparable to SUN MINIMEAL in business model (subscription-led D2C), product form (powdered/portion-based complete meals), and target market (health-conscious European consumers).
• Saturo: Austrian/German RTD meal replacement brand with a comparable compact complete-nutrition positioning and DACH e-commerce footprint. Competes head-to-head with SUN MINIMEAL for the same health-conscious, active-lifestyle consumer in Germany and Austria.
• Soylent: US pioneer of the meal replacement category, offering powdered and RTD complete-nutrition products via D2C and retail. Closest conceptual peer to SUN MINIMEAL — the original reference brand for complete-meal replacement that SUN's CRON formulation and plant-based food matrix are competing against internationally.
• Queal: Netherlands-based powdered complete-meal replacement brand sold via D2C subscription across Europe. Compares to SUN MINIMEAL on subscription mechanics, complete-nutrition formulation, and pan-European D2C distribution model.

Broad incumbents

• Nestlé Health Science (Optifast / Resource): Global nutrition incumbent with established medical-nutrition and meal-replacement product lines (e.g., Optifast, Resource). Not a direct consumer competitor to SUN MINIMEAL in the D2C niche, but a relevant incumbent shaping the category's regulatory, retail, and clinical-nutrition landscape.
• Herbalife: Global nutrition company with a broad meal-replacement and protein-shake portfolio distributed through a multi-level marketing network. Overlaps with SUN MINIMEAL on nutritional product form and meal-replacement category, but operates via a fundamentally different distribution model.

Emerging players

• Ka'Chava: US plant-based complete-meal shake brand with a similar whole-food-matrix positioning and premium D2C subscription model. Less direct overlap than the European peers but comparable on plant-based, food-matrix (vs. isolate) differentiation and premium subscription pricing.
• Ample: US-based RTD complete-meal brand sold via D2C subscription with a comparable 'real food in portable form' value proposition. Partial overlap with SUN MINIMEAL on the ready-to-consume complete-meal category and subscription-led growth motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/sunminimeal
• Facebookfacebook.com/SUNMinimeal
• Instagraminstagram.com/sunminimeal

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

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 SUN Minimeal