Joya
Joya is an Austrian plant-based dairy-alternative brand (drinks, yogurts, cooking creams, RTD) operated by Mona Naturprodukte GmbH under Hain Celestial Group, manufacturing across Austria, Germany, and Belgium, and distributing through European retail and wholesale partners to health-conscious and vegan consumers.
- Company typePrivate
- Founded2003
- HeadquartersWien, Österreich, Austria
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Joya does
Joya is an Austrian plant-based food and beverage brand owned and operated by Mona Naturprodukte GmbH, headquartered in Vienna, and operating as a wholly-owned subsidiary of US-listed Hain Celestial Group (NASDAQ: HAIN) since 2015. The company's origins trace to a 1926 dairy cooperative in Oberwart, Burgenland; founders began developing soy-based milk substitutes in 1999, and Mona Naturprodukte was established in 2003 alongside the creation of the Joya brand. The company became the first dairy operator in Europe to fully convert to plant-based production in 2009. Today it manufactures and distributes across four sites — Oberwart (AT), Troisdorf (DE), Schwerin (DE) and a Belgium office — employing over 300 people across European locations.
The product portfolio spans plant-based drinks (oat, soy, almond, coconut, and rice bases), yogurt alternatives, cooking creams, and ready-to-drink beverages, with sub-lines including the minimalist 3-ingredient PUR range, the protein-enriched Protein Almond line (5g protein/100ml), and the milk-mimicking Voll Frisch oat drinks launched in 2022. Underlying technology centres on plant-based dairy-substitute formulation and conversion of legacy dairy production lines, supported by a packaging partnership with Tetra Pak that enabled a 2021 transition to thinner plastic-saving cartons. Distribution is exclusively indirect — through retail chains (Billa, DM, Spar, MPReis) and wholesale distributors (Metro, Transgourmet) — serving health-conscious consumers, vegans, and consumers with dairy allergies or lactose intolerance across Austria, Germany, and the Benelux. Revenue is generated through unit sales of branded plant-based grocery products via these retail and foodservice channels.
Operationally, Joya is led by General Manager Dr. Wolfgang Goldenitsch and operates without external venture funding, relying on Hain Celestial for capital. The business model is mature, asset-heavy manufacturing with established trade relationships; growth levers in recent years have been product innovation (Voll Frisch, PUR, Protein), packaging sustainability, and a 2023 brand refresh.
Joya firmographics
Firmographics- Name
- Joya
- Legal name
- Mona Naturprodukte GmbH
- Website
- https://joya.info
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Joya is an Austrian plant-based dairy-alternative brand (drinks, yogurts, cooking creams, RTD) operated by Mona Naturprodukte GmbH under Hain Celestial Group, manufacturing across Austria, Germany, and Belgium, and distributing through European retail and wholesale partners to health-conscious and vegan consumers.
- Ownership category
- akta.pro rank
Joya industry classification
Industry- Product category
- Plant-based dairy alternatives
- NAICS
- Dairy Product (except Frozen) Manufacturing (31151)
- SIC
- Dairy Products (2020), Food And Kindred Products (2000)
- akta.pro primary industry
- Dairy Alternatives (Plant-Based Milk, Yogurt, Creamers) (CRADACAF)
- akta.pro secondary industry
- Plant-Based Ready-to-Drink Dairy-Alternative Beverages (Protein Shakes, Flavored RTD) (AFAHAJAF)
Keywords
Where Joya is headquartered
LocationHeadquarters
- HQ city
- Wien, Österreich
- HQ country
- Austria
- HQ region
- Europe
Offices5 records
Markets served
Joya business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Plant-based food and beverage sales: Joya generates revenue through the sale of plant-based dairy alternatives including oat, soy, almond, coconut, and rice drinks, yogurt alternatives, and cooking creams through retail distribution channels.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Joya product offering
Product offeringCore offering
Joya manufactures and sells plant-based dairy alternatives including oat, soy, almond, coconut, and rice drinks, yogurt alternatives, and cooking creams. The products are sold through major retail chains across Austria and Europe, with production facilities in Austria and Germany. The brand also offers differentiated sub-lines such as the minimalist Joya PUR (3-ingredient) and Protein Almond variants.
Product overview
Joya is an Austrian plant-based food and beverage brand, founded in 2003, specializing in dairy alternatives. The product portfolio consists of four core product lines: Drinks (oat, soy, almond, coconut, and rice-based milk alternatives with varieties including Barista, Protein, Organic, and 0% sugar), Yogurts (plant-based alternatives primarily soy-based), Cooking Creams (culinary products), and Ready-to-Drink beverages. Key sub-brands include Joya PUR (minimalist 3-ingredient drinks), Joya Protein Almond (protein-enriched), and the Voll Frisch line (milk-like oat drinks). The products are produced by Mona Naturprodukte GmbH, headquartered in Vienna, with production facilities in Oberwart (Austria), Troisdorf and Schwerin (Germany), and Belgium. The company was acquired by Hain Celestial Group in 2015.
Differentiator
Problem solved
Functional benefit
Products and services
- Joya Drinks Plant-based milk alternatives in multiple bases including oat, soy, almond, coconut, and rice. Available in varieties such as Barista, Protein, Organic, and 0% sugar options. Targeted at health-conscious and vegan consumers seeking dairy alternatives for daily use including coffee and breakfast.
- Joya Yogurts Plant-based yogurt alternatives, primarily soy-based, available in natural and various flavored varieties. Targeted at vegans and lactose-intolerant consumers seeking dairy-free yogurt options.
- Joya Cooking Creams
Companies that use Joya
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Joya technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Joya partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tetra PakcoreTetra Pak provides sustainable packaging solutions for Joya products. The partnership supports Joya's environmental commitment to reducing plastic usage through innovative packaging technology.
Scale indicators4 records
Recent moves10 records
Expansion highlights6 records
Joya competitors and assessment
Company assessmentDirect peers
- Plenish (Britvic): Plenish is a UK-based plant-based drink and cream brand offering oat, almond, and coconut alternatives; comparable product format and clean-label positioning to Joya's PUR and Voll Frisch lines.
- Alpro (Danone): Alpro is the leading European plant-based dairy brand (owned by Danone), offering soy, oat, almond, coconut, and rice drinks plus yogurts and creams — directly comparable to Joya's core portfolio across nearly every SKU category and channel.
- Oatly: Oatly is a global oat-based drink specialist with strong barista and foodservice positioning; competes head-to-head with Joya's oat range, particularly in Austrian and German coffee-occasion retail and out-of-home channels.
- Califia Farms: Califia Farms is a US plant-based brand specializing in almond and oat drinks, barista offerings, and creams; comparable product mix and premium positioning to Joya, though primarily North American distribution.
- Provamel (Alpro/Danone): Provamel is Danone's organic plant-based dairy brand offering soy, oat, almond, and rice drinks plus yogurts; overlaps Joya's product list especially in organic and health-focused European retail channels.
- Berief Food: Berief Food is a German plant-based manufacturer producing oat, soy, pea, and lupin drinks, yogurts, and creams; directly comparable regionally in the German market and overlapping supply chain and retail footprint.
Emerging players
- Minor Figures: Minor Figures is a UK-based plant-based barista oat drink brand focused on specialty coffee; overlaps with Joya's Oat Barista in the high-margin coffee-occasion segment and is growing rapidly across European specialty channels.
Broad incumbents
- Danone Plant-Based: Danone is the global dairy/plant-based incumbent owning Alpro and Provamel; competes with Joya across the full plant-based dairy portfolio and has substantially larger scale, R&D, and global distribution.
- Nestlé (Wunda / Garden of Life): Nestlé's Wunda pea-based drink and broader plant-based portfolio make it a major broad-line incumbent with global retail reach; competes with Joya for shelf space and foodservice contracts across Europe.
- Unilever (Hellmann's Vegan / Wall's Plant-Based): Unilever is a broad-line CPG incumbent with growing plant-based ranges across drinks, cooking, and ice cream; comparable as a scaled competitor entering plant-based dairy alternatives with deep retail relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Joya social profiles
Digital presenceJoya compliance and trust
Trust signalCompliance2 records
Joya financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joya leadership team
Management profileNumber of profiles
Profiles1 record
Joya subsidiaries and ownership
Company hierarchySubsidiaries1 record
Joya funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joya 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 Joya
What does Joya do?
Joya manufactures and sells plant-based dairy alternatives including oat, soy, almond, coconut, and rice drinks, yogurt alternatives, and cooking creams. The products are sold through major retail chains across Austria and Europe, with production facilities in Austria and Germany. The brand also offers differentiated sub-lines such as the minimalist Joya PUR (3-ingredient) and Protein Almond variants.
Is Joya a public or private company?
Joya is a private company. It is classified as corporate owned and is currently operating.
When was Joya founded?
Joya was founded in 2003. It employs 11 to 50 people.
Where is Joya based?
Joya is headquartered in Wien, Österreich, Austria, in the Europe region.
How does Joya make money?
One revenue line is on record: plant-based food and beverage sales.
Who are Joya's main competitors?
Direct peers on record are Plenish (Britvic), Alpro (Danone), Oatly, Califia Farms, Provamel (Alpro/Danone) and Berief Food. Minor Figures is listed as an emerging player. Broad incumbents are Danone Plant-Based, Nestlé (Wunda / Garden of Life) and Unilever (Hellmann's Vegan / Wall's Plant-Based).
Does Joya have an API?
No public API is recorded for Joya.
What industry is Joya in?
Joya's product category is Plant-based dairy alternatives. Its primary akta.pro industry code is CRADACAF, Dairy Alternatives (Plant-Based Milk, Yogurt, Creamers), with a secondary code of AFAHAJAF, Plant-Based Ready-to-Drink Dairy-Alternative Beverages (Protein Shakes, Flavored RTD). Its NAICS code is 31151 and its SIC code is 2020.