What Wholenest does

Wholenest (operating as 'Wholenest Mylk', legally 'Онест Фуудс' ООД / Onest Foods EOOD, EIK 204628862) is a Bulgarian direct-to-consumer plant-based food brand headquartered in Sofia, Bulgaria, with approximately 6 employees. The company manufactures and sells powdered and concentrated drink bases plus ready-to-mix beverages made from oats, almonds, and cashews, positioned as clean-label alternatives to conventional plant milks containing no emulsifiers, stabilizers, vegetable oils, added gums, or artificial flavorings. The product range centers on a Barista Oat Base (€18.35, 600g yielding 4–5L), Almond and Cashew Milk Bases (€11.69 each, 240g yielding ~2L), a Bio Matcha Oat Latte (€15.29), a Bio Cacao Oat Drink (€12.69), and single-serve sachet boxes of Bio Oat Latte with Lyophilized Arabica Coffee (€12.90) and Bio Oat Matcha Latte (€13.90), supported by accessory SKUs including a 500ml shaker (€4.99) and a stainless steel measuring spoon (€3.99).

The underlying product technology relies on a proprietary enzymatic fermentation process for oat bases (using amylase to release natural sugars contained in oats and deliver natural sweetness without added sugar or emulsifiers) and stone-mill cold grinding for nut bases (preserving raw nut properties, since temperature does not increase during grinding), supplemented by an activated-nut preparation (soaking and drying at low temperature up to 55°C) to increase bioavailability of nutrients such as magnesium and iron. All products are certified organic under EU Agriculture standards (BG-BIO-04) with gluten-free classification under Regulation (EC) No 41/2009, and the Bio Oat Latte with Lyophilized Arabica Coffee uses Fairtrade-certified 100% Arabica coffee. Packaging is 100% recyclable monomaterial, claimed to use up to 90% less plastic than conventional boxed plant milks.

Wholenest monetizes through unit-priced direct e-commerce sales at wholenest.eu, a subscription tier that delivers every 2, 4, or 6 weeks at a 10% recurring discount (with flexible pause, stop, and modify terms), and a B2B/wholesale channel targeting specialty coffee shops, retailers, and resellers. Domestic delivery in Bulgaria is operated through three courier integrations (ЕКОНТ, SAMEDAY/Easybox, and BOX NOW, with Express-one also referenced), and international shipping is available on request. Customer acquisition is driven by organic social (Facebook, Instagram, LinkedIn), an educational blog, influencer and affiliate partnerships (notably VEGANNA with a 10% discount code), email newsletters, and bottom-of-funnel customer review and testimonial content, supported by 253 verified reviews averaging 4.9/5 on the storefront. No external funding rounds, M&A activity, leadership changes, or patents are disclosed in the available source material.

Name

Wholenest

Legal name

"Онест Фуудс" ООД

Website

https://wholenest.eu

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wholenest is a Bulgarian D2C plant-based food brand (Wholenest Mylk / Onest Foods EOOD, Sofia) selling EU-organic certified, clean-label oat, almond, and cashew milk bases and ready-to-mix lattes via its own e-commerce store, subscription tier, and a small B2B specialty-coffee wholesale channel.

Ownership category

akta.pro rank

Product category

Plant-based milk alternatives

NAICS

Beverage Manufacturing (3121), Dairy Product (except Frozen) Manufacturing (31151), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Beverages (2080)

akta.pro primary industry

Dairy & Plant-Based Beverage Bases (e.g., smoothie, shake, latte bases) (AFAFAGAD)

akta.pro secondary industries

Shelf-Stable Dairy Beverages (UHT/ASEPTIC Flavored Milk, Ambient Lassi) (AFAHAIAH), Flavored & Sweetened Milk Drinks (Chocolate/Strawberry, Malted Milk) (AFAHAIAA)

Keywords

• Plant-based milk alternatives
• Oat milk concentrate
• Almond milk base
• Barista oat milk
• Organic nut milk powders

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Wholenest sells products directly to consumers through its online store at wholenest.eu. Products include oat milk bases, nut milk bases (almond, cashew), ready-to-mix lattes (matcha, cacao, coffee), and accessories (shakers, measuring spoons).
2. Subscription Service: Wholenest offers subscription plans with delivery every 2, 4, or 6 weeks. Subscribers receive 10% discount on each delivery. Customers can stop, pause, or modify their subscription anytime with no obligations.
3. B2B/Wholesale: Wholenest explicitly invites B2B partnerships for businesses wanting to carry or work with their products. They mention physical retail locations where products can be found, as listed in their Partners section.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Wholenest manufactures and sells organic plant-based milk alternatives in concentrated powder and paste formats, including oat, almond, and cashew drink bases, as well as ready-to-mix flavored lattes (matcha, cacao, coffee). Consumers dilute the bases with water to produce 2-5 liters of clean-label plant milk per package, eliminating the need for refrigeration of liquid cartons and reducing packaging waste by up to 90%. The company sells directly through its own e-commerce store with subscription options and also via B2B/wholesale partnerships with cafés and retail partners.

Product overview

Wholenest is a next-generation plant-based milk company operating as a single-product-line brand focused on concentrated drink bases and ready-to-mix powdered beverages. The portfolio centers on two main product types: (1) Concentrated drink bases in powder/paste format (Barista Oat Base, Almond Base, Cashew Base) that consumers dilute with water to produce plant milk, offering 75-90% less plastic packaging versus conventional boxed alternatives; and (2) Ready-to-mix flavored drink powders (Matcha Oat Latte, Cacao Oat Drink, Oat Latte with Coffee) in both bulk jars and pre-portioned single-serve sachets for convenient preparation. All products share a formulation philosophy of minimal ingredients with no artificial additives (no emulsifiers, stabilizers, vegetable oils, or gums), using fermentation processes and stone-mill grinding for the bases. Accessories (shaker bottles, measuring spoons) support product preparation. The company is registered as "Онест Фуудс" ООД (Onest Foods EOOD) with EIK 204628862, headquartered in Sofia, Bulgaria.

Differentiator

Problem solved

Functional benefit

Products and services

• Bio Barista Oat Base (Био Бариста Овесена Напитка) Concentrated oat drink base in powder format for barista applications, producing approximately 4-5 liters of barista-quality oat milk from one 600g package. Made from fermented organic oats with no artificial additives. Requires only water and shaking (no blending needed) and delivers dense foam for professional-quality coffee drinks.
• Cashew Milk Base (База за Напитка от Кашу) Concentrated cashew drink base in a 240g jar producing approximately 2 liters of homemade cashew milk. Made from 100% raw activated cashews ground on stone mills without heat processing, with no straining required. Vegan, gluten-free, and no added sugar.
• Almond Milk Base (База за Бадемова Напитка) Concentrated almond drink base in a 240g jar producing approximately 2 liters of homemade almond milk. Made from 100% raw activated peeled almonds ground on stone mills without heat processing, containing 5 times more nuts per liter than conventional products. No straining required.
• Bio Matcha Oat Latte (Био Овесено Матча Лате) Ready-to-mix matcha green tea latte powder in a 270g jar combining organic fermented oat base with premium Japanese matcha and prebiotic blue agave inulin. Makes approximately 15 doses; contains L-theanine for sustained energy without caffeine jitters. Requires only water to prepare.
• Bio Matcha Oat Latte Box of 10 (Био Овесено Матча Лате - кутия 10 бр.) Pre-portioned single-serve sachets of matcha latte powder (27g each) in a box of 10. Convenient on-the-go format that requires only water for preparation, combining premium Japanese matcha with fermented oat base.
• Bio Oat Latte with Lyophilized Arabica Coffee (Био Овесено Лате - кутия 10 бр.) Pre-portioned single-serve coffee latte sachets (20g each) in a box of 10, combining organic lyophilized 100% Arabica coffee with fermented oat base. Natural oat sweetness balanced with real coffee flavor; no coffee machine required. Fairtrade certified.
• Bio Cacao Oat Drink (Био Овесена Напитка с Какао) Ready-to-mix cacao drink powder in a 350g package combining organic fermented oat with raw cocoa and prebiotic blue agave inulin. Contains only 4 ingredients with no preservatives, yields approximately 15 servings, and can be enjoyed hot or cold.
• Shaker (Шейкър) 500ml shaker bottle with mixing ball and strainer-type lid for easy dissolution of powdered drink bases. BPA-free, made in EU, with dual-thread cap for secure closure and leak-proof portability.
• Measuring Spoon (Мерителна лъжичка) Stainless steel measuring spoon with 15g level and approximately 20g heaping capacity. Features a clip mechanism for convenient bag sealing or attachment; reusable, easy to clean, and dishwasher safe.

Quantifiable outcome

• Up to 90% less plastic packaging compared to conventional plant milk in cartons
• +6 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ObredcoreStrategic or Co-development PartnerObred is a coffee business that chose Wholenest oat base for their milk needs. They are featured in Wholenest's customer stories section, indicating a close working relationship where Wholenest's products are integrated into their coffee service.
• SmottieminorStrategic or Co-development PartnerIrina from Smottie shares her favorite qualities of Wholenest's Bio Barista Oat Base in customer stories. This appears to be a customer who is featured for their positive experience with the product.
• Better Specialty CoffeeminorStrategic or Co-development PartnerNikki from Better Specialty Coffee is featured explaining why they chose to work with Wholenest's nut bases for their coffee. This indicates a customer partnership where Wholenest products are used in their specialty coffee business.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Mooala: US plant-based milk brand with organic, simple-ingredient SKUs across oat, almond, and banana bases. Comparable as a smaller, clean-label emerging player addressing the same additive-free consumer segment as Wholenest.
• Forager Project: US plant-based milk and yogurt brand with organic, minimal-ingredient positioning. Comparable to Wholenest in clean-label formulation philosophy and D2C-first distribution approach.

Broad incumbents

• Alpro (Danone): Europe's largest plant-based dairy alternatives brand owned by Danone, with deep retail penetration across the EU. Comparable as the dominant shelf-stable plant-based milk incumbent across Wholenest's target geography.
• Ripple Foods: US plant-based dairy brand with R&D-led formulation and broad retail and foodservice distribution. Comparable as a science-driven plant-based milk incumbent with barista and retail ambitions similar to Wholenest's.
• Califia Farms: Established US plant-based milk and creamer brand with barista and retail SKUs. Comparable as a broader incumbent in premium plant-based dairy alternatives where Wholenest is building a niche.
• Oatly: Global oat milk category leader with broad retail and coffee-shop distribution. Comparable as the dominant incumbent in plant-based milk that Wholenest's barista oat base directly competes against in specialty coffee.
• Pacific Foods: Established US organic plant-based beverage brand owned by Campbell Soup, with barista-grade oat and almond milks. Comparable as a broader incumbent with barista, organic, and shelf-stable SKUs that overlap with Wholenest's range.

Direct peers

• Three Trees: US plant-based milk brand with a strong clean-label, no-additives formulation philosophy. Comparable to Wholenest's positioning around minimal ingredients and avoidance of gums, stabilizers, and oils.
• Plenish: UK-based plant-based milks and drinks with a clean-label, no-additives positioning and direct-to-consumer emphasis. Highly comparable in formulation philosophy and target consumer to Wholenest's plant-based drink bases.
• Minor Figures: Plant-based oat milk specifically positioned for baristas and specialty coffee shops, with strong sustainability and clean-label credentials. Closest direct peer to Wholenest's barista-focused oat base and B2B coffee channel.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wholenest.eu
• LinkedInlinkedin.com/company/wholenest
• Instagraminstagram.com/wholenest.eu

Compliance4 records

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 Wholenest