JUUZ

What JUUZ does

JUUZ is a German functional beverage startup founded in 2023 and headquartered in Ettlingen, operating as a first-mover in Europe's protein soda category. The company produces a carbonated ready-to-drink beverage containing 15g of Beta-Lactoglobulin (BLG) protein per 330ml can — a whey protein fraction it positions as having superior bioavailability and amino acid profile (56% EAAs, 15.7% Leucine per 100g protein). The core product line is offered in four flavors (Berry, Lemon, Orange, Cola Lemon) with zero sugar, zero lactose, zero fat, and 66 calories per can, marketed as a refreshing alternative to traditional protein shakes. The product is sold at €2.32-2.58 per dose depending on purchase format.

JUUZ monetizes through three structurally independent channels. First, direct-to-consumer e-commerce via its Shopify storefront (juuz-proteinsoda.de) with a subscription model ('JUUZ Abo') offering 24, 36, or 72-dose packages delivered every 4-8 weeks, including free shipping on orders over €70 and free-product incentives on every 8th-10th delivery. Second, retail wholesale into 2,006+ store locations across Germany's largest drugstore and supermarket chains — Rossmann, dm, Müller, and EDEKA — providing mass-market visibility. Third, a B2B partner program with 300+ fitness studios, CrossFit boxes, restaurants, and offices operating under exclusive wholesale pricing and a dedicated partner portal at juuz-partner.de.

The company is led by co-founders Julius Widmayer and Valentin Hickel, operates with a team of fewer than 10 people, and is venture-backed by Five Seasons Ventures (with G-FUND participation per the funding table) following a March 2026 seed round earmarked for team expansion and operational scaling. Customer reviews (4.47/5 across 350+ reviews) and primary use cases center on post-workout recovery, everyday protein supplementation, and refreshment substitution for conventional sodas. Secondary revenue comes from branded lifestyle merchandise (hoodies, t-shirts, caps). JUUZ is currently a single-country operator with no disclosed international expansion.

Name

JUUZ

Legal name

JUUZ

Website

https://juuz-proteinsoda.de/

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

JUUZ is a German functional beverage startup (founded 2023, <10 employees) producing Europe's first carbonated BLG protein sodas (15g protein, 0g sugar per can) in four flavors, sold via D2C subscription, 2,006+ retail locations, and 300+ fitness/B2B partners across Germany.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Soft Drink Manufacturing (312111), Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

Keywords

• Functional beverages
• Protein soda
• Ready-to-drink
• Carbonated beverages
• Sports nutrition

Headquarters

HQ city

Ettlingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: JUUZ sells directly to consumers through its German website with one-time purchases and subscription options. Subscription model offers recurring deliveries with savings per dose and bonus perks.
2. B2B Partner Sales: Wholesale distribution to fitness studios, CrossFit boxes, restaurants, and offices. Partners purchase JUUZ products at exclusive B2B pricing for resale or consumption by their members/employees.
3. Retail Distribution: Products sold through major German retail chains including Rossmann, dm, Müller, and EDEKA. Revenue generated through wholesale orders to these retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

JUUZ produces and sells carbonated protein sodas containing 15g of Beta-Lactoglobulin (BLG) protein per 330ml can, with zero sugar and 66 calories. The beverage is sold in four flavors (Original, Cherry, Pineapple, Orange) through D2C e-commerce, German retail chains, and a B2B partner program of 300+ fitness studios and CrossFit boxes.

Product overview

JUUZ is a German functional beverage company that has created a portfolio of carbonated protein sodas as its core product line. The flagship product, JUUZ Protein Soda, comes in four distinct flavors (Berry, Lemon, Orange, and Cola Lemon), each delivering 15g of Beta-Lactoglobulin protein with zero sugar and only 66 calories per 330ml serving. The company operates primarily as an e-commerce business through its Shopify platform, supplemented by a B2B partner program serving over 300 fitness studios, restaurants, and offices. JUUZ also offers a subscription service for recurring deliveries and sells branded lifestyle merchandise (hoodies, t-shirts, caps) as secondary products. The company positions itself as Germany's leading protein soda brand, first-mover in the functional beverage category with BLG-protein technology.

Differentiator

Problem solved

Functional benefit

Products and services

• JUUZ Protein Shirt Branded lifestyle apparel shirt sold as standalone merchandise by JUUZ through its website.
• JUUZ Protein Cap Branded lifestyle apparel cap listed as a forthcoming product offering on the JUUZ website (currently marked as 'Coming Soon').
• JUUZ Protein Soda Carbonated protein soda in 330ml cans delivering 15g of BLG protein, 0g sugar, and 66 calories with all 9 essential amino acids. Available in four flavors (Original, Cherry, Pineapple, Orange). Targeted at fitness and health-conscious consumers seeking a convenient, on-the-go protein source without preparation.
• JUUZ Partner Program B2B channel program for fitness studios, CrossFit boxes, restaurants, and corporate offices to stock and resell JUUZ Protein Soda at point of consumption to their members, guests, or employees.
• JUUZ Subscription Subscription-based recurring delivery of JUUZ Protein Soda at discounted pricing versus one-time purchases, offered through the direct-to-consumer website.
• JUUZ Protein Hoodie Branded lifestyle apparel hoodies sold as standalone merchandise by JUUZ through its website.

Quantifiable outcome

• 56% essential amino acids (EAAs) per 100g protein - higher than typical protein supplements
• +2 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

Feature2 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• POP Protein Soda: US-based protein soda brand that pioneered the carbonated protein soft drink category. Most direct competitor to JUUZ, operating in the same novel product format with similar protein + zero sugar positioning.
• Protein2o: Protein-infused water brand offering flavored protein beverages. Comparable as a ready-to-drink protein beverage with low calorie/no sugar positioning targeting fitness and health-conscious consumers.

Broad incumbents

• Fairlife Core Power: Mass-market protein shake brand owned by Coca-Cola Company. Comparable high-protein RTD beverage at drugstore and grocery retail, though milk-based rather than carbonated. Direct competitor for protein-conscious consumer occasions.
• Premier Protein: Leading mass-market protein shake brand with strong drugstore (Rossmann, dm) distribution in Germany. Targets the same post-workout and everyday protein occasions as JUUZ via a different format.
• Celsius: Leading functional energy beverage brand with strong fitness-channel distribution. Comparable in combining functional ingredients (caffeine, vitamins) with carbonated RTD format and zero-sugar positioning.
• Bodyarmor: Sports hydration and functional beverage brand owned by Coca-Cola. Comparable as a mass-market functional beverage in the same drugstore and grocery channels where JUUZ competes.

Emerging players

• Alani Nu: Fast-growing functional beverage brand offering energy and nutrition drinks with fitness-oriented branding. Comparable as a digitally-native, lifestyle-positioned functional beverage targeting fitness and wellness consumers.
• Ghost Lifestyle: Functional beverage and supplement brand offering lifestyle-positioned RTD drinks. Comparable in combining fitness-oriented branding with innovative functional beverage formulations and apparel/merchandise strategy.
• Olipop: Functional soda brand offering healthier alternatives to traditional soft drinks with prebiotic and low-sugar formulations. Closest analog as a carbonated functional beverage positioned against mainstream sodas.

Regional players

• True Fruits: German premium smoothie and functional beverage brand. Comparable as a German D2C-plus-retail functional beverage brand that built category presence in drugstore and fitness channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/juuzde

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

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 JUUZ