The Friendly
The Friendly (The Friendly Fat Company) is a privately held Swedish direct-to-consumer nutrition brand selling 12 SKUs of clinically dosed supplements, MCT blends, and better-for-you snacks via a global Shopify storefront, primarily serving health-conscious individual consumers seeking clean ingredients and transparent formulations.
- Company typePrivate
- Founded2018
- HeadquartersSegeltorp, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Friendly does
The Friendly (legal entity: The Friendly Fat Company, Swedish Org. number 559158-8719) is a privately held, direct-to-consumer nutrition brand headquartered in Stockholm, Sweden, founded in 2018. The company sells a curated portfolio of 12 products in two categories: dietary supplements (MCT oils and powders, probiotic blends, triple magnesium, Vitamin D3 with K2, collagen peptides, Ashwagandha+ MCT, Lion's Mane+ MCT) and better-for-you snacks (Nut Butter pouches in peanut/almond and chocolate variants, plus a chocolate wafer). Product positioning emphasizes clinically relevant doses, minimal ingredient lists, Swedish/EU manufacturing standards, and premium ingredient sourcing (KSM-66 ashwagandha, wild-caught North Atlantic fish collagen, organic 10:1 Lion's Mane extract).
The technology stack is a standard Shopify e-commerce storefront with integrated payment processing, customer accounts, and international shipping. There is no proprietary technology, app, or public API; the company operates exclusively online with no physical retail or third-party distribution. No patents, trademarks, certifications, or external investment are disclosed in the available data. Marketing is digital-first and content-led, relying on detailed product pages with ingredient breakdowns, FAQ sections, email newsletters, and on-site customer testimonials.
Revenue is generated entirely through one-time online purchases at price points ranging from $16 to $42 USD, with a 60-day satisfaction guarantee and free Sweden shipping over 499 SEK. The customer base is highly distributed health-conscious consumers globally, with no disclosed enterprise or B2B contracts; testimonials reflect individual consumer users across markets. The company operates with 1-10 employees and has no disclosed parent company, institutional investors, or venture capital backing, indicating founder-operated scale.
The Friendly firmographics
Firmographics- Name
- The Friendly
- Legal name
- The Friendly Fat Company
- Website
- https://friendlyfat.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Friendly (The Friendly Fat Company) is a privately held Swedish direct-to-consumer nutrition brand selling 12 SKUs of clinically dosed supplements, MCT blends, and better-for-you snacks via a global Shopify storefront, primarily serving health-conscious individual consumers seeking clean ingredients and transparent formulations.
- Ownership category
- akta.pro rank
The Friendly industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Specialty Food Retailers (4452), Other Specialty Food Retailers (44529)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industries
- Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)
Keywords
Where The Friendly is headquartered
LocationHeadquarters
- HQ city
- Segeltorp
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
The Friendly business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: The company generates revenue through direct-to-consumer sales of supplements and snacks via their e-commerce platform. Products are sold as one-time purchases with no subscription model currently visible. Revenue comes from product pricing across their supplement and snack categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Nut Butter products (Peanut & Almond, Chocolate) |
| Unit Pricing | Pay-as-you-go | Chocolate Wafer |
| Unit Pricing | Pay-as-you-go | Happy Gut Probiotic |
| Unit Pricing | Pay-as-you-go | Triple Magnesium |
| Unit Pricing | Pay-as-you-go | Vitamin D3 with K2 |
| Unit Pricing | Pay-as-you-go | Collagen Peptides+ |
| Unit Pricing | Pay-as-you-go | Ashwagandha+ MCT Powder |
| Unit Pricing | Pay-as-you-go | Lion's Mane+ MCT Powder |
| Unit Pricing | Pay-as-you-go | Hot Chocolate MCT Powder |
| Unit Pricing | Pay-as-you-go | MCT Powder C8 |
| Unit Pricing | Pay-as-you-go | MCT Oil C8 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
The Friendly product offering
Product offeringCore offering
The Friendly is a Swedish direct-to-consumer brand that sells natural dietary supplements — including MCT oil C8, MCT powder, collagen peptides, probiotics, magnesium, vitamin D3 with K2, ashwagandha, and lion's mane — and better-for-you snack products such as nut butters and chocolate wafers. The company sells its own branded range exclusively through its own online storefront to health-conscious consumers in Sweden and broader European markets.
Product overview
The Friendly offers a portfolio of snacks and supplements focused on everyday nutrition and wellness. The product range includes two nut butter snack varieties (Nut Butter Peanut & Almond and Nut Butter Chocolate) in convenient on-the-go pouches, and a Chocolate Wafer snack bar. The supplement line features gut health support (Happy Gut probiotic), bone and immune health (Vitamin D3 with K2), muscle and sleep support (Triple Magnesium), and skin/joint health (Collagen Peptides+). Functional mushroom and adaptogen powders include Lion's Mane+ for cognitive support and Ashwagandha+ for stress management, both combined with MCT. MCT energy products include Hot Chocolate MCT-Powder (beverage), MCT-Powder C8, and MCT-Oil C8. All products emphasize clean ingredients, no added sugar, and clinically relevant doses. The company operates primarily in Sweden and the Nordic region with global shipping.
Differentiator
Problem solved
Functional benefit
Products and services
- Nut Butter Peanut & Almond (x12) A multi-pack of natural peanut and almond nut butter sold as a snack product for health-conscious consumers seeking healthier alternatives to conventional spreads.
- Nut Butter Chocolate (x12) A multi-pack of chocolate-flavored natural nut butter positioned as a healthy snack alternative for health-conscious consumers.
- Chocolate Wafer (x16) A multi-pack chocolate wafer snack product targeted at consumers seeking better-for-you sweet snack options.
- Happy Gut A probiotic dietary supplement formulated for gut health and digestive support, sold to individual consumers seeking natural digestive wellness products.
- Triple Magnesium A magnesium supplement combining three forms of magnesium, formulated for consumers seeking support for muscle function, sleep, and general wellness.
- Vitamin D3 with K2 A combined vitamin D3 and K2 supplement supporting bone health, immune function, and overall wellness for individual consumers.
- Collagen Peptides+ A collagen peptide supplement targeting skin, hair, joint, and recovery support, sold to health-conscious and fitness-oriented consumers.
- Ashwagandha+ An ashwagandha-based adaptogen supplement formulated for stress management, sleep, and general wellness support for individual consumers.
- Lion's Mane+ A Lion's Mane-based supplement marketed for cognitive function, focus, and brain health, aimed at biohacking and performance-focused consumers.
- Hot Chocolate MCT-Powder An MCT-based hot chocolate powder combining functional MCT with a chocolate beverage format, designed for consumers seeking a convenient way to consume MCT.
- MCT-Powder C8 An MCT powder made with C8 (caprylic acid) for ketogenic and low-carb consumers seeking energy, mental clarity, and metabolic support.
- MCT-Oil C8 A pure C8 (caprylic acid) MCT oil for ketogenic and functional nutrition consumers seeking energy, mental clarity, and metabolic support.
Quantifiable outcome
- Products contain clinically relevant doses - e.g., 9g collagen peptides per serving (within clinically studied 5-10g range), 20 billion live cultures in Happy Gut, 600mg KSM-66 ashwagandha per serving
Companies that use The Friendly
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
The Friendly technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
The Friendly partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
The Friendly competitors and assessment
Company assessmentDirect peers
- Organifi: DTC adaptogen and superfood supplement brand offering greens, mushroom, and protein blends. Comparable to The Friendly on the adaptogen/mushroom category and the premium-clean-label consumer target.
- Four Sigmatic: Mushroom-based supplements and functional beverages (including Lion's Mane and adaptogen blends) sold DTC. Direct category overlap with The Friendly's Lion's Mane+ and Hot Chocolate MCT powder lines.
- Ritual: DTC multivitamin and supplement brand built on clean-label, traceable-ingredient positioning. Directly comparable to The Friendly on transparent-sourcing narrative, premium pricing, and DTC-first distribution model.
- Moon Juice: DTC adaptogen and functional-mushroom supplement brand with powders and tonics. Closely comparable to The Friendly's Ashwagandha+, Lion's Mane+ and MCT powder SKUs and the premium wellness positioning.
- Care/of: Personalized DTC vitamin/supplement brand sold primarily through its own e-commerce site. Comparable to The Friendly on DTC channel, supplement category, and millennial/Gen-Z wellness consumer target.
- AG1 (Athletic Greens): Premier DTC daily-nutrition supplement brand selling greens/probiotic/blend formulations at premium price points. Highly comparable to The Friendly as a digitally-native, single-brand supplement company targeting health-conscious consumers with clinically-dosed ingredients.
Broad incumbents
- Onnit: Broad-line supplements and fitness-nutrition brand (Alpha Brain, Shroom Tech, etc.) selling across multiple channels. Comparable category overlap (mushroom/adaptogen supplements) but wider portfolio than The Friendly's focused assortment.
Emerging players
- Huel: DTC nutrition brand selling complete-meal powders and snack bars globally from a UK base. Comparable on DTC model, functional-nutrition positioning, and international shipping infrastructure, though primarily meal-replacement rather than supplements.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Friendly social profiles
Digital presenceThe Friendly financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Friendly leadership team
Management profileNumber of profiles
The Friendly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Friendly 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 The Friendly
What does The Friendly do?
The Friendly is a Swedish direct-to-consumer brand that sells natural dietary supplements — including MCT oil C8, MCT powder, collagen peptides, probiotics, magnesium, vitamin D3 with K2, ashwagandha, and lion's mane — and better-for-you snack products such as nut butters and chocolate wafers. The company sells its own branded range exclusively through its own online storefront to health-conscious consumers in Sweden and broader European markets.
Is The Friendly a public or private company?
The Friendly is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Friendly founded?
The Friendly was founded in 2018. It employs 1 to 10 people.
Where is The Friendly based?
The Friendly is headquartered in Segeltorp, Sweden, in the Europe region.
How does The Friendly make money?
One revenue line is on record: direct Product Sales.
Who are The Friendly's main competitors?
Direct peers on record are Organifi, Four Sigmatic, Ritual, Moon Juice, Care/of and AG1 (Athletic Greens). Onnit is listed as a broad incumbent. Huel is listed as an emerging player.
Does The Friendly have an API?
No public API is recorded for The Friendly.
What industry is The Friendly in?
The Friendly's product category is Dietary Supplements. Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of CRAHAEAH, Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal). Its NAICS code is 456191 and its SIC code is 2090.