The Friendly

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.

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

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

• Dietary supplements
• Functional nutrition
• MCT oil products
• Collagen peptides
• Healthy snack foods

Headquarters

HQ city

Segeltorp

HQ country

Sweden

HQ region

Europe

Offices1 record

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 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core 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

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct 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

• Facebookfacebook.com/friendlyfatcompany
• LinkedInlinkedin.com/company/thefriendly

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 The Friendly