PROfeel
PROfeel, a brand of Finland-based Valio Ltd, sells lactose-free, high-protein dairy snacks and drinks — shakes, puddings, mousses, quark, Greek yogurts, and ice cream — through retail grocery channels across Europe and the United States, targeting mainstream active-lifestyle consumers.
- Company typePrivate
- Founded2005
- HeadquartersHelsinki, Finland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PROfeel does
PROfeel is a consumer packaged goods brand operating under Valio Ltd, the Finnish dairy conglomerate. Founded in 2005 as a spin-off of Valio, the brand specializes in high-protein dairy snacks and beverages — including protein puddings, shakes, mousses, quark desserts, Greek-style yogurts, and protein ice creams — formulated with Nordic-sourced whey and casein. Its core product proposition is lactose-free formulations with no added sugar, delivering 15–25g of complete dairy protein per serving across formats.
The underlying product technology is built on Valio's dairy processing expertise: protein is sourced and formulated at the parent-company level, with PROfeel handling brand positioning, packaging, and consumer marketing. Products are shelf-stable or refrigerated depending on format (e.g., UHT shakes vs. chilled puddings), and the portfolio is differentiated primarily through protein density, lactose-free composition, and flavor profile rather than underlying manufacturing novelty. Intellectual property centers on the registered PROfeel trademark; no AI/ML, model, or software capabilities are disclosed.
Commercial go-to-market is wholesale retail distribution through mainstream grocery and supermarket channels in seven country markets — Finland, Sweden, Spain, Poland, Ireland, Estonia (Europe), and the United States. The brand supplements physical retail with localized regional websites featuring product information, recipes, and protein-nutrition educational content. Revenue mechanics are not publicly disclosed at the brand level; pricing, contract structures, and unit volumes are opaque. The target customer is broad — "anyone with a body" seeking convenient protein supplementation — rather than narrowly focused on athletes, with positioning emphasizing everyday active lifestyles over performance-sports use cases.
PROfeel firmographics
Firmographics- Name
- PROfeel
- Legal name
- Valio Ltd
- Website
- https://profeel.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PROfeel, a brand of Finland-based Valio Ltd, sells lactose-free, high-protein dairy snacks and drinks — shakes, puddings, mousses, quark, Greek yogurts, and ice cream — through retail grocery channels across Europe and the United States, targeting mainstream active-lifestyle consumers.
- Ownership category
- akta.pro rank
PROfeel industry classification
Industry- Product category
- High-Protein Dairy Snacks
- NAICS
- Dairy Product Manufacturing (3115), Ice Cream and Frozen Dessert Manufacturing (311520)
- SIC
- Dairy Products (2020), Ice Cream & Frozen Desserts (2024)
- akta.pro primary industry
- Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)
- akta.pro secondary industries
- High-Protein/Functional Frozen Dairy Desserts Manufacturing (AFAHAEAK), Drinkable Yogurt & Kefir Beverages (Probiotic Shots, Smoothie-Style) (AFAHAIAC)
Keywords
Where PROfeel is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
PROfeel business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Consumer packaged goods sales: PROfeel® generates revenue through the sale of protein snack products including puddings, protein shakes, mousses, quark desserts, Greek-style yogurts, and protein ice creams through retail grocery stores and supermarkets across Europe and the United States.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
PROfeel product offering
Product offeringCore offering
PROfeel manufactures and sells a range of lactose-free, high-protein dairy snacks and drinks — including protein puddings, protein shakes, mousses, quark desserts, Greek-style yogurts, and protein ice cream — each delivering 15-25g of dairy protein per serving with no added sugar. The products are sold through retail grocery stores and supermarkets across Europe and the United States under the PROfeel® registered trademark owned by Valio Ltd.
Differentiator
Problem solved
Functional benefit
Products and services
- Protein Pudding Lactose-free, no-added-sugar high-protein pudding delivering 20g of high-quality dairy protein per serving, made with pure Nordic dairy ingredients. Targeted at active lifestyle consumers seeking a convenient, dessert-style protein snack for on-the-go consumption, breakfast alternatives, or post-workout recovery.
- Protein Shakes Shelf-stable UHT protein shakes delivering 25g of high-quality milk protein per serving. Designed for on-the-go consumption and post-workout recovery by active lifestyle consumers and busy professionals.
- Protein Mousse Light and airy high-protein mousse providing 15g of protein per serving, lactose-free and made with no added sugar. Targeted at consumers seeking a healthier dessert alternative that delivers meaningful protein content.
- Greek Style Yogurt Lactose-free, low-fat Greek-style protein yogurt delivering 15g of protein per serving with zero added sugar. Marketed for breakfast, snacking, or any protein-treat occasion, in flavors such as strawberry-raspberry and tropical peach-papaya.
- Protein Quark Fat-free, lactose-free protein quark delivering 17g of balanced dairy protein per serving. Aimed at consumers seeking a high-protein, low-fat dairy dessert or snack option.
- Protein Ice Cream High-protein ice cream delivering 20g of protein per container, formulated as a better-for-you indulgence for active lifestyle consumers who want a dessert that delivers substantive protein.
Quantifiable outcome
- Greek Style Yogurt provides 15g of protein per serving with zero added sugar
- +3 more outcomes
Companies that use PROfeel
Customer profileSegments2 records
Ideal customer profiles2 records
PROfeel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PROfeel partnerships and signals
Strategic signalScale indicators2 records
Recent moves7 records
Expansion highlights5 records
PROfeel competitors and assessment
Company assessmentDirect peers
- Chobani: Chobani is a major Greek yogurt and high-protein dairy brand with broad product portfolios including drinks and desserts — directly comparable to PROfeel®'s Greek-style yogurt and broader protein dairy range.
- Halo Top: Halo Top pioneered the high-protein, low-calorie ice cream category. It competes directly with PROfeel®'s Protein Ice Cream line on the same better-for-you frozen indulgence occasion.
- Fairlife: Fairlife produces high-protein filtered milk, shakes, and dairy-based nutrition drinks. Its Core Power and Protein Shake lines compete directly with PROfeel®'s high-protein RTD dairy beverages.
- Premier Protein: Premier Protein is a leading North American brand of high-protein RTD shakes and bars. It directly competes with PROfeel®'s protein shakes in the same on-the-go, high-protein consumption occasion.
- Oikos (Danone): Oikos is Danone's Greek yogurt brand, including high-protein Triple Zero variants. It competes directly with PROfeel®'s protein Greek-style yogurt in the same better-for-you yogurt segment.
Broad incumbents
- Müller: Müller is a major European dairy brand known for protein yogurts, puddings, and dairy snacks (e.g., Müller Light, Müller Corner). Closely comparable to PROfeel®'s multi-format protein snack positioning across Europe.
- Arla: Arla is a major Nordic-European dairy cooperative with broad protein and functional dairy portfolios (e.g., quark, protein drinks). Comparable to PROfeel® as a Nordic dairy peer with overlapping product formats.
- Yoplait (General Mills): Yoplait is a leading yogurt brand with protein-positioned sub-lines (e.g., Yoplait Protein). It competes with PROfeel® in mass-market yogurt aisles with much broader scale and distribution.
- Activia (Danone): Activia is Danone's flagship functional yogurt brand. While focused on digestive health rather than high-protein, it competes for the same health-conscious consumer and yogurt shelf space as PROfeel®.
Emerging players
- Icelandic Provisions: Icelandic Provisions markets premium skyr (high-protein cultured dairy) with a similar clean-label, high-protein positioning to PROfeel®'s quark and Greek-style yogurt offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
PROfeel social profiles
Digital presencePROfeel financial estimates
Financial estimateRevenue estimate
Valuation estimate
PROfeel leadership team
Management profileNumber of profiles
PROfeel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PROfeel 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 PROfeel
What does PROfeel do?
PROfeel manufactures and sells a range of lactose-free, high-protein dairy snacks and drinks — including protein puddings, protein shakes, mousses, quark desserts, Greek-style yogurts, and protein ice cream — each delivering 15-25g of dairy protein per serving with no added sugar. The products are sold through retail grocery stores and supermarkets across Europe and the United States under the PROfeel® registered trademark owned by Valio Ltd.
Is PROfeel a public or private company?
PROfeel is a private company. It is classified as corporate owned and is currently operating.
When was PROfeel founded?
PROfeel was founded in 2005. It employs 11 to 50 people.
Where is PROfeel based?
PROfeel is headquartered in Helsinki, Finland, in the Europe region.
How does PROfeel make money?
One revenue line is on record: consumer packaged goods sales.
Who are PROfeel's main competitors?
Direct peers on record are Chobani, Halo Top, Fairlife, Premier Protein and Oikos (Danone). Broad incumbents are Müller, Arla, Yoplait (General Mills) and Activia (Danone). Icelandic Provisions is listed as an emerging player.
Does PROfeel have an API?
No public API is recorded for PROfeel.
What industry is PROfeel in?
PROfeel's product category is High-Protein Dairy Snacks. Its primary akta.pro industry code is AFAHAIAD, Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk), with a secondary code of AFAHAEAK, High-Protein/Functional Frozen Dairy Desserts Manufacturing. Its NAICS code is 3115 and its SIC code is 2020.