History
In 2013, Tobias Schüle and Philipp Schrempp founded the company in Berlin together with the ECONA AG.
It was purchased by Mars Inc. in 2019 for approximately 300 million euro through its investment arm Mars Edge. At the time, it had 130 employees. At the time, it was planned that the founders Schrempp and Schüle would remain in their respective positions at the company.
In 2021, the founders left the company, and were replaced by Gerrit Meier. As of 2024, the company has 180 employees.
In 2023, Christian Bubenheim was named as the new chief executive officer.
On March 04 2025, due to challenging market conditions, the company declared it took the decision to end all customer-facing operations by June 30, 2025.
Products and reception
The company sells protein powder and shakes, as well as Protein bars, porridge, pancake mix and other food marketed as functional sports nutrition. The products are sold in 17 different countries.
Their products have been ranked favourably in product reviews, including by GQ Germany and Vogue Germany.
In 2020, a bread mix was recalled due to contamination with Ethylene oxide.
