Last June, the startup AnovonA, which offers protein drinks under the mucki brand, raised an investment worth millions (we reported). At the same time, the young company launched a plant-based protein drink at the supermarket chains Billa and Billa Plus. At the end of 2023, the young company has already carried out further financing in three different partial rounds.
mucki: Startup receives millions in investment and launches protein drink at Billa
mucki on course for expansion
Although the startup does not provide any precise information about the amount, it is in the seven-figure range and increases the company’s valuation to 9.2 million euros. mucki is currently expanding. Other supermarket chains such as Interspar now also offer the drinks. Recently introduced at BP Austria, the Energy mucki drinks in particular can also be found at more and more gas stations.
“With our emotionally appealing mucki foods, we not only want to offer exceptional protein quality in the supermarket setting, but also make a small contribution to a positive attitude towards life every day for active people who identify with fitness. The entire investment will be used to reach more people with mucki beyond the home market of Austria in Germany and Switzerland and to enrich them with other cool foods with added value,” says founder Alexander Novotny.
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Startup increases presence in the DACH region
The drinks will definitely be well represented in Switzerland and Germany this year. In keeping with the Veganuary Challenge, the German drugstore chain Budni is now offering the plant-based mucki protein drinks on offer. In Switzerland, mucki Power will be available from Coop Pronto from the second week of January. The MPreis chain, which has a particularly strong presence in Tyrol, will be offering the drinks from February.
After the Viennese entrepreneurial family Lassmann joined in the first half of 2023, the health entrepreneur Michael Reeder, Jürg Häcki, founder of the Lucerne Clinic, and the Swiss FMCG expert Andrys Aardema, who works at Coca-Cola and Rivella, among others, joined in the second half of 2023 worked as Marketing Director, and SalzburgMilch GmbH is a new investor. Twelve doctors hold 51 percent of the shares in AnovonA.