Until now, FoodFor Labs sold its functional shots almost exclusively through its own online shop. The Zurich-based startup is now moving into physical retail, and it is doing so in Germany: according to Startupticker.ch, its products have been listed by the drugstore chain Budni and are set to arrive in more than 200 branches of the retailer EDEKA.

Shots born online

FoodFor Labs combines vitamins, minerals, amino acids and plant extracts in shot-sized drinks. According to Startupticker.ch, the startup builds on the work of its co-founder Teresa Cramer, a neuroscientist. Four recipes were launched in December 2024: they are presented as energising, or as support for an evening routine or for inner balance.

Since that launch, sales have gone almost exclusively through the brand's website, with customers spread across the German-speaking region (DACH) and Liechtenstein. "We are seeing a good repurchase rate of 40%," says co-founder Franziska Kuenburg, quoted by Startupticker.ch. According to the same source, the startup significantly increased its sales and revenue in its second year on the market, to the point of exceeding the previous year's revenue as early as May. The amounts are not disclosed. At the start of autumn, strong growth and a slightly longer production time even left it briefly out of stock.

Budni then EDEKA: a two-stage move into retail

The first partner is Budni, a drugstore chain in northern Germany with nearly 170 branches. According to Startupticker.ch, the shots are due to be available in all its stores from the week following the announcement. The deal grew out of a trial: "We were able to run a test there in June with a display promotion, and sales were so strong that Budni wanted to add our products permanently to its range," says Franziska Kuenburg.

A few weeks later, the drinks are due to appear in more than 200 branches of EDEKA, a supermarket chain with more than 5,600 outlets in total. This time, it was the retailer that made the first move. "The chain contacted us to ask whether we wanted to present our products in its StartHub," explains the co-founder. What happens next depends on each store: EDEKA's branches, which are organised in a decentralised way, decide for themselves whether or not to add the drink to their range.

What entering stores changes

For a young brand used to direct sales, the move into retail mainly affects logistics and production. According to Startupticker.ch, FoodFor Labs has launched its largest production batch to date, around 200,000 shots, which is intended to serve both online customers and the German branches. The startup also says it has stepped up its marketing for this launch on the mass market.

The timing works in its favour. The brand is currently benefiting from the visibility of its appearance on the show "Höhle der Löwen" in Germany, even though the deal with investor Maschmeyer was ultimately not concluded. This is therefore not a funding round: the announcement concerns distribution agreements. "Traffic on our website is exceeding our expectations. Fortunately, we had prepared as well as possible on the logistics and IT side," notes Franziska Kuenburg.

One point remains, which the source highlights: this first move into stores is taking place not in Switzerland, but in Germany. Startupticker.ch does not say whether a listing in Swiss retail is planned. The founding team brings together Franziska Kuenburg, Raphael Taxis and Teresa Cramer.

Sources