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Misfits Health

Plant-based snacking

21-100 employees

B2C
Retail
B2B
Food
Fitness
Nutrition
eCommerce

Chalk Farm, London, UK

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Company mission

To take well-known, loved snacks and apply the Misfits formula. Replacing sugar with protein and dairy with plants.

58% female employees

Glassdoor (4.8)

Our take

As consumers driven by health and environmental concerns turn more and more towards plant-based diets, it is clear that businesses operating in this sector will face a big surge in consumer demand in the near future. The plant-based food sector, currently valued at around $29.4 billion, could be worth over $161.9 billion by the end of 2030.

Misfits is competing in a small niche within this wider market. Their main products are vegan, protein-rich diet supplements, but the company also offers a diverse range of alternative vegan products ranging from sleep capsules to clothing. In terms of market disruption, Misfits' key strategy is aimed at making vegan fitness products simple and accessible; a strategy aimed at poaching business from larger players in this market, such as Bulk and Trek, whose vast range of products can often come across as overwhelming and opaque.

Misfits have secured partnerships with major distributors in the UK and US, such as Tesco, Trader Joe's and Wholefoods. They are on a strong growth trajectory at the moment, especially in the US, and are looking to continue adding more Retailers in the future.