Brand profile · Germany
naughtynuts Revenue, search volume and competitors 2026
InsolventCologne nut butter brand with unusual flavors, founded in 2020, insolvent in 2023 and then acquired by Smart Organic.
Fact sheet
- Founded
- 2020
- Founders
- Benjamin Porten, Lorenz Greiner
- Headquarters
- Köln
- Company
- Naughty Nuts GmbH
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- FoodLabs, Bitburger Ventures, Döhler Ventures, Ole Strohschnieder, Béla Seebach, Philip Kahnis
- Funding rounds
- 2022: Seed, siebenstellig (Betrag nicht genannt)
Background and milestones
Founders Benjamin Porten and Lorenz Greiner say they were big peanut butter fans and were directly hit by the shortage in summer 2019. This led to the idea of a nut butter brand with innovative flavors. The two were mentored by the Just Spices founders Ole Strohschnieder and Béla Seebach.
- 2020
Founded in Cologne in October.
- 2021
Online shop launched in January, entry into retail with five flavors.
- 2022
Seven-figure seed round, revenue of 2.5 million EUR.
- 2023
Insolvency in February, acquisition by Smart Organic in June.
SWOT analysis of naughtynuts
Editorial assessment based on the sources listed and the radar data.
Strengths
- The brand was clearly positioned in the nut butter market with unusual flavors.
- Well-known food investors and mentors supported the build-up, and 2022 revenue reached 2.5 million EUR.
Weaknesses
- The follow-up financing failed and the company had to file for insolvency in 2023.
Opportunities
- With about 6,600 monthly brand searches, awareness remains that a new owner can use.
Threats
- The nut butter segment is highly competitive and price sensitive.
- Growth in retail requires a lot of capital, which is hard for young D2C brands to raise.
What is behind the demand?
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Sources
Frequently asked questions about naughtynuts
How much revenue does naughtynuts make?
naughtynuts generated around 2,5 million € in revenue in 2022 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded naughtynuts?
naughtynuts was founded in 2020 by Benjamin Porten and Lorenz Greiner. The company is based in Köln.
Was naughtynuts on Die Höhle der Löwen?
No, naughtynuts did not appear on the German TV show Die Höhle der Löwen.
Is naughtynuts backed by venture capital?
Yes, naughtynuts is backed by venture capital. Investors include FoodLabs, Bitburger Ventures, Döhler Ventures, Ole Strohschnieder, Béla Seebach and Philip Kahnis. Known funding rounds: 2022: Seed, siebenstellig (Betrag nicht genannt).
How much does naughtynuts spend on marketing?
naughtynuts does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less naughtynuts has to pay for each visit.
How much revenue does naughtynuts make through Google?
The model estimate combines brand searches and organic traffic of naughtynuts with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know naughtynuts) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of naughtynuts be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of naughtynuts after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for naughtynuts.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.