Austria's mucki tops €10M revenue run rate, reopens Series A talks
What's the deal? Austrian protein-drink startup mucki has passed a €10 million revenue run rate — sooner than expected — and reopened talks for its Series A funding round. Founder Alexander Novotny announced the milestone in a LinkedIn post.
What's behind the number? Novotny cites "10M ARR," but the figure is an L3M run rate: the past three months' sales annualised, reflecting current selling pace rather than recurring subscription revenue. For next year, mucki expects at least €15 million in revenue. It did not disclose profit.
Why now? Growth is coming mainly from retail. Novotny says Austrian retail sales tripled this year and German retail sales quadrupled, while direct online sales also grew strongly.
What's the endgame? mucki is listed at Billa, Spar, Interspar and MPreis in Austria, and at Rewe, Edeka and — as of now, nationwide — Kaufland in Germany. It aims to cover 60% of German Rewe stores by month-end and all Kaufland outlets, which stock vanilla, banana and chocolate. The company plans to use new funding for more products and marketing.
mucki drew attention this year with a Schwedenbomben-flavoured drink made with heritage brand Niemetz, now sold at Billa and Spar. Footballer Marko Arnautović fronts its advertising.
The backstory: mucki is run by AnovonADealroom has a profile for this one. Try Dealroom →, founded by Novotny in 2014 and bootstrapped until 2020. It last raised just under €1 million from existing investors in late 2024, at a valuation above €14 million. Backers include SalzburgMilchDealroom has a profile for this one. Try Dealroom → and mineral-water maker Vilsa. The company will present next week at a London conference hosted by investment bank Houlihan Lokey.
What could go wrong? The protein market is fiercely contested. Shelves hold drinks from Müllermilch, Ehrmann and Arla, plus brands such as Nestlé-owned YFood and bar maker Barebells. Whether the boom lasts is disputed: NielsenIQ says shoppers pay roughly 40% more for products with protein claims.
The signal: The milestone reflects a broader protein surge — NielsenIQ data shows German dairy sales with protein claims grew 21.5% in the year to March 2026, against 2.2% for those without. With major brands and retailers piling into ready-to-drink formats, mucki's Series A looks like a bid to fund distribution and capacity before the shelf-space fight intensifies.
Read more: trendingtopics.eu
Image credit: mucki
