About Jimmy Joy

Jimmy Joy: pioneers in nutritionally complete foods since 2014.

Our mission is to revolutionize the food system. And we do this by creating healthy, tasty and sustainable meals that save you time and money.

What is a nutritionally complete meal?

It's pretty simple: a meal that contains all the nutrients for optimal health.
All the benefits of a varied diet in a single meal: a perfectly balanced mix of plant-based proteins, healthy fats, slow carbohydrates, fiber and 26 essential micronutrients.
It all comes down to this: one meal of Jimmy Joy contains 172 scientifically proven health benefits .

When and how to eat a nutritionally complete meal?

With Jimmy Joy, preparing a nutritionally complete breakfast, lunch or dinner takes seconds. This gives you all the time in the world to focus on what's important to you: being productive, taking a well-deserved break or spending time with family and friends.

Only the highest quality ingredients.

Our meals are made with 100% plant-based and sustainable ingredients, including oats, soy, rice, sunflower oil, chicory root, flaxseed, ahiflower, and probiotics. They are available in five different meal varieties.

Plenny Shake: A powdered meal (all-time favorite!)
Plenny Shake Active: a powdered meal (if you need that extra protein)
Plenny Drink: a ready-to-drink meal (easier than easy)
Plenny Bar: A food bar (office favorite)
Plenny Pot: An instant hot meal (great for lunch or dinner)

How it all began in 2014

Young Amsterdam artist and entrepreneur Joey van Koningsbruggen was often so engrossed in his work that he simply forgot to eat.
When the growling of his stomach inevitably reminded him of this primal need, Joey would simply order fast food.
For Joey, eating was like a necessary evil that he had to accept in order to do the things he loved to do.
But fast food didn't make him feel very good and actually cost him a lot of money.
He dreamed of a world where he could get all the necessary daily nutrients in one meal. That's when he decided to create the easiest and healthiest meal scientifically possible.

The first nutritionally complete meal

Joey's first attempt at a nutritionally complete food was Plenny Shake: a powdered formula that required water and a lot of shaking to become a drinkable liquid food.

Frankly, the first tests tasted horrible. But with patience and practice, Joey and the team developed a formula that was as healthy as vegetables and as tasty as a smoothie.

Recording his progress and experiments on Youtube, and living off of liquid meals himself, Joey was soon receiving requests for orders not only from his friends, but from all over Europe.

Today we are blessed with a loyal community of over 250,000 people in 88 countries, who have ordered over 40 million sustainable meals in total.

Future and sustainability

Our mission to create the healthiest food possible remains and can be followed in our Health & Nutrition section. Jimmy Joy is extremely sustainable because it helps you reduce food waste by using only what you need and having a 12-month shelf life. We also teamed up with Pachama. Pachama is leveraging data, AI, and automation to protect ecosystems, restore forests, and improve carbon markets.