About Jimmy Joy

What is a nutritionally complete meal?

A nutritionally complete meal contains everything your body needs for optimal health—simple as that.

Our meals pack all the benefits of a balanced diet into one easy, ready-to-eat format, combining plant-based protein, healthy fats, slow-digesting carbs, fiber, and 26 essential vitamins and minerals.

In each meal, you’ll find 175 scientifically backed health benefits.

What is Jimmy Joy's mission?

Since 2014 our mission has been to shake up the food system. We do this by creating healthy, tasty, sustainable meals that save time and money.


When and how to enjoy a nutritionally complete meal

With Jimmy Joy, eating well becomes effortless. Whether for breakfast, lunch, or dinner, our meals take seconds to prepare, letting you focus on what really matters—whether that’s diving into work, enjoying a break, or spending quality time with loved ones.

Commitment to quality

Every Jimmy Joy meal is crafted from high-quality, 100% plant-based ingredients like oats, soy, rice, sunflower oil, chicory root, flaxseed, and probiotics. Our diverse meal range includes:

Plenny Shake: Our original meal shake in powdered form, a fan favorite in 10 flavours

Plenny Shake Active: 35g protein mealshake for extra gainz

Plenny Drink: Ready-to-drink convenience at its best

Plenny Bar: A meal in bar—Keeps you going for up to 5 hours

Plenny Pot: Instant hot meals, ideal for lunch or dinner

Complete Protein: A high quality, plant-based protein blend

How it all began

Back in 2014, Joey van Koningsbruggen, an artist and entrepreneur in Amsterdam, found himself skipping meals while caught up in his work. Fast food became the go-to option, but it left him feeling unsatisfied and spending too much. Joey envisioned a solution: a meal that could provide all essential nutrients in one go—healthy, quick, and affordable.

That idea sparked the creation of the Plenny Shake, a drinkable meal born from experimentation and shared with the world.Though the initial formula wasn’t perfect, with time, Joey and his team created a shake that was both nutritious and delicious.

By documenting his journey on YouTube and living off the meals himself, Joey’s innovative approach gained attention far beyond his friends, leading to demand from across Europe.

Today, we are proud to serve a community of over 250,000 people across 88 countries, with more than 45 million sustainable meals sold to date. 

Looking forward: Health and sustainability

We continue our pursuit of the healthiest, most convenient meals. Sustainability is a core part of our mission—Jimmy Joy helps reduce food waste by providing just what you need, with plant-based meals that have a shelf life of up to 12 months. So nothing gets wasted.

Our journey isn’t just about convenience; it’s about creating a better future—one meal at a time.