Price change Plenny Shake

TL;DR price of a Plenny Shake will go from €1,22 (€1,04 for subscription) to €1,40 (€1,19 for subscription.) Reasons: working with research analysts, R&D costs, sustainable packaging and delivery, increase in taxes and price increase from our suppliers.


Dear customer,

Over the years, we’ve built up a relationship with you, and part of that is being transparent about what we do, and why we do it. Therefore we’re informing you that prices of Plenny Shake will increase from €1,22 (€1,04 for subscription) to €1,40 (€1,19 for subscription) per meal on one time purchases on March 13th. However, everyone that has a running subscription before the 13th is grandfathered at current prices.

Before sharpening pitchforks and lighting torches, please read why we have made this decision. We are accelerating improvements and experiments, to grow our product range and flavors, such as a vegan Twenny Bar, new Plenny Shake formula and more. We are hiring research analysts, so we can be up to speed on the latest research papers, and continue making the healthiest meal scientifically possible. Other R&D costs are experiments, lab tests and ingredient sourcing. Despite producing very efficiently, our growth means that we have to outsource more of our production, which comes at a higher cost.  Our production partner is BRC A certified and we are BRC B certified which means a high level in food safety. We will compensate more CO2 emissions in 2019 (in 2018 we offset 329 tons), and are testing materials to make our packaging 100% recyclable.

External reasons are: the Dutch government raised taxes by 3% and suppliers and distributing partners raised their prices as well.

I would like to thank you for all your past support, and hope to count on it moving forward as well. If you still have any question, please do not hesitate to comment or shoot a message to

With Love & Joy,

Joey van Koningsbruggen
CEO & Founder


  • Posted by Oliver on

    Very fair! I fully support spending more on R&D.

    No mention of the big bag. Will that be affected or was the price already set higher to account for it?

  • Posted by Annika on

    Thanks for the transparancy!

  • Posted by Otto Mouton on

    @Oliver – The Big Bag will go from €34 to €35 per 25 meals to match the Plenny Shake’s pricing (€1,40/1,19 per meal).

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