About us at Jimmy Joy

Welcome to Jimmy Joy:
Shaking Up the Food System Since 2014!

We’re not just a food company.

We're a thriving community of over 250,000 people across 88 countries - enjoying healthy, tasty, and sustainable meals that save you time and money.


Meet the founder of Jimmy Joy:

Joey van Koningsbruggen


Our story - how it all started

It was 2014 in the vibrant city of Amsterdam...

Our founder, Joey van Koningsbruggen, a busy artist always on the go, found himself constantly skipping meals and settling for unsatisfying fast food. Driven by the need for a quick yet nutritious meal, Joey had a revolutionary idea. Thus, Plenny Shake was born—a powdered meal shake designed to nourish and satisfy.

But it wasn’t smooth sailing from the start; the first versions were far from gourmet. Through relentless refinement, Plenny Shake has evolved into a delicious delight, perfect for anyone seeking convenience without compromise.

A decade in and we're still here, delivering healthy, affordable, and delicious meals to people around the globe, helping you avoid kitchen disasters since 2014.

Our mission and values

Our mission is to revolutionize the food system by creating healthy, tasty, and sustainable meals that save time and money. We strive to provide nutritionally complete meals that support optimal health while being convenient and affordable for everyone.


Our top priority is to create meals that support the well-being and health of our customers.


We use only the highest quality ingredients and maintain strict quality control processes.


We are dedicated to reducing our environmental impact in several ways. If you want to read more about this, check out our Sustainability page.

What is a nutritionally complete meal?

It's simple: a meal that includes all the nutrients needed for optimal health. Imagine the benefits of a varied diet packed into one meal. Each Plenny meal delivers a perfectly balanced mix of plant-based protein, healthy fats, slow carbohydrates, fibre and 26 essential micronutrients. Essentially, one Jimmy Joy meal provides 175 scientifically proven health benefits.

With Jimmy Joy you can prepare a nutritious breakfast, lunch, or dinner in seconds. This leaves you more time for productivity, relaxation, spending time with loved ones, or whatever tickles your fancy.

What's inside our meals

Our meals are crafted from 100% plant-based, sustainable ingredients like oats, soy, rice, sunflower oil, chicory root, flaxseed, and probiotics. They come in 5 varieties:

We also offer a supplementary, low calorie shake:

If you're curious about our meals but don't know where to start, we suggest our Try-out Bundle.

How we create our delicious meals

First off, our team of nutritionists and food scientists dive into the latest health research to figure out exactly what our bodies need. We make sure each meal packs the right mix of proteins, fats, carbs, vitamins, and minerals.
But it has to taste and look great as well. Our R&D team analyses market insights to understand what are the flavour trends, new ingredients, and what people are looking for in food.

Next to that we listen to our customers! Their feedback is gold to us. Whether it's about taste, dietary restrictions, or health goals, we take it all into account to tweak our meals and make them even better.

Quality is key for us. We test tons of ingredients and combinations, sourcing only from top suppliers who meet strict European quality and sustainability standards.
Then comes the fun part: our food scientists whip up delicious formulas, experimenting with flavours and textures until they nail that perfect balance of taste and nutrition.

But we don’t stop there. Every new meal goes through taste tests and nutritional analysis to ensure it’s top-notch. We gather a panel of testers to give their honest feedback and make adjustments as needed.

We’re always on the lookout for new ways to innovate and improve. By staying on top of the latest trends and technologies, we make sure our meals are always the best they can be.

Discover how tasty and convenient healthy eating can be!

If you're just curious about us and want to see more behind-the-scenes content, follow us on Instagram! You can find us @jimmyjoyfood.