Bootstrapped · Agritech & Foodtech · Rotterdam, Netherlands · Founded 2020 · 51–200 employees
Upfront is a Dutch nutrition and FMCG food startup headquartered in Rotterdam that makes simple, transparent, minimally processed food products such as protein bars, whey shakes, oats and other whole-ingredient nutrition items with clear labeling and high quality ingredients; founded in 2020 by friends who wanted healthier alternatives to ultra-processed foods, it has rapidly grown its product range, expanded into retail partnerships and opened its first physical “Upfront” supermarket as part of a mission to shift food culture toward accessible, honest nutrition.