HNC – Enjoyment meets innovation

Our ingredients: quality and passion

Our brands

Fitness food is our big passion. Innovative, high-quality products for a modern, active and healthy lifestyle – that’s the goal of the HNC Healthy Nutrition Company. And that’s the goal of our MaxiNutrition, MaxiMuscle and Urban Crush brands: each HNC brand offers delicious fitness food and healthy snacks made according to scientific formulas and perfectly tailored to the needs of active people.


Real “Made in Germany” fitness food for health-conscious people

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Urban Crush

Delicious smoothies and natural bars 100% all real

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Fitness supplements, shakes and protein bars for maximum training results

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Brand structure

All the HNC Healthy Nutrition Company brands share these common goals:

  • Natural enjoyment
  • Top quality
  • Best ingredients and recipes
A brand strategy tailored to our target groups

Each HNC brand offers top-quality products that are perfectly tailored to the needs of our target groups:

MaxiNutrition offers active, health-conscious people innovative fitness food – from protein shakes and ISO drinks to high-protein healthy living products such as porridge and baking protein.

Urban Crush is the perfect solution for those who want to keep their diet simple, healthy and natural. All Urban Crush snacks are made from only the best natural ingredients: fruit, vegetables, nuts, cereals and superfoods, combined to make delicious raw bars, nut bars, flapjacks and smoothies.

MaxiMuscle is the UK’s top brand for strength athletes who want to get the most out of their workouts. MaxiMuscle offers a wide range of top-quality fitness supplements, shakes and protein bars.

Innovative production methods

Our HNC food experts at our Bergisch Gladbach facility develop the recipes for our first-class products – all based on scientific research. Our products are made from top-quality raw materials – proteins of the highest quality, natural ingredients and only additives that are absolutely necessary means HNC products are the ideal support for an active and mindful lifestyle.

International sales

In response to the worldwide trend towards functional food, we are aligning our brand strategy with the international market. Our three facilities in Germany, France and Great Britain give us a distinct advantage in this regard. And our international customers confirm time and again that quality, innovation and enjoyment are in high demand worldwide.