More Nutrition: Protein Hype, Products, Founders & Criticism

Chunky Flavor, Moremelade, or Clear Protein: More Nutrition's products have long been cult favorites in the fitness scene. The company's protein powder, in particular, is among the best-selling protein products in German-speaking countries. But how useful and healthy are these products really? What's in them—and who's behind them?

More Nutrition was founded in 2017 by Christian Wolf and is now one of the best-known providers of protein powders, flavor powders, and nutritional supplements in Germany. The brand is part of "The Quality Group," which also includes ESN and Foodist.

The key to success lies in a social media strategy that presents More Nutrition as a community. Well over 100 influencers promote the products on Instagram and TikTok – with discount codes, recipe ideas, and personal success stories. The promise: lose weight, build muscle, and conquer cravings – all without sacrifice. But there's also criticism.

Christian Wolf, entrepreneur and influencer, was the face of More Nutrition for a long time. On Instagram, he shares his personal transformation with over a million followers – from an overweight teenager to a fully-trained fitness coach. Many now consider him a diet expert, even though his role in the public eye is not without controversy.

His book "The Protein Fasting Trick" became a bestseller. Although Wolf has not been operationally involved with More Nutrition since fall 2023, he continues to hold shares in the company and maintains a high-profile media presence.

Der Spiegel portrayed him as a prime example of the "influencer economy": emotional, authentic, economically successful—but also controversial. He regularly faces criticism, occasionally with little diplomacy.

Influencer and entrepreneur Christian Wolf is the founder of "More Nutrition".

Source: Imago

The brand's protein powder is particularly popular. It is based primarily on whey protein , sometimes supplemented with casein and plant-based protein sources such as pea or rice protein—depending on the product. In addition to high-quality proteins, it contains numerous additives , including flavorings, thickeners, and sweeteners such as sucralose.

On its website, More Nutrition recommends a daily protein intake of 1.5 to 2 grams per kilogram of body weight—significantly more than the 0.8 grams recommended by the German Nutrition Society (DGE) for healthy, moderately active adults. According to the DGE, a higher protein intake is only advisable during intense physical activity.

Critics also complain that many products are processed and not suitable as a permanent substitute for natural foods. Proponents, on the other hand, see the powders as a practical way to supplement daily protein needs, especially during periods of high physical exertion or a restricted diet.

More Nutrition is no longer just known for protein powder. The brand offers a wide range of functional foods and nutritional supplements – available both online and in brick-and-mortar stores.

The most popular products include:

• Chunky Flavour: Flavor powder with sucralose
• Protein products: bars, powder, porridge, pizza, chips
• Dietary supplements: e.g., “More Glow,” “Crave No More,” “Cycle Balance”
• Other products: Moremelade, Iced Matcha, Drink Syrup

In terms of price, More Nutrition is in the upper segment. Comparable products from other providers, such as ESN ("Flavor Powder") or Rocka Nutrition ("Flavor Drops"), are sometimes 20 to 30 percent cheaper. For example, a 250-gram can of Chunky Flavor costs around €13.99, while the Iced Matcha Latte is significantly more expensive at €32.99 per can.

Several media outlets, including Der Spiegel, Zeit Online, and ZDF, have subjected More Nutrition to a critical analysis. The debate focuses, among other things, on the sweetener sucralose, which is contained in many products. According to the German Federal Institute for Risk Assessment (BfR), potentially carcinogenic degradation products can be formed when heated above 120 degrees Celsius.

More Nutrition cites its own studies and a 2017 review that purports to rule out any health risks. However, this study is based on older sources, some of which are industry-related, whose validity is questioned by the BfR due to methodological weaknesses.

The health benefits of these products are also being questioned. While a high-protein diet can support weight loss in the short term, according to the German Nutrition Society (DGE), the long-term benefits of a sustained increase in protein intake are not sufficiently proven.

Another point of criticism concerns marketing. In 2023, the Consumer Protection Agency obtained a legally binding ruling against the company for misleading advertising claims on a brownie mix. Claims such as "95% less sugar" and "perfect for every diet" were deemed inadmissible.

More Nutrition products offer specific benefits, but aren't recommended for everyone without reservation. The combination of highly processed ingredients, intense flavor, and high protein content can be helpful—especially for certain nutritional or fitness goals. At the same time, experts caution against sweeteners like sucralose or high-fiber additives like inulin, which can cause side effects in sensitive individuals.

The products are particularly suitable for:

• People with sporting goals, such as muscle building or bodybuilding
• People who want to specifically reduce sugar while still maintaining taste
• Consumers who want to use functional foods as a supplement to their diet

They are less suitable for:

• Children and pregnant women for whom certain additives have not been sufficiently researched
• People with sensitive digestive systems (e.g., intolerance to inulin or sucralose)
• People who consciously rely on natural, preferably unprocessed foods

More Nutrition symbolizes the current fitness and protein trend: The products cater to emotional needs such as self-optimization, control, and well-being. However, behind the sweet taste and wide variety of products lie highly processed recipes and controversial additives.

Anyone who chooses More Nutrition should be aware that psychological factors—such as the placebo effect or trust in celebrity influencers—can also influence individual results. These products can be useful as a functional supplement to everyday life, especially when pursuing athletic goals or when time is limited.

However, they are no substitute for a balanced , as natural as possible diet . And the scientific debate on ingredients like sucralose is ongoing – consumers should closely monitor future assessments.