About Jimmy Joy

 We are Jimmy Joy: pioneers in nutritionally complete food since 2014.

Our mission is to shake up the food system. We do this by creating healthy, tasty, sustainable meals that save time and money.

What is a nutritionally complete meal?

It’s quite simple: a meal that contains all the nutrients for optimal health.

All the benefits of a varied diet packed into one meal: a perfectly balanced mix of plant-based protein, healthy fats, slow carbohydrates, fiber, and 26 essential micronutrients.

It comes down to this: one Jimmy Joy meal contains 172 scientifically proven health benefits.

When and how to eat a nutritionally complete meal?

With Jimmy Joy, preparing a nutritionally complete breakfast, lunch, or dinner takes seconds. This gives you all the time in the world to focus on what’s important to you: being productive, taking a well-deserved break, or spending time with family and friends.

Only the highest quality ingredients

Our meals are made from 100% plant-based and sustainable ingredients, like oats, soy, rice, sunflower oil, chicory root, flaxseed, ahiflower and probiotics. They are available in five different meal-varieties

Plenny Shake: a powdered meal (all time favorite!)

Plenny Shake Active: a powdered meal (if you need that extra protein)

Plenny Drink: a ready-to-drink meal (easier than easy)

Plenny Bar: a meal bar (office favorite)

Plenny Pot: an instant hot meal (ideal for lunch or dinner)

How it all started back in 2014

Young Amsterdam-based artist and entrepreneur Joey van Koningsbruggen was often so caught up in his work, that he simply forgot to eat.

When inevitably his growling stomach would remind him of this primary need, Joey would just order fast food.

To Joey, eating was like a necessary evil he had to accept to be able to do the things he loved doing.

But fast food didn’t make him feel very good and actually cost quite a lot of money.

He dreamed of a world where he could get all the necessary daily nutrients in one meal. That’s when he decided to create the easiest and healthiest meal scientifically possible.

The first nutritionally complete meal

Joey’s first attempt at a nutritionally complete meal was the Plenny Shake: a powdered formula that required water and a good deal of shaking to become a drinkable liquid meal.

Quite frankly, the first tryouts tasted horrible. But with patience and practice, Joey and the team developed a formula that was healthy as vegetables and tasty like a milkshake.

By logging his progress and experiments on Youtube, and by living on the liquid meals himself, Joey soon got order requests not only from his friends, but from all over Europe.

Today we’re blessed with a loyal community consisting of more than 150.000 people in 88 countries, who have ordered over 30 million sustainable meals in total.

Future and sustainability

Our mission to create the healthiest meal possible remains and can be followed in our Health & Nutrition section. Jimmy Joy is extremely sustainable because it helps you reduce food waste by using only what you need, and by having an 12-month shelf life. We also teamed up with Pachama. Pachama is leveraging data, artificial intelligence, and automation to protect ecosystems, restore forests, and improve carbon markets. 

The Plenny Family

plenny shake

Plenny Shake v3.0

Best seller with lowest price per meal

$15.92 per bag

4.45 / 14213 reviews

plenny shake


Nutrient-dense, crunchy and filling meal bar

$38.30 per 12-pack

4.40 / 4554 reviews

plenny shake

Plenny Shake Active

35 g of protein, less carbs, 25 delicious meals

$45.80 per bag

4.43 / 752 reviews