What So Good So You does

So Good So You is a Minneapolis-based functional wellness company founded in 2014 by Rita Katona and Eric Hall, producing organic cold-pressed juice shots and sparkling functional beverages. Its core product franchise consists of 17 small-format juice-shot SKUs addressing immunity, energy, digestion, detox, mood, sleep, and metabolism, each delivering one billion CFUs of probiotics (Bacillus coagulans GBI-30, 6086 strain with patented encapsulation). The company has extended into two larger-format sparkling lines — Sparkling Energy (120mg organic caffeine, launched 2024) and Sparkling Mood (adaptogens and botanicals, launched 2025). Production uses High Pressure Processing (HPP) at 85,000 PSI and cold-press extraction, both of which preserve nutrients and enzymes that heat pasteurization would destroy; manufacturing runs on 100% renewable energy at a TRUE Zero Waste facility in Minneapolis that diverts 91% of waste from landfills. The company is majority-owned by Bansk Group (acquired March 2026), with the co-founders retaining equity and board seats; prior institutional investor Prelude Growth Partners has exited. So Good So You is the #1 selling wellness shot brand across total US multi-outlet channels per SPINS, generates over $100 million in annual revenue, produces approximately 2 million probiotic shots weekly, and is distributed through more than 15,000 stores nationwide with Target as the anchor national account. The company holds USDA Organic, B Corp, TRUE Zero Waste, and WBENC Women-Owned certifications, and has been recognized on the Inc. 5000 list for six consecutive years and the Bain Insurgent Brand list in 2025 and 2026. Its go-to-market is a retail-first, product-led model: no D2C online channel (due to the perishable nature of refrigerated SKUs), with in-store sampling, influencer marketing, and email/Instagram as primary consumer touchpoints. Pricing is set at retail by partners with limited promotion (e.g., Wellness Week '7 for the price of 5'). The primary customer segment is health-conscious U.S. millennials and Gen Z consumers purchasing functional beverages, and the company's strategy under Bansk Group ownership is to broaden distribution and accelerate product innovation.

Name

So Good So You

Legal name

So Good So You

Website

https://sogoodsoyou.com

Company type

Private

Founded year

2014

Operating status

Acquired

Headcount range

51–100 employees

Short description

So Good So You is a Minneapolis-based functional wellness company founded in 2014 that produces organic cold-pressed probiotic juice shots and sparkling adaptogen beverages using HPP technology, generating over $100M in annual revenue and distributed across 15,000+ U.S. stores anchored by Target, serving health-conscious millennial and Gen Z consumers.

Ownership category

akta.pro rank

Product category

Functional Wellness Beverages

NAICS

Beverage Manufacturing (3121), Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Refrigerated Probiotics & Functional Shots (CRADACAN), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI), Probiotic & Live-Culture Beverage Production (Shots, Tonics) (AFAFAHAE)

Keywords

• Organic wellness shots
• Cold-pressed juice shots
• Functional beverages
• Sparkling energy drinks
• Probiotic supplements

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Beverage Product Sales: So Good So You generates revenue through the sale of organic cold-pressed wellness shots, sparkling energy drinks, and sparkling mood beverages. Products are sold through retail partners (Target, grocery stores) and wholesale distribution. The company produces approximately 2 million probiotic shots weekly and generates over $100 million in annual revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

So Good So You manufactures and sells organic, cold-pressed probiotic juice shots and sparkling functional beverages. Its portfolio includes 2 oz wellness shots addressing immunity, energy, digestion, detox, mood, metabolism, and sleep, plus 12 oz sparkling energy and adaptogenic mood drinks. Products are processed using High-Pressure Processing (HPP) at the company's Minneapolis facility and distributed nationally through Target and over 15,000 retail stores.

Product overview

So Good So You is a functional wellness company offering organic, cold-pressed juice shots and sparkling beverages. The product portfolio consists of two main lines: (1) Organic Probiotic Juice Shots - small-format functional shots available in 17 varieties addressing immunity, energy, digestion/detox, mood, and metabolism, all made with High Pressure Processing (HPP) to preserve nutrients; and (2) Sparkling Beverages - including Sparkling Energy drinks with organic caffeine and Sparkling Mood drinks with adaptogens and botanicals. Products are certified organic, B Corp certified, and sold at Target nationwide and over 15,000 retail locations. The company generates over $100 million in annual revenue and operates a certified zero-waste manufacturing facility in Minnesota powered by 100% renewable energy.

Differentiator

Problem solved

Functional benefit

Brands

• Sparkling Energy: Sparkling energy drink line made with real fruit juice and organic caffeine, available in four flavors: Pineapple Passionfruit, Raspberry Lemon, Strawberry Mango, and Tangerine Berry.
• Sparkling Mood

Products and services

• Detox Pineapple Orange Juice Shot Organic cold-pressed 2 oz juice shot with spirulina, kiwifruit, and 1 billion CFUs of probiotics supporting digestive health and detoxification.
• Digestion Clementine Ginger Juice Shot Organic 2 oz juice shot with apple cider vinegar, ginger, and probiotics for digestive support.
• Energy Dragonfruit Juice Shot Organic 2 oz energy shot with 100 mg organic caffeine, 100% DV Vitamins B6 and B12, and tropical dragonfruit flavor.
• Energy Mango Spinach Juice Shot Organic 2 oz energy shot with 100 mg organic caffeine from green tea, spinach, mango, and 100% DV Vitamins B6 and B12.
• Energy Orange Guava Juice Shot Organic 2 oz energy shot with 100 mg organic caffeine from green tea, blood orange, and guava for natural energy boost.
• Energy Passionfruit Juice Shot Organic 2 oz energy shot with 100 mg caffeine from green tea, tropical passionfruit, and pineapple flavors.
• Energy Pineapple Ginger Juice Shot Organic 2 oz energy shot with 100 mg organic caffeine, pineapple, ginger, and citrus for clean energy without jitters.
• Gut Support Pomegranate Blueberry Juice Shot Organic 2 oz shot with 6 g fiber, prebiotics, and probiotics featuring pomegranate and blueberry for digestive system support.
• Happy Blood Orange Guava Juice Shot Organic 2 oz mood shot with saffron, 100% DV Vitamin D3, and 1 billion CFUs probiotics featuring blood orange and guava.
• Immunity Elderberry Blood Orange Juice Shot Organic 2 oz immunity shot with elderberry juice, zinc, and probiotics for immune system support.
• Immunity Ginger Cayenne Juice Shot Organic 2 oz immunity shot with ginger, cayenne pepper, and 1 billion CFUs probiotics for immune and digestive support.
• Immunity Blueberry Clementine Juice Shot Organic 2 oz immunity shot with adaptogenic mushrooms (maitake, reishi, oyster), Vitamin D3, and probiotics for comprehensive immune support.
• Immunity Turmeric Orange Juice Shot Organic 2 oz immunity shot with turmeric, Vitamin C, and probiotics for immune and digestive system support.
• Immunity Watermelon Strawberry Juice Shot Organic 2 oz immunity shot with 100% DV Vitamins C and D3, zinc, and probiotics for immune support.
• Metabolism Mango Chili Juice Shot Organic 2 oz metabolism shot with 50 mg organic caffeine, mango, chili, cinnamon, and turmeric with thermogenic properties.
• Sleepy Tart Cherry Juice Shot Organic 2 oz sleep support shot with 200 mg magnesium, tart cherry, and 1 billion CFUs probiotics for rest and recovery.
• Chill Strawberry Lemon Juice Shot Organic 2 oz mood shot with L-theanine, lemon balm, and 1 billion CFUs probiotics for calm and relaxation.
• Sparkling Energy Pineapple Passionfruit Sparkling energy drink with 120 mg organic caffeine from green tea, real fruit juice, B vitamins, and electrolytes; zero added sugar.
• Sparkling Energy Raspberry Lemon Sparkling energy drink with 120 mg organic caffeine, raspberry and lemon flavors, B vitamins, and electrolytes.
• Sparkling Energy Strawberry Mango Sparkling energy drink with 120 mg organic caffeine, strawberry and mango flavors, B vitamins, and electrolytes.
• Sparkling Energy Tangerine Berry Sparkling energy drink with 120 mg organic caffeine, tangerine and berry flavors, B vitamins, and electrolytes.
• Sparkling Focus Watermelon Mint Sparkling mood drink with 60 mg natural caffeine from green tea, lion's mane mushroom, Vitamin B12, adaptogens, and botanicals for focus and mental clarity.
• Sparkling Unwind Blackberry Lavender Sparkling mood drink with magnesium, L-theanine, and lemon balm for relaxation and stress relief without caffeine.
• Sparkling Uplift Strawberry Hibiscus Sparkling mood drink with adaptogens (reishi, holy basil, saffron) and botanicals for mood enhancement without caffeine.

Quantifiable outcome

• Over $100 million annual revenue with 5x+ growth over four years
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• TargetcoreChannel Partner/ Reseller/ DistributorTarget serves as the major retail partner for So Good So You, selling Sparkling Energy and Sparkling Mood products nationwide at juice cases in produce departments. The company recently launched sparkling energy drinks at Target nationwide.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Olipop: Olipop is a venture-backed functional sparkling beverage brand distributed nationally in grocery and natural channels. Comparable as a direct competitor in the functional sparkling beverage space where So Good So You's Sparkling line is expanding.
• Poppi: Poppi is a fast-growing prebiotic sparkling beverage brand sold across mainstream grocery including Target. Closely comparable on the Sparkling Energy/Mood positioning, retail channel strategy, and millennial/Gen Z consumer targeting.
• Health-Ade Kombucha: Health-Ade produces fermented, probiotic functional beverages (kombucha) sold in refrigerated grocery channels including Target and natural retailers. Comparable on probiotic positioning, refrigerated distribution model, and target health-conscious consumer.
• Vive Organic: Vive Organic makes organic wellness shots (immunity, energy, digestion) sold in refrigerated retail including Target and Whole Foods. Direct product overlap with So Good So You's core shot portfolio and similar target consumer.
• Suja Life: Suja Life is a direct competitor producing organic, cold-pressed functional juices and wellness shots using HPP technology, distributed through mainstream grocery and natural channels. Highly comparable on product format, technology, distribution, and target consumer.
• The Ginger People: The Ginger People produces ginger-based wellness shots and functional beverages sold in mainstream retail. Comparable on shot-format functional wellness products targeting immunity and digestion use cases.

Emerging players

• Hum Nutrition: Hum Nutrition offers functional beauty/wellness supplements including drinkable formats. Comparable on the health-conscious, millennial/Gen Z target consumer and functional wellness positioning, though more DTC-skewed.
• Mela Waters: Mela Waters is an emerging functional sparkling beverage brand with apple-based, wellness-positioned drinks. Comparable on the sparkling functional beverage format and clean-label positioning.

Broad incumbents

• KeVita (PepsiCo): KeVita, owned by PepsiCo, produces a broad portfolio of kombucha and probiotic functional beverages sold across mainstream retail. Comparable category overlap as a much larger incumbent with deeper distribution and capital.
• Celsius Holdings: Celsius (CELH) is a publicly traded functional energy drink brand with broad distribution. Comparable on the energy/functional beverage positioning and retail-first GTM, though at much greater scale and as a broader-category incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sogoodsoyou
• Xx.com/Juice_so_good
• Facebookfacebook.com/juicesogood
• LinkedInlinkedin.com/company/juice-so-good

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about So Good So You