OWYN (Only What You Need)
OWYN (Only What You Need) is a U.S. plant-based protein brand producing allergen-friendly shakes, powders, and protein-coffee beverages. Wholly-owned by Simply Good Foods, it serves health-conscious, fitness, and GLP-1-adjacent consumers via DTC subscription e-commerce and retail distribution.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What OWYN (Only What You Need) does
OWYN (Only What You Need) is a U.S. plant-based protein brand founded in 2016 and currently operating as a wholly-owned subsidiary of Simply Good Foods (NASDAQ: SMPL). The company produces ready-to-drink protein shakes, protein powders, and protein-coffee hybrid beverages organized across two main tiers — a standard 20g protein line and a Pro Elite 30-32g zero-sugar high-protein line — plus Complete Nutrition and Balanced Nutrition shakes positioned for meal replacement use cases. The core technical differentiator is a proprietary multi-source plant protein blend combining pea protein, pumpkin seed protein, and flaxseed oil, delivering a complete amino acid profile with BCAAs. OWYN is the first brand recognized by FARE (Food Allergy Research & Education) for Top 9 Allergen-Friendly certification, and the portfolio carries Non-GMO Project Verified, Kosher (OU/OU-DE/Pareve), gluten-free, dairy-free, and soy-free compliance marks across all SKUs.
The business operates a dual-channel model: direct-to-consumer e-commerce through its Shopify-hosted liveowyn.com storefront, featuring a subscription program with 15% recurring discounts, plus retail distribution through Simply Good Foods' grocery and natural food channel partnerships. Pricing spans $3.05 to $4.10 per unit on volume packs of shakes, with protein powders priced at $28.99-$49.99 per tub. The customer base targets four segments: health-conscious consumers seeking clean-label nutrition, fitness enthusiasts, GLP-1 medication users needing high-protein muscle-preservation support, and weight-management seekers using shakes as meal replacements. Geographic reach is continental U.S. only, with explicit exclusions for Hawaii, Alaska, Puerto Rico, and U.S. territories.
OWYN's strategic position is supported by the parent company's $326M Q2 fiscal 2026 revenue base, within which OWYN is reportedly delivering 52% year-over-year growth, making it the fastest-growing brand in a challenged portfolio. However, the parent recorded a $249.0M non-cash impairment on Atkins and OWYN brand intangibles in Q2 fiscal 2026 and announced a strategic turnaround including distribution adjustments specific to OWYN, signaling that long-term valuation assumptions have been revised downward despite near-term brand momentum. Leadership is led by Mark Olivieri (CEO) and Douglas Halfpenny (President/CEO), with founders Jeff Mroz and Kathryn Moos no longer in operating roles.
OWYN (Only What You Need) firmographics
Firmographics- Name
- OWYN (Only What You Need)
- Legal name
- OWYN & WorldPantry.com LLC
- Website
- https://liveowyn.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OWYN (Only What You Need) is a U.S. plant-based protein brand producing allergen-friendly shakes, powders, and protein-coffee beverages. Wholly-owned by Simply Good Foods, it serves health-conscious, fitness, and GLP-1-adjacent consumers via DTC subscription e-commerce and retail distribution.
- Ownership category
- akta.pro rank
OWYN (Only What You Need) industry classification
Industry- Product category
- Plant-Based Protein Beverages and Powders
- akta.pro primary industry
- Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)
- akta.pro secondary industries
- Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Plant-Based Dairy-Alternative Powders & Concentrates (Powdered Milks, Creamers, Bases) (AFAHAJAH), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where OWYN (Only What You Need) is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
OWYN (Only What You Need) business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: OWYN sells directly to consumers through its liveowyn.com e-commerce storefront, offering both one-time purchases and subscription orders with 15% recurring discounts and free shipping over $99
- Retail Distribution: Products distributed through Simply Good Foods' retail partnerships and grocery channels as part of the parent company's broader distribution network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Protein Shakes - 12-Pack bottles or cartons |
| Unit Pricing | Pay-as-you-go | Pro Elite High Protein Shakes - 12-Pack bottles or cartons |
| Unit Pricing | Pay-as-you-go | Doubleshot Protein Coffee Shakes - 12-Pack bottles |
| Unit Pricing | Pay-as-you-go | High Protein Complete Nutrition Shakes |
| Unit Pricing | Pay-as-you-go | Balanced Nutrition Shakes |
| Unit Pricing | Pay-as-you-go | Standard Protein Powders - 2.2 lb Tub |
| Unit Pricing | Pay-as-you-go | Pro Elite Protein Powders - 27 serving Tub |
| Unit Pricing | Pay-as-you-go | Pro Elite Protein Powders - 12 serving Tub |
| Subscription | Monthly | Subscription Model - All Products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
OWYN (Only What You Need) product offering
Product offeringCore offering
OWYN manufactures and sells plant-based protein shakes and powders formulated from a proprietary multi-source blend of pea protein, pumpkin seed protein, and flaxseed oil, providing a complete amino acid profile including all 9 essential amino acids and BCAAs. The portfolio spans 20g standard shakes, 32g Pro Elite shakes, coffee-infused Doubleshot shakes, complete nutrition meal replacement shakes, balanced nutrition shakes, and 20-30g protein powders — all free from the top 9 allergens, Non-GMO Project Verified, Kosher, gluten-, dairy-, and soy-free, and sweetened with monk fruit and/or organic cane sugar. Products are sold direct-to-consumer via liveowyn.com with a subscription program, and distributed through retail partners via parent company Simply Good Foods.
Product overview
OWYN (Only What You Need) is a plant-based nutrition brand offering a portfolio of protein beverages and powders. The product line is organized into two main tiers: standard Protein products (20g shakes and powders) and Pro Elite high-protein products (30-32g). The portfolio spans ready-to-drink shakes in multiple formats (standard protein shakes, coffee-infused Doubleshot, complete nutrition shakes with vitamins/minerals, and balanced nutrition shakes), plus protein powders. All products are plant-based, allergen-friendly (free from the top 9 allergens including dairy, gluten, soy, nuts), Non-GMO Project Verified, and sweetened with monk fruit and/or organic cane sugar. A subscription service provides recurring delivery with a 15% discount. The company operates as a brand owned by Simply Good Foods and sells through its own e-commerce site and retail channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Protein Shakes (20g) Plant-based ready-to-drink protein shakes with 20g of protein per serving, made with a multi-source protein blend (pea, pumpkin seed, flax), superfood greens, and vegan omega-3s. Available in multiple flavors for health-conscious consumers, athletes, and those with food allergies.
- Pro Elite High Protein Shakes (32g) Higher-protein variant ready-to-drink shakes with 32g of plant protein, zero sugar, and low net carbs, sweetened with monk fruit and stevia. Designed for keto dieters, fitness enthusiasts, and those seeking maximum protein intake.
- Doubleshot Protein Coffee Shakes Plant-based ready-to-drink shakes combining 20g of protein with 180mg of caffeine per serving, positioned for morning or afternoon energy. Available in Mocha Latte, Vanilla Latte, and Caramel Macchiato flavors.
- High Protein Complete Nutrition Shakes (26g) Meal replacement ready-to-drink shakes containing 26g plant protein plus 23 vitamins and minerals per serving, with zero sugar and 3g prebiotic fiber. Designed for weight management, GLP-1 support, and supplemental nutrition. Available in Chocolate and Vanilla.
- Balanced Nutrition Shakes (20g) Nutrition shakes with 20g of plant protein, 23 vitamins and minerals, and a balanced macronutrient ratio including higher calories and carbs. Positioned between standard protein shakes and complete meal replacements. Sweetened with organic cane sugar and monk fruit.
- Protein Powders (20g) Plant-based protein powder with 20g of protein per serving, probiotics, and superfoods greens blend. Available in 2.2 lb tubs (approximately 14-30 servings) in Chocolate and Smooth Vanilla flavors, sweetened with organic cane sugar and/or monk fruit.
- Pro Elite Protein Powders (30g) High-protein plant-based powder with 30g of multi-source vegan protein, zero grams of sugar, low net carbs, all 9 essential amino acids, and 5.5g BCAAs per serving. Available in 12-serving and 27-serving tubs in Chocolate and Vanilla flavors, sweetened with monk fruit extract.
- Subscription Service Recurring delivery subscription offering 15% discount on every order across the OWYN product lineup. Subscribers can swap flavors, skip deliveries, or cancel anytime, with free shipping on orders over $99.
Quantifiable outcome
- #1 in U.S. Dietitian Recommended plant-based protein shakes
- +2 more outcomes
Companies that use OWYN (Only What You Need)
Customer profileSegments4 records
Ideal customer profiles3 records
OWYN (Only What You Need) technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
OWYN (Only What You Need) partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Simply Good Foods CompanycoreSimply Good Foods Company (NASDAQ: SMPL) acquired OWYN and integrates it as a portfolio brand alongside Quest Nutrition and Atkins. Simply Good Foods provides retail distribution, operational scale, and capital while OWYN maintains its brand identity and product focus. OWYN is delivering 52% year-over-year growth despite challenges in the parent company's other brands.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
OWYN (Only What You Need) competitors and assessment
Company assessmentDirect peers
- Orgain: Orgain sells plant-based ready-to-drink protein shakes and powders through both D2C and major retail (Target, Costco, Kroger). It is the closest direct competitor to OWYN in clean-label plant protein positioning.
- Vega (myvega): Vega, owned by ADM, markets plant-based RTD protein shakes and powders targeting similar health-conscious and fitness consumers. Direct overlap with OWYN in allergen-free and plant-based protein positioning.
- Ripple Foods: Ripple makes pea-protein-based RTD shakes and dairy alternatives with a similar clean-label plant-protein ethos to OWYN. Direct peer in allergen-friendly, plant-based RTD beverages.
- Koia: Koia produces plant-based RTD protein drinks with multiple flavors and a comparable D2C-plus-retail model. Direct competitor in the plant-based protein RTD category.
- Aloha: Aloha offers plant-based protein bars and RTD shakes distributed through D2C and mainstream grocery, with organic, vegan positioning directly comparable to OWYN's clean-label stance.
- Iconic Protein: Iconic Protein sells grass-fed whey and plant-based RTD protein drinks with comparable D2C subscription mechanics and nutrition-first positioning overlapping with OWYN.
- Evolve Plant-Based Protein: Evolve is a plant-based RTD protein shake brand focused on athletes and fitness consumers. Direct overlap with OWYN's fitness persona segment and ready-to-drink format.
- Garden of Life: Garden of Life offers USDA Organic plant-based protein powders and shakes with similar clean-label and allergen-aware positioning. Direct peer in the certified-organic, plant-based supplement space.
Broad incumbents
- Premier Protein: Premier Protein is a leading RTD protein shake brand with broad grocery distribution. While primarily dairy-based, it competes for the same shelf space and protein-seeker consumer as OWYN.
Emerging players
- Soylent: Soylent offers plant-based meal replacement shakes targeting similar convenience- and nutrition-driven consumers as OWYN's Complete Nutrition line. Comparable D2C-first model with growing retail presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OWYN (Only What You Need) social profiles
Digital presenceOWYN (Only What You Need) compliance and trust
Trust signalCompliance9 records
OWYN (Only What You Need) financial estimates
Financial estimateRevenue estimate
Valuation estimate
OWYN (Only What You Need) leadership team
Management profileNumber of profiles
Profiles6 records
OWYN (Only What You Need) funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OWYN (Only What You Need) M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OWYN (Only What You Need)
What does OWYN (Only What You Need) do?
OWYN manufactures and sells plant-based protein shakes and powders formulated from a proprietary multi-source blend of pea protein, pumpkin seed protein, and flaxseed oil, providing a complete amino acid profile including all 9 essential amino acids and BCAAs. The portfolio spans 20g standard shakes, 32g Pro Elite shakes, coffee-infused Doubleshot shakes, complete nutrition meal replacement shakes, balanced nutrition shakes, and 20-30g protein powders — all free from the top 9 allergens, Non-GMO Project Verified, Kosher, gluten-, dairy-, and soy-free, and sweetened with monk fruit and/or organic cane sugar. Products are sold direct-to-consumer via liveowyn.com with a subscription program, and distributed through retail partners via parent company Simply Good Foods.
Is OWYN (Only What You Need) a public or private company?
OWYN (Only What You Need) is a private company. It is classified as corporate owned and is currently operating.
When was OWYN (Only What You Need) founded?
OWYN (Only What You Need) was founded in 2016. It employs 11 to 50 people.
Where is OWYN (Only What You Need) based?
OWYN (Only What You Need) is headquartered in New York, United States, in the North America region.
How does OWYN (Only What You Need) make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution.
Who are OWYN (Only What You Need)'s main competitors?
Direct peers on record are Orgain, Vega (myvega), Ripple Foods, Koia, Aloha, Iconic Protein, Evolve Plant-Based Protein and Garden of Life. Premier Protein is listed as a broad incumbent. Soylent is listed as an emerging player.
Does OWYN (Only What You Need) have an API?
No public API is recorded for OWYN (Only What You Need).
What industry is OWYN (Only What You Need) in?
OWYN (Only What You Need)'s product category is Plant-Based Protein Beverages and Powders. Its primary akta.pro industry code is AFAFAEAH, Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy), with a secondary code of AFAKAGAK, Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing.