What Ketone-IQ does

Ketone-IQ is a Miami-based consumer nutrition company that develops and sells exogenous ketone supplements under the legal entity Health Via Modern Nutrition Inc. Its core technology is a proprietary ketone diol (R-1,3-Butanediol) produced via sustainable non-GMO bio-fermentation, originally developed through a $6 million U.S. Department of Defense / USSOCOM R&D contract and converted to commercial drinks beginning in 2016. The current product portfolio centers on a 2oz No Caffeine Shot (10g ketones), a +Caffeine Shot (5g ketones + 100mg caffeine), a 12oz Multiserving Bottle (10 servings), flavor and bundle SKUs, and branded athletic merchandise.

The company operates a hybrid D2C/retail go-to-market: ketone.com drives a subscription-first motion (~$84/month for a 24-pack, with a 30% first-month and 10% lifetime discount) complemented by nationwide distribution through Target, Sprouts Farmers Market, Vitamin Shoppe, and Amazon, plus an extensive convenience/fitness store locator network. Customers span elite and Olympic athletes (Team Visma | Lease a Bike, Jon Jones, Sam Laidlow, Cole Hocker, Michael Andrew), high-performance professionals and biohackers (Steven Bartlett), and broader health-conscious consumers; marketing emphasizes peer-reviewed clinical research, NSF Certified for Sport / WADA compliance, and cGMP U.S. manufacturing.

The business is private and venture-backed, with cumulative disclosed funding of approximately $10.2M led historically by Andreessen Horowitz and including Liquid 2 Ventures, Gaingels, and Pareto Holdings, plus an August 2025 round led by Seaside Ventures and a roster of celebrity and athlete investors (Chris Hemsworth, Jake Paul, Joe Rogan, Jon Jones, Marissa Mayer, Joe Montana, Tony Hsieh). Leadership combines founders Michael Brandt (CEO, ex-Google) and Geoffrey Woo (Executive Chairman, ex-Groupon/Glassmap) with operating executives in marketing, revenue, product, and growth, and a research lead (Dr. Latt Mansor, Oxford DPhil). The company claims approximately 80% of the ketone supplements category and has been described in third-party sources as a $100 million business.

Name

Ketone-IQ

Legal name

Health Via Modern Nutrition Inc.

Website

https://ketone.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Ketone-IQ is a Miami-based consumer nutrition company that sells exogenous ketone supplement shots and bottles, produced via bio-fermentation of R-1,3-Butanediol and distributed through D2C, Amazon, and major U.S. retailers to elite athletes, biohackers, and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Exogenous Ketone Supplements

NAICS

Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

akta.pro secondary industries

Energy Drinks & Energy Shots (CRADAHAJ), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Exogenous ketone supplements
• Ketone energy shots
• Metabolic health supplements
• Performance nutrition drinks
• Ketone supplement retail

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations, Infrastructure

Revenue model

1. Direct-to-Consumer (D2C): Primary revenue stream through ketone.com website with subscription and one-time purchase options. Subscription model offers 30% first-month discount plus ongoing 10% lifetime discount with free shipping.
2. Retail Distribution: Wholesale/retail revenue through major retailers including Target, Sprouts, and Vitamin Shoppe. Nation-wide distribution expanded in April 2025.
3. Amazon Marketplace: Third-party marketplace sales through Amazon platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Ketone-IQ manufactures and sells drinkable exogenous ketone supplements containing 100% pure R-1,3-Butanediol (ketone diol), a ketone precursor that converts directly to D-BHB. Products are sold as 2oz shots (with and without caffeine) and multi-serving bottles for sustained mental focus, athletic endurance, and metabolic health, originally developed through a $6M U.S. Department of Defense contract.

Product overview

Ketone-IQ is an energy science company offering exogenous ketone supplements as a new category of brain fuel. The product portfolio consists of three main drinkable ketone formats: (1) No Caffeine Shot (10g ketones, 2oz) available in Original, Peach, Green Apple, Raspberry Lemonade, Blue Raspberry, and Grape flavors; (2) +Caffeine Shot (5g ketones + 100mg caffeine, 2oz) in matching flavor lineup; and (3) Multiserving Bottle (12oz, 10 servings at 10g/serving) for flexible bulk dosing. The company also offers Mixed Bundles combining multiple products and flavors, plus athletic merchandise including Performance Hat, Tees, Water Bottle, and Duffel bag. Products are marketed as the world's most efficient fuel for brain and body, developed originally through a $6M Department of Defense contract.

Differentiator

Problem solved

Functional benefit

Products and services

• Ketone-IQ No Caffeine Shot Exogenous ketone energy shot providing 10g of ketones per serving for sustained mental focus and energy without caffeine. Available in multiple flavors including Original, Peach, Green Apple, Raspberry Lemonade, Blue Raspberry, and Grape.
• Ketone-IQ +Caffeine Shot Ketone energy shot combining 5g ketones with 100mg natural caffeine from green tea for enhanced mental clarity and physical endurance. Sugar-free formula with approximately one cup of coffee's worth of caffeine.
• Ketone-IQ Multiserving Bottle 12oz multi-serving ketone bottle providing 10 servings of 10g ketones per serving for flexible dosing. Cost-effective bulk option with preservatives for freshness.
• Ketone-IQ Mixed Bundle Variety pack bundling best-selling Ketone-IQ products and flavors, offering the best value for customers wanting to try multiple product variants.
• Ketone-IQ Merchandise Athletic lifestyle gear including Performance Hat, Performance Tee, Lifestyle Tee, Dad Hat, Sweat Towel, Lifestyle Water Bottle, and Duffel bag.
• HVMN Ketone-IQ Exogenous ketone supplement delivering BHB (beta-hydroxybutyrate) as a signaling molecule and fuel source that modulates appetite through key hormonal pathways. Legacy H.V.M.N. brand offering.

Quantifiable outcome

• 28% more efficient energy generation than glucose
• +8 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• Joe RoganflagshipGTM or Marketing PartnerPodcast host and prominent brand advocate for Ketone-IQ, discussing ketone benefits with his massive audience.
• Team Visma | Lease a BikeflagshipStrategic or Co-development PartnerElite professional cycling team (2022-2023 Tour de France champions) partnered with Ketone-IQ for performance optimization and clinical research collaboration with KU Leuven.
• KU LeuvencoreStrategic or Co-development PartnerEurope's top-ranked human performance research institute conducted clinical trial with Team Visma demonstrating Ketone-IQ's effects on EPO, angiogenesis, and vascular function.
• WHOOP / Dr. Kristen HolmescoreStrategic or Co-development PartnerGlobal Head of Human Performance at WHOOP and science advisor. Collaborates on human performance research and ketone applications.
• General Peter Pace (Ret.)coreOthersFormer Chairman of Joint Chiefs of Staff (2005-2007) and Marine Corps General. Advisory board member with early involvement in ketone research at DARPA.
• Rear Admiral Alex Krongard (Ret.)coreOthersFormer Naval Special Warfare Officer and National Security Council staff. Investor and advisor in ketone technology deployment.
• Birgitta ElfverssoncoreOthersFormer Unilever VP Health & Wellbeing, led acquisitions of Onnit, Smarty Pants, Liquid I.V., Nutrafol. Investor and advisor.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Prüvit: Largest direct competitor in exogenous ketones, using a multi-level marketing (MLM) distribution model. Sells BHB-based ketone supplements targeting the same metabolic and performance use cases as Ketone-IQ.
• Ketone Aid (Ketone Technologies Inc.): Direct competitor selling ketone ester-based products (R-1,3-Butanediol acetoacetate diester) for endurance athletes and metabolic health. Competes on the same performance-enhancement premise with a different ketone mechanism.
• Perfect Keto: Keto-lifestyle supplement brand selling exogenous ketones (BHB salts), MCT oils, and keto snacks. Targets overlapping health-conscious and keto consumer segments via D2C and Amazon.
• Real Ketones: Exogenous ketone supplement brand founded by Dr. Richard Veech, focused on BHB mineral salts for energy, focus, and metabolic health. Direct overlap with Ketone-IQ's cognitive and performance positioning.
• KetoLogic: Keto-focused supplement brand offering ketone shakes, BHB salts, and meal replacement products. Targets the same keto and low-carb consumer segments via D2C and retail.

Broad incumbents

• CELSIUS Holdings: Large-scale functional energy drink brand competing for the same energy/focus wallet as Ketone-IQ's +Caffeine Shot. Has dramatically larger distribution scale and recently acquired Alani Nu, broadening its functional shot portfolio.
• 5-hour Energy (Living Essentials): Incumbent in the energy-shot form factor with massive C-store and mass retail distribution. Competes with Ketone-IQ's No Caffeine Shot and +Caffeine Shot for the same convenience, on-the-go consumer occasion.
• AG1 (Athletic Greens): Premium daily nutritional supplement positioned around 'foundational health' and performance. Competes for the same high-performance professional and biohacker consumer segment via D2C subscription.
• Onnit (Unilever): Performance and wellness supplement brand (acquired by Unilever) selling nootropics, pre-workouts, and functional supplements. Targets overlapping fitness, biohacker, and high-performer demographics with science-led branding.

Emerging players

• Momentous: Premium sports and recovery supplement brand with ties to elite athletes and Team USA. Sells creatine, protein, and recovery products that compete for the same elite-athlete endorsement-driven buyer that Ketone-IQ cultivates with Team Visma and Olympic partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLHIpELaHyVsSaQPJnL0n3w
• Facebookfacebook.com/hvmn
• Xx.com/hvmn
• Instagraminstagram.com/ketoneiq

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds5 records

Investors10 records

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 Ketone-IQ