REBBL
REBBL is a functional beverage company producing plant-powered protein shakes and elixirs formulated with adaptogens (Reishi, Maca) on a coconut-milk base, serving health-conscious, fitness-focused, and plant-based consumers via DTC e-commerce and retail distribution.
- Company typePrivate
- Founded2012
- HeadquartersEmeryville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What REBBL does
REBBL is a functional beverage company that produces plant-powered protein shakes and elixirs featuring adaptogenic ingredients such as Reishi and Maca on a coconut-milk base. Founded in 2012 and headquartered in Emeryville, California, the company operates with 11–50 employees and serves three overlapping consumer segments: health-conscious consumers, fitness enthusiasts and athletes, and plant-based or dietary-restricted consumers. Its product portfolio is structured into a 32g protein line ($4.49), a 20g protein line ($4.99), a Plant-Based line ($4.99), and an upcoming REBBL Clear Protein Beverage launching in Q4 2026 (20g whey protein, zero sugar, 80 calories, $4.99 MSRP, four flavors). Core product claims include dairy-free, gluten-free, soy-free, organic ingredients, and ≤4g of sugar per serving.
The company's core technology is formulation-driven rather than software-driven: adaptogen-infused, low-sugar, plant-forward beverages positioned in the functional-beverage category that was sized at $171.86B in 2025 and projected to reach $295.6B by 2035. REBBL generates revenue through unit-priced DTC e-commerce transactions and physical retail distribution, with marketing concentrated in owned digital channels (Facebook, Instagram, LinkedIn, email newsletter, e-commerce website).
Commercially, REBBL's go-to-market is undergoing a structural reorganization. In February 2026, the brand was placed under SYSTM Foods, a joint venture between SYSTM Brands and GroundForce Capital (a long-standing REBBL investor dating to the 2016 and 2018 funding rounds) created specifically to bring REBBL products to market. Under this structure, SYSTM Foods debuted REBBL's new Clear Protein line at Natural Products Expo West 2026. Disclosed capital history totals approximately $34M across four rounds from 2016 through 2018, with the most recent being a $20M round in May 2018 led by CAVU Consumer Partners.
REBBL firmographics
Firmographics- Name
- REBBL
- Legal name
- REBBL, Inc.
- Website
- https://rebbl.co
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- REBBL is a functional beverage company producing plant-powered protein shakes and elixirs formulated with adaptogens (Reishi, Maca) on a coconut-milk base, serving health-conscious, fitness-focused, and plant-based consumers via DTC e-commerce and retail distribution.
- Ownership category
- akta.pro rank
REBBL industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)
- akta.pro secondary industries
- Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH), Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)
Keywords
Where REBBL is headquartered
LocationHeadquarters
- HQ city
- Emeryville
- HQ country
- United States
- HQ region
- North America
Markets served
REBBL 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
Revenue model
- Direct Product Sales: Revenue generated from direct-to-consumer sales through rebbl.com e-commerce platform and retail store distribution, including 32g protein shakes, 20g protein shakes, and plant-based protein elixirs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 32g Protein Shakes - Premium protein line |
| Unit Pricing | Pay-as-you-go | 20g Protein Shakes - Standard protein line |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
REBBL product offering
Product offeringCore offering
REBBL manufactures and sells ready-to-drink functional protein shakes and plant-based elixirs formulated with adaptogens (Reishi, Maca), prebiotic fiber, and immune-supporting ingredients. The portfolio includes 32g high-protein shakes, 20g mid-tier protein shakes, and a plant-based sub-line, with formulations that are dairy-free, gluten-free, and soy-free. Products are sold direct-to-consumer via rebbl.com and through physical retail stores.
Product overview
REBBL is a functional beverage company offering ready-to-drink protein shakes and plant-powered elixirs. The product line includes three main offerings: the 32g Protein Shakes (high-protein line with immune support, prebiotic fiber, and Reishi mushroom), the 20g Protein Shakes (mid-tier protein with various flavors and functional ingredients), and the Plant Based Shakes (organic, vegan options with adaptogens like Maca and Reishi). All products emphasize functional ingredients including super herbs and adaptogens, with formulations that are dairy-free, gluten-free, and contain minimal sugar. The company is introducing a new Clear Protein Beverage line in Q4 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- 32g Protein Shakes High-protein ready-to-drink shakes containing 32 grams of plant-powered protein with immune support, prebiotic fiber, and approximately 4 grams of sugar. Formulated with functional ingredients including Reishi mushroom. Free from gluten, dairy, and soy. Priced at $4.49 per unit.
- 20g Protein Shakes Mid-tier ready-to-drink protein shakes containing 20 grams of protein per serving, available in dairy and plant-based options with flavors including Cold Brew Latte, Dark Chocolate, Strawberries & Creme, Oatmeal Cookie, Hazelnut Chocolate, and Vanilla. Priced at $4.99 per unit MSRP.
- Plant Based Shakes Organic, vegan elixir shakes featuring adaptogenic superfoods such as Maca Mocha and Reishi Chocolate. Formulated without dairy and caffeine (in select varieties) to meet plant-based and dietary-restricted consumer needs.
- REBBL Clear Protein Beverage Ready-to-drink protein beverage featuring 20g of complete whey protein with zero sugar and 80 calories per serving. Positioned as a lighter alternative to traditional protein shakes for post-workout recovery and everyday hydration, launching in four flavors.
Quantifiable outcome
- 32g complete plant-powered protein with immune support and prebiotic fiber
- +2 more outcomes
Companies that use REBBL
Customer profileSegments3 records
Ideal customer profiles3 records
REBBL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
REBBL partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
REBBL competitors and assessment
Company assessmentDirect peers
- Orgain: Orgain makes organic, plant-based and dairy-based ready-to-drink protein shakes and powders with clean-label positioning. It is directly comparable to REBBL across formulation philosophy (organic, free-from), RTD format, and target health-conscious consumer.
- OWYN: OWYN (Only What You Need) produces plant-based protein shakes that are vegan, gluten-free, dairy-free, and soy-free in RTD format. It directly competes with REBBL's plant-based and dietary-restricted positioning in natural and conventional retail.
- Koia: Koia makes plant-based, dairy-free protein beverages with functional ingredients, including adaptogens and prebiotics. Closely comparable to REBBL on RTD format, plant-based formulation, and functional ingredient positioning.
- Aloha: Aloha produces plant-based protein bars and drinks with organic, vegan, and allergen-free positioning. Closely comparable to REBBL on dietary-restricted clean-label philosophy and health-conscious consumer targeting.
- Vega: Vega, part of Danone's plant-based portfolio, offers plant-based protein powders and RTD shakes targeting athletes and health-conscious consumers. Comparable to REBBL on plant-based protein, functional nutrition, and lifestyle consumer.
- Four Sigmatic: Four Sigmatic makes functional beverages featuring adaptogenic mushrooms (Reishi, Lion's Mane, Chaga) and other functional ingredients. Directly comparable to REBBL on the adaptogen-led functional beverage positioning.
Broad incumbents
- Premier Protein: Premier Protein is a leading mainstream RTD protein shake brand owned by BellRing Brands with extensive mass-market retail distribution. It competes with REBBL in the same RTD protein category but at scale and lower price points.
- Fairlife (Core Power): Fairlife's Core Power RTD protein shakes are a dominant mainstream high-protein beverage line backed by Coca-Cola distribution. Comparable to REBBL's Clear Protein on whey-based 20g+ RTD format, though at significantly larger scale.
Emerging players
- Ripple Foods: Ripple makes plant-based (pea protein) dairy alternatives including RTD protein shakes. Comparable to REBBL's plant-based, dairy-free positioning, with partial overlap on functional protein beverage category.
- MUD\WTR: MUD\WTR produces functional beverages with adaptogens (Reishi, Lion's Mane) and other functional ingredients marketed for focus and wellness. Comparable to REBBL on adaptogen ingredient positioning and functional beverage category, though in coffee-adjacent rather than RTD protein format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
REBBL social profiles
Digital presenceREBBL financial estimates
Financial estimateRevenue estimate
Valuation estimate
REBBL leadership team
Management profileNumber of profiles
Profiles1 record
REBBL funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
REBBL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about REBBL
What does REBBL do?
REBBL manufactures and sells ready-to-drink functional protein shakes and plant-based elixirs formulated with adaptogens (Reishi, Maca), prebiotic fiber, and immune-supporting ingredients. The portfolio includes 32g high-protein shakes, 20g mid-tier protein shakes, and a plant-based sub-line, with formulations that are dairy-free, gluten-free, and soy-free. Products are sold direct-to-consumer via rebbl.com and through physical retail stores.
Is REBBL a public or private company?
REBBL is a private company. It is classified as corporate owned and is currently operating.
When was REBBL founded?
REBBL was founded in 2012. It employs 11 to 50 people.
Where is REBBL based?
REBBL is headquartered in Emeryville, United States, in the North America region.
How does REBBL make money?
One revenue line is on record: direct Product Sales.
Who are REBBL's main competitors?
Direct peers on record are Orgain, OWYN, Koia, Aloha, Vega and Four Sigmatic. Broad incumbents are Premier Protein and Fairlife (Core Power). Emerging players are Ripple Foods and MUD\WTR.
Does REBBL have an API?
No public API is recorded for REBBL.
What industry is REBBL in?
REBBL's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAD, Protein & Meal-Replacement Beverage Production (RTD Shakes), with a secondary code of AFAFAEAH, Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy). Its NAICS code is 456191 and its SIC code is 2090.