Urban Remedy

What Urban Remedy does

Urban Remedy is a plant-based organic food and beverage company founded in 2012 by Neka Pasquale, a California-licensed acupuncturist and herbalist who formulates products using Traditional Chinese Medicine principles. The company produces a broad portfolio spanning cold-pressed juices, wellness shots, nut milks, meal replacement shakes (including high-protein collagen variants), mocktails, salads, grain bowls, wraps, bars, snacks, desserts, soups, and sustainable protein add-ons — all certified USDA Organic, Non-GMO Project Verified, and free of dairy, gluten, white sugar, white flour, and seed oils. Core technical differentiation rests on High Pressure Pascalization (HPP) technology that extends microbiological shelf life of cold-pressed juice without heat processing, preserving vitamins, enzymes, and nutrients. Urban Remedy is also a Certified B Corporation and was the first San Francisco Bay Area juice company to achieve USDA organic certification.

The company operates a multi-channel go-to-market model. Direct-to-consumer e-commerce on urbanremedy.com has been scaled back (perishable products are no longer shipped from the website), with retail distribution through Whole Foods Market as the primary grocery partner, plus Fred Meyer and QFC (Kroger subsidiaries), and a network of 1,000+ locations on both U.S. coasts including in-aisle wholesale kiosks. Online distribution is layered through Amazon, Instacart, Good Eggs, DoorDash, Postmates, and Fresh Direct. Revenue is generated through unit-priced product sales, subscription pricing on cleanse programs (approximately 10% discount on recurring orders, e.g., $67.50/week versus $75 one-time), downloadable PDF guide purchases, and lifestyle merchandise. The company also monetizes content through the 4-Day Cleanse Retreat Book and the UR Love Podcast.

Urban Remedy has raised approximately $46 million across four funding rounds, most recently an $18 million Series D in July 2021 led by Manna Tree Partners with participation from Ironwood Ventures, Obvious Ventures, and The Builders Fund. The company is headquartered in Richmond, California, with 101-250 employees and is led by CEO Paul Coletta alongside founder Neka Pasquale and managing partner Steve Simon. Operational pivots include discontinuation of Canada operations and DTC perishable shipping, both attributed to cost and sustainability considerations. Current customer segmentation focuses on three personas: health-conscious consumers seeking clean-ingredient convenience, detox and wellness seekers using cleanse protocols, and consumers with specialized dietary needs including keto, GLP-1 friendly, and food allergy protocols.

Name

Urban Remedy

Legal name

Urban Remedy, Inc.

Website

https://urbanremedy.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Urban Remedy is a plant-based organic food and beverage company founded in 2012, producing cold-pressed juices, meal replacement shakes, salads, bowls, and cleanses using HPP technology. It sells through 1,000+ U.S. retail locations anchored by Whole Foods Market plus Amazon, Instacart, and Good Eggs, targeting health-conscious, detox-seeking, and specialty-diet consumers.

Ownership category

akta.pro rank

Product category

Organic Plant-Based Foods and Beverages

NAICS

Frozen Food Manufacturing (31141)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)

akta.pro secondary industries

Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI), Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

Keywords

• Organic cold-pressed juices
• Plant-based ready-to-eat meals
• Meal replacement shakes
• Juice cleanse programs
• Certified organic beverages

Headquarters

HQ city

Richmond

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, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer sales through urbanremedy.com website for individual products, meal plans, cleanses, and books. Products include cold-pressed juices, nut milks, meal replacement shakes, salads, bowls, snacks, bars, and desserts.
2. Retail Distribution: Wholesale distribution through major retail partners including Whole Foods Market, Fred Meyer, QFC. Products sold through grocery store locations and online via Amazon and Instacart marketplace listings.
3. Subscription Services: Recurring subscription revenue from meal plan and cleanse programs with subscription discounts (e.g., Energizing Cleanse available on subscription from $67.50/week vs $75 one-time purchase). Subscription provides 10% savings for recurring orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Urban Remedy produces and sells a unified portfolio of certified organic, plant-based, ready-to-eat meals, cold-pressed juices, nut milks, meal replacement shakes, mocktails, salads, bowls, snacks, bars, desserts, soups, structured juice cleanse programs, and meal plans. Products are free from dairy, gluten, white sugar, white flour, and unhealthy oils, and are processed using hydraulic cold pressing combined with High Pressure Pascalization (HPP) to preserve nutrients without heat.

Product overview

Urban Remedy is a plant-based organic food and beverage company offering a unified portfolio of ready-to-eat products centered on the philosophy that food is healing. The core offering spans cold-pressed juices (Glow, Deep Cleaning, Slender Greens, Pomegranate Ginger, Cold Crusher, Happy Belly), wellness shots (Turmeric-relieve, Booster Shot), lemonades, nut milks (Golden Turmeric, Blue Magic), meal replacement shakes (Green Berry, Chocolate Banana, Warrior, Protein Collagen shakes), mocktails, coffee & tea, salads & bowls (Rainbow Salad, UpBeet Burger Bowl, Macro Bowl, Blissful Belly Bowl, Soba Noodle Bowl, Vegan Caesar, Chicken Caesar, Santa Fe Salad), wraps, bars, snacks, desserts, soups, and sustainable proteins. The company also offers structured programs including juice cleanses (Energizing, Low-Glycemic, Purify, Super Green), meal plans (Signature Reset, Metabolism, Metta-Morphosis), downloadable guide books, and lifestyle merchandise (The 4-Day Cleanse Retreat Book, Eco Tote Bag, Water Bottle). Products are sold through company retail locations (1000+ nationwide), e-commerce via Amazon, Instacart, and Good Eggs, and at Whole Foods Market stores. Founded by licensed acupuncturist Neka Pasquale, the company emphasizes organic, non-GMO, gluten-free, dairy-free, and low-glycemic formulations designed using Traditional Chinese Medicine principles.

Differentiator

Problem solved

Functional benefit

Products and services

• Cold Pressed Juices Certified organic, Non-GMO cold-pressed juices made from fresh leafy greens, mineral-rich roots, fruits, and herbs. Includes Glow, Deep Cleaning, Slender Greens, After Party, Pomegranate Ginger with Probiotics, Cold Crusher, and Happy Belly with Probiotics. HPP-processed to preserve vitamins, enzymes, and nutrients.
• Wellness Shots Small-format certified organic juice shots for targeted health benefits, including Turmeric-Relieve 2oz (anti-inflammatory, immune support) and Booster Shot 2oz (turmeric, orange, carrot, astragalus, oil of oregano).
• Lemonades Low-glycemic certified organic lemonades with functional ingredients, including Clean Green Refresh 12oz (with chlorophyll for mental clarity) and Ginger Lemonade with Probiotics for digestive support.
• Nut Milks Dairy-free organic nut milks made from cashews and other nuts, including Golden Turmeric 16oz (with Ayurvedic spices), Blue Magic (with E3 live superfood), and Mint Cacao.
• Meal Replacement Shakes Ready-to-drink plant-based meal replacement smoothies, including Green Berry (with goji berries and acai), Chocolate Banana (pea protein), Warrior (with chia seeds), Matcha Latte Protein (with L-theanine), and Shroom Coffee Protein (with Lion's Mane and Reishi adaptogens).
• Protein Collagen Meal Shakes High-protein meal replacement shakes with organic grass-fed collagen, formulated to support skin, hair, and joint health. Includes Chocolate (30g protein, 10g collagen) and Strawberry (28g protein, 10g collagen) flavors.
• Organic Craft Mocktails Alcohol-free organic craft mocktails including Lime Margarita (with Himalayan pink salt) and Passionfruit Martini (with real organic passionfruit juice). Free from excess sugar and artificial ingredients.
• Cold-Brewed Coffee and Tea Beverages Cold-brewed coffee and tea beverages including Shroom Coffee Protein (with adaptogens) and Matcha Latte Protein, naturally caffeinated for energy and focus.
• Salads and Bowls Fresh organic ready-to-eat salads and grain bowls including Rainbow Salad, UpBeet Burger Bowl (plant-based), Macro Bowl (gluten-free quinoa), Blissful Belly Bowl (probiotic), Soba Noodle Bowl (gluten-free buckwheat), Organic Chicken Caesar Salad, The Vegan Caesar, and Santa Fe Style Salad with Chicken. All certified organic, non-GMO, gluten-free, and low glycemic.
• Wraps and Rolls Plant-based organic wraps and rolls made with non-GMO ingredients, with gluten-free and low glycemic options for on-the-go nutrition.
• Organic Bars Organic energy bars and snacks including Matcha Energy Bar (paleo, plant-based) and Sunsquares Sunflower Butter Cacao, designed for sustained energy with clean ingredients.
• Organic Snacks Organic plant-based snacks including Sunsquares Sunflower Butter Cacao squares, made without dairy, gluten, white sugar, white flour, or unhealthy oils.
• Dairy-Free Organic Desserts Dairy-free organic desserts including Raw Cacao Mousse (superfood raw cacao) and Tiramisu (espresso-rich), made with clean, superfood ingredients.
• Organic Soups Warming organic soups designed using Traditional Chinese Medicine principles, with superfood ingredients for health-boosting and food therapy applications.
• Sustainable Proteins Responsibly sourced ready-to-eat protein additions including hand-pulled organic chicken, sustainable fresh salmon (baked with olive oil, lemon, sea salt, rich in omega-3), and pasture-raised hard boiled eggs, designed as paleo add-ons for meal plans.
• Juice Cleanse Programs Organic multi-day juice cleanse programs for body detoxification and reset, including Energizing Cleanse ($75 one-time or $67.50/week on subscription), Low-Glycemic Cleanse, Purify Cleanse, and Super Green Cleanse. Each program provides 615-1100 calories with products designed to work synergistically.
• Meal Plans Fresh organic ready-to-eat meal plans designed for clean eating and body reset, eliminating white sugar, gluten, dairy, preservatives, and artificial flavorings. Includes Signature Reset Meal Plan, Metabolism Meal Plan, Metta-Morphosis Program, and partnered plans (Cindy Crawford's Essentials, Kate Upton's Meal Plan).
• The 4-Day Cleanse Retreat Book A book by founder Neka Pasquale offering 75+ whole-food recipes and guidelines for cleanse preparation and recovery, blending ancient Traditional Chinese Medicine with modern nutrition. Foreword by Cindy Crawford. Priced at $24.99.
• Eco Tote Bag Sustainable lifestyle tote bag made from 65% cotton yarn (from excess fabric of new clothing) and 35% recycled PET bottle material. Priced at $14.99.
• Urban Remedy Water Bottle Eco-friendly 17oz glass water bottle with protective sleeve and bamboo cap, shatter-resistant. Priced at $29.95.

Quantifiable outcome

• 1000+ retail locations across both coasts
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature2 records

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Suja Life: Suja Life is a direct competitor offering organic, cold-pressed juices, functional shots, and plant-based beverages with HPP processing. Highly comparable in product mix (juices, shots, cleanses), target customer (health-conscious consumers), and retail channels including Whole Foods.
• Pressed Juicery: Pressed Juicery is a leading cold-pressed juice and plant-based nutrition brand with proprietary retail stores and wholesale distribution. Closely aligned with Urban Remedy on cold-pressed juice, cleanse, and plant-based RTD beverages targeting the same health-conscious consumer.
• Evolution Fresh: Evolution Fresh (owned by Starbucks/bolthouse) produces cold-pressed juices and functional beverages using HPP. Directly comparable in technology (HPP), product category (cold-pressed juices), and premium retail positioning.
• Daily Harvest: Daily Harvest offers plant-based, ready-to-eat meals, smoothies, and bowls via DTC and retail. Comparable in target market (busy health-conscious consumers), functional nutrition positioning, and meal replacement/cleanse-style offerings.
• Orgain: Orgain makes plant-based protein shakes and nutritional powders sold in retail (including Whole Foods, Kroger) and online. Directly comparable in RTD meal replacement/protein shake category and clean-label positioning, with broader mass-market scale.
• Pure Green: Pure Green is a New York-based cold-pressed juice and smoothie chain with retail storefronts and grab-and-go offerings. Comparable in cold-pressed juice and functional shot categories and urban retail model.

Emerging players

• Vega: Vega produces plant-based protein powders, shakes, and bars in the clean-label nutrition category. Comparable to Urban Remedy's meal replacement shakes and protein collagen line, particularly in plant-based, non-GMO positioning.

Broad incumbents

• Bolthouse Farms: Bolthouse Farms (owned by Butterfly Equity) is a large-scale producer of premium juices, smoothies, and plant-based beverages. Overlaps with Urban Remedy in bottled juices and plant-based RTD beverages but operates at significantly larger scale and broader mass-market distribution.
• Sweetgreen: Sweetgreen operates a national chain of healthy, organic salad and bowl restaurants. Comparable to Urban Remedy in ready-to-eat organic salads and bowls and health-conscious target customer, but operates a physical restaurant model rather than retail CPG.
• CAVA Group: CAVA is a fast-growing Mediterranean bowl and salad restaurant chain with packaged retail dips and spreads. Comparable to Urban Remedy in fresh, ready-to-eat bowls and salads and health-conscious positioning, but operates at much larger scale in the restaurant channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/UrbanRemedy
• Facebookfacebook.com/UrbanRemedyUSA

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors6 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 Urban Remedy