What CTRL does

CTRL (legal name DrinkCtrl, DBA 'CTRL Healthier Foods') is a direct-to-consumer nutritional food company founded in 2019–2020 by Sundance DiGiovanni, co-founder of Major League Gaming (MLG). The company develops and sells protein-enriched meal replacement shakes, protein cookies, and protein meal bars formulated for high protein content (15–23g per serving), added collagen (3–4g per serving in cookies), and substantially lower sugar than comparable indulgent snacks (11–14g in CTRL cookies vs. 25–52g at Lenny & Larry's and Crumbl). Products are manufactured in the US under SQF and GMP certifications and shipped via the company's Shopify-powered drinkctrl.com storefront domestically and to Canada and Europe, with additional physical distribution through Belong Gaming Arenas in the United States.

The business model is consumer-direct, with revenue generated from one-time purchases, build-your-own bundles (10–20% volume discounts), and subscription/membership recurring orders priced at $3.49–$3.59 per single bar/cookie or $36.99–$51.99 for multi-pack boxes. GTM is community- and creator-led: CTRL's 'Legends' program features 50+ gaming creators and esports organizations (FaZe Clan, Ghost Gaming, OpTiC Scump, United Gamer, ST Peach), augmented by a flagship 2024–2025 collaboration with rapper Rick Ross on the 'Miami Nights' Red Velvet cookie. FaZe Clan holds an ownership stake (June 2020), making CTRL one of the few CPG brands with structural alignment to a major esports organization.

Customer concentration is diffuse across long-tail individual consumers (the brand claims 100K+ customers), but the business is highly dependent on a small set of named creators whose audiences drive top-of-funnel demand and product development. The company is privately held, based in New York, operates with 1–10 employees, and has raised only approximately $300K in publicly identifiable funding plus undisclosed friends-and-family and strategic capital from FaZe Clan — indicators of an early-stage, capital-constrained operation despite meaningful brand traction within its niche.

Name

CTRL

Legal name

DrinkCtrl

Website

https://drinkctrl.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

CTRL Healthier Foods is a US-based direct-to-consumer nutrition brand selling protein-enriched meal replacement shakes, protein cookies, and protein bars to gamers and health-conscious consumers, distributed through its Shopify storefront and Belong Gaming Arenas, and promoted through a 'Legends' network of 50+ gaming creators and influencers.

Ownership category

akta.pro rank

Product category

Functional Nutrition Foods

NAICS

Snack Food Manufacturing (31191), Cookie and Cracker Manufacturing (311821), Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052)

akta.pro primary industry

Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Meal replacement shakes
• Protein cookies
• Protein meal bars
• Gamer nutrition
• Functional food

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: CTRL sells products directly to consumers through its Shopify e-commerce platform (drinkctrl.com). One-time purchases and subscription options available. Products include meal replacement shakes, protein cookies, protein bars, shakers, and bundles.
2. Bundles and Volume Sales: Bundle builder tool offers volume-based discounts: 3 items (10% off), 4 items (15% off), 5+ items (20% off). Variety packs and creator-specific bundles drive larger order values.
3. Creator Co-branded Products: CTRL collaborates with content creators (Rick Ross, United Gamer, ST Peach, Mass of Man) to develop co-branded products and limited-edition flavors, creating exclusive product lines and marketing partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

CTRL Healthier Foods is a direct-to-consumer brand that formulates and sells high-protein, lower-sugar functional nutrition products — meal replacement shakes (23g protein, 1g sugar, 8g fiber per serving), protein cookies (15g protein with 4g collagen), and protein meal bars (16g protein) — alongside shaker cups, bundle packs, and limited-edition co-branded flavors developed with gaming creators and celebrities. Products are manufactured in the USA under SQF and GMP certifications and sold through the brand's Shopify storefront with subscription options and via Belong Gaming Arenas physical venues.

Product overview

CTRL Healthier Foods is a direct-to-consumer health and wellness brand offering a portfolio of protein-enriched meal replacement shakes, protein cookies, and protein meal bars designed for consumers with busy lifestyles. The core product line consists of Meal Replacement Shakes (delivering 23g protein per serving with vitamins and minerals), Protein Cookies (offering 15g protein and 4g collagen per cookie with lower sugar), and Protein Meal Bars (featuring 16g protein with candy bar-inspired flavors). These products are complemented by shaker cups, curated bundles offering tiered discounts, and branded merchandise. The brand employs a creator partnership model, collaborating with gaming personalities (United Gamer, Rick Ross, FaZe Clan members, ST Peach) and gaming franchises (Zenless Zone Zero) to develop co-branded limited-edition products. CTRL positions itself as flavor-first healthy food targeting gamers, content creators, and health-conscious consumers who want indulgent taste without compromising nutrition.

Differentiator

Problem solved

Functional benefit

Products and services

• Meal Replacement Shakes Ready-to-mix protein-enriched meal replacement shakes providing 23g protein, 1g sugar, and 8g fiber per serving with essential vitamins and minerals. Available in nostalgic cereal-inspired and bold flavors including Paradise Potion, Cinnamon Toast, Cookies N' Cream, Strawberries N' Cream, Cocoa Crunch, and Caramel Macchiato. Marketed to gamers, busy professionals, and weight-management consumers.
• Protein Cookies Soft-baked protein cookies delivering 15g high-quality whey protein and 4g added collagen per cookie at 220–250 calories. Formulated with 11–14g sugar — substantially less than Lenny & Larry's (25g) and Crumbl (52g). Standard flavors include Black Ice Chocolate and Peanut Butter Pieces. Targeted at gamers, fitness enthusiasts, and health-conscious snackers seeking indulgent-tasting functional nutrition.
• Protein Meal Bars High-protein meal bars designed to satisfy sweet cravings with candy-bar-inspired flavors and 16g protein per bar. Cookies N' Cream and Peanut Butter S'mores varieties available. Targeted at gamers and busy consumers seeking on-the-go functional nutrition.
• Shaker Cups CTRL-branded shaker bottles featuring patented BlenderBall whisking technology for lump-free mixing of meal replacement shakes. 28oz (800ml) capacity. Multiple color options including Punch Red, Black, Cobalt, and Clear. Includes creator collaborations such as the Scump Shaker v2 with Call of Duty World Champion OpTiC Scump. Targeted at CTRL shake consumers and gaming community.
• Variety Packs & Bundles Curated product bundles offering savings on CTRL products. Includes Hype Bundle, Cinnabundle, and Protein Cookie Variety Packs with assorted flavors. Build Your Own Bundle tiers: 10% off 3 items, 15% off 4 items, 20% off 5+ items. Targeted at first-time buyers, gift purchasers, and high-volume subscribers.
• Merch & Apparel CTRL-branded apparel and collectibles including the Timeless Hoodie and Timeless T-Shirt (Egyptian cotton), Rick Ross Keychain, Boss Shaker Keychain, and lifestyle items such as air fresheners. Targeted at loyal CTRL community members and #CTRLGANG brand advocates.
• Cookies N' Cream Protein Bar (United Gamer Edition) Creator-collaborated limited-edition protein candy bar co-developed with gaming content creator United Gamer. Cookies N' Cream flavor with white chocolate coating, cookie crumble interior, and creamy center. 16g protein per bar. Targeted at gaming audience and creator community fans.
• Miami Nights Red Velvet Protein Cookie (Rick Ross Edition) Deluxe limited-edition protein cookie collaboration with rapper Rick Ross featuring red velvet flavor with apple cinnamon notes and white chocolate chips. 15g protein and 4g collagen per cookie at 250 calories. Marketed as CTRL's most luxurious protein cookie. Targeted at Rick Ross fans, fitness/lifestyle consumers, and the gaming and music communities.
• Outer Ring Snickerdoodle Protein Cookie (ST Peach Edition) Limited-edition collaboration protein cookie with ST Peach and the Zenless Zone Zero gaming franchise. Snickerdoodle flavor with cinnamon-sugar crunch, white chocolate chips, and red sprinkles inspired by the character Burnice. 15g protein per cookie. Each box includes a collectible in-game redeemable code card. Targeted at gaming fans and ST Peach followers.

Quantifiable outcome

• Customers report significant weight loss results - one verified customer lost 190lbs in 9 months using CTRL meal replacement shakes
• +2 more outcomes

Named customers7 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

Integration13 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Rick RossflagshipStrategic or Co-development Partner · 24 June 2024Rick Ross and CTRL co-launched 'Miami Nights' luxury protein cookie in June 2025. Red velvet and apple cinnamon flavor with 15g protein. Rick Ross promotes CTRL as part of his health transformation brand. Custom discount code 'BOSS' available.
• Belong Gaming ArenascoreChannel Partner/ Reseller/ Distributor · 7 September 2022CTRL Meal On-The-Go Bars sold at all Belong Gaming Arenas across the United States. Partnership furthers CTRL's mission to make healthier options accessible to the gaming community and supports gamer health awareness initiatives.
• Ahman GreencoreGTM or Marketing Partner · 7 January 2022Former Green Bay Packers NFL player and current Lakeland University esports head coach Ahman Green appointed as brand ambassador in January 2022. Former NFL pro brings credibility to fitness and health positioning of CTRL products.
• United GamercoreGTM or Marketing PartnerWorld-class content creator and streamer. Co-developed 'Cookies N' Cream' protein bar as his signature flavor. Promotes CTRL through his gaming content. Custom code 'United' available.
• ST PeachcoreGTM or Marketing PartnerFitness and gaming content creator. Co-developed 'Outer Ring Snickerdoodle' protein cookie inspired by Zenless Zone Zero game. Includes collectible game code card in each box. Custom code 'Peach' available.
• SettledminorGTM or Marketing PartnerGaming and content creator. Co-created 'Paradise Potion' meal replacement shake flavor. Tropical-themed flavor marketed as quick meal option. Custom code 'Settled' available.
• Mass of ManminorGTM or Marketing PartnerGaming creator. Uses CTRL shakes for weight loss journey. Testimonials promote health benefits. Custom code 'MASSOFMAN' available.
• Ghost GamingcoreGTM or Marketing PartnerEsports and content organization. Listed as one of CTRL's 'Legends' team members. Gaming organization promotes CTRL products to their community.
• OpTiC ScumpcoreGTM or Marketing Partner2x Call of Duty World Champion and content creator. Listed as CTRL Legend. Collaborates on shaker cup products (Scump Shaker v2).
• AttachcoreGTM or Marketing PartnerCall of Duty World Champion and content creator. Listed as CTRL Legend promoting the brand to gaming audience.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GHOST: Lifestyle nutrition brand spanning supplements, protein powders, and ready-to-drink beverages. Closely comparable to CTRL: similar creator/musician partnership DNA (Dan Bilzerian co-founder), lifestyle-led branding, multi-format product portfolio (protein, pre-workout, drinks), and strong D2C presence. Most direct analog in positioning.
• G Fuel: Energy and nutrition brand founded by Gamma Labs with deep ties to FaZe Clan and the gaming community. Most direct comparable to CTRL on gaming-centric positioning, creator-led marketing, and the FaZe Clan relationship. Competes in adjacent energy/nutrition subcategories.
• Lenny & Larry's: Established protein cookie brand explicitly benchmarked against CTRL (8g protein, 25g sugar per cookie). Direct competitor in the protein cookie category with broader retail distribution, making it the most head-to-head comparison on the cookie product line.
• RXBAR: Clean-label protein bar brand acquired by Kellogg's (2017) for $600M. Direct comparable on protein bar format, ingredient transparency positioning, and DTC-then-retail expansion playbook. Sets the strategic acquisition benchmark CTRL could potentially follow.
• Ghost Lifestyle: (Listed separately to disambiguate — see above as the closest comparable. Re-listed here as broader lifestyle/performance CPG peer with protein bars and supplements comparable to CTRL's portfolio.)
• Huel: Global meal replacement brand (shakes, powders, bars) with strong D2C subscription model and international reach (US/UK/Europe) comparable to CTRL's stated shipping footprint. Direct comparable on meal replacement format and D2C subscription economics.
• Soylent: Pioneer in the meal replacement category with ready-to-drink shakes and bars sold D2C and in retail. Comparable to CTRL on meal replacement positioning, though targeted at desk-worker productivity use case versus CTRL's gaming/lifestyle use case.
• Ka'Chava: Premium plant-based meal replacement shake brand positioned around whole-food nutrition and wellness. Comparable to CTRL on premium D2C meal replacement positioning, with a similar subscription model and lifestyle-led marketing approach.

Broad incumbents

• Orgain: Established nutritional product company specializing in protein shakes, powders, and bars with a clean-ingredient positioning. Comparable to CTRL's meal replacement and protein product lines, with substantially broader retail distribution and category leadership.
• Premier Protein: Mass-market ready-to-drink protein shakes and nutritional products with extensive retail distribution. Comparable to CTRL's meal replacement shake portfolio as a category leader, though without the gaming/lifestyle branding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DrinkCtrl
• YouTubeyoutube.com/c/drinkctrl
• Facebookfacebook.com/DrinkCTRL
• LinkedInlinkedin.com/company/drinkctrl
• Instagraminstagram.com/DrinkCtrl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CTRL