Noogs
Noogs is a privately held DTC sports nutrition company that sells vegan, gluten-free sour energy chews formulated with quick-digesting carbs and electrolytes for endurance athletes and active consumers, distributed via e-commerce, wholesale, Amazon, and race events.
- Company typePrivate
- Founded2021
- HeadquartersCharlottesville, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Noogs does
Noogs, Inc. is a Delaware-incorporated, privately held sports nutrition company founded in 2021 by Paige Foote, a marathoner and sports dietitian, and her husband Ben Foote. The company develops and sells sour gummy-style energy chews targeted at endurance athletes and active lifestyle consumers who reject the taste and texture of traditional gels and chews. Its product portfolio currently comprises six SKUs in two tiers — caffeine-free (Electric Watermelon, Blue Raspberry Blast, Wicked Apple, Lemon Zinger) and caffeinated at 50mg per serving (Poolside Pop, Strawberry Lemonade) — all vegan, gluten-free, and formulated with quick-digesting glucose and fructose carbohydrates plus 150mg sodium and 50mg potassium per serving for electrolyte replenishment.
The proprietary formulation was developed with a food science team and is anchored by a glucose-fructose carbohydrate blend for rapid absorption, a defined electrolyte profile, and a chew texture intentionally engineered not to stick to teeth. Products are priced at $36.99 per 12-pack (24 servings) with bundle discounts up to 10% on 4-box orders and promotional codes (e.g., DRTOMMY offering 15% off).
Revenue is generated through a DTC-first model on noogsnutrition.com, supplemented by wholesale distribution to independent retail stores and small chains, Amazon marketplace listings, and event-driven sales at endurance races (e.g., Shamrock Marathon Expo). The brand distribution footprint spans the United States and approximately 30 international markets via Shopify-powered DTC shipping. The company is led by its two co-founders with a team of 1-10 employees, has raised approximately $1.05M across two exempt securities offerings (December 2024 and November 2025), and pursues community-led growth through athlete ambassadors, content marketing, and a co-branded partnership with pediatrician/influencer Dr. Tommy Martin that ties Blue Raspberry Blast sales to Special Olympics fundraising.
Noogs firmographics
Firmographics- Name
- Noogs
- Legal name
- Noogs, Inc.
- Website
- https://noogon.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Noogs is a privately held DTC sports nutrition company that sells vegan, gluten-free sour energy chews formulated with quick-digesting carbs and electrolytes for endurance athletes and active consumers, distributed via e-commerce, wholesale, Amazon, and race events.
- Ownership category
- akta.pro rank
Noogs industry classification
Industry- Product category
- Sports Nutrition Energy Chews
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industry
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Noogs is headquartered
LocationHeadquarters
- HQ city
- Charlottesville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Noogs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated from selling sour energy chews directly to consumers through the company e-commerce website. Products sold include individual boxes and bundle packs with volume discounts.
- Wholesale Distribution: Revenue from selling products to independent retail stores and small chains through their wholesale program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Box - $36.99 |
| Unit Pricing | Pay-as-you-go | Bundle of 2 Boxes - $73.98 ($36.99 each) |
| Unit Pricing | Pay-as-you-go | Bundle of 4 Boxes - $133.16 ($33.29 each) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Noogs product offering
Product offeringCore offering
Noogs manufactures and sells sour energy chews for endurance athletes and active consumers. The chews feature a proprietary glucose-fructose blend for rapid carbohydrate absorption, 150mg sodium and 50mg potassium electrolytes per serving, and come in both caffeine-free and caffeinated (50mg from green tea) vegan, gluten-free varieties. Products are sold through direct e-commerce, wholesale to retailers, Amazon, and at races and events.
Product overview
Noogs is a sports nutrition company offering sour energy chews designed for athletes and active individuals. The product portfolio consists of six Sour Energy Chews flavors divided into two categories: Caffeine-Free (Electric Watermelon, Blue Raspberry Blast, Wicked Apple, Lemon Zinger) and Caffeinated (Poolside Pop, Strawberry Lemonade). All products are vegan, gluten-free, made with natural colors and flavors, and feature a blend of glucose and fructose for rapid carbohydrate absorption, along with 150mg sodium and 50mg potassium per serving for electrolyte replenishment. The company was founded in 2021 by co-founder Paige Foote, a marathoner and dietitian, along with her husband Ben, inspired by their dog Daisy.
Differentiator
Problem solved
Functional benefit
Products and services
- Electric Watermelon Sour Energy Chews Caffeine-free sour energy chews with quick-digesting carbohydrates, essential electrolytes (150mg sodium and 50mg potassium per serving), and a sour gummy candy taste. Gluten-free and vegan. Each box contains 12 bags (24 servings).
- Blue Raspberry Blast Sour Energy Chews Caffeine-free sour energy chews developed in collaboration with Dr. Tommy Martin. Made with natural flavors and colors, featuring quick-digesting carbs and electrolytes. 10% of proceeds from the DRTOMMY code sales support Special Olympics.
- Wicked Apple Sour Energy Chews Caffeine-free sour energy chews delivering the taste of sour gummy candy combined with quick-digesting carbohydrates and essential electrolytes (150mg sodium and 50mg potassium per serving). Gluten-free and vegan.
- Lemon Zinger Sour Energy Chews Caffeine-free sour energy chews with bold citrus flavor, quick-digesting carbs, and essential electrolytes. Each box contains 12 bags (24 servings).
- Caffeinated Poolside Pop Sour Energy Chews Caffeinated sour energy chews with 50mg caffeine per serving (from green tea), providing quick-digesting carbohydrates, essential electrolytes, and a summer-inspired flavor.
- Caffeinated Strawberry Lemonade Sour Energy Chews Caffeinated sour energy chews featuring 50mg caffeine per serving with strawberry lemonade flavor. Combines quick-digesting carbohydrates and essential electrolytes with natural flavors and colors.
Quantifiable outcome
- Product ratings of 4.9/5 based on 29+ reviews per product
- +2 more outcomes
Companies that use Noogs
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Noogs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Noogs partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Dr. Tommy MartincoreDr. Tommy Martin, a pediatrician, endurance athlete, and social media creator, collaborated with Noogs to create the Blue Raspberry Blast flavor. Dr. Martin is known for inspiring others through faith, family, and fitness. His personal journey, including his son's rare genetic syndrome diagnosis, drives his passion for inclusion and perseverance. The collaboration includes promotional code DRTOMMY offering customers 15% off, with 10% of all proceeds going to support the Special Olympics.
- Special OlympicsminorNoogs partners with the Special Olympics through the Dr. Tommy Martin collaboration. Ten percent of all proceeds from sales using the DRTOMMY promotional code go to support the Special Olympics, empowering athletes of all abilities to compete, grow, and thrive.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Noogs competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
Noogs social profiles
Digital presenceNoogs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noogs leadership team
Management profileNumber of profiles
Profiles2 records
Noogs funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noogs 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 Noogs
What does Noogs do?
Noogs manufactures and sells sour energy chews for endurance athletes and active consumers. The chews feature a proprietary glucose-fructose blend for rapid carbohydrate absorption, 150mg sodium and 50mg potassium electrolytes per serving, and come in both caffeine-free and caffeinated (50mg from green tea) vegan, gluten-free varieties. Products are sold through direct e-commerce, wholesale to retailers, Amazon, and at races and events.
Is Noogs a public or private company?
Noogs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Noogs founded?
Noogs was founded in 2021. It employs 1 to 10 people.
Where is Noogs based?
Noogs is headquartered in Charlottesville, United States, in the North America region.
How does Noogs make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution.
Does Noogs have an API?
No public API is recorded for Noogs.
What industry is Noogs in?
Noogs's product category is Sports Nutrition Energy Chews. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars). Its NAICS code is 31134 and its SIC code is 2090.