Truvani
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Truvani firmographics
Firmographics- Name
- Truvani
- Legal name
- Truvani Inc.
- Website
- https://truvani.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Truvani industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Grocery and Related Product Merchant Wholesalers (4244)
- SIC
- Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Vitamins & Minerals (Single Nutrients) (CRADAGAB)
Keywords
Where Truvani is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Truvani business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Direct-to-Consumer E-Commerce: Truvani sells directly to consumers through its e-commerce storefront (shop.truvani.com), offering one-time purchases and subscription/recurring orders. The company runs promotional discounts (up to 30% off first orders) and bundles to drive initial conversion and long-term subscription retention.
- Wholesale Distribution: Truvani supplies products to wholesale partners including health food stores, independent grocers, gyms, and health professionals at discounted wholesale rates. The company has expanded to over 12,000 retail locations including Target, Walmart, Whole Foods, Sprouts, Erewhon, and Fresh Thyme.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Plant Based Protein Powder — 20 servings |
| Unit Pricing | Pay-as-you-go | Collagen Peptides — 28 servings |
| Unit Pricing | Pay-as-you-go | The Only Bar — 12-count box |
| Unit Pricing | Pay-as-you-go | Whey Protein — multiple sizes and flavors |
| Hybrid | Subscription | Bundle & Save (Build-a-Bundle) |
| Transaction based/ take rate | Multi-year contract | Wholesale pricing for retail partners |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Truvani product offering
Product offeringCore offering
Truvani manufactures and sells clean-label organic nutrition products including plant-based protein powders, grass-fed whey protein, collagen peptides, marine collagen, snack bars, and dietary supplements. Each product uses 5-12 real-food ingredients with no artificial sweeteners, fillers, or preservatives, and is verified through a three-step testing protocol covering ingredient, formula, and third-party final product stages. The brand sells direct-to-consumer via its Shopify storefront and through over 12,000 US retail locations.
Product overview
Truvani is a clean-label organic nutrition brand offering a unified product portfolio centered on health and wellness. The core offerings include Plant Based Protein Powder (their flagship product with 13 flavors, 20g protein per serving), Whey Protein, and Creatine as protein supplements; Collagen Peptides (bovine) and Marine Collagen for beauty and joint health; and The Only Bar (12 flavors of clean snack bars) for convenient nutrition. The supplement line includes Turmeric Curcumin, Probiotic, Vitamins C and D3, Magnesium, Digestive Enzymes, Immune Support, and Ashwagandha. Protein variants include Protein + Energy and Protein + Greens sub-products. All products emphasize clean organic ingredients, USDA organic certification, non-GMO sourcing, third-party testing, and transparency in labeling—positioning Truvani as a direct competitor to conventional food industry brands with artificial additives.
Differentiator
Problem solved
Functional benefit
Brands
- The Only Bar: A snack bar product line made with simple ingredients like cashews, dates, maple syrup, coconut, and sea salt.
Products and services
- Plant Based Protein Powder Organic plant-based protein powder available in 13 flavors (vanilla, chocolate, matcha, strawberry, etc.) with 20g of protein per serving, made with clean organic ingredients and no artificial sweeteners; $49.99 per 20-serving container, sold direct and through 12,000+ retail stores.
- Whey Protein Grass-fed whey protein powder available in chocolate, vanilla, strawberry, chocolate peanut butter, and unflavored varieties; positioned for fitness enthusiasts seeking clean performance protein.
- Creatine Monohydrate Creatine monohydrate supplement for muscle support and athletic performance, formulated under the Truvani clean-label standard.
- Collagen Peptides Grass-fed collagen peptides sourced from Argentina, supporting hair, nails, skin, joint, and gut health; available in 28-serving and 7-serving sizes plus stick packs; $39.99 per 28-serving container.
- Marine Collagen Marine-based collagen supplement with anti-aging skin benefits, supported by the Morning Glow recipe book that highlights beauty-boosting morning routines.
- The Only Bar Clean-label snack bar made with simple whole-food ingredients (cashews, dates, maple syrup, shredded coconut, sea salt); available in 12 flavors and 12-count boxes; $34.99 regular price. Over 2 million bars sold.
- Turmeric Curcumin Organic turmeric supplement with curcumin formulated for anti-inflammatory support under the Truvani clean-label standard.
- Probiotic Probiotic supplement for digestive health and gut support, formulated with clean-label ingredients.
- Vitamin C Vitamin C supplement formulated for immune support under the Truvani clean-label standard.
- Vitamin D3 Vitamin D3 supplement formulated for bone health and immune function, sold under the clean-label standard.
- Magnesium Magnesium supplement formulated for muscle function and relaxation, sold under the clean-label standard.
- Digestive Enzymes Digestive enzyme supplement formulated to support food breakdown and nutrient absorption, sold under the clean-label standard.
- Immune Support Immune support supplement blend formulated under the Truvani clean-label standard.
- Ashwagandha Ashwagandha adaptogen supplement formulated for stress management under the Truvani clean-label standard.
- Protein + Energy Plant protein powder combined with energy-boosting ingredients, offered as a functional variant under the plant-based protein line.
- Protein + Greens Plant protein powder combined with leafy greens and superfoods, offered as a functional variant under the plant-based protein line.
Quantifiable outcome
- 20g protein per serving in plant-based protein powder
- +5 more outcomes
Companies that use Truvani
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Truvani technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Truvani partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Truvani competitors and assessment
Company assessmentDirect peers
- Orgain: Direct competitor in the clean-label plant-based protein powder category with comparable organic positioning, USDA Organic certification, and broad retail distribution including Target and Whole Foods.
- Vital Proteins: Direct competitor in collagen peptides and clean-label supplements; sells grass-fed collagen with a similar premium positioning and direct-to-consumer plus retail wholesale model.
- Vega: Plant-based sports nutrition brand offering protein powders, bars, and supplements with comparable ingredient transparency positioning and mass retail presence.
- RXBAR: Direct competitor to Truvani's 'The Only Bar' clean-label snack bar line; similarly emphasizes minimal whole-food ingredients and is widely distributed across US grocery and convenience channels.
- Ancient Nutrition: Direct competitor in collagen peptides, protein powders, and clean-label supplements with a comparable farm-to-product sourcing narrative and DTC plus wholesale GTM.
- Bobo's: Clean-label oat-based snack bar competitor to The Only Bar with similar whole-food ingredient positioning and natural foods retail distribution.
Broad incumbents
- Garden of Life: Established broad-line organic supplement and nutrition brand (owned by Nestlé Health Science) with overlapping plant-based protein, sports nutrition, and clean-label supplements across similar retail channels.
- Premier Protein: Mass-market incumbent in protein products (shakes, powders, bars) with dominant shelf presence; competes with Truvani on protein category but at a much lower price point and broader scale.
- Primal Kitchen: Clean-label CPG brand founded around ingredient transparency; while centered on condiments and sauces, it shares the founder-driven clean-label marketing playbook and natural-channel retail distribution.
Emerging players
- AG1 (Athletic Greens): Premium subscription-led daily greens and supplements brand with comparable DTC, ingredient-transparency positioning, and influencer-driven growth, though focused on a single daily-supplement SKU rather than a broad portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Truvani social profiles
Digital presenceTruvani financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truvani leadership team
Management profileNumber of profiles
Profiles4 records
Truvani funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truvani 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 Truvani
What does Truvani do?
Truvani manufactures and sells clean-label organic nutrition products including plant-based protein powders, grass-fed whey protein, collagen peptides, marine collagen, snack bars, and dietary supplements. Each product uses 5-12 real-food ingredients with no artificial sweeteners, fillers, or preservatives, and is verified through a three-step testing protocol covering ingredient, formula, and third-party final product stages. The brand sells direct-to-consumer via its Shopify storefront and through over 12,000 US retail locations.
Is Truvani a public or private company?
Truvani is a private company. It is classified as private equity controlled and is currently operating.
When was Truvani founded?
Truvani was founded in 2017. It employs 11 to 50 people.
Where is Truvani based?
Truvani is headquartered in New York, United States, in the North America region.
How does Truvani make money?
Two revenue lines are on record. Direct-to-Consumer E-Commerce is the primary driver. The others are wholesale Distribution.
Who are Truvani's main competitors?
Direct peers on record are Orgain, Vital Proteins, Vega, RXBAR, Ancient Nutrition and Bobo's. Broad incumbents are Garden of Life, Premier Protein and Primal Kitchen. AG1 (Athletic Greens) is listed as an emerging player.
Does Truvani have an API?
No public API is recorded for Truvani.
What industry is Truvani in?
Truvani's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 456191 and its SIC code is 2000.