liina

What liina does

Liina, Inc. is a Chicago-based private label contract manufacturer founded in 2019 by John Steinberg (formerly an investment banker at Bank of America) and Cameron Patrick (formerly at several hedge funds). The company specializes in custom powder products, including supplements, baking mixes, spices, smoothie mixes, and coffee mixes, and serves food and beverage brands, restaurants, and online retailers. Its service suite spans custom formula development, private label manufacturing, turnkey manufacturing (ingredient sourcing through fulfillment), and standalone packaging solutions, with all production conducted in the United States to enable faster replenishment and tighter operational oversight. The company operates under strict GMP quality controls and holds experience with Organic, NSF, Kosher, and Gluten Free certifications.

The business operates four distinct revenue streams: (1) B2B custom manufacturing priced via quote on multi-year engagements, (2) a separate B2B wholesale portal at wholesale.liveliina.com selling stock items and custom formulations to foodservice operators including smoothie chains, gyms, acai chains, coffee chains, boba tea chains, meal kit companies, and spas, (3) a direct-to-consumer retail storefront at liveliina.com with subscription-based recurring purchases, and (4) standalone packaging solutions. E-commerce is powered by Shopify with Google Analytics for web measurement. Named customers include Sunlife Organics (15+ custom powder formulas), Bare Blends (Northeast smoothie chain), Noble Origins (online protein startup), a National Coffee Chain, and an Online Protein Brand.

Liina emerged from the founders' direct experience as a DTC brand struggling to find trustworthy manufacturing partners with transparent pricing and reliable service. The company is privately held, founder-controlled, and bootstrapped aside from a single $600,000 funding round in September 2021; no external institutional investors are disclosed. Headcount is 1-10 employees, the company holds no patents or trademarks, and operates exclusively within the United States.

Name

liina

Legal name

Liina, Inc.

Website

https://liveliina.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Liina is a Chicago-based US private label contract manufacturer founded in 2019 that develops, formulates, packages, and produces custom powder products for food and beverage brands, restaurants, and online retailers.

Ownership category

akta.pro rank

Product category

Private Label Powder Manufacturing

NAICS

Coffee and Tea Manufacturing (311920), Snack Food Manufacturing (31191), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Beverages (2080)

akta.pro primary industry

Private Label Beverage Manufacturing (Retail/Brand-Owned Formulations) (AFAFAIAL)

akta.pro secondary industries

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Soft Drink & Carbonated Beverage Syrups (AFAFAGAA)

Keywords

• Private label manufacturing
• Custom powder formulation
• Turnkey manufacturing solutions
• Contract powder blending
• Supplement co-packing

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Private Label Manufacturing: Custom formula development and manufacturing of powder products under customer brands, including supplements, baking mixes, spices, smoothie mixes, and coffee mixes
2. Subscription Products: Direct-to-consumer subscription model for powder products with free shipping benefit
3. Wholesale B2B Sales: Wholesale pricing for approved business customers including smoothie chains, gyms, and food service operators
4. Packaging Solutions: Standalone packaging solutions for customers who have their own manufacturing but need cost-effective packaging options

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Liina is a US-based private label manufacturer that develops, packages, and produces custom powder products for food and beverage brands, restaurants, and online retailers. Core services include Custom Formula Development, Private Label Manufacturing, and Turnkey Manufacturing covering ingredient sourcing through fulfillment. The company supplements these with standalone Packaging Solutions and operates a separate B2B wholesale portal for stock-item purchasing by smoothie chains, gyms, coffee chains, and spas.

Product overview

Liina is a US-based private label manufacturing company offering a unified suite of services for powdered products. The core offering consists of Custom Formula Development, Private Label Manufacturing, and Turnkey Manufacturing, which work together to take brands from concept through production. These are supplemented by Packaging Solutions (custom bags, sachets, cartons, jars, spouted pouches, bulk boxes), Ingredient Sourcing, and Quality Assurance & Compliance services. Liina also operates a separate Wholesale Portal (wholesale.liveliina.com) for B2B customers including smoothie chains, gyms, and restaurants to purchase stock items or custom formulations. The company specializes in powdered blends including supplements, protein powders, baking mixes, spices, smoothie mixes, and coffee mixes.

Differentiator

Problem solved

Functional benefit

Brands

• Liina Wholesale: Separate wholesale portal for B2B customers including smoothie chains, gyms, acai chains, coffee chains, boba tea chains, meal kit companies, and spas.

Products and services

• Custom Formula Development Custom formulation services for food and beverage brands to either match and improve an existing powder formula or develop a brand-new formula across supplements, baking mixes, spices, smoothie mixes, and coffee mixes.
• Private Label Manufacturing Production of powdered products under the customer's own brand, including supplements, baking mixes, spices, smoothie mixes, and coffee mixes, manufactured under strict GMP quality controls.
• Turnkey Manufacturing Full turnkey manufacturing service covering ingredient sourcing, packaging development, design, manufacturing, and fulfillment for powder blends, designed to remove the need for multiple vendors.
• Packaging Solutions Standalone cost-competitive packaging options including custom bags, sachets, cartons, jars, spouted pouches, and bulk unbranded boxes for foodservice and retail, available to customers with their own manufacturing.
• Liina Wholesale Portal B2B wholesale portal at wholesale.liveliina.com serving approved business customers including smoothie chains, gyms, acai chains, coffee chains, boba tea chains, meal kit companies, and spas, providing access to stock powder items and wholesale pricing.

Quantifiable outcome

• 15+ product lines developed for flagship customer over two years
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Makers Nutrition: Makers Nutrition is a US-based contract manufacturer offering private label supplement and powder manufacturing, custom formulation, and packaging services — directly comparable to Liina's private label powder model.
• NutraScience Labs: NutraScience Labs is a contract/private label manufacturer specializing in powdered supplements and custom formulas with turnkey services, mirroring Liina's core service mix.
• Robinson Pharma: Robinson Pharma is a large US private label supplement and powder manufacturer offering custom formulation, blending, and packaging — serving the same brand and contract manufacturing customer base as Liina.
• Vitakem: Vitakem is a private label supplement manufacturer specializing in powder blending, encapsulation, and custom formulation — directly comparable to Liina's powder manufacturing focus.
• SMP Nutra (Supplement Manufacturing Partners): SMP Nutra is a private label supplement contract manufacturer offering custom formulation, powder blending, and packaging services similar to Liina's turnkey offering.
• ABH Pharma: ABH Pharma is a US-based private label supplement manufacturer offering custom powder formulation, packaging, and certification support — directly comparable in service depth to Liina.
• Vibrant Nutraceuticals: Vibrant Nutraceuticals provides private label powder manufacturing and custom blending for dietary supplements — overlapping directly with Liina's core powder manufacturing service.

Broad incumbents

• TricorBraun: TricorBraun is a large North American packaging distributor and supplier offering packaging solutions to brand owners — comparable to Liina's standalone packaging solutions line, though from a much larger established position.

Emerging players

• Bosthrive: Bosthrive is a private label supplement and powder manufacturer serving DTC brands and small businesses — an emerging peer with overlapping offering for similar target customers as Liina.

Others

• RFI Ingredients: RFI Ingredients is a US-based custom ingredient manufacturer and private label supplier of nutritional powders and blends — adjacent private label manufacturer serving overlapping brand customers as Liina.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/liveliina
• Facebookfacebook.com/liveliina
• Instagraminstagram.com/liveliina
• TikToktiktok.com/@liveliina

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

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 liina