What Just Ingredients does

Just Ingredients is a US-based health and wellness CPG company, founded in 2019 and headquartered in Lindon, Utah, that formulates and sells nutritional supplements, protein powders, electrolytes, energy drinks, collagen peptides, and a small beauty/personal-care line under a single real-food, no-artificial-additives positioning. The product portfolio spans over 200 SKUs across four core categories — protein powders (including NSF Certified for Sport variants co-developed with two-time MLB MVP Bryce Harper), electrolytes and performance hydration, supplements (Brain Support, Adrenal Complex, Magnesium Complex, Methylated B Complex, Turmeric Complex, Vitamin C Complex), and energy drinks (including a paraxanthine-based alternative-caffeine line debuted at Expo West 2026). Formulation emphasis is on grass-fed whey sourced from New Zealand and Ireland, real fruit powders in place of natural/artificial flavors, monk fruit as a low-glycemic sweetener, and third-party certifications (NSF Certified for Sport, GMP) — technology depth is in ingredient curation and supply-chain sourcing rather than proprietary platform or software IP.

The company operates a hybrid direct-to-consumer and wholesale model. DTC revenue flows through justingredients.com, supported by a subscription/loyalty program, referral discounts, and an affiliate/creator code hub. Wholesale revenue comes from physical retail distribution that has scaled rapidly: select Whole Foods Market stores (Sep 2024), all Sprouts Farmers Markets locations (Apr 2025), and nationwide Target (Feb 2026, 15 bestsellers including protein, electrolytes, and supplements). Pricing is unit-based and publicly listed, ranging from $8.99 (breath spray) to $64.99 (protein powders), with pre-workouts at $44.99 and electrolytes at $29.99. Marketing relies on a multi-channel mix: organic social (Instagram, Facebook, Pinterest), the JI Podcast, an affiliate/referral program, and a heavy emphasis on athlete and health-professional endorsements — most notably Bryce Harper as brand ambassador and product co-developer, with additional endorsements from Charlie McAvoy, Amanda Anisimova, Lindsay Arnold, and franchise partnerships with the Vegas Golden Knights, Angels Baseball, Utah Mammoth, and Utah Jazz. Founded by Karalynne Call (founder and CEO), the company is private, founder-owned, and bootstrapped with no disclosed funding rounds to date.

Name

Just Ingredients

Legal name

Just Ingredients Inc.

Website

https://justingredients.us

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Just Ingredients is a US-based clean-label health and wellness CPG company that formulates and sells over 200 nutritional supplements, protein powders, electrolytes, and energy drinks through DTC e-commerce and major retail chains including Target, Sprouts, and Whole Foods, primarily serving athletes, fitness enthusiasts, and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food Manufacturing (311), Food (Health) Supplement Retailers (456191)

SIC

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

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Nutritional supplements
• Protein powders
• Electrolyte drinks
• Clean label supplements
• Sports nutrition

Headquarters

HQ city

Lindon

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Revenue generated through the company's owned e-commerce platform (justingredients.com) selling protein powders, electrolytes, supplements, energy drinks, beauty products, and snacks directly to consumers.
2. Retail Wholesale: Revenue from wholesale distribution to major retail chains including Target, Whole Foods Market, and Sprouts Farmers Markets, where company products are sold through physical store locations.
3. Subscription Program: Subscription-based model offering recurring deliveries of products to customers, supported by a loyalty rewards program and referral discount system.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Just Ingredients manufactures and sells over 200 nutrition, supplement, and beauty products formulated with real food ingredients without artificial additives. The portfolio spans protein powders (including NSF Certified for Sport variants), electrolytes, energy drinks, pre-workout supplements, collagen peptides, bone broth protein, and dietary supplement complexes targeting health-conscious consumers and athletes.

Product overview

Just Ingredients is a health and wellness company offering over 200 nutrition and beauty products focused on real food ingredients without artificial additives. The product portfolio centers on four core categories: (1) Protein Powders including Chocolate, Vanilla Bean, and specialty flavors like Bryce's Banana Bread (NSF Certified for Sport), many featuring grass-fed whey from New Zealand and Ireland; (2) Electrolytes in multiple flavors (Peach, Orange, Watermelon Lime, Blue Hawaiian, Strawberry Limeade, Lemonade) plus the Spicy Jawn Performance line developed with Bryce Harper; (3) Energy Drinks and Drinks & Snacks including paraxanthine-based energy drinks and on-the-go beverages; and (4) Supplements including Brain Support, Adrenal Complex, Magnesium Complex, Vitamin C Complex, Methylated B Complex, Turmeric Complex, and Collagen Peptides. The company emphasizes transparent labeling, third-party testing, grass-fed and organic ingredients, and non-GMO formulations. Products are available through major U.S. retailers including Target, Whole Foods Market, and Sprouts Farmers Markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Chocolate Protein Powder Grass-fed whey protein powder sourced from New Zealand and Ireland, featuring real food ingredients without artificial additives, available in multiple sizes and formats for health-conscious consumers and athletes.
• Chocolate Protein Powder - NSF NSF Certified for Sport chocolate-flavored protein powder with grass-fed whey protein, designed for athletes and performance-focused consumers requiring third-party testing verification.
• Vanilla Bean Protein Powder Protein powder featuring real vanilla bean flavoring with grass-fed whey protein for clean nutrition and taste, targeted at health-conscious consumers.
• Vanilla Bean Protein Powder - NSF NSF Certified for Sport protein powder with vanilla bean flavor, third-party tested for athletes and active individuals.
• Creamy Peanut Butter Chocolate Protein Powder - NSF NSF Certified for Sport protein powder combining chocolate and peanut butter flavors with grass-fed whey protein for athletes.
• Bryce's Banana Bread Protein Powder NSF Certified for Sport protein powder co-developed with 2X MLB MVP Bryce Harper, featuring banana bread flavor profile using real food ingredients, designed for athletes and performance-conscious consumers.
• Bryce's Caramel Latte Protein Powder NSF Certified for Sport protein powder co-developed with 2X MLB MVP Bryce Harper, featuring a caramel latte flavor profile using real food ingredients, targeted at athletes and clean-label consumers.
• Peach Electrolytes Electrolyte drink mix in peach flavor designed for hydration support with real fruit powders and transparent labeling.
• Orange Electrolytes Electrolyte drink mix in orange flavor for hydration and mineral replenishment during exercise and daily activities.
• Watermelon Lime Electrolytes Refreshing watermelon lime electrolyte drink mix formulated for hydration support during workouts and daily life.
• Blue Hawaiian Electrolytes Tropical blue Hawaiian flavored electrolyte drink mix featuring real fruit powders for hydration support.
• Strawberry Limeade Electrolytes Strawberry limeade flavored electrolyte drink mix with real fruit powders for enhanced hydration.
• Lemonade Electrolytes Refreshing lemonade flavored electrolyte drink mix featuring real food ingredients for hydration support.
• Spicy Jawn Performance Electrolytes Performance electrolyte product developed in collaboration with Bryce Harper, designed for athletes and high-performance individuals seeking optimal hydration.
• Strawberry Limeade Pre-Workout - NSF NSF Certified for Sport pre-workout supplement in strawberry limeade flavor for energy and performance support before exercise.
• Paraxanthine Energy Drinks Energy drink line featuring paraxanthine as a caffeine alternative, formulated with real food ingredients for clean energy without artificial additives, targeted at consumers seeking a clean-label energy option.
• Brain Support Dietary supplement capsules designed to support cognitive function, featuring research-backed ingredients and absorption-enhanced formulation; GMP certified.
• Adrenal Complex Supplement complex featuring adaptogens to support the body's natural stress response and promote mental clarity and emotional balance.
• Magnesium Complex Magnesium supplement complex designed to support various bodily functions including muscle, nerve, and energy production.
• Whole Food Vitamin C Complex Whole food-sourced vitamin C complex providing bioavailable nutrients to support energy, immune health, and digestive function.
• Methylated B Complex Methylated B vitamin complex supplement with antioxidant properties for enhanced bioavailability and energy support.
• Turmeric Complex

Quantifiable outcome

• Ranked #2 fastest growing company in Utah
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Bryce HarperflagshipStrategic or Co-development Partner · 18 March 2025Two-time MLB MVP Bryce Harper serves as Just Ingredients' primary brand ambassador and product co-developer. Harper has partnered with the company to develop signature products including Bryce's Banana Bread Protein Powder and Bryce's Caramel Latte Protein Powder (both NSF Certified for Sport), as well as Spicy Jawn Performance Electrolytes. Harper has been using Just Ingredients products for years and publicly endorses the brand's commitment to real food ingredients and health-conscious formulation.
• Vegas Golden KnightscoreGTM or Marketing PartnerOfficial NHL partner of Just Ingredients, providing brand visibility with a professional hockey franchise and its fan base.
• Angels BaseballcoreGTM or Marketing PartnerOfficial MLB partner of Just Ingredients, with Bryce Harper being a member of the team, creating alignment between athlete partnership and team sponsorship.
• Utah MammothcoreGTM or Marketing PartnerOfficial partner of Just Ingredients, representing local Utah sports presence.
• Utah JazzcoreGTM or Marketing PartnerOfficial NBA partner of Just Ingredients, providing brand visibility with a professional basketball franchise and its fan base in the Utah market.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Momentous: Premium sports nutrition brand with NSF Certified for Sport products and athlete partnerships. Closely comparable to Just Ingredients on clean-label positioning, third-party certification strategy, athlete endorsement model, and DTC-to-retail expansion.
• AG1 (Athletic Greens): Premium daily nutrition brand built on athlete endorsements, clean-ingredient positioning, and a subscription-first DTC model. Comparable to Just Ingredients in target consumer (health-conscious, performance-minded), GTM motion, and brand-driven premium pricing.
• Thorne: Premium NSF Certified for Sport supplements brand with broad practitioner and athlete endorsements. Highly comparable on third-party testing emphasis, premium pricing, athlete partnerships, and the dual DTC + practitioner/retail distribution model.
• Garden of Life: Organic, non-GMO, and NSF Certified for Sport supplements brand owned by Nestlé Health Science. Comparable to Just Ingredients on ingredient transparency positioning, sports nutrition portfolio, and broad retail distribution including Target and Whole Foods.
• Klean Athlete: Sports nutrition brand built specifically around NSF Certified for Sport credentialing and athlete-team endorsements. Direct overlap with Just Ingredients on certification-led positioning and team partnership strategy.
• Transparent Labs: Premium supplements brand centered on fully disclosed ingredient labels and NSF Certified for Sport products. Directly comparable on clean-label transparency positioning and DTC-driven premium sports nutrition.
• Legion Athletics: Natural sports supplements brand with NSF Certified for Sport products and an athlete-influencer-led marketing model. Comparable on third-party testing, clean-ingredient emphasis, and direct-to-consumer premium positioning.
• Ritual: Clean-label supplement brand with transparent ingredient sourcing and DTC-first distribution. Comparable to Just Ingredients on ingredient transparency as a core differentiator, premium pricing, and the broader clean-supplement consumer segment.
• 1st Phorm: Sports nutrition brand built on athlete and fitness influencer endorsements with premium DTC positioning. Comparable to Just Ingredients on athlete-led marketing, premium positioning, and emphasis on performance-driven supplements.

Broad incumbents

• Optimum Nutrition: Market-leading sports nutrition brand (Gold Standard whey) owned by Glanbia, with deep mass-market retail presence and large marketing budget. Broadly comparable as the dominant incumbent that Just Ingredients competes against for protein powder shelf space at Target and other retailers.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xinstagram.com/just.ingredients
• YouTubepinterest.com/justingredientskaralynne/pins
• Facebookfacebook.com/JustIngredientsApproved

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Just Ingredients