Juice Plus

What Juice Plus does

Juice Plus+ (legally The Juice Plus+ Company LLC) is a privately held, US-based nutrition company that develops and distributes whole-food, plant-based dietary supplements, including fruit and vegetable capsule blends, omega capsules, superfood powders, complete nutrition shakes, and chewables. The company markets clinically validated formulations positioned to bridge the gap between ideal and actual daily intake of fruits and vegetables, with an expert panel of physicians, biochemists, nutritionists, and pediatricians lending clinical credibility. Core SKUs include Fruit and Vegetable Capsules, Omega Capsules, Superfood Powder, the recently reformulated Strawberry Complete Shake (with 80% less sugar), and Luminate for skin health, available in capsule, powder, shake, chewable, and bundle formats.

The company operates a direct-selling business model through a global network of independent Partners who purchase product at wholesale and resell to consumers at retail, earning commissions on sales. Revenue mechanics are described as subscription-recurring across two channels: Partner-mediated sales and direct-to-consumer e-commerce through country-specific storefronts. Go-to-market combines the Partner channel with content marketing (blog, recipes, expert content), social media (Facebook, Instagram, Twitter, YouTube), and healthcare-professional endorsements used as mid-funnel credibility assets.

Juice Plus+ serves health-conscious consumers, families with children, and independent wellness entrepreneurs across 20+ countries spanning North America, Europe, the Middle East, and Oceania, with localized multi-language storefronts. The company employs 1,001–5,000 people, is headquartered in Collierville, Tennessee, and received a growth investment from Altamont Capital Partners in October 2018. No public revenue, funding totals beyond the disclosed round, or M&A activity are available in the source data.

Name

Juice Plus

Legal name

The Juice Plus+ Company LLC

Website

https://dent.juiceplus.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Juice Plus+ is a privately held US nutrition company that sells whole-food, plant-based supplements (capsules, powders, shakes) through a global independent Partner network and DTC e-commerce in 20+ countries.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Flavoring Syrup and Concentrate Manufacturing (31193), Fruit and Vegetable Canning, Pickling, and Drying (31142)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Juice Concentrates, Bases & Syrups (Fruit/Vegetable) (AFAKAFAC)

akta.pro secondary industry

Plant-Based Dairy-Alternative Powders & Concentrates (Powdered Milks, Creamers, Bases) (AFAHAJAH)

Keywords

• Whole food nutrition
• Plant-based supplements
• Nutritional capsules
• Direct selling wellness
• Dietary supplements

Headquarters

HQ city

Collierville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Products sold through independent Partner networks who earn commissions on sales. Partners purchase products at wholesale prices and sell to customers at retail prices, generating margin.
2. E-commerce Sales: Direct consumer purchases through the company website. Customers can shop with assigned Partners or independently.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Juice Plus+ sells whole-food, plant-based nutritional supplements built from concentrates of 30 fruits, vegetables, berries, and grains. The core product line includes Fruit and Vegetable Capsules, Omega Capsules, Superfood Powder, Complete Nutrition Shakes, and the Luminate skin-health supplement, delivered in capsule, powder, shake, and chewable formats and sold through independent Partners and the company's own e-commerce sites across 20+ countries.

Product overview

Juice Plus+ is a whole-foods, plant-based nutrition company offering a unified product portfolio centered on bridging the nutritional gap in daily diets. The core offering consists of Fruit and Vegetable Capsules, Omega Capsules, Superfood Powder, Strawberry Complete Shake, and Juice Plus+ Luminate for skin health. Products are available in multiple formats including capsules, powders, shakes, and chewables, with bundled options like the Mind + Body Wellness Duo for combined wellness support. The company emphasizes clinically proven, vegan nutrition delivered through scientifically backed whole-food concentrates.

Differentiator

Problem solved

Functional benefit

Products and services

• Superfood Powder Plant-based superfood powder providing concentrated whole-food nutrition; award-winning superfood supplement sold to health-conscious consumers via Partners and the company website.
• Strawberry Complete Shake Complete nutrition shake mix in strawberry flavor formulated with 80% less sugar compared to prior formulation, positioned as a meal-replacement / complete-nutrition option.
• Juice Plus+ Luminate Skin-health supplement designed to support healthy skin from within via the company's whole-food concentrate platform.
• Fruit and Vegetable Capsules Capsule supplements combining fruit, vegetable, and berry blends, clinically proven to support heart, lung, and gut health; the company's flagship whole-food nutrition product.
• Omega Capsules Omega blend capsules providing essential fatty acids for overall health support, part of the company's daily-nutrition portfolio.
• Mind + Body Wellness Duo Bundled combination of products designed to support both mental and physical wellness, offering consumers a curated multi-product package.

Quantifiable outcome

• Clinically proven to support heart, lungs, and gut health

Named customers5 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

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Herbalife: Herbalife is the largest publicly listed direct-selling nutrition company in the world, distributing meal replacements, shakes, and dietary supplements through an independent distributor network globally — directly comparable to Juice Plus+ on GTM motion (MLM), product category (everyday nutrition/supplements), and global reach.
• Amway (Nutrilite): Amway's Nutrilite brand sells plant-based vitamins, supplements, and whole-food concentrates through a global direct-selling network of independent distributors — directly comparable on model and whole-food nutrition positioning.
• Nu Skin Enterprises: Nu Skin is a global direct-selling beauty and wellness company distributing supplements and nutritional products through independent sales representatives — comparable to Juice Plus+ in GTM (multi-level sales force) and product category (supplements/wellness).
• USANA Health Sciences: USANA develops and sells nutritional supplements, vitamins, and functional foods through a global direct-selling network of independent Associates — a near-direct peer on channel model and core product category.
• Forever Living Products: Forever Living is one of the world's largest direct-selling companies for aloe-based and bee-derived nutritional supplements, distributed through a global network of independent distributors — comparable on GTM and supplements positioning.
• Isagenix International: Isagenix sells meal-replacement shakes, nutrition systems, and supplements through a direct-selling model with independent associates — closely comparable to Juice Plus+ on channel, shake/nutrition product mix, and recurring subscription mechanics.
• Plexus Worldwide: Plexus distributes weight-management and gut-health supplements through a global direct-selling Ambassador network — comparable on GTM motion and category overlap (plant-based-leaning supplements, direct subscription).
• Shaklee Corporation: Shaklee sells vitamins, supplements, and cleaning/home products through a direct-selling network of independent Members — comparable on long-established direct-selling model and nutritional supplements portfolio.
• Mannatech Incorporated: Mannatech develops and sells nutritional supplements, including plant-based glyconutrient products, through a global direct-selling network of independent Associates and Members — closely comparable on channel and plant-based supplement positioning.

Emerging players

• Standard Process: Standard Process produces whole-food nutrient supplements distributed primarily through healthcare professionals rather than direct-selling — an adjacent comparable on whole-food nutrition positioning, with a different (professional/clinical) GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/juiceplus
• YouTubeyoutube.com/user/OfficialJuicePlus
• Facebookfacebook.com/juiceplus
• Instagraminstagram.com/juiceplus_us
• LinkedInlinkedin.com/company/the-juice-plus-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

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 Juice Plus