What Equip does

Equip (dba Equip Foods) is a US-based direct-to-consumer food and supplement company founded in 2016 that sells grass-fed beef protein products and adjacent real-food supplements to health-conscious consumers. Its core product is Prime Protein, a doctor-formulated beef protein isolate delivering 21g of complete protein per serving with naturally occurring collagen and gelatin, manufactured through a proprietary isolation process that retains all nine essential amino acids including tryptophan and cysteine while removing fat and cholesterol. The portfolio extends to Prime Bar (protein bar), Grass-Fed Collagen, Core Colostrum (powder and gummies), Grass-Fed Beef Organs, Clean Coffee, Low Sugar variants, and accessories (The Frother, branded merchandise), with a co-branded Masa x Equip Chocolate Churro collaboration.

The company operates a self-serve e-commerce storefront under equipfoods.com with a subscription model (Subscribe & Save 15% off, 30/45/60/90-day cadences) and one-time purchases, supported by a content marketing site, email newsletter, customer referral program, and affiliate and wholesale partner programs. Geographic reach is primarily United States, with a UK distribution partnership via healf.com. Pricing sits at a premium to conventional protein powders (e.g., Prime Protein at $63.99 per bag, $2.13 per serving; Prime Bar at $49.99; Collagen at $43.99; Organs at $46.99), with free shipping above $90 and a 30-day satisfaction guarantee. The company emphasizes third-party testing for heavy metals, pesticides, and contaminants, and references clinical trial data on its Prime Protein product page.

Equip claims 362,257+ happy customers, 9,520+ Prime Protein reviews, and 9,526 reviews with a 4.92/5 average rating, and has been featured in Men's Fitness, Women's Health, Well+Good, Shape, Forbes, and BuzzFeed. Ownership and management are not disclosed in the available data, and no funding rounds are reported; the company appears to operate as a privately held, founder-led brand. HSA/FSA eligibility is offered, and products are positioned around dairy-free, whey-free, gluten-free, and soy-free formulations with no artificial flavors, fillers, gums, or added sugar options.

Name

Equip

Legal name

Equip

Website

https://equipfoods.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Equip Foods is a US direct-to-consumer supplement company founded in 2016 that sells doctor-formulated grass-fed beef protein products and real-food supplements to health-conscious consumers via an owned e-commerce storefront and subscription model.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

akta.pro secondary industry

Animal-Derived Protein Ingredients (Egg, Collagen/Gelatin, Blood/Plasma Proteins) (AFAJAHAB)

Keywords

• Grass-fed protein supplements
• Beef protein powder
• Collagen supplements
• Bovine colostrum products
• Real-food nutrition supplements

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases and subscription-based recurring revenue through direct e-commerce sales of protein powders, bars, collagen, and other supplements.
2. Subscription (Subscribe & Save): 15% discount on subscription orders with flexible delivery cadences (30, 45, 60, 90 days), providing predictable recurring revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Equip manufactures and sells grass-fed beef protein supplements and real-food nutrition products direct-to-consumer through its own e-commerce website. The portfolio centers on Prime Protein (a beef protein isolate powder providing 21g of complete protein per serving) and extends to protein bars, collagen, colostrum, beef organs, and clean coffee. Products are formulated with minimal real-food ingredients, are third-party tested for contaminants, and are available both as one-time purchases and recurring subscriptions with a 15% Subscribe & Save discount.

Product overview

Equip is a food and supplement company offering a portfolio of beef-based protein products and real-food supplements. The core product line centers on Prime Protein, a grass-fed beef protein powder available in numerous flavors, complemented by the Prime Bar protein bar. Additional offerings include Grass-Fed Collagen, Core Colostrum (in both powder and gummy forms), Grass-Fed Beef Organs, and Clean Coffee. The company also sells accessories including The Frother beverage mixer and branded merchandise (tote bags, hats). A notable collaboration product is the Masa x Equip Chocolate Churro Prime Protein. All products emphasize real-food ingredients, third-party testing, and clean-label formulations without artificial additives.

Differentiator

Problem solved

Functional benefit

Products and services

• Prime Protein Grass-fed beef protein powder delivering 21g of complete protein per serving with naturally occurring collagen and gelatin; whey-free, dairy-free, and gluten-free; available in numerous flavors including Chocolate, Banana, Mocha, Vanilla, Cookies & Cream, Strawberry, Salted Caramel, Peanut Butter, Cinnamon Roll, and unflavored options.
• Prime Bar Protein bar providing 20g of clean protein per bar from grass-fed beef and collagen; available in Peanut Butter Chocolate, Chocolate, Peanut Butter, Churro, and Mixed Berry flavors with dairy-free options.
• Grass-Fed Collagen Grass-fed bovine collagen supplement available in Unflavored, Chocolate, and Vanilla varieties for skin, joint, bone, and gut support.
• Core Colostrum Bovine colostrum supplement in powder form available in Unflavored and Watermelon flavors, positioned as foundational nutrition support.
• Core Colostrum Gummies Colostrum supplement in gummy form available in Raspberry and Peach Mango flavors, marketed as nature's first fuel.
• Grass-Fed Beef Organs Organ supplement providing foundational health support sourced from grass-fed beef organs.
• Clean Coffee Organically grown, fair trade, regenerative, mold-free whole bean coffee available in regular and decaf options.
• Masa x Equip Chocolate Churro Prime Protein Limited-edition collaboration with MASA delivering 20g of grass-fed beef protein and collagen in a chocolate churro flavor.
• Prime Protein Variety Pack Variety pack containing 10 servings of Prime Protein allowing customers to try multiple flavors.
• The Frother Beverage mixer tool that turns beverages into creamy, nutritional drinks.

Quantifiable outcome

• 21g of complete protein per serving with naturally occurring collagen and gelatin
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• MASAminorStrategic or Co-development PartnerLimited-edition collaboration product: Chocolate Churro Prime Protein combining MASA's iconic churro flavor with Equip's grass-fed beef protein and collagen. Co-branded product released as a special collaboration offering.

Scale indicators4 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Momentous: Premium DTC protein and supplement brand built on clinical-grade, third-party-tested ingredients. Closely comparable to Equip in target customer (health-conscious, fitness-oriented), premium positioning, and subscription-driven e-commerce model.
• Vital Proteins: Leading collagen and protein supplement brand sold via DTC and retail, with a similar nose-to-tail animal-protein ethos and broad flavor/SKU portfolio. Directly overlaps Equip on collagen and beef protein powder categories.
• Paleovalley: Grass-fed beef-based supplement and snack brand offering organ supplements, protein products, and collagen. Strongly aligned with Equip's grass-fed, real-food positioning and target customer of health-conscious ancestral-health consumers.
• Orgain: Major protein and nutrition supplement brand sold across DTC, grocery, and club channels. Comparable in product format (protein powders, bars) and target segments (health-conscious, fitness, family), though heavier on plant-based rather than beef protein.
• Kion: DTC supplement and protein brand targeting active-lifestyle consumers with clean-label formulations and subscription pricing. Comparable GTM (product-led, DTC e-commerce) and customer overlap in fitness-oriented supplement buyers.
• Primal Kitchen: Ancestral-health CPG brand built around collagen, protein, and clean-ingredient foods. Comparable in nose-to-tail nutrition positioning and target consumer, with a broader retail footprint than Equip.
• Further Food: Collagen and functional nutrition supplement brand sold DTC with subscription options. Comparable in collagen and protein product formats and clean-ingredient positioning targeting health-conscious women and active consumers.
• Sports Research: DTC supplement brand offering collagen peptides, protein products, and wellness supplements at premium price points with Amazon-heavy distribution. Comparable product mix (collagen, protein) and target health-conscious consumers.

Broad incumbents

• AG1 (Athletic Greens): Large, venture-backed daily nutrition brand with a flagship greens-and-supplement powder. Comparable in DTC subscription model, premium pricing, and editorial credibility, though AG1's category (greens/foundational nutrition) is adjacent rather than direct to beef protein.
• Bulletproof: Established premium wellness brand spanning coffee, collagen, and supplements via DTC. Comparable in clean-label, premium positioning and overlap with Equip's Clean Coffee and collagen SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/equipfoods
• LinkedInlinkedin.com/company/equipfoods

Revenue estimate

Valuation estimate

Number of profiles

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 Equip