Ruby's Rockets

What Ruby's Rockets does

Ruby's Rockets, legally Ruby's Naturals Inc., is a US-based packaged-food company that designs, formulates, and distributes non-GMO frozen and dairy-free snacks targeted at families with children and health-conscious consumers. Founded in 2013 by Wendy Makkena, the company operates three core product lines: Fruit & Veggie Pops (seven frozen pop flavors plus a variety pack, sold in boxes of six at 25-35 calories per pop), Fruit & Veggie Better Bars with Coconut Milk (four flavors in boxes of four at 60-70 calories per bar), and a Dairy-Free Yogurt Alternative tube format launched in November 2015 as the first dairy-free yogurt tube snack in the dairy aisle. Manufacturing is outsourced to co-packers — frozen pops in Southern California and yogurt alternatives in Canada — enabling an asset-light operating model with a sub-10-person team.

Product technology centers on coconut-milk-base dairy-free formulation, proprietary natural flavor systems derived from fruit and vegetable oils, and the use of monk fruit extract and stevia leaf extract as natural sweeteners in lieu of added sugar. All products are Non-GMO Project Verified; frozen pops carry KOF-K kosher pareve certification and the yogurt alternatives are OU kosher certified.

The business runs on two parallel revenue motions: direct-to-consumer e-commerce through a Shopify storefront on rubyrockets.com (with frozen-shipment logistics using insulated coolers and dry ice, a 6-box minimum order requirement, and Mon-Wed fulfillment cadence limited to the contiguous US), and wholesale retail distribution across 3,000+ US grocery and health-food stores, with placement in frozen and dairy-free aisles and a public store locator. Pricing is unit-based at $7.99 per box of Better Bars and per-box pricing for pops, with free shipping on DTC orders. Customer acquisition leans on organic social (Facebook via Trustify reviews) and a newsletter signup funnel rather than paid performance channels. The company has raised approximately $200,000 in disclosed seed funding (May 2014) plus a 2015 instrument backed by Ascend Venture Group and CircleUp.

Name

Ruby's Rockets

Legal name

Ruby's Naturals Inc.

Website

https://rubyrockets.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Ruby Rockets (Ruby's Naturals Inc.) is a US frozen-snack CPG founded in 2013 by Wendy Makkena, producing non-GMO, dairy-free Fruit & Veggie Pops, coconut-milk Better Bars, and tube-format yogurt alternatives sold via its Shopify DTC site and 3,000+ US retail stores, targeting families with children and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Healthy Frozen Snacks

NAICS

Ice Cream and Frozen Dessert Manufacturing (31152), Frozen Specialty Food Manufacturing (311412), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Ice Cream & Frozen Desserts (2024), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

akta.pro secondary industries

Frozen Foods Wholesale (Packaged & Private Label) (AFAIAHAA), Ice Cream & Frozen Desserts Wholesale (AFAIAHAC)

Keywords

• Frozen fruit snacks
• Dairy-free frozen bars
• Plant-based yogurt alternatives
• Healthy kids snacks
• Non-GMO frozen treats

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through rubyrockets.com. Products ship frozen in insulated coolers with dry ice. Minimum order requirement of 6 boxes for frozen pops to cover shipping costs. Free shipping on all orders.
2. Retail Distribution: Wholesale distribution to over 3,000 retail stores nationwide including grocery chains and health food stores. Products placed in frozen and dairy-free sections.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Ruby's Rockets manufactures and sells non-GMO, dairy-free, low-calorie frozen snacks for families and children. Its product portfolio includes Fruit & Veggie Better Bars made with creamy coconut milk, Fruit & Veggie frozen pops in seven flavors, and Dairy-Free Yogurt Alternatives sold in portable tubes. All products are positioned around clean-label, real-food ingredients with no added sugar, no artificial additives, and are kosher and gluten-free certified.

Product overview

Ruby Rockets is a healthy frozen snack company offering three core product lines: Fruit & Veggie Better Bars with Coconut Milk (frozen bars in Strawberry, Tropical, Mixed Berry, and Fudge flavors), Fruit & Veggie Pops (seven frozen pop flavors plus a Variety Pack), and Dairy-Free Yogurt Alternatives (tube snacks). All products emphasize non-GMO, organic, real food ingredients with no artificial additives, no high fructose corn syrup, and no added sugar. The company positions itself as offering low-sugar, dairy-free, gluten-free, and kosher snacks with functional benefits like added vitamins.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit & Veggie Better Bars with Coconut Milk Frozen dairy-free bars blending fruits, vegetables, and coconut milk, sold as a healthier portable snack option for families and health-conscious consumers. Available in multiple flavors and positioned as a low-calorie, clean-label indulgence.
• Fruit & Veggie Pops Frozen fruit and vegetable blend pops available in single-flavor boxes or variety packs of seven flavors (Far Out Fudge, Rock-It Red, Galaxy Green, Orbit Orange, Gravity Grape, Meteorite Mango, plus Variety Pack). Made with organic, non-GMO ingredients; 25-35 calories per pop; vegan (except Far Out Fudge), kosher, and gluten-free.
• Dairy-Free Yogurt Alternative Plant-based portable kids snack marketed as the first dairy-free yogurt alternative tube snack in the dairy aisle. Made in Canada, packaged in BPA-free tubes, and OU kosher certified.
• Variety Pack Frozen Pops A variety pack containing the three top-selling frozen pop flavors (Red, Orange, Grape) bundled into a single 6-pop box for sampling or family variety.

Quantifiable outcome

• Available in over 3,000 stores nationwide since 2013 launch
• +1 more outcomes

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

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Cado: Avocado-based plant-based frozen desserts. Comparable on dairy-free, plant-based frozen novelty positioning with a clean-label ingredient story.
• Coolhaus: Premium ice cream sandwiches and bars. Comparable on novelty-format frozen desserts and direct-to-consumer plus specialty retail distribution.

Direct peers

• Tofutti Brands: Dairy-free frozen desserts and novelty products distributed through grocery and foodservice. Comparable on dairy-free frozen dessert category and specialty dietary positioning.
• Yasso Frozen Greek Yogurt: Frozen Greek yogurt bars and novelty pints sold nationally in grocery. Closely comparable to Ruby Rockets on format (frozen bars/pops), target shopper (health-conscious families), and better-for-you positioning.
• So Delicious Dairy Free: Plant-based dairy alternatives brand including frozen desserts, yogurt alternatives, and creamers. Directly comparable to Ruby Rockets on dairy-free frozen novelties and dairy-free yogurt tube categories.
• GoodPop: Organic, non-GMO frozen pops brand with national natural and grocery distribution. Highly comparable on clean-label frozen pops format, ingredient positioning, and family/kids target consumer.
• NadaMoo: Plant-based, dairy-free frozen dessert pints and novelties. Comparable on dairy-free frozen desserts with coconut/plant bases and health-conscious positioning.
• Arctic Zero: Low-calorie, better-for-you frozen desserts (pints, novelties). Comparable on low-calorie (25-70 cal), non-GMO, and family-friendly positioning.

Broad incumbents

• Outshine (Nestlé): Nestlé's fruit-based frozen novelty bar and pop brand. Directly competes with Ruby Rockets in the frozen fruit/veg pop and bar category at mainstream grocery, though at much larger scale and dairy-containing formulations.
• Halo Top: Low-calorie ice cream and frozen novelties. Comparable on low-calorie, better-for-you frozen snack positioning and broad U.S. retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/rubysrockets

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

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 Ruby's Rockets