Raw Generation

What Raw Generation does

Raw Generation is a U.S. direct-to-consumer wellness brand that produces and ships cold-pressed, flash-frozen raw juices, juice cleanses, smoothies, and concentrated wellness shots nationwide. Founded in 2012 by Jess Rosen and her father Bill Rosen and headquartered in Long Branch, New Jersey, the company operates exclusively online at rawgeneration.com with no third-party retail distribution, supported by a proprietary Cleanse Companion mobile app provided to customers upon purchase. Its core technology is cold-press hydraulic extraction combined with immediate flash-freezing — explicitly not pasteurized or HPP-processed — which the company positions as preserving enzymes, vitamins, and fresh flavor while extending freezer shelf life to six months.

The product architecture spans three layers: (1) entry-point juice cleanses (Skinny Cleanse, Protein Cleanse, Deep Detox, Fit Girl, Pilates Body, Cleanse for 2) sold as 3-, 5-, 7-, and 10-day fixed programs with daily juice sequencing designed by nutritionist co-founder Jess Rosen (CHHC); (2) recurring weekly wellness Methods (Skinny Method, Protein Method, Detox Method) combining juices, smoothies, shots, and eating plans; and (3) Build-A-Box, a customizable subscription in 18- to 60-bottle tiers at $6.99-$9.99 per bottle, plus a children's sub-brand, Little Sippers, launched in May 2025. All product lines are available one-time or on Autoship with 10% off and free shipping, and the company claims 312,000+ customers, 18,000+ product reviews, a 4.45/5 average rating, and the #1 best-selling U.S. D2C juice cleanse position for 2025-2026.

The business model is asset-light D2C e-commerce with a family-owned, privately-held structure, no disclosed institutional funding, and an 11-50 employee headcount. Revenue mechanics rely on a self-serve quiz-to-checkout funnel, high-AOV subscription bundles, and a retention stack combining a mobile app, loyalty/rewards program, Refer-a-Friend, and an Ambassador community, with marketing weighted toward organic content, the Wellness Hub blog, and earned media (NY Post, PopSugar, People, Byrdie, PureWow, OK Magazine, The Everygirl) rather than paid acquisition. Customer segments are health-conscious adult wellness consumers and, more recently, parents of young children via the Little Sippers line.

Name

Raw Generation

Legal name

Raw Generation

Website

https://rawgeneration.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Raw Generation is a U.S. direct-to-consumer wellness brand that ships cold-pressed, flash-frozen raw juices, juice cleanses, smoothies, and wellness shots nationwide via its own e-commerce site and subscription programs, serving health-conscious adults and, since May 2025, children through its Little Sippers sub-brand.

Ownership category

akta.pro rank

Product category

Cold-pressed juice cleanses and wellness programs

NAICS

Soft Drink and Ice Manufacturing (31211), Frozen Fruit, Juice, and Vegetable Manufacturing (311411)

SIC

Beverages (2080), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB)

akta.pro secondary industries

Refrigerated Juices & Smoothies (CRADACAL), Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

Keywords

• Cold-pressed juices
• Juice cleanse programs
• Wellness subscriptions
• Plant-based nutrition
• Direct-to-consumer beverages

Headquarters

HQ city

Long Branch

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Build-A-Box Subscription / One-Time Purchase: Customers can purchase customizable boxes of cold-pressed juices, smoothies, and wellness shots on a one-time or subscription (Autoship) basis. Subscribers receive 10% discount plus free shipping. Box sizes range from 18 to 60 bottles at per-bottle prices递减 from $9.99 to $6.99.
2. Pre-Configured Juice Cleanses: Fixed-duration juice cleanse programs (3, 5, 7, 10 days) with curated juice selections and accompanying guides, app access, and approved recipes. Available as one-time purchases or Autoship subscriptions.
3. Wellness Programs (Methods): Weekly ongoing wellness programs (Skinny Method, Protein Method, Detox Method) combining daily juices, smoothies, and wellness shots with nutritionist-developed eating plans and ongoing support.
4. Little Sippers Kids Subscription: Subscription-based kids juice product available in 4-week (28 bottles) or 8-week (56 bottles) boxes. Subscribe-and-save option provides 10% discount with free shipping on subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Raw Generation manufactures and ships flash-frozen cold-pressed juices, multi-day juice cleanses, and weekly wellness programs directly to US consumers via its own e-commerce site. Its signature production process combines hydraulic cold-press extraction with immediate flash-freezing to retain 100% of nutrition, all enzymes, and fresh flavor without pasteurization or HPP. The product portfolio spans 3-10 day juice cleanses, ongoing wellness methods, a customizable Build-A-Box subscription, individual juices and wellness shots, and a children's juice sub-brand, Little Sippers.

Product overview

Raw Generation offers a platform-plus-programs architecture centered on cold-pressed, flash-frozen raw juices and wellness programs. The core product portfolio consists of juice cleanse programs (Skinny Cleanse®, Protein Cleanse, Deep Detox Cleanse, Fit Girl Cleanse, Pilates Body Cleanse, Cleanse for 2) ranging from 3-10 days, which serve as the entry point for customers seeking reset and weight management. Building on the cleanses, the company offers weekly wellness methods (Skinny Method™, Protein Method™, Detox Method™) designed to maintain results post-cleanse through ongoing daily routines. The Build-A-Box subscription service provides a customizable option for repeat customers to mix and match individual juices, smoothies, and wellness shots. A dedicated sub-brand, Little Sippers™, targets children's nutrition with 7 rainbow-colored juice flavors. Individual products span green juices, citrus/fruit juices, root/ginger juices, wellness smoothies, and concentrated wellness shots (Skinny Boost™, Protein Boost™, Sleep Boost, Craving Crusher™). The company also offers a Subscribe & Save membership program with recurring discounts and nutrition support.

Differentiator

Problem solved

Functional benefit

Brands

• Little Sippers: A children's juice line featuring cold-pressed juices in rainbow colors made from 40 different fruits and vegetables, designed specifically for children's nutrition without added sugars or artificial ingredients.

Products and services

• Skinny Cleanse® The flagship multi-day juice cleanse program from Raw Generation, designed to support weight management and reset. Available in 3, 5, 7, and 10 day durations, each day includes 6 cold-pressed juices sequenced from 8am through 6pm, plus app access, cleanse guide, and approved whole-food recipes. Available as one-time purchase or Autoship subscription.
• Protein Cleanse A higher-protein juice cleanse program designed to support fitness goals, featuring protein-rich smoothies (Vanilla Cashew, Chocolate Cashew, Peanut Butter) and cold-pressed juices with plant-based protein sources. Includes app access, cleanse guide, and approved recipes.
• Deep Detox Cleanse A low-sugar cleanse program featuring chlorophyll-rich green juices (Sweet Greens, Cool Greens, Tarte Greens, Lemony Greens) designed to support natural detoxification and provide antioxidant benefits. Includes 18 green juices with app access, cleanse guide, and approved recipes.
• Fit Girl Cleanse A higher-protein cleanse designed to support fitness goals and branded for the fit-girl audience. Includes protein-rich smoothies and cold-pressed juices plus app access, cleanse guide, and approved recipes.
• Pilates Body Cleanse A chlorophyll and antioxidant-focused cleanse program designed to support body composition goals alongside pilates, barre, or similar fitness activities. Includes app access, cleanse guide, and approved recipes.
• Cleanse for 2 A shared 5-day juice cleanse option designed for partners to do together, featuring two trays of Skinny Cleanse juices at a discounted price compared to two separate purchases.
• Skinny Method™ A weekly wellness program designed to help maintain cleanse results, featuring daily juice and smoothie plans with clean-eating recipes for ongoing weight management. Includes 7 green juices, 7 meal replacement smoothies, 7 Skinny Boost shots, and a nutritionist-developed eating plan.
• Protein Method™ A weekly workout support system featuring Strong & Lean pre-workout juices and Protein Boost post-workout shots with macro-calculated eating plans for strength and lean muscle goals.
• Detox Method™ A weekly nutrient-rich greens method designed to support digestion, reduce occasional sugar cravings, and ease heaviness through daily green juice consumption and Craving Crusher shots.
• Build-A-Box A customizable subscription service allowing customers to build their own assortment of cold-pressed juices, smoothies, and wellness shots in packs of 18 to 60 bottles. Per-bottle prices tier down from $9.99 (18-pack) to $6.99 (60-pack), with 10% off and free shipping on Autoship.
• Little Sippers™ A children's juice sub-brand featuring 7 cold-pressed juice flavors in rainbow colors (Red, Orange, Yellow, Green, Blue, Pink, Purple) designed to provide nutrition from 40 different fruits and vegetables weekly for children. Available in 4-Week (28 bottles) and 8-Week (56 bottles) boxes with no added sugars, preservatives, or artificial ingredients.
• Skinny Bundle A bundled offering combining the Skinny Cleanse and the Skinny Method into a single purchase for customers seeking the most comprehensive weight management and reset experience.
• Celery Juice 18-Pack A daily ritual product featuring cold-pressed celery and lemon juice designed to support gut health and digestion, sold as an 18-bottle pack.
• Best-Sellers Variety Pack A curated selection of 5 fan-favorite cold-pressed juice flavors offering variety for customers wanting to try multiple popular options.

Quantifiable outcome

• Skinny Cleanse claims users can shed up to 5 lbs (3-day), 8 lbs (5-day), or 10+ lbs (7-10 day) during cleanse programs
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Project Juice: California-based cold-pressed juice and cleanse brand with D2C and limited retail. Directly comparable on cold-press extraction, juice cleanse programs, and holistic-nutrition branding.
• Juice Press: U.S. cold-pressed juice and cleanse brand operating company-owned retail stores alongside D2C. Direct comparable on cold-press technology, juice cleanse programs, and plant-based wellness positioning.
• Pressed Juicery: Leading U.S. cold-pressed juice brand with both D2C e-commerce and a national retail footprint of company-owned stores. Directly comparable to Raw Generation on cold-press extraction, juice cleanse programs, and wellness positioning, but operates at greater scale with physical retail.
• Suja Life: Cold-pressed organic juice and shots brand sold via D2C, grocery, and foodservice. Comparable on cold-pressed non-GMO juice products, wellness shots, and subscription/retail distribution; owned by Coca-Cola, providing significantly more capital and shelf presence than Raw Generation.
• Daily Harvest: D2C subscription brand for frozen, plant-based smoothies, soups, and wellness meals. Comparable on D2C frozen subscription model and plant-based wellness positioning, though broader than juice cleanses.
• BluePrint Cleanse: Pioneer of the U.S. D2C juice cleanse category offering 1-10 day cold-pressed cleanse programs. Comparable on cleanse-led D2C model and cold-press extraction, though now operating at smaller scale than Raw Generation.
• Dr. Smood: D2C and retail cold-pressed juice, cleanse, and plant-based meals brand. Comparable on cold-press juice and cleanse programs targeted at health-conscious consumers.

Broad incumbents

• Evolution Fresh: PepsiCo-owned cold-pressed juice brand distributed primarily through grocery and foodservice. Comparable on cold-press juice category but operates at much larger scale and uses HPP rather than raw flash-freeze, with no D2C cleanse program focus.
• Naked Juice: PepsiCo-owned mass-market fruit and vegetable juice smoothie brand available nationally in retail. Comparable on packaged fruit/vegetable juice drinks but broader incumbent with pasteurized, shelf-stable positioning rather than raw cold-press.

Emerging players

• Clean Juice: Franchised U.S. juice bar and cleanse brand focused on organic, non-GMO cold-pressed juices. Comparable on cold-press juice and cleanse offerings, but operates via franchise retail rather than D2C e-commerce.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RawGenerationJuices
• Instagraminstagram.com/rawgeneration_wellness
• Xx.com/RAWGENERATION

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Raw Generation