Congo Brands
Congo Brands is a Louisville-based product development company that creates and operates consumer packaged goods brands in partnership with influencer co-founders, most notably PRIME beverages (with Logan Paul and KSI), LUNCHLY meal kits (with MrBeast), and Animal Love pet food, distributing through 20+ major retail chains globally.
- Company typePrivate
- Founded2022
- HeadquartersLouisville, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Congo Brands does
Congo Brands is a Louisville, Kentucky-based product development company that creates and operates consumer packaged goods brands in partnership with high-profile social media creators. The company's flagship asset is PRIME, a better-for-you beverage brand co-founded in 2022 with YouTube creators Logan Paul and KSI; Congo Brands holds 60% of the Prime Drink entity while each creator retains 20% equity. PRIME's product line includes Hydration drinks (2g sugar, 25 calories, 250mg BCAAs, 830mg electrolytes), PRIME Energy, and PRIME Hydration+ Sticks and Powders. Congo Brands has expanded the portfolio to include LUNCHLY, a better-for-you meal kit co-founded in 2024 with MrBeast, Logan Paul, and KSI, and Animal Love, a premium pet food brand launched in 2026 with an associated Animal Love Foundation.
Congo Brands operates an in-house model covering manufacturing, distribution, and operations for all portfolio brands, while its creator co-founders contribute marketing reach through combined social media audiences exceeding 100 million followers. Products are sold directly through brand websites and through 20+ major retail chains across North America, the UK, France, Germany, Australia, and Mexico, including Walmart, Target, Kroger, Costco, Tesco, Carrefour, Aldi, Woolworths, CVS, and 7-Eleven. The company employs 501-1000 people, is privately held with no external funding rounds disclosed, and is led by founder Max Clemons. Headline revenue tracked through the Prime Drink entity rose from $250M in 2022 to $1.2B in 2023 before declining to $750M in 2024; revenue for LUNCHLY and Animal Love has not been disclosed.
Congo Brands firmographics
Firmographics- Name
- Congo Brands
- Legal name
- Congo Brands
- Website
- https://congobrands.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Congo Brands is a Louisville-based product development company that creates and operates consumer packaged goods brands in partnership with influencer co-founders, most notably PRIME beverages (with Logan Paul and KSI), LUNCHLY meal kits (with MrBeast), and Animal Love pet food, distributing through 20+ major retail chains globally.
- Ownership category
- akta.pro rank
Congo Brands industry classification
Industry- Product category
- Consumer Packaged Goods (Beverages and Food)
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Food And Kindred Products (2000)
- akta.pro primary industry
- Powdered & Instant Beverage Mixes (Drink Mixes, Instant Coffee/Tea, Electrolytes) (CRADAHAN)
- akta.pro secondary industries
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Pet Care & Pet Supplies DTC (CRAFACAH), Soups, Broths & Meal Starters (CRADAAAF)
Keywords
Where Congo Brands is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Congo Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Consumer Packaged Goods Sales: Congo Brands generates revenue through manufacturing, distribution, and operations of beverage and food CPG brands including PRIME Hydration, PRIME Energy, LUNCHLY meal kits, and Animal Love pet food. Revenue peaked at $1.2B in 2023, declining to $750M in 2024 from $250M in 2022.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Congo Brands product offering
Product offeringCore offering
Congo Brands is a full-service product development hub that creates innovative consumer packaged goods (CPG) brands from conception to market in partnership with influential creators and entrepreneurs. The company manufactures and distributes beverage brands (PRIME Hydration, PRIME Energy, PRIME Hydration+ Sticks and Powders), better-for-you meal kits (LUNCHLY), and premium pet food (Animal Love) through major global retail chains and direct-to-consumer e-commerce.
Product overview
Congo Brands is a full-service product development hub that creates consumer packaged goods (CPG) brands in partnership with influential creators and entrepreneurs. The company operates a multi-brand portfolio including PRIME (better-for-you beverages including hydration drinks, energy drinks, and sticks/powders), LUNCHLY (better-for-you meal kits pairing PRIME Hydration with snack bars), and ANIMAL LOVE (premium pet food). Each brand is developed collaboratively with social media influencers as co-founders.
Differentiator
Problem solved
Functional benefit
Brands
- PRIME: Better-for-you beverage brand founded in 2022 by Logan Paul and KSI. Products include PRIME Hydration, PRIME Hydration+ Sticks, and PRIME Energy. Contains 2g sugar, 25 calories, 250mg BCAAs, 830mg electrolytes, plus vitamins and antioxidants.
- LUNCHLY
- Animal Love
Products and services
- PRIME Hydration Better-for-you hydration beverage containing only 2g sugar, 25 calories, 250mg BCAAs, 830mg electrolytes, plus vitamins and antioxidants. Marketed to a broad demographic including students, doctors, teachers, athletes, and general consumers seeking functional hydration.
- PRIME Energy Energy drink product under the PRIME brand, expanding the portfolio beyond hydration beverages to the energy drink category.
- PRIME Hydration+ Sticks and Powders Powdered and stick-format hydration products for on-the-go rapid rehydration, extending the PRIME line beyond ready-to-drink beverages.
- LUNCHLY Better-for-you meal kit brand featuring protein, whole grains, and real cheese with reduced sugar and calories. Each box includes a 12 oz PRIME Hydration drink and an exclusive snack-size Feastables Bar, providing a grab-and-go quality meal solution for consumers.
- Animal Love Premium pet food brand offering high-quality nutrition for dogs and cats in chicken, beef, lamb, and salmon varieties. Includes the Animal Love Foundation supporting animals in need with food, shelter, and care.
Companies that use Congo Brands
Customer profileNamed customers20 records
Segments3 records
Ideal customer profiles3 records
Congo Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Congo Brands partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Congo Brands competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Congo Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Congo Brands leadership team
Management profileNumber of profiles
Profiles1 record
Congo Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Congo Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Congo Brands
What does Congo Brands do?
Congo Brands is a full-service product development hub that creates innovative consumer packaged goods (CPG) brands from conception to market in partnership with influential creators and entrepreneurs. The company manufactures and distributes beverage brands (PRIME Hydration, PRIME Energy, PRIME Hydration+ Sticks and Powders), better-for-you meal kits (LUNCHLY), and premium pet food (Animal Love) through major global retail chains and direct-to-consumer e-commerce.
Is Congo Brands a public or private company?
Congo Brands is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Congo Brands founded?
Congo Brands was founded in 2022. It employs 501 to 1,000 people.
Where is Congo Brands based?
Congo Brands is headquartered in Louisville, United States, in the North America region.
How does Congo Brands make money?
One revenue line is on record: consumer Packaged Goods Sales.
Does Congo Brands have an API?
No public API is recorded for Congo Brands.
What industry is Congo Brands in?
Congo Brands's product category is Consumer Packaged Goods (Beverages and Food). Its primary akta.pro industry code is CRADAHAN, Powdered & Instant Beverage Mixes (Drink Mixes, Instant Coffee/Tea, Electrolytes), with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 311920 and its SIC code is 2080.