Betterbody Foods

What Betterbody Foods does

BetterBody Foods Nutrition LLC is a Utah-based health food company founded in 2007 by Stephen Richards. The company develops and markets a portfolio of specialty food products targeting health-conscious consumers with dietary preferences including keto, paleo, vegan, and vegetarian lifestyles. Its offering is organized under a multi-brand architecture: PBfit (peanut flour-based protein products), Oatsome (organic oat-based products), Plant Junkie (organic cacao and chia seeds), and Clean Crumbs (baking mixes), alongside core BetterBody Foods product lines covering sweeteners (agave, monk fruit, coconut sugar, allulose), oils (avocado, coconut, MCT, almond), flours and ancient grains, blending and superfoods, and condiments.

The company's business model is consumer packaged goods (CPG) distribution rather than technology or platform-based. Revenue is generated through one-time product sales across four distribution channels: direct e-commerce via its own website, brick-and-mortar retail (notably Costco in U.S. Northeast and Midwest for PBfit Protein Bars), online marketplace sales (Amazon domestically and Coupang in South Korea), and content-driven consumer engagement through Instagram and recipe content segmented by diet type. The company has no proprietary technology platform, no patents, no API or SDK infrastructure, and no disclosed AI/ML capabilities. Pricing is retail and e-commerce based with no publicly disclosed tiers. The company appears to be founder-owned and bootstrapped, with no institutional funding rounds disclosed.

BetterBody Foods has executed a multi-brand, multi-channel expansion strategy over its 18-year operating history, moving from a single founding product (agave nectar) to a broad specialty food portfolio. Recent strategic activity in 2025 includes the launch of PBfit Protein Bars and entry into the South Korean market via partnership with Coupang, marking its first direct entry into Asia. The company maintains an active hiring presence, indicating ongoing operational expansion despite its small 11-50 employee headcount.

Name

Betterbody Foods

Legal name

BetterBody Foods Nutrition LLC

Website

https://xagave.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

BetterBody Foods is a Utah-based health food company founded in 2007 that markets specialty sweeteners, oils, flours, and protein products under multiple sub-brands (PBfit, Oatsome, Plant Junkie, Clean Crumbs) to health-conscious consumers following keto, paleo, vegan, and vegetarian diets via e-commerce, retail, and marketplace channels.

Ownership category

akta.pro rank

Product category

Health and Specialty Packaged Foods

NAICS

Food Manufacturing (311), Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Health food products
• Natural sweeteners
• Peanut flour protein
• Organic cooking oils
• Specialty baking mixes

Headquarters

HQ city

Lindon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: BetterBody Foods generates revenue through the sale of health-focused food products including peanut butter alternatives (PBfit), coconut and avocado oils, sweeteners, baking mixes (Oatsome, Clean Crumbs), plant proteins, and condiments. Products are sold through direct e-commerce, retail channels, and online marketplaces.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Betterbody Foods manufactures and sells a portfolio of health-oriented packaged food products organized under the parent brand and four sub-brands (PBfit, Oatsome, Plant Junkie, Clean Crumbs). The lineup spans sweeteners, flours and ancient grains, oils, condiments, superfood blends, plant proteins, peanut-flour-based products, oat-based products, and baking mixes, marketed to consumers following keto, paleo, vegan, and vegetarian diets. Products are sold through direct e-commerce, Amazon, Costco, and Coupang.

Product overview

BetterBody Foods is a Utah-based health food company founded in 2007 that offers a diverse portfolio of health-focused food products through multiple sub-brands. The company's offerings span across eight product categories: Sweeteners (including agave nectar, monk fruit, coconut sugar), Flour & Ancient Grains (coconut flour, quinoa, chia seeds), PBfit (peanut flour-based protein products including protein bars, granola, and baking blends), Blending & Superfoods (antioxidant blends, plant protein, cacao), Oils (avocado oil, coconut oil, MCT oil, almond oil), Oatsome (oat-based baking mixes, overnight oats, granola), Condiments (avocado oil mayo, coconut aminos), Plant Junkie (organic cacao, chia seeds), and Clean Crumbs (baking mixes). The company also operates sub-brands PBfit, Oatsome, Plant Junkie, and Clean Crumbs as distinct product lines targeting health-conscious consumers with keto, paleo, vegan, and vegetarian dietary preferences.

Differentiator

Problem solved

Functional benefit

Brands

• PBfit: Peanut flour-based protein products including peanut butter spreads, protein bars, granola, and baking mixes.
• Oatsome
• Plant Junkie
• Clean Crumbs

Products and services

• PBfit A sub-brand specializing in peanut flour-based protein products including classic peanut flour, cocoa variants, pumpkin spice, organic options, protein bars, granola, and baking blends, targeted at health-conscious consumers seeking lower-fat peanut butter alternatives.
• Oatsome

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• CoupangcoreChannel Partner/ Reseller/ DistributorBetterBody Foods partnered with Coupang to enter the South Korean market, marking one of the company's first direct entries into Asia. The partnership enables BetterBody Foods to offer nearly its entire product line—including PBfit Protein Bars—to Korean consumers through Coupang's e-commerce platform. The company describes the collaboration as an essential pillar of its growth strategy in Asia, aiming to expand reach and brand recognition among health-conscious consumers.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Nutiva: Organic coconut oil, MCT, seeds, and plant proteins in retail and online. Highly comparable functional-food positioning and ingredient sourcing philosophy.
• Quest Nutrition: High-protein bars, granola, and baking mixes marketed to low-carb and fitness consumers. Direct overlap with PBfit Protein Bars and baking-blend categories.
• Bob's Red Mill: Oregon-based better-for-you CPG brand offering flours, oats, baking mixes, and grains across retail and online. Directly comparable portfolio breadth and dietary-lifestyle targeting (gluten-free, whole grain, vegan).
• Chosen Foods: Specialty better-for-you oils (avocado oil, MCT, blends) and condiments sold through natural, mass, and online channels. Overlaps BetterBody's Oils and Condiments lines.
• Bragg Live Food Products: Health-food CPG spanning coconut aminos, oils, and dressings. Closely mirrors BetterBody's Condiments and Oils sub-categories and similar ingredient-led brand narrative.
• Simple Mills: Better-for-you baking mixes, crackers, and snack bars positioned around clean ingredients and dietary lifestyles. Closely overlapping with BetterBody's Clean Crumbs, Oatsome, and PBfit bar categories.
• PB2 (BellRing Brands): Pioneer of powdered peanut butter and direct competitor to the PBfit sub-brand across retail and Amazon. Most directly comparable single-SKU competitor.
• Lakanto: Monk-fruit and allulose-based sweetener brand sold through natural, mass, and Amazon channels. Directly competes with BetterBody's Sweeteners line.

Others

• Thrive Market: Online membership retailer of better-for-you and natural foods. Functions as both a comparable brand-portfolio builder and a distribution channel relevant to BetterBody's direct e-commerce strategy.

Broad incumbents

• KIND (Mars): Mass-market better-for-you snack bars and granola clusters sold across major U.S. retailers. Represents the scaled incumbent the new PBfit Protein Bars will compete against on shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/betterbodyfoods
• Xx.com/xagave
• Facebookfacebook.com/organicagave

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Betterbody Foods