Balance of Nature

What Balance of Nature does

Balance of Nature, operating under legal entity Evig, LLC, is a privately held US dietary supplement manufacturer and direct-to-consumer retailer founded in 1997 by Dr. Douglas Howard and headquartered in St. George, Utah. The company produces whole-food nutritional supplements using a proprietary vacuum-cold drying process that removes moisture from whole fruits and vegetables while preserving color, taste, and smell; the dried ingredients are ground into powder and encapsulated in plant-based cellulose capsules. Its flagship offering, the Whole Health System, combines 16 whole fruits and 15 whole vegetables in capsule form with a Fiber & Spice powder containing 4 fibers and 12 spices, totaling 47 whole-food ingredients across the system. The company also sells standalone Fruits and Veggies capsules and a freeze-dried fruit snack line under the Guiltless Snacks sub-brand.

The business operates almost exclusively as a DTC e-commerce company through its Shopify-hosted storefront and a toll-free phone order line, with no third-party retail distribution. Revenue is generated through one-time purchases and subscription auto-replenishment programs on 28-day cycles, with subscription buyers receiving 22–31% discounts; an annual Plus Membership ($24.99) adds free shipping, 10% rewards back, and extended returns. Target customers are health-conscious US consumers — busy parents, active-lifestyle buyers, and whole-food-minded supplement users — with reported engagement metrics of 85% daily use and 95% use 5–6 times per week. The company reports over 1 million lifetime customers and 250,000 customers ordering in the prior year, with 1 billion+ capsules delivered and 35,000+ five-star reviews.

The company is family-owned and founder-operated, with no disclosed institutional funding. Its growth posture is anchored in sports and event sponsorships (PGA Tour Black Desert Championship, Learfield college athletics partnerships across Texas, Florida, Arkansas, Oklahoma State, and Texas A&M, and a Team Boxing League renewal). It faces two material regulatory overhangs: an FDA Consent Decree of Permanent Injunction entered in November 2023 regarding marketing and complaint handling, and a $9.95 million class action settlement agreed in January 2026 to resolve false-advertising claims about its Fruits capsules replacing whole produce.

Name

Balance of Nature

Legal name

Evig, LLC

Website

https://balanceofnature.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Balance of Nature is a US-based DTC manufacturer of whole-food dietary supplements, selling freeze-dried fruit, vegetable, fiber, and spice capsules and snacks directly to health-conscious consumers via subscription and one-time purchase on its own e-commerce site.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Dried and Dehydrated Food Manufacturing (311423), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Food (Health) Supplement Retailers (456191), Fruit and Vegetable Canning, Pickling, and Drying (31142)

SIC

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

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Fruit Snacks & Dried Fruit (CRADABAJ), Dried & Dehydrated Fruit & Vegetables (Freeze-Dried, Air-Dried, Powders) (AFAKAFAE), Dried Fruit & Fruit Snacks Manufacturing (AFAKAIAL)

Keywords

• Whole food supplements
• Dietary supplements
• Nutritional capsules
• Freeze-dried snacks
• Fruits and vegetables

Headquarters

HQ city

Saint George

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, Personnel, Operations, Technology or R&D

Revenue model

1. Supplement Product Sales: Primary revenue from direct-to-consumer sales of whole food supplement products. Products include Whole Health System (Fruits & Veggies + Fiber & Spice), individual Fruits & Veggies capsules, and Fiber & Spice powder. Both one-time purchases and subscription models available.
2. Guiltless Snacks: Freeze-dried fruit snack products sold individually or in customizable boxes. Provides additional revenue stream from existing customer base.
3. Plus Membership: Annual membership program offering free shipping, 10% rewards back, and extended return windows. Priced at $24.99/year.
4. Rewards Program: Subscription-based rewards program offering 5% to 10% back in credits on purchases. Rewards credits can be applied to future orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Balance of Nature manufactures and retails whole-food dietary supplements made from real fruits, vegetables, fibers, and spices using a proprietary vacuum-cold drying process. Its core product is the Whole Health System™ bundle combining Fruits & Veggies capsules with Fiber & Spice powder, sold direct-to-consumer via its own e-commerce website under subscription and one-time purchase models, supplemented by Guiltless Snacks™ freeze-dried fruit snacks.

Product overview

Balance of Nature offers a portfolio of whole food dietary supplements centered on the Whole Health System™ — a bundle combining Fruits & Veggies capsules (containing 16 whole fruits and 15 whole vegetables) with Fiber & Spice powder (4 fibers and 12 spices). Standalone products include separate Fruits and Veggies capsules, while the Guiltless Snacks™ line (Mouthwatering Mangos, Strawberries, Pineapple, and Bananas) provides freeze-dried fruit snacks. The company positions itself as the originator of the whole fruit and vegetable dietary supplement industry, founded in 1997 by Dr. Douglas Howard.

Differentiator

Problem solved

Functional benefit

Brands

• Whole Health System™: The flagship product bundle combining Fruits & Veggies and Fiber & Spice supplements, offering the complete daily routine with 47 whole food ingredients.
• Mouthwatering Nutrition™
• Plus Membership

Products and services

• Whole Health System™ Flagship bundle combining the Fruits & Veggies supplement (16 whole fruits and 15 whole vegetables in capsules) with the Fiber & Spice supplement (4 fibers and 12 spices powder). Sold as a complete daily nutrition routine; subscribe-and-save priced at $109.99 (31% savings) or one-time purchase at $159.99.
• Fruits & Veggies Whole-food supplement capsules containing 16 whole fruits and 15 whole vegetables. Capsules can be swallowed whole, chewed, or opened and mixed into food or drinks. Subscribe-and-save $69.99 (22% savings) or one-time purchase $89.99.
• Fiber & Spice Powdered fiber supplement containing 4 fibers (psyllium husk, flax seed, whole apple, monkfruit) and 12 spices (allspice, cardamom, cinnamon, clove, coriander, cumin, fennel, fenugreek, ginger, mustard, nutmeg, turmeric). Mixed as 2 scoops daily with at least 16 oz of liquid. Subscribe-and-save $49.99 (29% savings) or one-time purchase $69.99.
• Fruits (Standalone) Standalone whole-food supplement capsules containing 16 whole fruit ingredients (aloe vera, apple, banana, blueberry, cherry, cranberry, grape, grapefruit, lemon, mango, orange, papaya, pineapple, raspberry, strawberry, tomato). Priced at $44.99.
• Veggies (Standalone) Standalone whole-food supplement capsules containing 15 whole vegetable ingredients (broccoli, cabbage, carrot, cauliflower, cayenne pepper, celery, garlic, kale, onion, shiitake mushroom, soybean, spinach, wheatgrass, sweet potato, zucchini).
• Guiltless Snacks™ Freeze-dried fruit snacks available in four varieties — Mouthwatering Mangos, Mouthwatering Strawberries, Mouthwatering Pineapple, and Mouthwatering Bananas. All are gluten-free, vegan, kosher certified with 0 grams of added sugar.
• Build Your Own Box Customizable snack box letting customers mix and match Guiltless Snacks varieties. Available as Snack Box (8 pack), Sharing Box (12 pack, save 5%), or Family Box (16 pack, save 10%). Individual bags priced at $5.69 (subscription) or $5.99 (one-time).

Quantifiable outcome

• 95% of customers report taking Balance of Nature products 5-6x weekly
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Team Boxing League (TBL)coreGTM or Marketing Partner · 9 March 2026Multi-platform sponsorship partnership renewal with TBL for their fourth season. Balance of Nature serves as a 'Proud Partner' receiving prominent broadcast exposure, on-site branding at events, and digital integration across TBL's media channels. Both CEOs cited the success of the first year of partnership and TBL's growth trajectory as rationale for the renewal.
• Learfield (College Athletics)coreGTM or Marketing Partner · 7 November 2024Yearlong agreement with Learfield to become Proud Sponsor of Texas Athletics, Proud Partner of Florida Gators, University of Arkansas, Oklahoma State, and Texas A&M. Partnership includes branded ad campaigns, social brand advertising, and NIL activities for student-athletes at partnered schools. Drive awareness through student and fan engagement, custom content, and in-venue signage.
• Black Desert ChampionshipcoreGTM or Marketing Partner · 19 September 2024Premier partner of the Black Desert Championship PGA Tour event held at Black Desert Resort in Southern Utah. Balance of Nature is the Official Whole Food Supplement of the event. Partnership includes community involvement and promotion of active lifestyles. CEO Lex Howard cited commitment to supporting the local community.
• Liberty VillageminorGTM or Marketing Partner · 19 September 2024Non-profit organization building a 32-acre colonial-themed park. Balance of Nature is leading fundraising efforts for Liberty Village in conjunction with Black Desert Championship partnership. Partnership aims to express gratitude to local heroes including military members and first responders.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Crispy Green: Single-ingredient freeze-dried fruit snack brand sold in retail and online — comparable product format to Guiltless Snacks and a benchmark for shelf-stable fruit snack economics.
• New Chapter: Whole-food and fermented supplement brand (Nestlé Health Science) offering vitamins and herbs from whole foods — overlapping clean-label, whole-food positioning for similar demographics.
• That's it. DTC fruit-bar and freeze-dried fruit snack brand — directly comparable to Balance of Nature's Guiltless Snacks freeze-dried fruit product on formulation and channel strategy.

Direct peers

• Shaklee: Multilevel-marketing whole-food nutrition brand with flagship supplements and meal products — competes for the same health-conscious consumer pursuing daily fruit-and-vegetable supplementation.
• MegaFood: Whole-food supplement maker (a B Corp owned by Smucker) producing capsules and powders from real fruits and vegetables — close peer on 'foodstate' whole-food positioning and ingredient transparency.
• Garden of Life: Whole-food supplements and nutrition brand (owned by Nestlé Health Science) offering fruit/vegetable capsules and powders — directly comparable formulation, clean-label positioning, and retail plus DTC distribution.
• Standard Process: Whole-food nutritional supplement manufacturer with practitioner and DTC channels offering fruit/vegetable and herbal formulations — comparable ingredient philosophy and premium pricing.
• Juice Plus+: Direct-to-consumer whole-food nutrition brand selling fruit, vegetable, and berry capsules and powders — competes head-to-head with Balance of Nature for the same 'whole food supplement' positioning and customer.

Broad incumbents

• Herbalife: Large global nutrition company selling meal replacement shakes, vitamins, and supplements through a direct-selling network — a much broader incumbent in the same daily-nutrition category.
• Amway (Nutrilite): Global direct-selling giant operating the Nutrilite whole-food supplement line — overlapping with Balance of Nature in farm-to-capsule whole-food philosophy at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/balanceofnature
• YouTubeyoutube.com/user/balanceofnature1
• Facebookfacebook.com/balanceofnature
• LinkedInlinkedin.com/company/balance-of-nature
• Instagraminstagram.com/balanceofnaturesupplements
• Pinterestpinterest.com/balanceofnature

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Balance of Nature