What JOI does

JOI (legal name JOI) is a Miami-based, founder-owned producer of plant-based milk concentrates and creamers sold under the brand promise "Just One Ingredient." Founded in 2015 by three grad-school classmates (Tony, Izzy, and Dave) and now led by CEO Hector, the company manufactures shelf-stable paste and powder bases from almonds, cashews, oats, hemp, peanuts, soy, and coconut, using a proprietary cold-milling and steam pasteurization process that keeps ingredients close to their raw state without gums, oils, or stabilizers. The product line has expanded into a proprietary oat milk creamer line built on a JOIBlend formulation (organic oats, avocado oil, MCT oil, soluble tapioca fiber, pectin fiber) and includes single-serve biodegradable stick packs plus 8 lb family-size bulk tubs yielding up to 60 quarts, with several SKUs carrying USDA Organic and Non-GMO Project Verified certifications.

The core technology is a single-ingredient concentrate architecture that displaces water at the point of manufacture rather than at retail, yielding approximately $2.67 per finished quart versus $4.29-$5.33 for leading carton competitors and a 15-18 month shelf life without refrigeration. JOI operates a direct-to-consumer e-commerce business on Shopify (addjoi.com) anchored by the JOI Milk Club subscription (18% off, free shipping, 2.5% cash back, 4/6/8/10-week cycles), supplemented by a dedicated B2B wholesale channel (wholesale.addjoi.com), an Amazon Store, and physical retail placement at Fresh Thyme. The company serves a horizontal mix of health-conscious consumers, plant-based and vegan households, families, coffee enthusiasts, and travel/outdoor users, with reported reach of 80,000+ customers and 10,053 verified reviews averaging 4.8 stars.

Name

JOI

Legal name

JOI

Website

https://addjoi.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

JOI is a Miami-based producer of single-ingredient, shelf-stable plant milk concentrates, powders, and oat creamers sold direct-to-consumer via Shopify, wholesale, Amazon, and Fresh Thyme, serving health-conscious, vegan, family, coffee, and travel customers with an 80,000+ customer base.

Ownership category

akta.pro rank

Product category

Plant-Based Dairy Alternatives

NAICS

Dairy Product Manufacturing (3115)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Plant-Based Dairy-Alternative Powders & Concentrates (Powdered Milks, Creamers, Bases) (AFAHAJAH)

akta.pro secondary industry

Plant-Based Dairy-Alternative Ingredients & Bases Manufacturing (Emulsions, Fat Systems, Protein/Starch Bases for B2B) (AFAHAJAI)

Keywords

• Plant-based milk concentrates
• Dairy-free milk alternatives
• Single-ingredient plant bases
• Shelf-stable milk powders
• Oat milk creamers

Headquarters

HQ city

Miami

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. Direct E-commerce Sales: JOI sells plant milk concentrates and creamers directly to consumers through their website at addjoi.com. One-time purchases and subscription options available. Products range from $14.99 single-serve packs to $125.99 bulk sizes.
2. Subscription / Milk Club: Recurring subscription service (JOI Milk Club) offering 18% off all products, free shipping, early access to sales, and 2.5% cash back. Delivery cycles of 4, 6, 8, or 10 weeks. Cancel anytime.
3. Wholesale Distribution: Wholesale program for bulk buyers, cafes, and small businesses at wholesale.addjoi.com with dedicated wholesale support email.
4. Amazon Marketplace: Products available through Amazon store presence, expanding reach beyond direct website sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

JOI manufactures and sells concentrated plant milk bases (paste and powder formats) made from single whole-food ingredients such as almonds, cashews, oats, soy, hemp, peanuts, and coconuts. Customers mix the shelf-stable concentrates with water at home to produce fresh dairy-free milk, eliminating water-heavy cartons and additives. The company also sells a proprietary oat milk creamer line and related accessories direct-to-consumer via its website.

Product overview

JOI (Just One Ingredient) is a plant-based milk company offering concentrated nut, seed, grain, and legume milk bases and powders that consumers mix with water to create fresh dairy-free milk at home. The core product line consists of paste-style bases (Almond, Cashew, Hemp, Peanut in organic and conventional varieties) and instant powder formats (Oat, Almond, Soy, Coconut). The portfolio also includes a proprietary Oat Milk Creamer line with Original, French Vanilla, and Hazelnut flavors available in bulk pouches and single-serve biodegradable packets. Bundles and bulk sizes provide value options for families and high-volume users. The company operates primarily as a direct-to-consumer e-commerce business with a subscription program (JOI Milk Club), emphasizing single-ingredient, clean-label products with no gums, oils, or additives. Founded in 2015 by Tony, Izzy, and Dave.

Differentiator

Problem solved

Functional benefit

Products and services

• Almond Milk Base Concentrated almond milk paste made from blanched almonds; a 15 oz jar makes 7 quarts of fresh almond milk. Single-ingredient product with no gums, oils, or additives, for health-conscious consumers making plant milk at home.
• Organic Almond Milk Base USDA Certified Organic concentrated almond milk paste made from organic blanched almonds; a 15 oz jar makes 7 quarts of organic almond milk.
• Almond Milk Powder Dehydrated almond milk powder that mixes with water to create almond milk; convenient pantry format with 18-month shelf life.
• Cashew Milk Base Concentrated cashew milk paste made from cashews; produces ultra-creamy plant milk ideal for lattes and cooking. Single-ingredient product.
• Organic Cashew Milk Base USDA Certified Organic concentrated cashew milk paste with a neutral flavor suited to sweet and savory dishes.
• Organic Hemp Base Concentrated hemp milk base made from hulled hemp seeds, rich in protein, fiber, and omega-3/omega-6 fatty acids; a 9 oz jar makes 4 quarts.
• Organic Peanut Base Concentrated peanut milk base high in plant-based protein, niacin, folate, healthy fats, and magnesium; made from organic peanuts.
• Organic Oat Milk Powder Instant organic oat milk powder made from just organic oats; a 1.42 lb pouch makes 8-16 quarts. Glyphosate-free, gluten-free, mixes in 15 seconds with no straining.
• Organic Soy Milk Powder Organic soy milk powder made from USA-harvested organic soybeans, high in natural protein; a 1 lb pouch makes 6 quarts.
• Coconut Powder Pure coconut powder that instantly becomes rich plant-based coconut milk for curries or desserts.
• Oat Milk Creamer, Original Prebiotic oat milk creamer with the proprietary JOIBlend (organic oats, avocado oil, MCT oil, soluble tapioca fiber, pectin fiber), cane sugar, and calcium; zero gums or seed oils. A 1.42 lb pouch makes 9.9 quarts and dissolves instantly in hot or cold beverages.
• Oat Milk Creamer, French Vanilla Prebiotic oat milk creamer with natural French vanilla flavor; dissolves instantly in hot and cold beverages, made with organic oats and avocado oil.
• Oat Milk Creamer, Hazelnut Prebiotic oat milk creamer with natural hazelnut flavor; warm, toasty depth suited to espresso or chai; zero gums or seed oils.
• Oat Milk Creamer Variety 3-Pack Bundle of Original, French Vanilla, and Hazelnut oat milk creamers in single-serve stick packs; 12g per serving, 30 servings total.
• Almond Milk Base - Bulk Family-size 8 lb bulk almond milk base in a wide-mouth tub for easy scooping; makes up to 60 quarts of fresh almond milk for high-volume household use.
• Organic Almond Milk Base - Bulk Family-size 8 lb bulk USDA Certified Organic almond milk base; up to 60 quarts yield.
• Cashew Milk Base - Bulk Family-size 8 lb bulk cashew milk base; makes up to 60 quarts of ultra-creamy cashew milk.
• Organic Cashew Milk Base - Bulk Family-size 8 lb bulk USDA Certified Organic cashew milk base; up to 60 quarts yield.
• Organic Hemp Milk Base - Bulk Bulk organic hemp milk base in large tub format; made from hulled hemp seeds with 18-month shelf life.
• Almond & Cashew Base 2-Pack Combo pack featuring Almond Milk Base and Cashew Milk Base; each 15 oz jar makes 7 quarts, for a total of 14 quarts.
• JOI Milk Club Subscription Subscription service offering 18% off all plant bases, free shipping, 2.5% cash back, early access to sales, and flexible delivery every 4, 6, 8, or 10 weeks; cancel anytime.
• Glass Milk Bottle - 1 LT Endlessly reusable 34 fl oz glass milk bottle; dishwasher-safe and food-safe for storing homemade plant milk.
• JOI Wholesale Program Wholesale program providing JOI plant milk bases and creamers in bulk to cafes, juice bars, and small businesses via wholesale.addjoi.com, with dedicated support at [email protected].

Quantifiable outcome

• Cost per quart: $2.67 vs. $4.29-$5.33 for competitors
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers JOI's direct-to-consumer e-commerce store at addjoi.com, providing the online storefront platform, payment processing, and checkout infrastructure.
• AmazoncoreChannel Partner/ Reseller/ DistributorJOI maintains an Amazon Store presence for products including Organic Oat Milk, expanding reach beyond direct website sales to Amazon's customer base.
• NespressominorStrategic or Co-development PartnerRecipe collaboration featuring JOI products with Nespresso Vertuo pods for Gran Lungo coffee drinks.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Elmhurst 1925: Elmhurst 1925 makes plant-based milks (almond, cashew, oat, walnut, hazelnut) marketed as dairy alternatives with minimal ingredients. It overlaps with JOI's nut-based, clean-label product range.
• Three Trees: Three Trees produces clean-label almond and oat milks with two- to three-ingredient formulations. It is a direct competitor in the minimal-ingredient, premium plant-milk segment that JOI targets.
• Oatly: Oatly is the category-defining oat milk brand, offering shelf-stable cartons of oat milk and barista formulations. It competes with JOI's oat-based products for the same health-conscious, coffee-shop consumer.
• Malk Organics: Malk Organics is a clean-label, minimal-ingredient plant milk brand using only nuts, water, and salt. It competes head-to-head with JOI on the single-ingredient, no-additives positioning.
• Califia Farms: Califia Farms is a leading US plant-based beverage brand producing almond, oat, and coconut milks as well as creamers. It competes directly with JOI across plant-milk concentrates, creamers, and ready-to-drink formats sold through grocery and foodservice.

Regional players

• Plenish: Plenish is a UK-based clean-label plant milk and juice brand. It is comparable on clean-label positioning but operates primarily in the UK market, making it a regional rather than direct US peer.

Emerging players

• Minor Figures: Minor Figures is an oat milk brand focused on specialty coffee shops and baristas. It targets the same cafe/foodservice channel as JOI's wholesale business with barista-grade plant milk.
• Ripple Foods: Ripple produces pea-protein-based plant milks positioned for high protein content and dairy-like functionality. It is an emerging alternative protein competitor with overlapping retail customers but different ingredient positioning.
• Goodmylk: Goodmylk makes small-batch, clean-label plant milks with minimal ingredients, sold direct and at natural retailers. It competes with JOI for the same single-ingredient, sustainability-minded consumer.

Broad incumbents

• Silk (Danone): Silk, owned by Danone, is the largest US plant-based milk brand with almond, oat, soy, and cashew variants. It overlaps directly with JOI's SKU range and competes on the same grocery shelves at lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 JOI