Project Juice
Project Juice (Earthbar) is a US functional wellness retailer founded in 1971 selling proprietary smoothies, supplements, and herbal tonics through owned stores, Equinox-embedded locations, and e-commerce to affluent health-focused consumers.
- Company typePrivate
- Founded1971
- HeadquartersSouth San Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Project Juice does
Project Juice, operating commercially as Earthbar, is a US-based functional wellness retailer founded in 1971. The company retails function-forward smoothies, acai bowls, and cold-pressed juices at company-owned storefronts in major metros including Los Angeles, New York City, San Francisco, San Diego, West Hollywood, Berkeley, Newport Beach, and Connecticut, while also operating embedded locations within Equinox fitness centers. Its proprietary product portfolio spans plant-based protein powders (Earthfusion using French yellow peas and Madagascar vanilla bean), collagen peptides (Glow & Restore with 3 patented peptide blends), branched-chain amino acid supplements (Performance BCAA), and a line of herbal tonics (Slim Down, Super Immune, It's Time To Detox) targeting metabolism, immunity, and detoxification outcomes.
The business operates a hybrid DTC model combining physical retail POS sales with a Shopify-powered e-commerce supplements store at earthbar.com, augmented by subscription and deferred-purchase options for recurring revenue. Customer acquisition is driven by content marketing through The Wellness Edit blog, organic social on Instagram, TikTok, and LinkedIn, email newsletters, and a revamped Earthbar Rewards loyalty program on the SpendGo platform. The core customer is a high-income, health-conscious consumer, with the Equinox gym partnership providing a captive, high-intent distribution channel that also yields co-developed limited-edition products such as the Basil Instinct smoothie.
Revenue is not publicly disclosed and the company is privately held with no announced funding rounds, acquisitions, or parent company. The company holds no listed patents or trademarks in the source data, though it references three patented collagen peptides licensed or incorporated into Glow & Restore. Management team, headcount, and ownership structure are not evidenced in the provided material, representing a notable data gap for diligence.
Project Juice firmographics
Firmographics- Name
- Project Juice
- Legal name
- Earthbar
- Website
- https://projectjuice.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Project Juice (Earthbar) is a US functional wellness retailer founded in 1971 selling proprietary smoothies, supplements, and herbal tonics through owned stores, Equinox-embedded locations, and e-commerce to affluent health-focused consumers.
- Ownership category
- akta.pro rank
Project Juice industry classification
Industry- Product category
- Functional Wellness Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks) (THAFAKAJ)
- akta.pro secondary industries
- Smoothie & Protein Shake Bars (THAFAKAB), Herbal & Botanical Supplements (CRADAGAD), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)
Keywords
Where Project Juice is headquartered
LocationHeadquarters
- HQ city
- South San Francisco
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Project Juice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Physical Retail - Smoothie and Bowl Sales: In-store sales of functional smoothies, acai bowls, and cold-pressed juices at company-owned retail locations. Revenue generated through point-of-sale transactions at physical storefronts in urban centers and Equinox gym locations.
- E-commerce Supplement Sales: Online sales of supplements including protein powders, collagen, BCAA, and herbal tonics through earthbar.com. Includes subscription/deferred purchase options for recurring revenue.
- Earthbar Rewards Loyalty Program: Members earn points on purchases, redeemable for rewards. Drives customer retention and frequency of purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Earthfusion Protein powder in vanilla and chocolate flavors |
| Unit Pricing | Monthly | Glow & Restore Collagen supplement |
| Unit Pricing | Monthly | Slim Down herbal tonic |
| Unit Pricing | Monthly | Super Immune herbal tonic |
| Unit Pricing | Monthly | Performance BCAA supplement |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Project Juice product offering
Product offeringCore offering
Project Juice (d/b/a Earthbar) designs, manufactures, and sells proprietary functional wellness supplements and ready-to-drink smoothies through owned retail storefronts and a direct-to-consumer e-commerce store. The supplement line includes plant-based Earthfusion Protein, Glow & Restore Collagen (3 patented collagen peptides), Performance BCAA, and herbal tonics (Slim Down, Super Immune, It's Time To Detox) priced between $19.99 and $55.99. Revenue is generated from in-store smoothie and bowl sales, online supplement sales with subscription options, and a loyalty rewards program, with strategic embedded locations inside Equinox fitness centers.
Product overview
Earthbar is a wellness destination founded in 1971, offering functional wellness smoothies, supplements, and herbal tonics. The product portfolio includes Earthfusion Protein (plant-based protein powder in vanilla and chocolate), Glow & Restore Collagen (collagen peptides), Performance BCAA (amino acid supplement), Slim Down (metabolic support tonic), Super Immune (immune support tonic), and It's Time To Detox (detoxification tonic). The company operates physical locations and an online store, with a loyalty program (Earthbar Rewards) for customer engagement. Products are sold through the online store (powered by Shopify) and at physical locations across Los Angeles, NYC, San Francisco, San Diego, Brooklyn, and other cities.
Differentiator
Problem solved
Functional benefit
Brands
- Earthfusion: Plant-based protein powder product line including vanilla and chocolate flavors.
- Earthbar Rewards
Products and services
- Earthfusion Protein Plant-based protein powder in vanilla and chocolate flavors, made with yellow peas from the northern hills of France and Madagascar vanilla bean; sold in 1 lb and 2 lb sizes for use in smoothies and performance nutrition.
- Glow & Restore Collagen Collagen supplement formulated with a potent blend of 3 patented collagen peptides to support skin health and joint/body restoration.
- Performance BCAA Branched-chain amino acid supplement designed to support lean muscle development and reduce post-workout soreness.
- Slim Down Herbal Tonic Herbal tonic dropper formulation intended to rev up metabolism and curb cravings as part of a weight-management regimen.
- Super Immune Herbal Tonic Herbal tonic providing immune support as a daily wellness supplement.
- It's Time To Detox Herbal Tonic Herbal tonic dropper formulation designed to support the body's natural detoxification processes.
- Functional Wellness Smoothies and Acai Bowls Function-forward smoothie and acai bowl menu served in-store at Earthbar locations, including core SKUs such as Acai Superberry Bowl, PB Protein, and Workout Smoothie, plus limited-edition flavors developed with partners such as Equinox.
- Earthbar Rewards Loyalty Program Customer loyalty program in which members earn points on in-store and online purchases and redeem points for rewards (250 points = $1), driving repeat purchases and customer retention across physical and e-commerce channels.
Companies that use Project Juice
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Project Juice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Project Juice partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EquinoxcoreEarthbar operates embedded retail locations within Equinox fitness centers across multiple states (New York, Connecticut). Exclusive placement provides access to affluent, health-focused members. Partnership includes co-developed limited-edition products such as the Basil Instinct smoothie featuring basil seeds. Equinox members can order ahead and access Earthbar nutrition conveniently within their gyms.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Project Juice competitors and assessment
Company assessmentDirect peers
- Pressed Juicery: Direct-to-consumer and physical retail operator of cold-pressed juices, smoothies, and wellness shots across major US metros. Closely comparable business model combining urban storefronts with a supplements/wellness product line targeting health-conscious premium consumers.
- Smoothie King: Franchised smoothie and nutrition bar chain with physical locations nationwide. Directly comparable along smoothie retail format and functional-nutrition positioning, though more franchise-driven and mass-market than Earthbar's premium urban positioning.
- Jamba: Franchised smoothie and juice chain with storefronts in major US metros. Comparable as a smoothie/bowl retail brand with a health-and-wellness positioning, though Earthbar sells a deeper supplement line and operates predominantly company-owned premium locations.
- Juice Generation: NYC-based premium juice and smoothie bar operator with retail locations concentrated in Manhattan and other Northeast metros. Closely comparable as a premium urban smoothie/juice retailer; less of a supplements-DTC business than Earthbar.
- Tropical Smoothie Cafe: Franchised smoothie and food cafe chain with hundreds of US locations. Comparable in product format and functional-nutrition positioning; differs in mass-market execution vs. Earthbar's premium urban and supplements-led model.
- Robeks: Franchised premium smoothie and juice chain with locations across the US. Directly comparable on smoothie/bowl retail format and functional-nutrition positioning; smaller and more regional than Earthbar's metro footprint.
Broad incumbents
- The Vitamin Shoppe: National specialty retailer of vitamins, supplements, and wellness products across a large physical and e-commerce footprint. Comparable on the supplement retail axis; lacks Earthbar's smoothie/acai-bowl in-store experience and premium positioning.
- GNC: Established national retailer of supplements, vitamins, and sports nutrition with physical stores and e-commerce. Comparable on supplement retail and BCAA/protein positioning; broader mass-market positioning vs. Earthbar's premium niche.
- Whole Foods Market: National natural/organic grocery retailer carrying supplements, functional beverages, and wellness products. Comparable on the premium wellness consumer and the supplements/wellness-beverage aisle; not a direct competitor but a broader incumbent in the same category ecosystem.
Emerging players
- Ritual: DTC supplement brand offering multivitamins and daily packs with premium positioning and traceable ingredient sourcing. Comparable on the premium supplements-DTC axis and clean-label positioning; lacks physical retail and smoothie business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Project Juice social profiles
Digital presenceProject Juice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Project Juice leadership team
Management profileNumber of profiles
Project Juice funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Project Juice 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 Project Juice
What does Project Juice do?
Project Juice (d/b/a Earthbar) designs, manufactures, and sells proprietary functional wellness supplements and ready-to-drink smoothies through owned retail storefronts and a direct-to-consumer e-commerce store. The supplement line includes plant-based Earthfusion Protein, Glow & Restore Collagen (3 patented collagen peptides), Performance BCAA, and herbal tonics (Slim Down, Super Immune, It's Time To Detox) priced between $19.99 and $55.99. Revenue is generated from in-store smoothie and bowl sales, online supplement sales with subscription options, and a loyalty rewards program, with strategic embedded locations inside Equinox fitness centers.
Is Project Juice a public or private company?
Project Juice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Project Juice founded?
Project Juice was founded in 1971. It employs 51 to 100 people.
Where is Project Juice based?
Project Juice is headquartered in South San Francisco, United States, in the North America region.
How does Project Juice make money?
Three revenue lines are on record. Physical Retail - Smoothie and Bowl Sales are the primary driver. The others are E-commerce Supplement Sales and earthbar Rewards Loyalty Program.
Who are Project Juice's main competitors?
Direct peers on record are Pressed Juicery, Smoothie King, Jamba, Juice Generation, Tropical Smoothie Cafe and Robeks. Broad incumbents are The Vitamin Shoppe, GNC and Whole Foods Market. Ritual is listed as an emerging player.
Does Project Juice have an API?
No public API is recorded for Project Juice.
What industry is Project Juice in?
Project Juice's product category is Functional Wellness Supplements. Its primary akta.pro industry code is THAFAKAJ, Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks), with a secondary code of THAFAKAB, Smoothie & Protein Shake Bars. Its NAICS code is 456191 and its SIC code is 2833.