Gt's Living Foods
GT's Living Foods is a family-owned manufacturer founded in 1995 that pioneered U.S. bottled kombucha and now produces a multi-brand portfolio of raw fermented beverages, coconut yogurt, kefir, adaptogenic elixirs, and collagen drinks, selling through national retail chains and direct-to-consumer e-commerce to health-conscious consumers.
- Company typePrivate
- Founded1995
- HeadquartersBeverly Hills, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gt's Living Foods does
GT's Living Foods is a privately held, family-owned manufacturer of raw, living fermented foods and beverages founded in 1995 by GT Dave in Southern California. The company pioneered the U.S. bottled kombucha category by selling its first two cases to Erewhon Market in Los Angeles that same year, and over three decades has built a multi-brand portfolio led by SYNERGY raw kombucha (9 billion living probiotics per serving, 30-day fermentation) and CLASSIC Kombucha (45-day fermentation, 20+ probiotic species), and extended into Agua de Kefir water kefir, COCOYO living coconut yogurt, ALIVE adaptogenic mushroom elixirs, IMMORTAL wellness shots, and AURA collagen protein drinks.
The company's core technology is traditional small-batch fermentation using an heirloom SCOBY culture passed down from GT Dave's mother, with products never pasteurized and brewed in 5-gallon batches across Southern California manufacturing facilities. The flagship facility has earned TRUE Gold certification for zero-waste operations. GT's sells through a diversified wholesale and retail channel mix spanning Whole Foods, Sprouts, Target, Walmart, Trader Joe's, Albertsons divisions, and Erewhon Market, supplemented by direct-to-consumer e-commerce at gtslivingfoods.com, exclusive retail placements for SKUs such as SYNERGY Enlightened cans at Sprouts and Agua de Kefir glass at Trader Joe's, and limited-edition collaborations including Kendall Jenner at Erewhon and UNITY x Cheribundi. Revenue is generated primarily through wholesale unit pricing at retail with per-case wholesale reference points of $22 for 12-oz cans and $30 for 16-oz bottles, and select premium SKUs retailing at $2.99 per can.
The customer base is fragmented across health-conscious, fitness, plant-based, and adaptogen-seeking consumer segments with no individually material enterprise customers. The company operates in the U.S., Canada, and the EU, though Canadian distribution was reportedly disrupted in early 2025 by the Buy Canadian movement. In 2025 GT's appointed its first-ever President, Jon Clancy, as part of a 30th-anniversary professionalization push, while continuing to expand product format (first canned offering), category (adaptogens, collagen, wellness shots), and partnership-driven brand collaborations.
Gt's Living Foods firmographics
Firmographics- Name
- Gt's Living Foods
- Legal name
- GT's Living Foods LLC
- Website
- https://gtslivingfoods.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- GT's Living Foods is a family-owned manufacturer founded in 1995 that pioneered U.S. bottled kombucha and now produces a multi-brand portfolio of raw fermented beverages, coconut yogurt, kefir, adaptogenic elixirs, and collagen drinks, selling through national retail chains and direct-to-consumer e-commerce to health-conscious consumers.
- Ownership category
- akta.pro rank
Gt's Living Foods industry classification
Industry- Product category
- Fermented Functional Beverages
- NAICS
- Food Manufacturing (311)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Kombucha Production (AFAFAHAA)
- akta.pro secondary industries
- Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK), Non-Dairy Fermented Beverage Production (Coconut/Plant Kefir, Cultured Plant Drinks) (AFAFAHAF)
Keywords
Where Gt's Living Foods is headquartered
LocationHeadquarters
- HQ city
- Beverly Hills
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Gt's Living Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly to consumers through gtslivingfoods.com website, with customer accounts and online ordering capabilities.
- Wholesale/Retail Distribution: Products sold through major retail partners including Whole Foods, Sprouts, Target, Walmart, Trader Joe's, Albertsons divisions, and Erewhon Market. This represents the primary revenue channel.
- Celebrity/Influencer Collaborations: Partnership with Erewhon Market for exclusive Kendall Jenner smoothie collaboration represents premium product placement and co-branding opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | SYNERGY Enlightened canned kombucha |
| Unit Pricing | Pay-as-you-go | AURA Collagen Protein drinks |
| Unit Pricing | Pay-as-you-go | Wholesale case pricing |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Gt's Living Foods product offering
Product offeringCore offering
GT's Living Foods handcrafts raw, living fermented foods and beverages using traditional fermentation methods with a heirloom SCOBY (Symbiotic Culture Of Bacteria and Yeast) passed down since 1995. The product lineup includes flagship SYNERGY Raw Kombucha (30-day fermented, 9 billion living probiotics), SYNERGY Enlightened canned kombucha, CLASSIC Kombucha (45-day fermented), ALIVE adaptogenic mushroom elixirs, Agua de Kefir (cultured water kefir), COCOYO raw living coconut yogurt, IMMORTAL wellness shots, and AURA collagen protein drinks. Products are never pasteurized, made in small 5-gallon batches with whole ingredients.
Differentiator
Problem solved
Functional benefit
Brands
- SYNERGY The Real Kombucha: Flagship kombucha brand, brewed with whole ingredients and 9 billion living probiotics, fermented for 30 days in small 5-gallon batches.
- SYNERGY Enlightened
- ALIVE Mood and Mind
- Agua de Kefir
- COCOYO Living Coconut Yogurt
- IMMORTAL Wellness Shots
- AURA Collagen Protein
- CLASSIC Kombucha
Products and services
- SYNERGY The Real Kombucha Flagship kombucha brand brewed with whole ingredients and 9 billion living probiotics, fermented for 30 days in small 5-gallon batches using an heirloom SCOBY culture. Targeted at health-conscious consumers seeking raw, unpasteurized functional beverages.
- CLASSIC Kombucha Original 1995 kombucha recipe traditionally fermented for 45 days using sugar cane, producing the most diverse probiotic species available (20+ unique types). Marketed to adults 21+ due to naturally occurring alcohol content from extended fermentation.
- SYNERGY Enlightened Canned Kombucha Lighter, sparkling kombucha refresher in canned format with about 50% less sugar than SYNERGY, featuring prebiotics and probiotics. Targeted at convenience-seeking consumers looking for portable, on-the-go functional beverages.
- ALIVE Mood and Mind Elixir Adaptogenic mushroom elixir supporting mood, mind, and immune health with 1,800mg of adaptogens including Reishi, Chaga, and Turkey Tail. For consumers seeking natural stress support and mental clarity.
- Agua de Kefir Non-dairy water kefir cultured with kefir crystals grown on prickly pear cactus, providing hydration with naturally occurring electrolytes and probiotics. Targeted at consumers seeking dairy-free functional beverages for active lifestyles.
- COCOYO Living Coconut Yogurt Raw living coconut yogurt made with only two young Thai coconuts and billions of living probiotics, stone-ground and fermented but never pasteurized. For plant-based, dairy-free consumers seeking clean-label yogurt alternatives.
- IMMORTAL Wellness Shots Functional wellness shots including Immunity, Caffeine-Free Energy, Focus, Sea Moss, and Euphoria variants. For consumers seeking concentrated functional benefits in single-serve formats.
- AURA Collagen Protein Protein drink with 15g of collagen peptides, 2g of sugar, tropical flavors, and vitamin C for skin elasticity and joint strength. For consumers seeking functional beauty and joint health benefits.
Quantifiable outcome
- 9 billion living probiotics per serving in SYNERGY
- +3 more outcomes
Companies that use Gt's Living Foods
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Gt's Living Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Gt's Living Foods partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- CheribundicoreLimited-edition UNITY x Cheribundi Shirley Temple flavor collaboration combining SYNERGY Kombucha with antioxidant-rich tart cherry juice. Available in 16 oz bottles at major retailers nationwide including Whole Foods Market, Target, Walmart, and Sprouts through August 2026. This marks SYNERGY's first flavor update since 2018, featuring artwork by illustrator Sol Cotti on the limited-edition bottle.
- Erewhon MarketcoreGT's Living Foods partnered with LA-based organic grocer Erewhon Market for Kendall Jenner's exclusive Peaches and Cream smoothie, featuring SYNERGY Kombucha. Launched as part of 30th anniversary celebrations.
- Sprouts Farmers MarketcoreExclusive retail partner for SYNERGY Enlightened canned kombucha launch. Sprouts is the exclusive retailer for the new aluminum canned format of GT's kombucha.
- Trader Joe'scoreExclusive retailer for Agua de Kefir in glass bottles. AGUA de KEFIR continues to be available at Trader Joe's in glass format while also being sold in cans at other retailers.
- TreePeopleminorGT's Living Foods supports TreePeople, an organization focused on inspiring and engaging people to take personal responsibility for the urban environment, making it safe, healthy, fun and sustainable.
- NextFoodsminorCo-announced the UNITY x Cheribundi Shirley Temple flavor launch with NextFoods as the collaborative entity behind the GT's Living Foods partnership.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Gt's Living Foods competitors and assessment
Company assessmentDirect peers
- Health-Ade Kombucha: Health-Ade is a leading U.S. bottled kombucha brand that competes head-to-head with GT's SYNERGY on natural and mainstream grocery shelves. Both brands emphasize live probiotics, glass packaging, and premium positioning, making it the closest direct peer in the raw kombucha category.
- Suja Life: Suja is a cold-pressed juice and functional beverage brand overlapping GT's in probiotic drinks, kombucha, and immunity-positioned wellness shots. Both brands target similar health-and-wellness grocery shoppers and are sold in many of the same natural and mainstream retailers.
- Brew Dr. Kombucha: Brew Dr. (formerly Townshend's) is a U.S. craft kombucha brand competing with GT's SYNERGY on natural grocery shelves with a similar raw, organic, and B Corp positioning. Direct overlap in flavors, packaging formats, and target consumer make it a relevant peer.
- Lifeway Foods: Lifeway is the leading U.S. brand of drinkable kefir and probiotic cultured dairy, directly comparable to GT's Agua de Kefir and COCOYO living-coconut cultured lines. Both operate in the fermented probiotic beverage space with national grocery distribution.
- Humm Kombucha: Humm is an Oregon-based kombucha brand with certified-organic, raw, small-batch credentials that mirror GT's positioning. Both compete on the same natural and mainstream grocery endcaps and emphasize living probiotics and authentic fermentation.
Broad incumbents
- KeVita (PepsiCo): KeVita is a master-brewed kombucha and probiotic-tonic brand acquired by PepsiCo in 2016, giving it massive distribution muscle and trade leverage that smaller rivals like GT's must compete against. It operates in overlapping SKUs (kombucha, apple cider vinegar tonics, probiotic drinks) and targets the same health-conscious consumer.
- PepsiCo: PepsiCo owns KeVita and has been aggressively expanding in functional and gut-health beverages through its portfolio (Propel, bubly, KeVita). It is the broadest incumbent setting trade terms, slotting fees, and innovation cadence against which GT's must compete on shelf.
Emerging players
- Olipop: Olipop is a fast-growing prebiotic functional soda competing for the same gut-health-conscious consumer that GT's targets, with growing distribution at Sprouts, Whole Foods, and Target. It represents an emerging adjacent threat and a comparable functional-beverage growth story.
- Poppi: Poppi is a venture-backed prebiotic soda brand that has rapidly scaled into mainstream retailers like Target and Walmart, competing for the same better-for-you beverage occasion as GT's SYNERGY Enlightened. It illustrates the kind of insurgent functional-beverage brand vying for the same shelf space.
- Rowdy Mermaid Kombucha: Rowdy Mermaid is a craft kombucha and adaptogenic sparkling tonic brand with a similar raw, plant-based, functional positioning. It overlaps with GT's on adaptogenic and adaptogen-positioned SKUs and natural-channel distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Gt's Living Foods social profiles
Digital presenceGt's Living Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gt's Living Foods leadership team
Management profileNumber of profiles
Profiles2 records
Gt's Living Foods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gt's Living Foods 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 Gt's Living Foods
What does Gt's Living Foods do?
GT's Living Foods handcrafts raw, living fermented foods and beverages using traditional fermentation methods with a heirloom SCOBY (Symbiotic Culture Of Bacteria and Yeast) passed down since 1995. The product lineup includes flagship SYNERGY Raw Kombucha (30-day fermented, 9 billion living probiotics), SYNERGY Enlightened canned kombucha, CLASSIC Kombucha (45-day fermented), ALIVE adaptogenic mushroom elixirs, Agua de Kefir (cultured water kefir), COCOYO raw living coconut yogurt, IMMORTAL wellness shots, and AURA collagen protein drinks. Products are never pasteurized, made in small 5-gallon batches with whole ingredients.
Is Gt's Living Foods a public or private company?
Gt's Living Foods is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gt's Living Foods founded?
Gt's Living Foods was founded in 1995. It employs 501 to 1,000 people.
Where is Gt's Living Foods based?
Gt's Living Foods is headquartered in Beverly Hills, United States, in the North America region.
How does Gt's Living Foods make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution and celebrity/Influencer Collaborations.
Who are Gt's Living Foods's main competitors?
Direct peers on record are Health-Ade Kombucha, Suja Life, Brew Dr. Kombucha, Lifeway Foods and Humm Kombucha. Broad incumbents are KeVita (PepsiCo) and PepsiCo. Emerging players are Olipop, Poppi and Rowdy Mermaid Kombucha.
Does Gt's Living Foods have an API?
No public API is recorded for Gt's Living Foods.
What industry is Gt's Living Foods in?
Gt's Living Foods's product category is Fermented Functional Beverages. Its primary akta.pro industry code is AFAFAHAA, Kombucha Production, with a secondary code of AFAFABAK, Kombucha & Other Fermented Non-Alcoholic Beverages. Its NAICS code is 311 and its SIC code is 2080.