SimplyThick
SimplyThick, LLC manufactures and sells a patented gel-based beverage and food thickener (SimplyThick EasyMix) for individuals with dysphagia, distributed via DTC ecommerce, US field sales, medical distributors, Amazon, and Canadian retailers, and aligned with the IDDSI framework for healthcare and consumer use.
- Company typePrivate
- Founded2001
- HeadquartersSt Louis, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What SimplyThick does
SimplyThick, LLC is a privately-held US medical food company founded in 2001 by John Holahan and headquartered at 1812 Walton Road in St. Louis, Missouri. It manufactures and sells a proprietary gel-based beverage and food thickener, branded as SimplyThick EasyMix, designed for individuals with dysphagia (difficulty swallowing). The product is formulated from a patented blend of food-grade gums — acacia, xanthan, gellan, guar — and pectin, combined with food acids and calcium chloride; the technology is protected by granted patents in the US (7,638,150 and 11,388,920), Canada (2,459,924), and Australia. Manufacturing takes place primarily in Colorado Springs, Colorado, with a secondary facility in Brisbane, Australia supplying a small portion of production for supply chain continuity.
The core product portfolio spans two delivery formats — reusable pump-dispenser bottles (500 mL at $40.95 and 1.6 L at $82.95) and single-use individual packets (Levels 1–3 per IDDSI, plus bulk 32–96 oz packets) — supported by a $10.95 starter kit, IDDSI testing tools (funnels, handled food forms, cutting boards, shaker cups), and a Modern Dysphagia Cooking cookbook distributed exclusively through Amazon. All SKUs are aligned with the International Dysphagia Diet Standardisation Initiative (IDDSI) framework levels 1–4, and the company has built deep institutional involvement in IDDSI, with founder John Holahan serving in the IDDSI Hall of Appreciation and founding the US & Territories IDDSI Reference Group.
SimplyThick operates a hybrid go-to-market: direct-to-consumer ecommerce via simplythick.com with automatic ordering and reorder reminders, a US field sales force organized by postal code serving skilled nursing and assisted living facilities, distribution through medical supply companies (Betty Mills, Healthy Kin, CWI Medical, Vitality Medical), Amazon and Walmart marketplace listings, food service distributors for healthcare procurement, and Canadian retailers (Caring Solutions, ErgoGrip). Products are Medicaid-reimbursable in 35+ US states and target three primary segments: long-term care facilities needing IDDSI-compliant texture-modified diets, healthcare professionals (SLPs, RDs, CDMs) who obtain CEU-accredited training through SimplyThick webinars, and individual consumers/caregivers managing dysphagia at home. The company is certified Kosher, Halal, gluten-free, vegan, and free of major allergens including corn.
SimplyThick firmographics
Firmographics- Name
- SimplyThick
- Legal name
- SimplyThick, LLC
- Website
- https://simplythick.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SimplyThick, LLC manufactures and sells a patented gel-based beverage and food thickener (SimplyThick EasyMix) for individuals with dysphagia, distributed via DTC ecommerce, US field sales, medical distributors, Amazon, and Canadian retailers, and aligned with the IDDSI framework for healthcare and consumer use.
- Ownership category
- akta.pro rank
SimplyThick industry classification
Industry- Product category
- Dysphagia Nutrition Products
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Xanthan & Gellan (Microbial Fermentation Gums) (AFAJABAF)
- akta.pro secondary industries
- Gelling Agents & Systems (Gelatin, Agar, Gellan, Konjac) (AFAJACAH), Hydrocolloids, Thickeners & Gelling Agents (Pectin, Xanthan, Carrageenan, Gelatin) (CRADAOAD)
Keywords
Where SimplyThick is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
SimplyThick business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales - Bottles & Pumps: Sale of reusable bottle and pump dispensers filled with SimplyThick EasyMix gel thickener. Available in Small (500 mL) and Large (1.6L) sizes. Pumps are calibrated to dispense precise 6g doses per stroke for consistent mixing.
- Product Sales - Individual Packets: Single-use individual serving packets in Level 1 (Slightly Thick), Level 2 (Mildly Thick/Nectar), and Level 3 (Moderately Thick/Honey) consistencies. Packets in 50-300 count boxes for various use cases from individual consumers to institutional settings.
- Product Sales - Bulk Packets: Bulk serving packets designed to thicken large quantities (32oz to 96oz) of beverage at once. Ideal for healthcare facilities, nursing homes, and assisted living settings preparing drinks for multiple residents.
- Product Sales - Starter Kits: Entry-level product bundles containing 10 individual packets, mixing cup, product instructions, IDDSI funnel, IDDSI flow card, and mixing spoon. Provides sampling opportunity for new customers at $10.95 price point.
- Cookbook Sales: Modern Dysphagia Cooking cookbook sold exclusively through Amazon. 100+ dysphagia-friendly recipes with IDDSI guidance and nutrition tips. Revenue from retail margin on Amazon sales.
- IDDSI Tools: Sale of IDDSI compliance tools including funnels, handled food forms (sliced meat, chicken, bread), cutting boards, and shaker cups. Supports healthcare facilities implementing IDDSI standards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small Bottle & Pump (500 mL) |
| Unit Pricing | Pay-as-you-go | Large Bottle & Pump (1.6L) |
| Unit Pricing | Pay-as-you-go | Slightly Thick, Level 1 Individual Packets |
| Unit Pricing | Pay-as-you-go | Mildly Thick, Level 2 Individual Packets |
| Unit Pricing | Pay-as-you-go | Moderately Thick, Level 3 Individual Packets |
| Unit Pricing | Pay-as-you-go | Bulk Packets (IDDSI Levels 1-4) |
| Unit Pricing | Pay-as-you-go | Starter Kits (Level 1, 2, or 3) |
| Unit Pricing | Pay-as-you-go | IDDSI Funnel Pack |
| Unit Pricing | Pay-as-you-go | IDDSI Cutting Board |
| Unit Pricing | Pay-as-you-go | Handled Food Forms |
| Unit Pricing | Pay-as-you-go | Modern Dysphagia Cooking Cookbook |
| Unit Pricing | Pay-as-you-go | Pint Shaker Cup |
| Unit Pricing | Pay-as-you-go | T-Shirts |
| Unit Pricing | Pay-as-you-go | Webinar Registration |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels8 records
SimplyThick product offering
Product offeringCore offering
SimplyThick manufactures and sells gel-based food and beverage thickeners for individuals with dysphagia (difficulty swallowing). Its flagship EasyMix line uses a proprietary blend of food-grade gums (acacia, xanthan, gellan, guar, pectin) to create a smooth, non-gritty gel that thickens beverages on contact without altering taste. Products are aligned with the International Dysphagia Diet Standardisation Initiative (IDDSI) framework levels 1-4 and sold in pump-dispenser bottles, individual packets, bulk packets, and starter kits to both consumers and healthcare institutions.
Product overview
SimplyThick is a specialized healthcare/nutrition company offering the EasyMix gel thickener product line for individuals with dysphagia (difficulty swallowing). The core product portfolio consists of gel-based thickeners in two delivery formats: Bottles & Pumps (1.6L and 500mL with calibrated pump dispensers) and Individual Packets (Level 1 Slightly Thick, Level 2 Mildly Thick/Nectar, Level 3 Moderately Thick/Honey, plus Bulk Packets for facility use). These are complemented by Starter Kits for first-time users containing sample packets plus mixing accessories and IDDSI educational materials. The company also offers IDDSI Tools including official testing funnels, food forms for creating shaped pureed foods (sliced meat, chicken, bread), training cutting boards, and a pint mixing shaker. A branded cookbook called Modern Dysphagia Cooking, sold exclusively on Amazon, provides 100+ IDDSI-aligned recipes. All products align with the International Dysphagia Diet Standardisation Initiative (IDDSI) framework levels 1-4. The company was founded in 2001 by John Holahan and is headquartered in St. Louis, MO.
Differentiator
Problem solved
Functional benefit
Brands
- Modern Dysphagia Cooking: A cookbook brand created by SimplyThick offering 100+ dysphagia-friendly recipes with IDDSI guidance and nutritional insight. Sold exclusively on Amazon.
Products and services
- SimplyThick EasyMix Small Bottle & Pump (500 mL) A 500 mL bottle of SimplyThick EasyMix gel thickener with a calibrated pump dispenser, designed for individual or smaller-volume use across all IDDSI thickness levels.
- SimplyThick EasyMix Large Bottle & Pump (1.6L) A 1.6L bottle of SimplyThick EasyMix gel thickener with pump dispenser, designed for preparing thickened beverages at all IDDSI thickness levels for higher-volume use.
- SimplyThick EasyMix Individual Packets - Slightly Thick, Level 1 Individual serving packets of gel thickener producing Slightly Thick (Level 1) consistency, with each packet thickening 4oz of beverage; available in 100-count and 300-count boxes.
- SimplyThick EasyMix Individual Packets - Mildly Thick, Level 2 (Nectar) Individual serving packets producing Mildly Thick, Nectar (Level 2) consistency, each packet thickening 4oz of beverage; available in 80-count and 200-count boxes.
- SimplyThick EasyMix Individual Packets - Moderately Thick, Level 3 (Honey) Individual serving packets producing Moderately Thick, Honey (Level 3) consistency, each packet thickening 4oz of beverage; available in 50-count and 100-count boxes.
- SimplyThick EasyMix Bulk Packets (IDDSI Levels 1-4) Bulk serving packets designed to thicken large volumes (32oz to 96oz) of beverage at once to any IDDSI Level 1-4 consistency, intended for healthcare facilities, nursing homes, and assisted living settings.
- SimplyThick Starter Kits Starter kits available for Slightly Thick Level 1, Mildly Thick Level 2 (Nectar), and Moderately Thick Level 3 (Honey); each kit contains 10 individual packets, mixing cup, instructions, IDDSI funnel, IDDSI flow card, and mixing spoon for new customers to sample the product.
- Modern Dysphagia Cooking Cookbook A cookbook with over 100 dysphagia-friendly recipes adhering to IDDSI diet levels, focusing on nutrition, presentation, and flavor for individuals with difficulty swallowing and their caregivers; sold exclusively through Amazon.
- IDDSI Funnel Pack Official IDDSI funnels specifically designed for the IDDSI Flow Test and marked with IDDSI Framework Levels, sold in 10-packs that are reusable and dishwasher safe.
- IDDSI Handled Food Forms (Sliced Meat, Chicken, Bread) Silicone food forms for creating IDDSI-suitable sliced meat, chicken breast, and sliced bread shapes for Pureed Level 4 and Minced & Moist Level 5 recipes, supporting texture-modified food presentation.
- IDDSI Cutting Board for Training A cutting board with IDDSI sizing grids and test method outlines used for proper food chopping and mincing at IDDSI Levels 4-6, intended for training and food preparation.
- Pint Shaker Cup A pint-sized mixing shaker designed for preparing individual servings of thickened beverages with SimplyThick EasyMix.
Quantifiable outcome
- No gritty mouth feel - dissolves completely unlike powdered thickeners
- +4 more outcomes
Companies that use SimplyThick
Customer profileSegments4 records
Ideal customer profiles4 records
SimplyThick technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SimplyThick partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International Dysphagia Diet Standardisation Initiative (IDDSI)coreSimplyThick is an official supporter of IDDSI. Founder John Holahan is an inaugural member of the IDDSI Hall of Appreciation, member of the Canadian IDDSI Reference Group (CIRG), and founder of the US & Territories IDDSI Reference Group (USTIRG). Company develops products aligned with IDDSI framework levels and provides IDDSI testing tools. John Holahan has trained over 3,000 professionals on IDDSI framework implementation.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SimplyThick competitors and assessment
Company assessmentDirect peers
- Thick-It (Hormel Health Labs): Thick-It is the original dysphagia thickener brand, now owned by Hormel Health Labs, and competes head-to-head with SimplyThick in the same hospitals, SNFs, and home-care channels. It sells both powder and ready-to-drink thickened beverages across IDDSI-equivalent levels, making it the closest direct competitor.
- Resource ThickenUp (Nestlé Health Science): Resource ThickenUp is Nestlé Health Science's xanthan-based dysphagia thickener sold globally and competes directly with SimplyThick in clinical nutrition channels. Backed by Nestlé's scale, it is one of the most formidable incumbents in the same product category.
- Thick & Easy (Kent Precision Foods): Thick & Easy is a long-standing instant food thickener brand from Kent Precision Foods that competes with SimplyThick in dysphagia management for institutional and consumer use. Its instant-thickener format and broad foodservice distribution make it a directly comparable peer.
Broad incumbents
- Danone Nutricia: Nutricia is Danone's medical nutrition division offering thickened drinks and dysphagia-focused clinical nutrition products. It overlaps with SimplyThick in the dysphagia/clinical nutrition category but operates as part of a much broader medical nutrition portfolio.
- Abbott Nutrition: Abbott Nutrition sells clinical nutrition products including thickened beverages used in dysphagia management. As a global incumbent with deep institutional contracts, it competes broadly with SimplyThick in the same SNF and hospital channels, even though thickeners are a small part of its portfolio.
- Hormel Foods Corporation: Hormel is the parent of Hormel Health Labs (Thick-It) and competes with SimplyThick via its medical nutrition subsidiary. As a much larger food conglomerate with healthcare exposure, it is a broad incumbent that could leverage scale to pressure SimplyThick in institutional accounts.
Others
- Medline Industries: Medline is a major medical supply manufacturer and distributor that carries dysphagia products into healthcare facilities. It is a channel and adjacent-category peer rather than a direct thickener competitor.
Emerging players
- FlavourCrete (Precision Foods): Precision Foods produces specialty foodservice powders and thickeners under brands such as FlavourCrete that compete in similar foodservice and healthcare texture-modification use cases. Comparable as a specialty thickener specialist though with a different go-to-market focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SimplyThick social profiles
Digital presenceSimplyThick compliance and trust
Trust signalCompliance4 records
SimplyThick financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimplyThick leadership team
Management profileNumber of profiles
Profiles1 record
SimplyThick funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimplyThick 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 SimplyThick
What does SimplyThick do?
SimplyThick manufactures and sells gel-based food and beverage thickeners for individuals with dysphagia (difficulty swallowing). Its flagship EasyMix line uses a proprietary blend of food-grade gums (acacia, xanthan, gellan, guar, pectin) to create a smooth, non-gritty gel that thickens beverages on contact without altering taste. Products are aligned with the International Dysphagia Diet Standardisation Initiative (IDDSI) framework levels 1-4 and sold in pump-dispenser bottles, individual packets, bulk packets, and starter kits to both consumers and healthcare institutions.
Is SimplyThick a public or private company?
SimplyThick is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SimplyThick founded?
SimplyThick was founded in 2001. It employs 11 to 50 people.
Where is SimplyThick based?
SimplyThick is headquartered in St Louis, United States, in the North America region.
How does SimplyThick make money?
Six revenue lines are on record. Product Sales - Bottles & Pumps are the primary driver. The others are product Sales - Individual Packets, product Sales - Bulk Packets, product Sales - Starter Kits, cookbook Sales and IDDSI Tools.
Who are SimplyThick's main competitors?
Direct peers on record are Thick-It (Hormel Health Labs), Resource ThickenUp (Nestlé Health Science) and Thick & Easy (Kent Precision Foods). Broad incumbents are Danone Nutricia, Abbott Nutrition and Hormel Foods Corporation. Medline Industries is listed as an others. FlavourCrete (Precision Foods) is listed as an emerging player.
Does SimplyThick have an API?
No public API is recorded for SimplyThick.
What industry is SimplyThick in?
SimplyThick's product category is Dysphagia Nutrition Products. Its primary akta.pro industry code is AFAJABAF, Xanthan & Gellan (Microbial Fermentation Gums), with a secondary code of AFAJACAH, Gelling Agents & Systems (Gelatin, Agar, Gellan, Konjac). Its NAICS code is 311 and its SIC code is 2090.