The Simply Good Foods Company

What The Simply Good Foods Company does

The Simply Good Foods Company (NASDAQ: SMPL) is a publicly traded consumer packaged goods food company that develops, markets, and distributes a portfolio of nutritional snacking brands. The company is headquartered in Denver, Colorado, with brand operations for Quest Nutrition based in El Segundo, California, and is incorporated in Delaware. It serves health-conscious consumers and athletes seeking high-protein, low-carbohydrate, and low-sugar snacks, operating primarily in the U.S. market across mass retail grocery, mass merchants, natural and specialty food stores, convenience stores, and brand-operated e-commerce sites.

Its portfolio comprises three wholly-owned, acquired brand businesses: Atkins Nutritionals (low-carb, high-protein snacks and meal replacements), Quest Nutrition (high-protein bars, protein chips, and protein milkshakes), and OWYN/Only What You Need (plant-based protein nutrition). Core product lines span protein bars, protein chips, meal bars, and protein milkshakes, with active flavor and SKU innovation (e.g., Quest Dill Pickle Protein Chips and Salted Caramel Protein Milkshake launched in 2026). The underlying technology is food formulation and brand management rather than software or AI.

The company generates revenue through one-time product sales across multiple brands, distributed via multi-channel retail grocery partnerships supplemented by direct-to-consumer brand websites (Atkins.com, QuestNutrition.com, liveowyn.com). Its go-to-market centers on brand-led marketing, including athlete and influencer partnerships and traditional PR/financial communications, targeting health-conscious consumers and fitness enthusiasts as primary and secondary customer segments. Following a leadership transition in January 2026, the company has pursued product portfolio expansion alongside cost savings and corporate realignment announced in April 2026.

Name

The Simply Good Foods Company

Legal name

The Simply Good Foods Company

Website

https://thesimplygoodfoodscompany.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

The Simply Good Foods Company is a publicly traded U.S. CPG food company (NASDAQ: SMPL) that develops and markets nutritional snacking brands—Atkins, Quest Nutrition, and OWYN—selling high-protein, low-carb bars, chips, and shakes to health-conscious consumers and athletes via retail grocery and brand e-commerce sites.

Ownership category

akta.pro rank

Product category

Nutritional Snacking (Consumer Packaged Goods)

NAICS

Snack Food Manufacturing (31191), Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Nutritional snacking products
• Protein bars and chips
• Low-carb nutrition
• Consumer packaged goods
• High-protein foods

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Nutritional Snacking Products: The company generates revenue through the sale of branded nutritional snack products including protein bars, protein chips, and related health-focused food products sold through retail grocery channels and direct-to-consumer brand websites. Revenue is derived from product sales with typical CPG margin structure.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

The Simply Good Foods Company manufactures and sells branded nutritional snacking products—including protein bars, protein chips, protein milkshakes, and meal replacement items—under the Atkins, Quest Nutrition, and OWYN brands. Products are formulated to be high in protein and low in carbs and sugar, targeting health-conscious consumers and athletes seeking better-for-you snack options without compromising taste.

Product overview

The Simply Good Foods Company is a nutritional snacking food company operating a multi-brand portfolio strategy. The company owns three primary consumer brands: Atkins® (low-carb, high-protein nutrition), Quest® (high-protein bars, chips, and milkshakes), and OWYN™ (plant-based nutrition). These brands serve different segments of the health-conscious snacking market but share a common focus on high-protein, low-carb positioning with no compromise on taste. The portfolio includes protein bars, protein chips, meal bars, protein shakes, and other nutritional snack products.

Differentiator

Problem solved

Functional benefit

Brands

• Atkins: Low-carb, high-protein nutritional snacks and meal replacement products
• Quest Nutrition
• OWYN

Products and services

• Atkins® Brand Nutritional Products A leading nutritional brand offering low-carb, high-protein food products including meal bars, snacks, and shakes designed for people following low-carb lifestyles.
• Quest® Brand High-Protein Products A high-protein nutrition brand featuring protein bars, protein chips, and protein milkshakes marketed as athlete-worthy, macro-friendly snacks.
• OWYN™ Plant-Based Protein Products A plant-based nutritional brand offering protein and wellness products for consumers seeking alternative protein sources.
• Quest Stacks Protein Bar A protein bar product from Quest Nutrition, part of Quest's expanded high-protein snack portfolio targeting athletes and fitness-focused consumers.
• Quest Crispy Protein Chips A high-protein crispy chip product from Quest Nutrition, part of Quest's expanded high-protein snacking portfolio.
• Quest Protein Milkshakes A high-protein milkshake product from Quest Nutrition, including Salted Caramel flavor, part of Quest's high-protein snacking expansion.
• Quest Dill Pickle Original Style Protein Chips A dill pickle flavor of Quest's Original Style high-protein protein chips, marketed as the first new flavor in over a decade and the first new flavor in the line in over a decade, alongside the Salted Caramel Protein Milkshake launch.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sophie CunninghamminorGTM or Marketing Partner · 4 March 2026Quest Nutrition, a brand of Simply Good Foods, partnered with professional basketball player Sophie Cunningham to debut new Stacks Protein Bar, Crispy Protein Chips, and Original Social Series. Cunningham hosts The Grand Try series alongside USA Rugby athletes and showcases Quest's newest product additions.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• KIND (Kind Snacks, Mars): Better-for-you snack bar and snack platform directly competing with Quest and Atkins on the same retail shelves. Both target health-conscious consumers with nutrient-dense, convenient snack formats.
• RXBAR (Schwan's Company): High-protein, clean-label snack bar brand competing head-to-head with Quest in the protein bar category. Same target consumer (athletes, fitness enthusiasts), same grocery channel, and similar positioning around whole-food ingredients.
• Clif Bar & Company: Energy and protein bar brand with a strong athlete/sports positioning similar to Quest. Sells into the same mass, natural, and convenience channels and competes for the same active-lifestyle consumer.
• Premier Protein (BellRing Brands): Premier Protein is a category leader in high-protein ready-to-drink shakes directly competing with Quest's new Protein Milkshake line. Both brands pursue the same protein-bolstering, low-sugar, and convenience-oriented consumer.

Emerging players

• Orgain: Plant-based and clean-label protein nutrition brand overlapping with Quest and OWYN. Specializes in protein shakes, powders, and bars targeted at wellness-oriented consumers and is gaining traction in mass retail.
• Chobani (Chobani, La Colombe, Daily Harvest): Greek yogurt and emerging protein/functional beverage powerhouse expanding into protein shakes and better-for-you snacks. Direct overlap with Quest's RTD milkshake line and OWYN's plant-based positioning.

Broad incumbents

• General Mills (Nature Valley, Fiber One, Protein): Large packaged foods incumbent with adjacent brands in nutrition/protein bars and snacks. Competes broadly on shelf with Atkins and Quest while operating a much wider portfolio and using scale advantages in distribution and trade.
• The Hershey Company (including ONE Brands): Confectionery and snacking giant that owns ONE Brands (protein bars), a direct competitor to Quest. Hershey provides scale distribution, retailer relationships, and promotional muscle that compete with Simply Good on the same shelf sets.
• Mondelez International (Perfect Snacks, Clif): Global snacking incumbent following its acquisition of Clif Bar and Perfect Snacks. Offers stronger protein-bar and snack competition in the same grocery and convenience channels as Simply Good's brands.
• Kellanova (Pringles, RXBAR, Nutri-Grain): Snacking-focused public company with overlapping bar and snack cracker formats. Competes with Quest's Protein Chips and Atkins' meal bars via big-box distribution and extensive trade marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Simply Good Foods Company