LonoLife
- Company typePrivate
- Founded2015
- HeadquartersOceanside, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What LonoLife does
LonoLife, Inc. is a privately held, Columbus, Ohio-based consumer packaged goods company that manufactures and sells powdered instant bone broth and collagen-based dietary supplements. Its core technology is a proprietary dehydration process that converts traditionally slow-simmered bone broth — sourced from grass-fed, pasture-raised cattle and free-range poultry — into a shelf-stable, instant-mix powder packaged primarily in single-serve stick packets and 8oz bulk bags, eliminating the refrigeration and long preparation time associated with liquid broth. The portfolio spans beef, chicken, turkey, and ham bone broth in numerous flavor variations, keto-formulated variants, functional mushroom broth, collagen peptides, and protein sips, with a dedicated GLP-1 Protein Support Pack for users of weight-loss medications.
The company operates a hybrid go-to-market combining direct-to-consumer e-commerce on lonolife.com (with a Subscribe & Save subscription program offering 15% recurring discounts and a tiered bundle builder), Amazon marketplace, and wholesale distribution to major retail chains including Mariano's, Sprouts, Kroger, and Walmart, plus wholesale partner platforms Airgoods and Faire. Customer segments span health-conscious consumers, athletes and fitness enthusiasts, keto/low-carb dieters, and GLP-1 medication users, with influencer and creator partnerships (the Collabs program) supplementing content marketing and PR coverage in Food & Wine, Time Magazine, Redbook, The Observer, and Huffington Post.
LonoLife is founder-led, with co-founder Craig Leslie publicly identified, and shows no evidence of institutional investment, acquisitions, or public listing. The company is US-domiciled, with operations and distribution currently limited to domestic markets and custom international orders. Per its own claims, it serves over 100,000 customers with 25 million cumulative servings sold.
LonoLife firmographics
Firmographics- Name
- LonoLife
- Legal name
- LonoLife, Inc.
- Website
- https://lonolife.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
LonoLife industry classification
Industry- NAICS
- Rendering and Meat Byproduct Processing (311613)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Bone & Cartilage Processing (Bone Broth Inputs, Bone Char Feedstock) (AFANAGAJ)
- akta.pro secondary industries
- Collagen, Gelatin & Protein Hydrolysates (Animal-Derived) (AFANAGAI), Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)
Keywords
Where LonoLife is headquartered
LocationHeadquarters
- HQ city
- Oceanside
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LonoLife business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through lonolife.com website with subscription (Subscribe & Save) and one-time purchase options. Subscription model provides recurring revenue with 15% discount incentive.
- Amazon Marketplace: Sales through Amazon marketplace platform, reaching customers through third-party retail channel.
- Wholesale Distribution: Bulk wholesale distribution to retail partners including Mariano's, Sprouts, Kroger, and Walmart stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Grass-Fed Beef Bone Broth 10-Pack |
| Unit Pricing | Pay-as-you-go | Collagen Peptides 8oz Pouch |
| Unit Pricing | Pay-as-you-go | Lemonade Protein Sips 10-Pack |
| Subscription | Monthly | Subscribe & Save Program |
| Unit Pricing | Pay-as-you-go | GLP-1 Protein Support Pack |
| Subscription | Pay-as-you-go | Bundle Builder Discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
LonoLife product offering
Product offeringCore offering
LonoLife manufactures and sells powdered instant bone broth and collagen peptide supplements under its own brand. Its bone broth is made from grass-fed, pasture-raised cattle and free-range poultry, slowly simmered, then dehydrated into single-serve stick packets or 8oz scoopable bulk bags that mix with hot water. The portfolio also includes collagen peptides in unflavored, vanilla, and mocha variants, protein sip drinks, and a GLP-1 Protein Support Pack.
Product overview
LonoLife is a direct-to-consumer health and wellness brand offering powdered instant bone broth and collagen peptide supplements. The core product portfolio consists of bone broth sticks available in beef, chicken, turkey, and ham varieties with numerous flavor variations (savory, low sodium, sriracha, Thai curry, tomato, mushroom, lemon pepper, keto), sold in single-serve stick packets, 8oz bulk bags, and multi-pack bundles. Complementing the bone broth line are collagen peptide powders in unflavored, vanilla, and mocha flavors, plus protein sip drinks in lemonade and iced tea lemonade varieties. The GLP-1 Protein Support Pack targets users of GLP-1 medications. LonoLife positions itself as the 'first and original instant bone broth' made in the USA, emphasizing convenience (just add hot water), quality sourcing (grass-fed, pasture-raised animals), and portability for active lifestyles.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 25 million servings enjoyed by customers
- +2 more outcomes
Companies that use LonoLife
Customer profileNamed customers3 records
Segments4 records
LonoLife technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature1 record
LonoLife partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Creator/Influencer PartnerscoreLonoLife partners with wellness-focused content creators and influencers through their Collabs program offering gifting, affiliate marketing, discount codes, campaigns, and content creation opportunities. The brand specifically targets storytellers, product reviewers, and wellness enthusiasts who want to collaborate.
- AirgoodsminorWholesale distribution partner through Airgoods platform connecting brands with retail partners
- FaireminorWholesale distribution partner through Faire platform enabling direct connections with independent retailers
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
LonoLife competitors and assessment
Company assessmentDirect peers
- Further Food: Functional nutrition brand with bone broth and collagen peptides SKUs. Comparable product mix and targets the same wellness / keto / anti-aging consumer base.
- Dr. Kellyann: Bone broth-centric brand founded by Dr. Kellyann Petrucci. Direct competitor in the bone broth category with overlapping positioning around convenience, protein content, and wellness benefits.
- Vital Proteins: Leading collagen peptides and bone broth brand (now under Nestlé Health Science). Overlaps directly on collagen peptides and bone broth SKUs, with materially larger retail distribution and marketing budget.
- Kettle & Fire: Premium bone broth brand selling shelf-stable liquid bone broth and soup products via DTC and major retail. Direct competitor in the bone broth category with overlapping target customer (health-conscious, keto, paleo consumers) and broader scale.
- Sports Research: Collagen peptides and supplement brand sold via Amazon and retail. Direct overlap on collagen peptides SKUs and similar mass-channel distribution strategy.
- Primal Kitchen: Condiments, bone broth, and protein brand founded by Mark Sisson. Overlaps on bone broth SKUs and targets similar paleo/keto/whole-food consumer segments with comparable retail penetration.
- Bonafide Provisions: Organic bone broth brand offering liquid and frozen bone broth. Comparable product format-adjacent competitor with similar grass-fed sourcing narrative and overlap on health-conscious consumer segments.
- Perfect Keto: Keto-focused supplements brand with collagen peptides and bone broth products. Comparable on the keto segment and overlapping customer with LonoLife's keto bone broth variants.
- Ancient Nutrition: Bone broth and collagen supplement brand with overlapping collagen and bone broth SKUs. Targets similar functional-nutrition consumers and competes for the same shelf space in natural and mainstream retail.
- Bare Bones Broth: Bone broth brand offering liquid broths, powders, and collagen products. Direct overlap on powdered bone broth format and similar DTC-led GTM motion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
LonoLife social profiles
Digital presenceLonoLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
LonoLife leadership team
Management profileNumber of profiles
LonoLife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LonoLife 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 LonoLife
What does LonoLife do?
LonoLife manufactures and sells powdered instant bone broth and collagen peptide supplements under its own brand. Its bone broth is made from grass-fed, pasture-raised cattle and free-range poultry, slowly simmered, then dehydrated into single-serve stick packets or 8oz scoopable bulk bags that mix with hot water. The portfolio also includes collagen peptides in unflavored, vanilla, and mocha variants, protein sip drinks, and a GLP-1 Protein Support Pack.
Is LonoLife a public or private company?
LonoLife is a private company. It is currently operating.
When was LonoLife founded?
LonoLife was founded in 2015. It employs 11 to 50 people.
Where is LonoLife based?
LonoLife is headquartered in Oceanside, United States, in the North America region.
How does LonoLife make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are amazon Marketplace and wholesale Distribution.
Who are LonoLife's main competitors?
Direct peers on record are Further Food, Dr. Kellyann, Vital Proteins, Kettle & Fire, Sports Research, Primal Kitchen, Bonafide Provisions, Perfect Keto, Ancient Nutrition and Bare Bones Broth.
Does LonoLife have an API?
No public API is recorded for LonoLife.
What industry is LonoLife in?
Its primary akta.pro industry code is AFANAGAJ, Bone & Cartilage Processing (Bone Broth Inputs, Bone Char Feedstock), with a secondary code of AFANAGAI, Collagen, Gelatin & Protein Hydrolysates (Animal-Derived). Its NAICS code is 311613 and its SIC code is 2090.