Living Fuel

What Living Fuel does

Living Fuel is a privately held, direct-to-consumer nutrition company founded in 2000 by KC Craichy and headquartered in Tampa, Florida, with a central distribution warehouse in Missouri. The company develops and sells plant-based, whole-meal superfood smoothie powders formulated around Calorie Restriction with Optimal Nutrition (CRON) principles, with its flagship products SuperGreens and SuperBerry Ultimate providing 30g plant protein, 11g fiber, and over 100 bioavailable ingredients per serving. The product portfolio also includes the SuperEssentials line of foundational supplements (Micros, Aminos, Omegas, Joint+), LivingProtein plant protein powder, the InSportRecovery sports performance product, and targeted bundles such as the GLP-1 Nutrition Support Bundle, Athletic Performance Bundle, and 7-Day Challenge Bundles. The company claims to be the only product containing all 53 essential nutrients and all 41 longevity vitamins identified by Dr. Bruce Ames, with methylated forms (methylcobalamin B12, 5-MTHF) for bioavailability, patented BioBDMC30 curcumin extract, and ultra-pure triglyceride-form fish oil.

Name

Living Fuel

Legal name

Living Fuel, INC.

Website

https://livingfuel.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Living Fuel is a privately held, direct-to-consumer nutrition company founded in 2000, selling plant-based superfood meal replacement powders and foundational supplements through its e-commerce website with a subscription model to health-conscious consumers in the US and Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Direct E-commerce Product Sales: Living Fuel generates revenue through direct-to-consumer sales via its e-commerce website. Products are sold as one-time purchases or through a Subscribe & Save program offering approximately 13-17% discounts. Key products include SuperGreens ($109.99 retail, $94.97 subscribe), SuperBerry Ultimate ($149.99 retail, $129.98 subscribe), and various foundational supplements ranging from $67.99 to $89.99. The company also sells bundles and accessories. International shipping available to Canada with customer responsibility for customs fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels12 records

Core offering

Living Fuel manufactures and sells whole-meal superfood smoothie powders and nutritional supplements through its direct-to-consumer e-commerce website. Its flagship products, SuperGreens and SuperBerry Ultimate, are complete meal replacement powders containing 30g of plant protein, 11g of fiber, all 53 essential nutrients, and all 41 longevity vitamins per serving. The company also offers a line of SuperEssentials foundational supplements (Micros, Aminos, Omegas, Joint+) along with bundles, accessories, and a book on nutrition.

Product overview

Living Fuel is a superfood nutrition company offering a portfolio of meal replacement super meals and foundational supplements. The core products are SuperGreens and SuperBerry® Ultimate — complete meal replacement powders providing 30g plant protein, 11g fiber, all 53 essential nutrients, and all 41 longevity vitamins per serving. LivingProtein® serves as a protein upgrade add-on, while the SuperEssentials® line includes Micros (micronutrients), Aminos (amino acids), Omegas (omega-3s), and Joint+ (joint support). The company also offers bundled products (challenge bundles, trio packs, and specialized bundles like GLP-1 support), accessories (shaker cups), and nutrition books. All products are organic, non-GMO, vegan, gluten-free, soy-free, and dairy-free.

Differentiator

Problem solved

Functional benefit

Brands

• SuperGreens: Flagship green superfood meal replacement powder with 30g protein, 11g fiber, all 53 essential nutrients, and all 41 longevity vitamins. 290 calories per serving.
• SuperBerry® Ultimate
• LivingProtein®
• SuperEssentials® Micros
• SuperEssentials® Aminos
• SuperEssentials® Omegas
• SuperEssentials® Joint+

Products and services

• SuperGreens The flagship super meal replacement powder providing 30g plant protein, 11g fiber, all 53 essential nutrients, and all 41 longevity vitamins in 290 low-glycemic calories per serving. Greens-based formula designed to replace a complete meal.
• SuperBerry Ultimate The flagship super meal replacement powder with berry-based formula providing 30g plant protein, 11g fiber, all 53 essential nutrients, and all 41 longevity vitamins in 320 calories per serving. Nearly nutritionally identical to SuperGreens but with berry flavor profile.
• LivingProtein Plant-based vegan protein powder providing 22g protein per serving with complete amino acid profile, digestive enzymes, prebiotics, and probiotics. Designed as a protein upgrade that can be mixed with SuperGreens or SuperBerry Ultimate.
• SuperEssentials Micros Clinical-grade high-potency micronutrient complex containing all 53 essential nutrients and all 41 longevity vitamins in only 38 calories per serving. Designed to fill nutritional gaps without protein and fiber of complete meals.
• SuperEssentials Aminos Proprietary high-leucine amino acid blend containing all 9 essential amino acids plus three conditionally essential forms for optimal muscle growth. Zero calories, zero sugar, fast-absorbing formula for muscle fuel and recovery.
• SuperEssentials Omegas Omega-3 supplement featuring ultra-pure EPA and DHA fish oil in natural triglyceride form from wild-caught small fish, balanced with GLA from borage oil, vitamin D, vitamin A, full-spectrum vitamin E, and astaxanthin for brain, heart, and hormone health.
• SuperEssentials Joint+ Anti-inflammatory joint support formula featuring patented BioBDMC30 curcumin extract and Ashwagandha for targeted pain relief, joint mobility restoration, and long-term joint protection.
• InSportRecovery Sports performance recovery product designed for athletes seeking faster recovery and endurance support.
• The Super Health Diet Book by KC Craichy on nutrition and dietary principles for optimal health.
• LivingFuel Gift Card Gift card for Living Fuel products, available from $25.00.

Quantifiable outcome

• 92% of customers reported health improvement
• +6 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ka'Chava: Ka'Chava is a plant-based whole-meal meal replacement shake positioned as a complete nutritional meal, directly overlapping with Living Fuel's SuperGreens and SuperBerry Ultimate. Living Fuel runs a dedicated comparison page against Ka'Chava.
• Huel: Huel is a globally scaled complete-meal powder and ready-to-drink brand targeting the same nutritional completeness, time-constrained meal replacement use case as Living Fuel, with subscription-based DTC distribution.
• Soylent: Soylent pioneered the meal-replacement category and competes directly on the 'complete meal in a powder/shake' proposition that anchors Living Fuel's flagship SKUs.
• Bloom Nutrition: Bloom Nutrition markets greens and superfood drink mixes to the same health-conscious female-skewing consumer. Living Fuel explicitly compares SuperGreens against Bloom Greens on serving size, protein, fiber, and nutrient completeness.
• Ritual: Ritual is a DTC multivitamin and supplement brand with a similar subscription model, traceability emphasis, and health-conscious consumer target, overlapping with Living Fuel's SuperEssentials Micros product.
• AG1 (Athletic Greens): AG1 is the leading direct-to-consumer daily greens-and-nutrition powder, serving the same health-conscious, supplement-replacing buyer as Living Fuel. Living Fuel explicitly runs a 'Living Fuel vs AG1' comparison page, confirming direct competition for the meal-replacement / greens-supplement use case.

Emerging players

• Ample: Ample is a premium meal-replacement drink brand focused on the 'complete meal in a bottle' use case with subscription distribution — a smaller-scale but directly comparable competitor to Living Fuel's meal-replacement positioning.

Broad incumbents

• Garden of Life: Garden of Life is an established organic nutrition and supplement brand owned by Nestlé Health Science, with broad retail distribution. Comparable product line (plant proteins, greens, multivitamins) but vastly larger scale and shelf presence.
• Vega: Vega is a plant-based nutrition brand offering protein powders, shakes, and supplements in DTC and retail channels, competing with LivingProtein and SuperGreens in the plant-protein category.
• Orgain: Orgain is a broader plant-based nutritional brand (protein powders, shakes, bars) sold via DTC, Amazon, and retail. Overlaps with LivingProtein and SuperGreens use cases but operates at much larger scale across multiple channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/livingfuel
• YouTubeyoutube.com/channel/UC83ScvVuDz2PNfRw8bvL-wQ/feed
• Facebookfacebook.com/livingfuel
• Instagraminstagram.com/livingfuel
• LinkedInlinkedin.com/company/living-fuel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Living Fuel