Juice Plus+
Juice Plus+ is a privately-held nutrition company (founded 1993) that sells whole-food, plant-based capsules, powders, and shakes via independent direct-sales partners and e-commerce in 20+ countries, targeting health-conscious individual consumers.
- Company typePrivate
- Founded1993
- HeadquartersMississauga, Canada
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Juice Plus+ does
Juice Plus+ (The Juice Plus+ Company LLC) is a privately-held, direct-selling nutrition company founded in 1993 by Jay Martin, who continues as founder and president. Its core product line consists of whole-food, plant-based nutrition supplements delivered in multiple formats — capsules (Fruit Blend, Vegetable Blend, Omega Blend), powders (Superfood Powder), chewables, and shakes — organized by consumer health goals including daily nutrition, brain and focus, gut and digestion, heart health, skin health, and immune support. Products are clinically positioned, with the company citing research including an NIH-funded 5-year randomized clinical trial on Berry Blend's effects on cognitive health in adults 50+ being conducted through UCLA and US-Ireland R&D partners. The product line is anchored by concentrated plant-based formulations and includes a recently launched Complete Strawberry Nutrition Shake (June 2026) priced at $89 per unit.
The company operates a hybrid go-to-market built on independent 'personal wellness guide' partners who provide personalized recommendations, paired with a proprietary multi-country e-commerce storefront (us.juiceplus.com and 20+ country-specific domains). Distribution covers 22+ markets across North America, Europe, the Middle East, and Asia-Pacific. Revenue is generated through direct product sales characterized in the source data as subscription-recurring, with Klarna offered as an alternative payment option. Customers are primarily individual health-conscious consumers; a panel of healthcare professionals (oncologists, surgeons, dermatologists, pediatricians, internists) is leveraged for brand credibility rather than as B2B accounts.
Juice Plus+ is structured as a US LLC with no disclosed parent company, institutional investors, public filings, or funding rounds. Its only registered intellectual property noted in the data is the Juice Plus+ trademark. Operating headcount is reported at 51–100, which appears to reflect corporate staff only; the broader sales-and-distribution capacity resides with the independent partner network. Strategic emphasis in the available data centers on product-line extension, global distribution density, and clinical evidence generation rather than technology-platform development.
Juice Plus+ firmographics
Firmographics- Name
- Juice Plus+
- Legal name
- The Juice Plus+ Company LLC
- Website
- https://ca.juiceplus.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Juice Plus+ is a privately-held nutrition company (founded 1993) that sells whole-food, plant-based capsules, powders, and shakes via independent direct-sales partners and e-commerce in 20+ countries, targeting health-conscious individual consumers.
- Ownership category
- akta.pro rank
Juice Plus+ industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food Manufacturing (311)
- SIC
- Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industry
- Juice Concentrates & Fruit Bases (AFAFAGAB)
Keywords
Where Juice Plus+ is headquartered
LocationHeadquarters
- HQ city
- Mississauga
- HQ country
- Canada
- HQ region
- North America
Markets served
Juice Plus+ 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 Product Sales: Revenue generated from selling plant-based nutrition supplements directly to consumers through independent sales partners and the company's e-commerce website. Products include capsules, powders, shakes, and chewables in various health-focused formulations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete Strawberry Nutrition Shake at $89 per unit |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Juice Plus+ product offering
Product offeringCore offering
Juice Plus+ develops and sells whole-food, plant-based nutritional supplements in capsule, powder, chewable, and shake formats, including Fruit Blend, Vegetable Blend, Omega Blend, Superfood Powder, Luminate (skin health), and the Complete Strawberry Nutrition Shake. Products are positioned to bridge dietary gaps and support heart, lung, gut, brain, skin, and immune health, and are sold directly to consumers through independent wellness partners and the company's own e-commerce storefronts.
Product overview
Juice Plus+ offers a portfolio of whole-foods, plant-based nutrition products delivered through multiple formats: capsules (Fruit and Vegetable Blends, Omega Blend), powders (Superfood Powder, Luminate), and shakes (Complete Strawberry Nutrition Shake). The product line is organized by health goals including daily nutrition, brain + focus, gut + digestion, heart health, skin health, and immune support. Products are sold through direct sales partners and the company's website, with partners providing personalized guidance and wellness support.
Differentiator
Problem solved
Functional benefit
Brands
- Juice Plus+ Complete: A complete plant-based protein shake delivering 14g protein, 8g fiber, 1g added sugar, and 100 calories per serving, launching June 2026 at $89 per unit.
- Juice Plus+ Luminate
Products and services
- Fruit and Vegetable Capsules Capsule supplements combining nutrition from whole foods, available in Fruit Blend and Vegetable Blend variants, positioned to bridge dietary gaps and support heart, lung, and gut health. Sold to health-conscious consumers via independent wellness partners and the company's e-commerce website.
- Omega Capsules Capsule supplement delivering the Juice Plus+ Omega Blend of plant-based oils, marketed for cardiovascular and overall wellness support. Sold to individual consumers through wellness partners and the company website.
- Superfood Powder Powdered plant-based nutritional supplement in stick-pack format providing concentrated whole-food nutrition for daily use. Sold to individual consumers via wellness partners and the company website.
- Juice Plus+ Luminate Plant-based supplement under the Juice Plus+ Luminate sub-brand targeting skin health and overall wellness, offered in stick format. Sold to individual consumers via wellness partners and the company website.
- Complete Strawberry Nutrition Shake Plant-based protein supplement shake delivering 14g protein, 8g fiber, only 1g added sugar, and 100 calories per serving, positioned as family-friendly balanced nutrition. Priced at $89 per unit and sold through direct sales partners and the company website.
Quantifiable outcome
- Clinically proven to support heart, lungs, and gut health
- +1 more outcomes
Companies that use Juice Plus+
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles1 record
Juice Plus+ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Juice Plus+ partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- National Institutes of Health (NIH)flagshipNIH awarded a major research grant to UCLA to fund a 5-year randomized clinical trial evaluating the effects of Juice Plus+ Berry Blend on brain and cognitive parameters in adults aged 50+ with family history of age-related cognitive decline. Juice Plus+ is providing the investigational product but is not involved in study design, conduct, or data analysis.
- University of California Los Angeles (UCLA)flagshipLead research institution for 5-year NIH-funded clinical trial on Juice Plus+ Berry Blend effects on cognitive health in adults 50+. Study is part of the US-Ireland R&D Partnership Programme.
- University College Cork (Ireland)coreCollaborating research institution in the US-Ireland R&D Partnership Programme for the cognitive health clinical trial evaluating Juice Plus+ Berry Blend.
- Ulster University (Northern Ireland)coreCollaborating research institution in the US-Ireland R&D Partnership Programme for the cognitive health clinical trial evaluating Juice Plus+ Berry Blend.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Juice Plus+ competitors and assessment
Company assessmentDirect peers
- Shaklee: Direct-selling wellness brand with plant-based nutrition supplements, protein shakes, and greens powders — similar product architecture and channel.
- USANA Health Sciences: Direct-selling nutrition and supplement company offering vitamins, minerals, and functional shakes via independent associates — comparable GTM and product mix.
- Herbalife: Global nutrition company selling meal-replacement shakes, protein powders, and supplements through a direct-selling/independent distributor network — directly comparable business model and product formats.
- Mannatech: Direct-selling company specializing in plant-source-based glyconutritional supplements and wellness powders — comparable whole-food-derived supplement positioning and MLM channel.
- Isagenix: Direct-selling nutrition company focused on meal-replacement shakes, protein powders, and supplement systems — closely overlaps on plant-protein shake format and partner distribution.
- Amway (Nutrilite): Largest direct-selling company globally with Nutrilite as its flagship plant-based vitamin, supplement, and powder line — same channel model, same whole-food-based supplement positioning.
- Nu Skin Enterprises: Direct-selling company with a nutrition/supplement line (Pharmanex) sold via independent sales representatives — directly comparable channel and category.
- Forever Living Products: Direct-selling company with aloe-based nutritional drinks and supplements — same independent-distributor model and whole-food-derived nutrition positioning.
Emerging players
- Athletic Greens (AG1): Premium DTC daily nutritional greens/supplement powder subscription brand — comparable plant-based nutrition product but distributed DTC rather than via partners, representing an emerging competitive threat.
- Ritual: DTC multivitamin and supplement subscription brand positioned around traceable, science-backed ingredients — comparable whole-food/clean-label supplement category but with a modern DTC subscription model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Juice Plus+ social profiles
Digital presenceJuice Plus+ financial estimates
Financial estimateRevenue estimate
Valuation estimate
Juice Plus+ leadership team
Management profileNumber of profiles
Profiles1 record
Juice Plus+ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Juice Plus+ 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 Juice Plus+
What does Juice Plus+ do?
Juice Plus+ develops and sells whole-food, plant-based nutritional supplements in capsule, powder, chewable, and shake formats, including Fruit Blend, Vegetable Blend, Omega Blend, Superfood Powder, Luminate (skin health), and the Complete Strawberry Nutrition Shake. Products are positioned to bridge dietary gaps and support heart, lung, gut, brain, skin, and immune health, and are sold directly to consumers through independent wellness partners and the company's own e-commerce storefronts.
Is Juice Plus+ a public or private company?
Juice Plus+ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Juice Plus+ founded?
Juice Plus+ was founded in 1993. It employs 51 to 100 people.
Where is Juice Plus+ based?
Juice Plus+ is headquartered in Mississauga, Canada, in the North America region.
How does Juice Plus+ make money?
One revenue line is on record: direct Product Sales.
Who are Juice Plus+'s main competitors?
Direct peers on record are Shaklee, USANA Health Sciences, Herbalife, Mannatech, Isagenix, Amway (Nutrilite), Nu Skin Enterprises and Forever Living Products. Emerging players are Athletic Greens (AG1) and Ritual.
Does Juice Plus+ have an API?
No public API is recorded for Juice Plus+.
What industry is Juice Plus+ in?
Juice Plus+'s product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of AFAFAGAB, Juice Concentrates & Fruit Bases. Its NAICS code is 311 and its SIC code is 2833.