What Whole 30 does

Whole30 (legally Thirty & Co., Inc.) is a private health and wellness company founded in 2009 by CEO and Co-Founder Melissa Urban and headquartered in Salt Lake City, Utah. Its core product is the Whole30 program, a structured 30-day dietary elimination and reintroduction protocol designed to help consumers identify food sensitivities, reduce inflammation, and rebuild a healthy relationship with food. The company serves health-conscious individual consumers (its primary segment), as well as busy professionals and families seeking compliant meal solutions, healthcare professionals who recommend the protocol, and food brands and restaurants that license the Whole30 Approved certification.

The company's product surface spans multiple complementary formats. The Original Whole30 and Plant-Based Whole30 programs anchor the offering, supported by digital courses (The Guided Reset at $299, a Reintroduction course), published cookbooks, a recipe and content platform, and the Daily Boost SMS subscription service. Two physical-product extensions have been built on top of the protocol: Made By Whole30, a Mealogic-powered chef-crafted meal delivery subscription covering over 98% of the contiguous U.S., and Whole30 Prepared Foods, a line of pre-cooked refrigerated meals (beef stew, chicken cacciatore, shepherd's pie, turkey chili, marinated chicken) sold through select Costco locations in the Southern U.S. and Pacific Northwest. The Whole30 Approved licensing program certifies third-party food, beverage, and restaurant products against the program's compatibility standards, creating a discovery and endorsement ecosystem for the brand.

The business operates as a multi-channel direct-to-consumer platform with distributed long-tail consumer demand, monetizing through one-time digital and book purchases, recurring meal delivery and SMS subscriptions, retail prepared food sales at Costco, gift cards, licensing/royalty income from the Whole30 Approved program, and affiliate commissions from meal planning and product partners (Real Plans, Daily Harvest, LMNT). Distribution spans the company's own e-commerce storefronts, Amazon, Thrive Market, Costco retail, partner restaurants, and meal delivery. Headcount is reported at 1-10 employees, indicating a lean core team that scales through partner ecosystems rather than internal build-out.

Name

Whole 30

Legal name

Thirty & Co., Inc.

Website

https://whole30.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Whole30 (Thirty & Co., Inc.) is a private Salt Lake City-based health and wellness company that sells a 30-day dietary elimination and reintroduction program, digital courses, cookbooks, a meal delivery subscription (Made By Whole30), Costco prepared foods, and a Whole30 Approved licensing program serving health-conscious consumers, busy professionals, and healthcare professionals.

Ownership category

akta.pro rank

Product category

Dietary Wellness Programs

NAICS

Diet and Weight Reducing Centers (812191), Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Meal kits & subscription meal components manufacturing (AFAKAHAD)

akta.pro secondary industries

Weight Management & Meal Replacement Foods Manufacturing (Shakes, Bars, Portion-Controlled Meals) (AFAKAJAF), Prepared Meat & Seafood Entrées with Sides (Complete Meals) (AFANAFAI)

Keywords

• Elimination diet program
• Meal delivery subscription
• Digital nutrition courses
• Cookbooks and recipes
• Food certification licensing

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Products and Courses: Sale of digital programs including 'The Guided Reset' ($299), reintroduction courses, and access to meal planning tools through the Whole30 platform. One-time purchase with optional subscription features.
2. Book Sales: Sale of Whole30 books and cookbooks including 'The New Whole30', 'The Whole30 Fast & Easy Revised', and other publications.
3. Whole30 Approved Licensing: Licensing program for brands and restaurants to use the Whole30 Approved label on compatible products and menus. Partners include food manufacturers, meal delivery services, and restaurants.
4. Meal Delivery Service: Made By Whole30 meals delivered fresh to customers' doors. Customers can order one-time or subscribe for weekly deliveries. Subscription allows customization, pausing, and skipping deliveries. Local delivery fee $9.99/box; shipped delivery $10.99-$19.99 depending on zone.
5. Gift Cards: Sale of gift cards for Made By Whole30 meals in amounts from $25-$500.
6. Prepared Foods Retail: Sale of prepared foods (marinated chicken breasts, Turkey Chili, Shepherd's Pie, Chicken Cacciatore, Beef Stew) through Costco stores in select U.S. regions.
7. Affiliate Revenue: Commission revenue from affiliate partnerships with meal planning services (Real Plans) and product partners (Daily Harvest, LMNT, etc.) through tracked referral links.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Whole30 operates a 30-day dietary elimination and reintroduction program (with a Plant-Based variant) sold primarily as free program content, paid digital courses, cookbooks, and a chef-crafted meal delivery subscription. The company also licenses the "Whole30 Approved" certification mark to qualifying food brands and restaurants, and sells pre-cooked prepared foods through select Costco locations.

Product overview

Whole30 is a comprehensive health and nutrition program offered as a platform consisting of multiple integrated products and programs. The core offering is the Original Whole30, a 30-day dietary elimination and reintroduction program, with a Plant-Based variant available. Complementary products include Whole30: The Guided Reset and Whole30: Reintroduction digital courses, The Daily Boost SMS subscription, and a collection of Whole30 Cookbooks. The business extends through two distinct sub-brands: Made By Whole30 Meals (a chef-crafted meal delivery subscription service powered by Mealogic, available as East Coast, West Coast, and Shipped regional variants) and Whole30 Prepared Foods (pre-cooked refrigerated meals available at select Costco locations, including beef stew, chicken cacciatore, shepherd's pie, turkey chili, and marinated chicken products). Additionally, the Whole30 Approved certification program licenses the Whole30 Approved label to qualifying third-party food, beverage, and restaurant products that meet strict compatibility standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Whole30 Program The flagship 30-day dietary elimination and reintroduction program designed to help individuals identify food sensitivities, restore a healthy relationship with food, and improve overall health. Targets health-conscious individual consumers.
• Plant-Based Whole30 A plant-based variant of the Whole30 program following the same elimination and reintroduction framework while emphasizing plant-based protein sources and compatible ingredients. Targets individuals following a plant-based diet.
• Whole30: The Guided Reset Self-paced digital course led by Melissa Urban with 54 daily videos, worksheets, printable tools, recipe inspiration, and step-by-step guidance through every phase of the Whole30 program. Priced at $299 USD with one year of full access.
• Whole30: Reintroduction (Digital Course) A digital course focused on the reintroduction phase of the Whole30 program, helping participants systematically reintroduce eliminated food groups to identify personal sensitivities.
• The Daily Boost A subscription SMS service providing daily motivational content and Whole30 guidance directly from Melissa Urban to subscribers' mobile phones (U.S. and Canada).
• Whole30 Cookbooks Published cookbooks including 'The Whole30 Fast & Easy' and 'The New Whole30', containing Whole30-compatible recipes along with program guidance.
• Made By Whole30 Meals Weekly chef-crafted meal delivery subscription providing fresh, fully cooked Whole30-compatible meals. Operates via meals.whole30.com (powered by Mealogic) with regional menus, minimum 4-meal local / 6-meal shipped orders, and subscription flexibility (skip weeks, pause, 5% subscriber discount).
• Whole30 Prepared Foods Pre-cooked, refrigerated Whole30-compatible meals sold at select Costco warehouse locations, including beef stew, chicken cacciatore, shepherd's pie, turkey chili, and marinated chicken breasts (garlic herb, lemon garlic, pesto, Italian-style, mesquite).
• Whole30 Approved (Product Certification) A licensing and certification program allowing third-party food and beverage brands to display the Whole30 Approved label on products that meet compatibility standards: no added sugar, no alcohol, no grains, no legumes, no dairy, and no replicating baked goods or comfort foods.
• Whole30 Approved Menu (Restaurant Certification) A certification program for restaurants and food service establishments that allows them to display the Whole30 Approved label on menu items meeting Whole30 compatibility standards.
• Made By Whole30 Gift Cards Gift cards redeemable on Made By Whole30 meals at pre-determined amounts ($75, $100, $125) or custom amounts between $25 and $500.

Quantifiable outcome

• 88% of 7,700 Whole30 alumni surveyed said the program really did change their lives
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• WANDA (Women Advancing Nutrition, Dietetics, and Agriculture)minorGTM or Marketing Partner · 14 June 2026Whole30 is a sponsor of WANDA Week (celebrating 10 years) from June 14-20, 2026, culminating in the 6th Annual Sisterhood Supper: Juneteenth Celebration. Melissa Urban, CEO and Co-Founder of Whole30, expressed support for WANDA's community-centered mission. The partnership honors Black women's contributions to the food system.
• MealogiccoreTechnology or IntegrationMealogic operates the technology platform powering Made By Whole30 meal delivery service, including the ordering website (meals.whole30.com), subscription management, delivery tracking, and customer support. Mealogic partners with independent small businesses across the country for meal preparation.
• Real PlanscoreGTM or Marketing PartnerReal Plans is the recommended meal planning solution for Whole30 users, offered as an affiliate partner. Whole30 receives affiliate commissions for customers referred through tracked links. The partnership provides Whole30-branded meal planning tools and meal plans.
• Daily HarvestminorGTM or Marketing PartnerDaily Harvest is a partner offering Whole30 smoothies delivered to Whole30 customers. Referenced in the shop section of the website as a partner for convenient meal options.
• ASPCA Shop With Your HeartminorStrategic or Co-development PartnerWhole30 recognizes the ASPCA Shop With Your Heart program as a means to help consumers find animal-welfare-certified products. Several Whole30 Approved partners are recognized on the ASPCA Shop With Your Heart distinguished brand list.
• Whole30 Approved Partners (Licensed Brands and Restaurants)coreChannel Partner/ Reseller/ DistributorBrands and restaurants licensed to use the Whole30 Approved label on products and menus that meet Whole30 compatibility standards. Partners are vetted for alignment with Whole30's core values and mission. Products include foods, beverages, and prepared meals.
• CostcocoreChannel Partner/ Reseller/ DistributorWhole30 prepared foods (marinated chicken breasts, Turkey Chili, Shepherd's Pie, Chicken Cacciatore, Beef Stew) are sold at select Costco warehouse locations throughout the Southern United States and Pacific Northwest regions.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WW International (Weight Watchers): WW International is the most directly comparable peer to Whole30: a consumer-facing, branded dietary program with digital courses, community, and food/product partnerships. Both monetize a structured diet protocol through recurring consumer engagement and content, though WW is a public incumbent operating at significantly greater scale.
• Noom: Noom is a direct peer as a digitally delivered behavior-change diet and wellness program with subscription pricing, community/coaching features, and app-based delivery. Comparable in go-to-market (direct-to-consumer subscription, content-led) and target customer (health-conscious consumers seeking weight and habit change).
• Nutrisystem: Nutrisystem is a direct peer offering a structured diet program delivered via portion-controlled prepared meals shipped to consumers. Highly comparable to Whole30's combination of branded diet protocol plus meal delivery (Made By Whole30) plus retail packaged foods (Costco line).
• Jenny Craig: Jenny Craig is a direct peer as a branded weight-management program bundled with prepared meal delivery and personalized coaching. Targets the same customer (health-conscious adults seeking structured dietary change) with a similar bundled program-plus-meal value proposition.
• Daily Harvest: Daily Harvest is a direct peer and existing Whole30 affiliate partner, offering DTC subscription meal delivery (smoothies, bowls, prepared meals) aligned with Whole30-compatible eating. Comparable business model (subscription meal delivery, DTC, Whole30-aligned ingredients) and overlapping target customer.
• Blue Apron: Blue Apron is a direct peer as a DTC meal-kit and prepared-meal subscription brand targeting health-conscious consumers with structured home cooking. Comparable subscription model, food production/fulfillment orientation, and consumer audience to Whole30's Made By Whole30 meal delivery line.
• MyFitnessPal: MyFitnessPal is a direct peer as a digital health-and-wellness platform with massive consumer reach, focusing on nutrition tracking, content, and diet guidance. Comparable in targeting health-conscious consumers through a digital, content-led, community-driven platform model.
• Real Plans: Real Plans is a direct peer and existing Whole30 affiliate partner, offering Whole30-branded meal planning software and meal plans. Highly comparable in target user (Whole30 adherents) and in product (automated meal planning tied to dietary protocol), with Whole30 receiving affiliate commissions on referred customers.

Broad incumbents

• HelloFresh: HelloFresh is a broad incumbent in DTC meal-kit subscription at massive scale, competing for the same consumer occasions (weekly meal planning, healthy eating at home) as Made By Whole30. Comparable in meal-kit delivery model but not in diet-protocol specialization or premium Whole30-compatible positioning.

Emerging players

• Thorne: Thorne is an emerging player in personalized nutrition and supplements, with overlapping consumer base (health-conscious, performance-focused adults) and a growing content-and-product ecosystem. Adjacent rather than head-to-head, but increasingly competing for the same wellness wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/whole30
• YouTubeyoutube.com/@whole30
• Facebookfacebook.com/whole30
• Instagraminstagram.com/whole30
• Pinterestpinterest.ph/whole30
• TikToktiktok.com/@whole30

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Whole 30