ViSalus
ViSalus (dba Vi) is a direct-to-consumer nutritional supplement company selling the Vi-Shape meal-replacement shake and flavor mix-ins through its Shopify-powered e-commerce site vi.com to weight-conscious consumers in the U.S. and Canada.
- Company typePrivate
- Founded2011
- HeadquartersTroy, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What ViSalus does
ViSalus, doing business as Vi, is a direct-to-consumer nutritional supplement company selling meal-replacement shakes and functional flavor mix-ins exclusively through its e-commerce website at vi.com. The company is organized as Pruvit Ventures, Inc., a Texas corporation headquartered at 901 Sam Rayburn Hwy in Melissa, TX, with 101-250 employees. ViSalus serves weight-conscious individual consumers seeking convenient meal replacements for weight loss, weight maintenance, and nutritional supplementation, and has recently expanded its positioning to target users of GLP-1 weight-loss medications. The company claims over 500 million Vi-Shape shakes sold worldwide and 15,000+ verified 5-star reviews across 15+ years of continuous product availability.
The company's core product is Vi-Shape, a nutritional meal-replacement shake built on a proprietary Tri-Sorb protein blend, supplemented with 26 essential vitamins and minerals, 5 grams of Fibersol fiber (a registered trademark of ADM/Matsutani LLC), and Aminogen digestive enzymes (protected by U.S. Patent No. 5,387,422 and a registered trademark of Triarco Industries). Vi-Shape is available in Sweet Cream flavor in 24, 48, or 72 serving pouches, and is complemented by a Four Flavor Transformation Kit bundle that adds Strawberry Antioxidant, Chocolate Cardia Care, Banana Bread Electrolyte, and Raspberry Super Biotin mix-ins. Underlying technology consists of the Shopify e-commerce platform for storefront, checkout, and subscription management, with no disclosed API, SDK, or AI/ML capabilities.
ViSalus generates revenue through direct product sales via vi.com and through a Subscribe & Save monthly auto-ship subscription program that offers a 20% discount on every order plus an additional 5% loyalty discount (25% total) starting with the fourth shipment. Pricing starts at $1.72 per meal, with the base Vi-Shape pouch priced from $61 and the Four Flavor Transformation Kit at $129. The company explicitly states it is not an MLM, network marketing, or affiliate operation, with no distributors, no middlemen, and no retail storefronts. Geographic coverage is limited to the United States and Canada, and customer acquisition is driven by direct website traffic, email marketing, and organic customer testimonials rather than paid distributor networks.
ViSalus firmographics
Firmographics- Name
- ViSalus
- Legal name
- Pruvit Ventures, Inc.
- Website
- https://vi.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ViSalus (dba Vi) is a direct-to-consumer nutritional supplement company selling the Vi-Shape meal-replacement shake and flavor mix-ins through its Shopify-powered e-commerce site vi.com to weight-conscious consumers in the U.S. and Canada.
- Ownership category
- akta.pro rank
ViSalus industry classification
Industry- Product category
- Nutritional Supplements / Meal Replacement Shakes
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)
Keywords
Where ViSalus is headquartered
LocationHeadquarters
- HQ city
- Troy
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ViSalus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of Vi-Shape nutritional shakes and flavor mix-ins through vi.com e-commerce platform. Products include Original Vi-Shape Shake (24/48/72 serving options), Four Flavor Transformation Kit, and individual flavor mix-ins (Strawberry, Chocolate, Banana Bread, Raspberry). Revenue generated through one-time purchases and recurring subscription orders.
- Subscribe & Save Program: Monthly subscription program offering automatic product delivery with 20% discount. Subscribers earn additional 5% discount starting with 4th shipment. Program allows pause, skip, or cancellation at any time without penalty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Vi-Shape Shake Mix Pouches - 24/48/72 servings |
| Unit Pricing | Monthly | Four Flavor Transformation Kit |
| Unit Pricing | Pay-as-you-go | Flavor Mix-Ins |
| Subscription | Monthly | Subscribe & Save Program |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
ViSalus product offering
Product offeringCore offering
ViSalus sells the Vi-Shape nutritional meal replacement shake mix directly to consumers through its own e-commerce website vi.com, in 24, 48, or 72 serving pouches. The product is built on a proprietary Tri-Sorb protein blend combined with 26 essential vitamins and minerals, Fibersol fiber, and Aminogen digestive enzymes. The line is extended via a Four Flavor Transformation Kit and four individual functional flavor mix-ins (Strawberry Antioxidant, Chocolate Cardia Care, Banana Bread Electrolyte, Raspberry Super Biotin). All sales occur directly through the company website with no distributors, retailers, or MLM structure, supported by a Subscribe & Save subscription program.
Product overview
ViSalus offers a focused nutritional supplement product line centered on the Vi-Shape meal replacement shake system. The core offering is the Vi-Shape nutritional shake mix (available in 24, 48, or 72 serving pouches), which uses a proprietary Tri-Sorb protein blend combined with 26 vitamins and minerals, fiber from Fibersol, and digestive enzymes. This core product is supplemented by the Four Flavor Transformation Kit, which bundles the base Vi-Shape shake with four functional flavor mix-ins: Strawberry Antioxidant (antioxidant support), Chocolate Cardia Care (cardiovascular support), Banana Bread Electrolyte (hydration/electrolytes), and Raspberry Super Biotin (hair, skin, nails support). The add-on mix-ins are designed to be combined with the base Vi-Shape shake to customize nutrition and target specific health benefits. ViSalus also operates a Subscribe & Save program with VIP Loyalty Program benefits, offering direct-to-consumer online sales without distributors or middlemen.
Differentiator
Problem solved
Functional benefit
Brands
- Vi-Shape: The original nutritional shake product featuring Tri-Sorb protein blend, 26 vitamins and minerals, and gut-healthy fiber.
- Vi-Shape Shake Mix
- Subscribe & Save Program
- VIP Loyalty Program
Products and services
- Vi-Shape Original Shake Mix The flagship nutritional shake mix featuring the Tri-Sorb protein blend, 26 essential vitamins and minerals, and gut-healthy fiber with prebiotics, designed for weight management, meal replacement, and GLP-1 support. Available in Sweet Cream flavor in 24, 48, or 72 serving pouches, starting at approximately $1.72 per meal.
- Four Flavor Transformation Kit A bundle containing 48 servings of Sweet Cream Vi-Shape Shake plus 15 servings each of four beneficial flavor mix-ins (Strawberry Antioxidant, Chocolate Cardia Care, Raspberry Super Biotin, and Banana Bread Electrolyte), designed to provide variety and functional nutrition benefits. Priced at $129.
- Strawberry Antioxidant Boost Mix-In A strawberry-flavored mix-in providing antioxidant support to help fight free radicals, intended to be combined with the Vi-Shape base shake. Priced at $16.
- Chocolate Cardia Care Mix-In A chocolate-flavored mix-in with heart-healthy nutrients designed to support circulation and overall cardiovascular wellness, intended to be combined with the Vi-Shape base shake. Priced at $16.
- Banana Bread Electrolyte Lift Mix-In A banana bread-flavored mix-in blended with electrolytes to help restore balance and hydration throughout the day, intended to be combined with the Vi-Shape base shake. Priced at $16.
- Raspberry Super Biotin Mix-In A raspberry-flavored mix-in with biotin added to support healthy hair, skin, nails, and natural energy metabolism, intended to be combined with the Vi-Shape base shake. Priced at $16.
- Subscribe & Save Subscription Program A monthly subscription program offering automatic delivery of Vi-Shape shakes and mix-ins with a 20% discount, plus an additional 5% off (totaling 25%) starting with the 4th shipment under the VIP Loyalty Program. Subscribers can pause, skip, or cancel at any time.
Quantifiable outcome
- Over 500 million Vi-Shape shakes sold worldwide
- +3 more outcomes
Companies that use ViSalus
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
ViSalus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ViSalus partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- ADM/Matsutani LLCminorSupplier of Fibersol fiber ingredient used in Vi-Shape shakes. Fibersol is a registered trademark of ADM/Matsutani LLC. This is an ingredient supply relationship rather than a strategic partnership.
- Triarco IndustriesminorSupplier of Aminogen digestive enzyme ingredient used in Vi-Shape formula. Aminogen is protected by U.S. Patent No. 5,387,422 and is a registered trademark of Triarco Industries. This is an ingredient supply and licensing relationship.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
ViSalus competitors and assessment
Company assessmentDirect peers
- Shakeology: Shakeology is a meal replacement shake sold primarily through direct-selling and subscription. It is closely comparable to Vi-Shape in product (powdered meal replacement), target use case, and historic go-to-market model.
- Ample: Ample is a premium DTC meal replacement brand offering nutritionally complete shake meals on subscription. It targets the same weight-conscious, busy-lifestyle consumer segment as Vi-Shape, with comparable unit pricing and direct e-commerce distribution.
- AG1 (Athletic Greens): AG1 is a premium DTC daily nutrition brand selling a foundational greens-and-vitamin powder via subscription. It directly competes with Vi-Shape in the daily-nutrition, subscription-driven, single-SKU-powder category targeting health-conscious consumers.
- Soylent: Soylent is a pioneer in the meal replacement category offering powders and RTD shakes via DTC e-commerce. It is directly comparable to Vi-Shape in product format, target use case, and subscription-based go-to-market motion.
- Orgain: Orgain produces organic, plant-based and whey-based nutritional shakes sold through DTC, retail, and healthcare channels. It directly competes with Vi-Shape in the meal replacement and clean-ingredient positioning, including protein, fiber, and vitamin fortification.
- Ka'Chava: Ka'Chava is a premium plant-based meal replacement shake sold DTC via subscription, emphasizing whole-food nutrition and functional benefits. It targets the same use cases (meal replacement, weight management, complete nutrition) as Vi-Shape, with a comparable pricing and loyalty model.
- Huel: Huel is a global DTC meal replacement brand offering powdered shakes and nutrition products sold direct via subscription. It overlaps directly with Vi-Shape on format, positioning, and target consumer, and is a primary benchmark in the meal replacement category.
Broad incumbents
- Premier Protein: Premier Protein is a large CPG brand best known for its RTD protein shakes sold across mass retail and food service. It competes for the same weight-management and protein-supplementation occasions as Vi-Shape, but distributes through retail rather than DTC.
- Optimum Nutrition: Optimum Nutrition is a leading sports nutrition and meal replacement brand sold through specialty retail, mass, and online. Its protein powders, meal replacements, and ready-to-drink shakes address the same daily-nutrition and weight-management use cases as Vi-Shape, but at broader distribution scale.
- Herbalife: Herbalife is a global nutrition company offering meal replacement shakes, protein products, and supplements through direct selling. It overlaps with Vi-Shape on product category and historically shared a direct-selling distribution approach, but is a much larger incumbent with a broader portfolio.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat3 records
Key risks1 record
Key highlights7 records
Customer concentration
ViSalus social profiles
Digital presenceViSalus financial estimates
Financial estimateRevenue estimate
Valuation estimate
ViSalus leadership team
Management profileNumber of profiles
Profiles3 records
ViSalus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ViSalus 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 ViSalus
What does ViSalus do?
ViSalus sells the Vi-Shape nutritional meal replacement shake mix directly to consumers through its own e-commerce website vi.com, in 24, 48, or 72 serving pouches. The product is built on a proprietary Tri-Sorb protein blend combined with 26 essential vitamins and minerals, Fibersol fiber, and Aminogen digestive enzymes. The line is extended via a Four Flavor Transformation Kit and four individual functional flavor mix-ins (Strawberry Antioxidant, Chocolate Cardia Care, Banana Bread Electrolyte, Raspberry Super Biotin). All sales occur directly through the company website with no distributors, retailers, or MLM structure, supported by a Subscribe & Save subscription program.
Is ViSalus a public or private company?
ViSalus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ViSalus founded?
ViSalus was founded in 2011. It employs 101 to 250 people.
Where is ViSalus based?
ViSalus is headquartered in Troy, United States, in the North America region.
How does ViSalus make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscribe & Save Program.
Who are ViSalus's main competitors?
Direct peers on record are Shakeology, Ample, AG1 (Athletic Greens), Soylent, Orgain, Ka'Chava and Huel. Broad incumbents are Premier Protein, Optimum Nutrition and Herbalife.
Does ViSalus have an API?
No public API is recorded for ViSalus.
What industry is ViSalus in?
ViSalus's product category is Nutritional Supplements / Meal Replacement Shakes. Its primary akta.pro industry code is CRADAGAN, Medical Nutrition & Meal Replacement (RTD, Bars, Powders), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 311 and its SIC code is 2090.