Kefir Lab
Kefir Lab is a bootstrapped probiotic CPG company selling kefir beverages and shots formulated with 100 trillion CFU and 16-36 strains, distributed via DTC e-commerce, wholesale to thousands of natural food retailers, and health coaching services.
- Company typePrivate
- Founded2019
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kefir Lab does
Kefir Lab Inc is a privately held, bootstrapped probiotic food and wellness company founded in 2019 and headquartered in Irving, Texas. The company develops and sells kefir-based beverages and shots built around a proprietary formulation featuring 100 trillion CFU and 16-36 probiotic strains sourced from European laboratories in collaboration with Italian partners, with all strains third-party tested under cGMP. The core product line includes traditional Probiotic Kefir, vegan Coconut Kefir in Original, Vanilla, and Strawberry flavors, Collagen Kefir, and Probiotic Shots, complemented by a Microbiome Analysis testing service and personalized Health Coach consultations starting at $65/hour.
The company's technology differentiator centers on dose and diversity: at 100 trillion CFU per serving versus the 1-50 billion typical of competing products, and a 16-36 strain profile covering Bifidobacterium, Lactobacillus, Streptococcus thermophilus, and Propionibacterium freudenreichii families, the formulation targets gut microbiome restoration at a price point of approximately $0.07 per trillion CFU versus $1,000 for other coconut kefirs and $12,000 for probiotic pills. All products use certified organic ingredients with no artificial additives, and the formulation is positioned as a doctor-developed science combining ancestral Russian kefir tradition with modern microbiome research.
Kefir Lab operates a hybrid direct-to-consumer and wholesale business model. Revenue is generated through e-commerce (one-time and subscription purchases with a 10% subscription discount, plus affiliate referrals), wholesale distribution to thousands of natural food stores including Erewhon, Sprouts, and Target, international shipping to Canada, Australia, the UK, and the EU via FedEx Priority, and adjacent service revenue from Microbiome Analysis and Health Coach consultations. Customer reach spans eight targeted segments including women seeking balance and comfort, digestive support seekers (IBS/SIBO), parents, longevity-focused adults, mental performance users, athletes, biohackers, and lactose-intolerant consumers. The brand reports a 4.9/5 rating across 2,500+ customer reviews and a Kefir Club community of 10,000+ email subscribers.
Kefir Lab firmographics
Firmographics- Name
- Kefir Lab
- Legal name
- Kefir Lab Inc
- Website
- https://kefirlab.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kefir Lab is a bootstrapped probiotic CPG company selling kefir beverages and shots formulated with 100 trillion CFU and 16-36 strains, distributed via DTC e-commerce, wholesale to thousands of natural food retailers, and health coaching services.
- Ownership category
- akta.pro rank
Kefir Lab industry classification
Industry- Product category
- Functional Probiotic Beverages
- NAICS
- Dairy Product Manufacturing (3115), Food Manufacturing (311)
- SIC
- Dairy Products (2020), Beverages (2080)
- akta.pro primary industry
- Drinkable Yogurt & Kefir Beverages (Probiotic Shots, Smoothie-Style) (AFAHAIAC)
- akta.pro secondary industries
- Probiotic & Live-Culture Beverage Production (Shots, Tonics) (AFAFAHAE), Drinkable Yogurt & Kefir Manufacturing (AFAHADAC), Refrigerated Probiotics & Functional Shots (CRADACAN)
Keywords
Where Kefir Lab is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kefir Lab business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Probiotic Product Sales: Direct-to-consumer sale of probiotic kefir products (Coconut Kefir, Collagen Kefir, Probiotic Shots) through the e-commerce storefront and wholesale to retail partners. One-time purchase and subscription options available. Subscription model offers 10% recurring discount, providing predictable recurring revenue.
- Health Coaching Services: Personalized health coaching consultations offered through Kefir Lab experts covering diet & nutrition, mental & brain health, physical health & fitness, gut health, aging & beauty, and immunity. Sessions start at $65/hour with certified health coaches including Jordan Mazur (NFL Director of Nutrition), Jesse Zastrow, Erika Gilmandinova, and Manoli Lagos.
- Wholesale Distribution: Products sold through wholesale partnerships to natural food retailers, convenience stores, and specialty wellness stores. Includes a dedicated wholesale portal on the website.
- Microbiome Analysis: Gut microbiome analysis service offered as a product, providing personalized insights into gut health to guide probiotic usage and dietary recommendations.
- Affiliate Program: Referral-based revenue through an affiliate portal, allowing partners to earn commissions by referring customers to Kefir Lab products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Variety Coconut Milk Kefir 9pk subscription vs one-time |
| Unit Pricing | Pay-as-you-go | Health Coaching sessions |
| Unit Pricing | Pay-as-you-go | Standard shipping |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Kefir Lab product offering
Product offeringCore offering
Kefir Lab manufactures and sells high-potency probiotic kefir beverages and shots featuring 100 trillion CFU and 16-36 strains, including dairy-based Probiotic Kefir, plant-based Coconut Kefir in Original/Vanilla/Strawberry flavors, Collagen Kefir, and concentrated Probiotic Shots. The company also offers a personalized Microbiome Analysis testing service and one-on-one Health Coaching consultations for tailored gut-health and wellness guidance. Products are sold direct-to-consumer via subscription, through thousands of retail doors, and via wholesale to natural food stores.
Product overview
Kefir Lab offers a portfolio of probiotic food and wellness products centered around kefir-based beverages and shots. The core product lineup includes traditional Probiotic Kefir (dairy-based), Coconut Kefir (vegan, plant-based in Original, Vanilla, and Strawberry flavors), Collagen Kefir, and Probiotic Shots. Products are sold individually or in multi-packs (9pk bundles), with subscription options available. The company also offers complementary services including Microbiome Analysis (personalized gut health testing) and Health Coach consultations for tailored wellness guidance. The Holiday Box provides a curated gift bundle combining multiple product variants. All products feature high CFU counts (100 trillion), multiple probiotic strains (16-36 depending on product), and are third-party tested.
Differentiator
Problem solved
Functional benefit
Brands
- Collagen Kefir: Kefir product with added collagen for health benefits.
- Coconut Kefir
- Probiotic Shots
- Probiotic Kefir
- Microbiome Analysis
Products and services
- Probiotic Kefir Traditional dairy-based probiotic kefir drink built with 100 trillion live probiotics and 16-36 strains sourced from European laboratories, third-party tested for quality and efficacy. Targeted at health-conscious consumers seeking high-potency probiotic support for gut health, digestion, immunity, and the gut-brain axis.
- Coconut Kefir Vegan, plant-based probiotic drink made from organic coconut milk and available in Original, Vanilla, and Strawberry flavors, each delivering 100 trillion CFU with 16 probiotic strains. Designed for lactose-intolerant, dairy-free, and health-conscious consumers seeking a clean-label, no-additive probiotic beverage.
- Collagen Kefir A probiotic kefir product infused with collagen, designed to support gut health while providing skin and joint benefits. Targeted at consumers seeking combined gut-health and beauty-from-within benefits.
- Probiotic Shots Concentrated probiotic shots providing a high dose of live cultures in a small, portable serving format. Targeted at busy consumers, athletes, and travelers seeking digestive, immunity, and gut health support in a quick-shot form.
- Microbiome Analysis A personalized gut health testing service that provides detailed insights into an individual's microbiome composition to guide probiotic supplementation and dietary recommendations. Targeted at consumers seeking data-driven, personalized gut-health optimization.
- Health Coach Personalized one-on-one health coaching consultations providing tailored strategies for diet, nutrition, mental health, physical fitness, gut health, aging/beauty, and immunity with certified health coaches including Jordan Mazur (NFL Director of Nutrition), Jesse Zastrow, Erika Gilmandinova, and Manoli Lagos. Sessions start at $65/hour.
- Holiday Box A curated gift box containing 3 Original Coconut Kefir, 3 Vanilla Coconut Kefir, and 8 Vanilla Probiotic Shots, positioned as a wellness gift bundle for health-conscious recipients during the holiday season.
Quantifiable outcome
- 100 trillion CFU per serving vs 1-50 billion in competitor products
- +6 more outcomes
Companies that use Kefir Lab
Customer profileNamed customers6 records
Segments8 records
Ideal customer profiles5 records
Kefir Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Kefir Lab partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
Kefir Lab competitors and assessment
Company assessmentDirect peers
- Lifeway Foods: Largest US kefir manufacturer with broad retail distribution and a wide flavored kefir portfolio. Most directly comparable on core product (cultured dairy kefir) and channel mix (mass grocery + natural).
- Green Valley Creamery: Specialty lactose-free kefir and dairy maker positioned in natural and mainstream grocery. Comparable on product format and overlap in dairy-free/kefir consumer targets.
- GoodBelly: Probiotic juice shots and cultured dairy-free drinks. Directly comparable on probiotic shot format, gut-health positioning, and natural-channel distribution strategy.
Broad incumbents
- Stonyfield Farm: Organic dairy leader offering yogurt and kefir. Overlaps on kefir category and organic positioning, but competes from a much broader dairy portfolio and national brand scale.
- Yakult: Global pioneer of probiotic dairy shots and the category-defining brand for probiotic-shot consumption. Overlaps on shot format and gut-health messaging but is a multinational incumbent.
- Kevita (PepsiCo): Probiotic/fermented kombucha and functional beverage brand owned by PepsiCo. Comparable on probiotic beverage category, but with materially larger distribution and marketing resources.
Emerging players
- Health-Ade Kombucha: Premium fermented functional beverage brand selling gut-health kombucha through DTC and natural/whole-foods retail. Comparable on fermented functional beverage category, premium DTC positioning, and natural-channel distribution.
- Cocojune: Organic coconut yogurt and probiotic cultured coconut products sold DTC and in natural retail. Closest comparable on plant-based (coconut) probiotic beverage positioning and clean-ingredient branding.
- Seed Health: Premium DTC probiotic subscription brand with science-led storytelling and strong consumer brand. Comparable on premium subscription model, gut-health positioning, and content-driven acquisition.
Regional players
- Suja Organic: Organic functional and probiotic cold-pressed beverages sold through natural and mainstream US grocery. Comparable on refrigerated functional beverage format and natural-channel distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Kefir Lab social profiles
Digital presenceKefir Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kefir Lab leadership team
Management profileNumber of profiles
Profiles6 records
Kefir Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kefir Lab 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 Kefir Lab
What does Kefir Lab do?
Kefir Lab manufactures and sells high-potency probiotic kefir beverages and shots featuring 100 trillion CFU and 16-36 strains, including dairy-based Probiotic Kefir, plant-based Coconut Kefir in Original/Vanilla/Strawberry flavors, Collagen Kefir, and concentrated Probiotic Shots. The company also offers a personalized Microbiome Analysis testing service and one-on-one Health Coaching consultations for tailored gut-health and wellness guidance. Products are sold direct-to-consumer via subscription, through thousands of retail doors, and via wholesale to natural food stores.
Is Kefir Lab a public or private company?
Kefir Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kefir Lab founded?
Kefir Lab was founded in 2019. It employs 1 to 10 people.
Where is Kefir Lab based?
Kefir Lab is headquartered in San Francisco, United States, in the North America region.
How does Kefir Lab make money?
Five revenue lines are on record. Probiotic Product Sales are the primary driver. The others are health Coaching Services, wholesale Distribution, microbiome Analysis and affiliate Program.
Who are Kefir Lab's main competitors?
Direct peers on record are Lifeway Foods, Green Valley Creamery and GoodBelly. Broad incumbents are Stonyfield Farm, Yakult and Kevita (PepsiCo). Emerging players are Health-Ade Kombucha, Cocojune and Seed Health. Suja Organic is listed as a regional player.
Does Kefir Lab have an API?
No public API is recorded for Kefir Lab.
What industry is Kefir Lab in?
Kefir Lab's product category is Functional Probiotic Beverages. Its primary akta.pro industry code is AFAHAIAC, Drinkable Yogurt & Kefir Beverages (Probiotic Shots, Smoothie-Style), with a secondary code of AFAFAHAE, Probiotic & Live-Culture Beverage Production (Shots, Tonics). Its NAICS code is 3115 and its SIC code is 2020.