NuNaturals
NuNaturals is a family-owned, plant-based sweetener manufacturer founded in 1989 that sells stevia and monk fruit extracts, sugar-free syrups, and adjacent baking and supplement products directly through nunaturals.com and via Amazon, iHerb, Walgreens, and other online health retailers. It serves health-conscious, keto, gluten-free, and diabetic consumers across the U.S. and internationally.
- Company typePrivate
- Founded1989
- HeadquartersEugene, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What NuNaturals does
NuNaturals is a privately-held, family-owned manufacturer and online retailer of plant-based sweetener products founded in 1989 and headquartered at 2220 West 2nd Ave, Eugene, Oregon. With 11-50 employees, the company sources premium-grade stevia globally and runs a proprietary five-step extraction and blending process aimed at producing non-bitter stevia extracts, complemented by monk fruit extract formulations. Its product portfolio spans liquid stevia, powdered stevia and monk fruit blends, sugar-free flavored syrups, baking ingredients (Organic Dutch Cocoa, Oat Fiber), Unflavored Gelatin, Nutritional Yeast, and Collagen Peptides, all positioned around sugar-free, calorie-free, keto-compatible, and gluten-free credentials, with select SKUs carrying Non-GMO Project Verification and organic/Fair Trade certifications.
The company operates as a direct-to-consumer e-commerce retailer through its Shopify-powered storefront at nunaturals.com, layered with a Subscribe & Save recurring billing program on ReCharge, and is distributed through authorized third-party online retailers and marketplaces including Amazon.com, iHerb (shipping to 151 countries), Walgreens.com, Vitacost, SwansonVitamins, LuckyVitamin, Netrition, and AzureStandard. Customer segments are horizontal and consumer-only: health-conscious sugar reducers, keto dieters, gluten-free consumers, and diabetics seeking natural sweeteners. Pricing is unit-based ($6-$78 per SKU, with multi-pack discounts of up to roughly 17% at the 6-pack tier), and the marketing stack combines Klaviyo for email/SMS, dual content hubs (Be Well blog and Recipes blog), an interactive product quiz, Google Analytics-driven behavioral advertising, and integrated customer reviews. Stripe, PayPal, and Amazon Pay handle payments.
In August 2025 the company executed a voluntary FDA Class II recall of Organic Pure Stevia (1 oz, UPC 739223002040) and Pure Monk Fruit Sweetener (0.71 oz, UPC 739223001876) from Lot #25104S after discovering the two powders had been mislabeled and physically swapped during packaging, leading to nationwide consumer mail/phone notification and credit card refunds. The company is explicitly described as an online-only retailer with no physical stores and ships free to the 48 contiguous U.S. states on orders over $49, with shipping restrictions to Alaska, Hawaii, and U.S. territories.
NuNaturals firmographics
Firmographics- Name
- NuNaturals
- Legal name
- NuNaturals, Inc.
- Website
- https://nunaturals.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NuNaturals is a family-owned, plant-based sweetener manufacturer founded in 1989 that sells stevia and monk fruit extracts, sugar-free syrups, and adjacent baking and supplement products directly through nunaturals.com and via Amazon, iHerb, Walgreens, and other online health retailers. It serves health-conscious, keto, gluten-free, and diabetic consumers across the U.S. and internationally.
- Ownership category
- akta.pro rank
NuNaturals industry classification
Industry- Product category
- Natural Sweeteners
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Sugar & Confectionery Products (2060), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Natural High-Intensity Sweeteners (Stevia, Monk Fruit, Thaumatin) (AFAJAAAH)
- akta.pro secondary industries
- Sweeteners (Sugar, HFCS, Alternative Sweeteners) (CRADAOAB), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Flavor Houses & Compound Flavor Manufacturing (AFAJADAA)
Keywords
Where NuNaturals is headquartered
LocationHeadquarters
- HQ city
- Eugene
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NuNaturals 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, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue generated from direct online sales through nunaturals.com. The company sells products at retail prices with options for one-time purchase or subscription (Subscribe & Save). Products include liquid sweeteners, powdered sweeteners, syrups, baking goods, gelatin, nutritional yeast, and collagen.
- Third-Party Retail Distribution: Revenue from sales through authorized retailers and resellers including Amazon.com, iHerb, Walgreens.com, LuckyVitamin.com, Netrition.com, SwansonVitamins.com, and Vitacost.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Clear Extract Stevia 2 oz available in plastic or glass bottle |
| Unit Pricing | Monthly | Salted Caramel Flavored Syrup 6.6 oz with multi-pack discounts |
| Unit Pricing | Pay-as-you-go | Oat Fiber available in 1 lb and 5 lb bulk sizes |
| Unit Pricing | Pay-as-you-go | Organic Dutch Cocoa available in 1 lb and 5 lb sizes |
| Freemium | Monthly | Newsletter signup offering 15% off first order |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels7 records
NuNaturals product offering
Product offeringCore offering
NuNaturals manufactures and retails plant-based, sugar-free sweetener products built around premium non-bitter stevia extracts and monk fruit, sold in liquid, powdered, and flavored syrup formats. The product range extends to complementary baking ingredients (organic Dutch cocoa, oat fiber), unflavored gelatin, nutritional yeast, and collagen peptides. Sales occur through the company's own e-commerce store with Subscribe & Save subscriptions, plus authorized third-party online retailers.
Product overview
NuNaturals is a family-owned online retailer (since 1989) specializing in sugar-free sweeteners and health-focused food products. The core product line consists of stevia and monk fruit-based sweeteners available in liquid, powdered, and syrup formats, complemented by baking goods (cocoa powder, oat fiber), unflavored gelatin, nutritional yeast, and collagen supplements. The company positions itself around clean ingredients, keto-friendly and gluten-free products, with a mission of "Helping To Keep You Well."
Differentiator
Problem solved
Functional benefit
Products and services
- Clear Extract Stevia
Quantifiable outcome
- Clear Extract Stevia: 5.0 star average rating from 144 reviews with 99% 5-star rating
- +3 more outcomes
Companies that use NuNaturals
Customer profileSegments4 records
Ideal customer profiles3 records
NuNaturals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NuNaturals partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- iHerbcoreiHerb is described as a trusted retailer partner of NuNaturals that ships to 151 countries at a low cost. This partnership extends NuNaturals' global reach beyond their direct e-commerce operations.
- ShopifycoreShopify provides the e-commerce platform powering the NuNaturals online store. It handles payment processing, order management, and storefront operations.
- KlaviyocoreKlaviyo is the SMS/MMS mobile messaging platform provider for NuNaturals' mobile marketing program.
- StripecoreStripe processes credit card payments for NuNaturals e-commerce transactions.
- PayPalcorePayPal is used as a payment processing option for NuNaturals customers.
- Union WorksminorMarketing partner shared with for behavioral advertising and marketing communications.
- Code Black Belt IncminorMarketing partner involved in advertising and promotional activities.
- FlexifyminorMarketing partner for advertising and promotional activities.
- OutpostminorOutpost provides customer support services for NuNaturals.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
NuNaturals competitors and assessment
Company assessmentDirect peers
- SweetLeaf: SweetLeaf is a long-standing direct competitor in stevia and monk fruit liquid/powdered sweeteners, sharing NuNaturals' natural, non-GMO, and clean-label positioning as a family-originated brand. The two companies overlap closely on SKU format, target customer (keto, diabetic, low-sugar), and DTC-plus-Amazon distribution model.
- Lakanto: Lakanto is a direct monk fruit and erythritol-based sweetener competitor with overlapping keto/diabetic customer segments, premium pricing, and a similar DTC-plus-Amazon-plus-whole-foods-channel mix. Comparable product formats (powdered, liquid, syrups, baking blends) make Lakanto a near-substitute for NuNaturals' monk fruit SKUs.
- Pyure: Pyure is a competing stevia- and monk fruit-based sweetener brand offering liquid, powdered, and baking-focused SKUs aimed at sugar-free and keto consumers. Its retail presence (Amazon, grocery, and health-food channels) and clean-label claims position Pyure as a close peer for NuNaturals' core product lines.
Broad incumbents
- Truvia: Truvia (Cargill) is a mass-market stevia-based sweetener brand with deep grocery and foodservice distribution, broad consumer awareness, and aggressive pricing. As an incumbent in the same sweetener category, Truvia defines the price/quality benchmark that NuNaturals must differentiate against.
- Stevia In The Raw: Stevia In The Raw (Cumberland Farms/InTheRaw) is a large incumbent stevia sweetener brand with broad retail penetration, foodservice supply contracts, and legacy brand recognition. It competes for the same end-use occasions (beverage, baking) but at scale NuNaturals cannot match.
- NOW Foods: NOW Foods is a broad-line supplements and natural foods brand that sells stevia and monk fruit sweeteners alongside hundreds of other SKUs through DTC, Amazon, and health-food retail. Its scale and breadth make it a comparison point for NuNaturals' pricing, distribution, and review-velocity economics.
- Bob's Red Mill: Bob's Red Mill is a large natural-foods brand in baking ingredients (oat fiber, cocoa, specialty flours) with overlapping SKUs to NuNaturals' baking-goods line. While not a sweetener brand, it competes for the same health-conscious pantry shelf and basket share.
Emerging players
- Wholesome Yum: Wholesome Yum is a content-driven keto/low-carb brand with its own sweetener line (Besti), targeting overlapping health-conscious and keto audiences via Amazon, DTC, and a high-traffic recipe blog. The DTC-blog-plus-marketplace motion mirrors NuNaturals' marketing approach and competes for the same shopper wallet share.
- So Nourished: So Nourished is a smaller monk fruit/erythritol sweetener brand focused on keto consumers with a direct-to-consumer and Amazon presence. It overlaps with NuNaturals on monk fruit powder/packet SKUs and the keto/low-carb shopper profile, representing a niche but meaningful competitive threat.
- Vital Proteins: Vital Proteins is a leading collagen peptides brand with overlapping collagen and gelatin SKUs and similar premium, wellness-oriented positioning. Its scale and DTC marketing sophistication make it a comparison point for NuNaturals' collagen line and broader 'Be Well' content strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
NuNaturals social profiles
Digital presenceNuNaturals compliance and trust
Trust signalCompliance2 records
NuNaturals financial estimates
Financial estimateRevenue estimate
Valuation estimate
NuNaturals leadership team
Management profileNumber of profiles
Profiles1 record
NuNaturals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NuNaturals 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 NuNaturals
What does NuNaturals do?
NuNaturals manufactures and retails plant-based, sugar-free sweetener products built around premium non-bitter stevia extracts and monk fruit, sold in liquid, powdered, and flavored syrup formats. The product range extends to complementary baking ingredients (organic Dutch cocoa, oat fiber), unflavored gelatin, nutritional yeast, and collagen peptides. Sales occur through the company's own e-commerce store with Subscribe & Save subscriptions, plus authorized third-party online retailers.
Is NuNaturals a public or private company?
NuNaturals is a private company. It is classified as family owned and is currently operating.
When was NuNaturals founded?
NuNaturals was founded in 1989. It employs 11 to 50 people.
Where is NuNaturals based?
NuNaturals is headquartered in Eugene, United States, in the North America region.
How does NuNaturals make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are third-Party Retail Distribution.
Who are NuNaturals's main competitors?
Direct peers on record are SweetLeaf, Lakanto and Pyure. Broad incumbents are Truvia, Stevia In The Raw, NOW Foods and Bob's Red Mill. Emerging players are Wholesome Yum, So Nourished and Vital Proteins.
Does NuNaturals have an API?
No public API is recorded for NuNaturals.
What industry is NuNaturals in?
NuNaturals's product category is Natural Sweeteners. Its primary akta.pro industry code is AFAJAAAH, Natural High-Intensity Sweeteners (Stevia, Monk Fruit, Thaumatin), with a secondary code of CRADAOAB, Sweeteners (Sugar, HFCS, Alternative Sweeteners). Its NAICS code is 3113 and its SIC code is 2060.