KOJA

What KOJA does

KOJA is an Australian direct-to-consumer and retail healthy snack bar company headquartered in Melbourne, founded in 2014 and operating with a team of 1-10 employees under founder and CEO Kate Johansson. The company manufactures and sells a unified portfolio of nutritious snack products organised into four categories: Healthy Bites (Oat Bites, Bickie Bites, Wholegrain Popcorn Bars), Protein & Oat Bars (Oat Bars, Protein Bars, Peanut Butter Bars, Popcorn Bars), KOJA Minis (smaller-format bars targeting lunchbox and on-the-go occasions), and a 'Shop All' assortment. Products emphasise vegan-friendly, low-sugar, gluten-free-friendly formulations using ingredients such as Australian-grown peanut butter, oats, and plant proteins. There is no proprietary technology platform; the offering is a physical consumer packaged goods line distributed via Shopify-based e-commerce and physical retail.

The business operates a dual-channel go-to-market: direct-to-consumer e-commerce through koja.com.au (shipping across Australia), and third-party retail through national stockist Woolworths plus a network of specialty health food stores (Leo's Fine Food and Wine, Terra Madre, Flora and Fauna, Nourished Life, Ritchies IGA, Foodworks). Pricing is unit-based, with 6-pack Oat/Bickie/Popcorn products around A$8.00, 12-pack Oat Bars around A$42.00, and 16-pack Protein and Peanut Butter Bars around A$62.00, with no subscription model disclosed. Revenue is generated from one-off DTC transactions plus wholesale sell-through to retail partners.

The company is privately held and independently operated, with no disclosed external investors, parent company, or funding rounds. Marketing relies on owned content (a recipe blog featuring products like Peanut Butter & Raspberry Choc Bark and No-Bake KOJA Lemon & Coconut Cheesecake) and organic social presence across Instagram, Facebook, Pinterest, YouTube, and Twitter/X. No revenue, headcount growth, or financial performance figures are publicly disclosed.

Name

KOJA

Legal name

KOJA

Website

https://koja.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

KOJA is a privately-held Australian healthy snack bar company founded in 2014, selling oat, protein, peanut butter, and popcorn bars directly to consumers via koja.com.au and through Woolworths plus specialty health food retailers across Australia.

Ownership category

akta.pro rank

Product category

Healthy Snack Bars

NAICS

Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118), Snack Food Manufacturing (31191)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industry

Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups) (CRAHAKAH)

Keywords

• Healthy snack bars
• Oat bite snacks
• Protein snack bars
• Peanut butter bars
• Plant-based snack foods

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Selling products directly through their e-commerce website at koja.com.au to consumers.
2. Retail Distribution: Wholesale distribution to national retail stockists including Woolworths and specialty health food stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

KOJA manufactures and retails a portfolio of healthy snack bars and bites, including Oat Bites, Bickie Bites, Wholegrain Popcorn Bars, Oat Bars, Protein Bars, Peanut Butter Bars, and KOJA Minis. Products are formulated to be low in sugar, vegan or gluten-free where indicated, protein-enriched with plant proteins, and targeted at convenient on-the-go and lunchbox use cases. The company sells directly to consumers through its e-commerce site koja.com.au and through Australian retail stockists such as Woolworths and specialty health food stores.

Product overview

KOJA is a healthy snack bar company offering a unified portfolio of nutritious snack products. The product line consists of four main categories: Healthy Bites (including Oat Bites and Bickie Bites), Wholegrain Popcorn Bars, Protein & Oat Bars (including Oat Bars, Protein Bars, and Peanut Butter Bars), and KOJA Minis. All products emphasize being healthy, low in sugar, and made with quality ingredients suitable for lunchboxes and active lifestyles.

Differentiator

Problem solved

Functional benefit

Products and services

• Oat Bites Healthy oat-based snack bites available in flavors including Choc Chip, Muesli, and Raspberry & Choc Chip, targeted at health-conscious consumers seeking convenient snacks; sold individually for around A$8.00 and as part of multi-pack bundles.
• Bickie Bites Biscuit-style healthy snack bites in flavors such as Choc Chip, Gingerbread, and Choc Brownie, marketed to consumers who want a healthier alternative to traditional sweet biscuits; priced at around A$8.00 per pack.
• Wholegrain Popcorn Bars Snack bars made with wholegrain popcorn, available in Salted Caramel and Choc Drizzle varieties, positioned as a lighter snack option; retail at around A$8.00 per pack.
• Oat Bars Breakfast-style oat bars available in Dark Choc Chip, Maple, Lemon & Coconut, and Cinnamon & Raisin flavors; sold as a box of 12 bars for around A$42.00.
• Protein Bars High-protein snack bars with chocolate flavors including Double Chocolate, Choc Berry, and Peanut Fudge; boxed in 16-bar packs priced at around A$62.00 and positioned for consumers seeking protein-enriched snacks.
• Peanut Butter Bars Snack bars made with Australian-grown peanut butter in Peanut Crunch and Peanut Chocolate varieties; part of the Protein & Oat Bars range and sold as multi-bar boxes via e-commerce and retail stockists.
• KOJA Minis Mini-sized versions of KOJA's snack bars designed for lunchboxes and on-the-go snacking, sold as part of the unified snack bar portfolio.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carman's: Australia's leading muesli and oat-bar brand selling oat bites, protein bars, and breakfast biscuits through Woolworths, Coles, and DTC. Closest direct competitor: same category (Australian better-for-you bars), same channels (national supermarkets + DTC), same target consumer.
• Bounce Australia: Australian-founded protein ball and energy bar brand sold globally in grocery and health-food channels. Directly competes with KOJA's Protein Bars and Peanut Butter Bars on the better-for-you snacking occasion in the same retail environment.
• Brookfarm: Premium Australian snacks and muesli brand with national supermarket distribution and DTC. Comparable in positioning (Australian provenance, better-for-you, premium pricing) and SKU format (granola bars, baked snacks).

Broad incumbents

• KIND Snacks: Global leader in better-for-you snack bars and clusters, now owned by Mars. Compares to KOJA on product category and better-for-you positioning, but operates at vastly greater scale and portfolio breadth across multiple geographies.
• CLIF Bar: Iconic energy and protein bar brand (owned by Mondelez) sold globally in grocery and specialty channels. Comparable on bar format and better-for-you framing, but far larger scale, multi-country distribution, and broader portfolio.
• RXBAR: US protein bar brand (owned by Kellogg's) with clean-ingredient, minimal-ingredient positioning. Highly comparable to KOJA's Peanut Butter and Protein Bar range on ingredient philosophy and target consumer, with global retail reach.

Emerging players

• GoMacro: US plant-based, organic, vegan macrobar brand in the better-for-you snack aisle. Direct category overlap with KOJA's vegan/gluten-free Oat Bites and Protein Bars, though focused primarily on the US market.
• Eat Natural: UK-based cereal and protein bar maker with similar wholesome, ingredient-forward positioning in grocery retail. Comparable on better-for-you snacking proposition and bar/cereal-bar format, though serving primarily UK and European markets.

Regional players

• Health Lab: New Zealand-based better-for-you snack and protein ball brand in Australia/NZ grocery and pharmacy. Comparable in size, category, and positioning to KOJA; cross-Tasman competitor targeting similar consumer occasions.
• The Chia Co: Australian functional-food brand built around chia-based snacks and beverages in national retail. Adjacent competitor on better-for-you positioning and Australian provenance narrative, though focused on chia as a core ingredient.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KojaHealth
• YouTubeyoutube.com/channel/UCjxraKO5Q1cRIcfxVV1XX8g
• Facebookfacebook.com/kojahealth
• Instagraminstagram.com/kojahealth
• Pinterestpinterest.com.au/kojahealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 KOJA