Kroeger Herb

What Kroeger Herb does

Kroeger Herb Products Co., Inc. is a privately held, family-owned herbal products manufacturer founded by Hanna Kroeger in Boulder, Colorado in 1978 and now headquartered at 1500 Kansas Ave Suite 4F, Longmont, CO 80501. The company develops and sells seven distinct product lines — Complete Concentrates (standardized extracts in raw herb bases such as Ashwagandha, Milk Thistle, and Ginkgo Biloba), Hanna's Special Teas (12 hand-sifted loose-leaf blends), Herbal Combinations (39 blended formulations including Wormwood Combination and Circu Flow), Sunny Day Vitamins (food-based supplements), New Dimensions Tinctures (15 single-herb alcohol extracts), Supplement Kits (Candida Kit, Wormwood Kit), and Books by Hanna Kroeger (9 educational titles). The underlying technology is rooted in traditional herbal formulation, vegetarian capsule encapsulation, and food-grade alcohol extraction rather than any proprietary platform, software, or AI component.

The business model is wholesale-plus-direct: products are sold through independent health food stores domestically, distributed internationally via practitioner offices, and offered direct-to-consumer through the company's owned online store, Hanna's Herb Shop. Customer segments are health-conscious consumers and health practitioners seeking practitioner-grade herbal supplements. Pricing is not publicly disclosed, and SKUs ship in small-format packaging (90 capsules, 60 capsules, 2 oz loose tea). The company has remained privately held and family-owned with no external investors, no funding rounds, and no disclosed revenue. Operations have continued under the Kroeger family following the founder's death in 1998, with the portfolio extended through trademark-protected product names and reformulations (e.g., renaming D Bets to Pancreas Formula, Heartwarmer to Heart Care Blend).

Name

Kroeger Herb

Legal name

Kroeger Herb Products Co., Inc.

Website

https://kroegerherb.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Kroeger Herb Products Co., Inc. is a family-owned manufacturer founded in 1978 that sells standardized herbal concentrates, loose-leaf teas, tinctures, vitamins, and supplement kits through U.S. health food stores, international practitioner offices, and its own online storefront, serving health-conscious consumers and natural-health practitioners.

Ownership category

akta.pro rank

Product category

Herbal Supplements

NAICS

Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD), Natural Extracts & Botanical Concentrates for Beverages (herbal, spice, aromatic extracts) (AFAFAGAJ)

Keywords

• Herbal supplements
• Herbal tinctures
• Loose leaf teas
• Natural health products
• Herbal combinations

Headquarters

HQ city

Longmont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Distribution channels3 records

Marketing channels2 records

Core offering

Kroeger Herb Products manufactures and sells natural herbal supplements under the Hanna Kroeger brand, including standardized herbal concentrates (Complete Concentrates), loose-leaf herbal teas (Hanna's Special Teas), blended herbal combinations, food-based vitamins (Sunny Day Vitamins), alcohol-based tinctures (New Dimensions Tinctures), pre-packaged supplement kits, and educational books on natural healing. All products are formulated from founder Hanna Kroeger's time-proven proprietary recipes and distributed through health food stores, practitioner offices, and the company's own online store, Hanna's Herb Shop.

Product overview

Kroeger Herb Products Co., Inc. is an all-natural herbal products company founded in Boulder, Colorado in 1978 by Hanna Kroeger. The company offers a comprehensive portfolio of seven distinct product lines: Complete Concentrates (standardized herbal extracts in raw herb bases including Ashwagandha, Bilberry, Cinnamon, Cranberry, Ginkgo Biloba, Milk Thistle, Rhodiola Rosea, and Schizandra), Hanna's Special Teas (12 hand-sifted loose-leaf herbal tea formulations including H-12 Tea, Sleep Tea, Nerve Tea, and Kidney Tea), Herbal Combinations (39 blended formulations like Wormwood Combination, Circu Flow, and Resveratrol Six), Sunny Day Vitamins (food-based supplements including Anti-Fatigue and Taurin-Dophilus), New Dimensions Tinctures (15 alcohol-based single-herb extracts such as Echinacea, Valerian, and Hawthorn Berry), Supplement Kits (coordinated combinations like Candida Kit and Wormwood Kit), and Books by Hanna Kroeger (9 educational titles on herbal remedies and natural healing). All products are made with Hanna Kroeger's time-proven recipes using top-notch ingredients and vegetarian capsules, with formulas working naturally with the body on both physical and energetic levels.

Differentiator

Problem solved

Functional benefit

Brands

• Hanna's Special Teas: All natural herbal teas hand sifted and packed loose in two ounce packages. Formulated for specific and general purposes.
• Complete Concentrates
• New Dimensions Tinctures
• Sunny Day Vitamins

Products and services

• Complete Concentrates
• Hanna's Special Teas
• Herbal Combinations
• Sunny Day Vitamins
• New Dimensions Tinctures
• Supplement Kits
• Books By Hanna Kroeger

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Solaray: Established supplement brand offering encapsulated herbal extracts, often standardized, that compete in the same retail channels (health food stores) as Kroeger's Complete Concentrates and Herbal Combinations lines.
• Nature's Way: One of the largest and most established botanical supplement brands in the U.S., offering standardized herbal extracts, adaptogens, and combination formulas that overlap directly with Kroeger's Complete Concentrates and Herbal Combinations lines.
• Source Naturals: Supplement manufacturer with a large herbal and adaptogen portfolio including ashwagandha, rhodiola, and ginkgo formulations directly overlapping with Kroeger's Complete Concentrates. Comparable retail channel mix.
• Himalaya Herbal Healthcare: Globally distributed herbal supplement brand with extensive product range across capsules, liquids, and topical formulations. Broader and more mass-market than Kroeger, but directly comparable in product categories (botanical supplements, herbal single extracts, combination formulas).

Direct peers

• Standard Process: Whole-food and herbal supplement manufacturer founded in 1929, distributing primarily through health practitioners. Highly comparable to Kroeger in its practitioner-channel B2B model, multi-generational formulation philosophy, and family/private ownership structure.
• Herb Pharm: Certified organic herbal tincture and extract manufacturer founded in 1979. Comparable to Kroeger's New Dimensions Tinctures line in both format (alcohol-based liquid extracts) and founding-era timing within the natural-products industry.
• Traditional Medicinals: Herbal tea company offering therapeutic loose-leaf and bagged teas (sleep, kidney, liver, respiratory support) that closely parallel Kroeger's Hanna's Special Teas portfolio, with similar health-condition positioning and natural-foods retail distribution.
• Gaia Herbs: Vertically integrated herbal supplement brand producing liquid extracts, capsules, and teas from organic herbs. Closely comparable to Kroeger's New Dimensions Tinctures and Complete Concentrates lines in terms of herbal extract format and product philosophy.

Emerging players

• Mountain Rose Herbs: Herbal products company focused on organic bulk herbs, teas, tinctures, and capsules. Overlaps with Kroeger on Hanna's Special Teas, tinctures, and encapsulated herbal supplements, and shares a similar values-driven, family/independently owned profile.
• Oregon's Wild Harvest: Certified organic herbal supplement company producing encapsulated herbs, liquid extracts, and teas. Comparable to Kroeger in scale, organic/quality positioning, and tincture-plus-capsule product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/kroegerherb
• LinkedInlinkedin.com/company/kroeger-herb-products-inc.

Revenue estimate

Valuation estimate

Number of profiles

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 Kroeger Herb