What PBfit does

PBfit is a consumer packaged goods brand owned and operated by BetterBody Foods, manufacturing and selling peanut butter powder products with 82–90% less fat than traditional peanut butter while preserving 6–9g of protein per serving. Founded in 2015 and headquartered in Lindon, Utah, the company uses a proprietary process of pressing gently roasted peanuts to remove most fat and calories, then grinding them into a powder mixed with coconut palm sugar (or alternative sweeteners depending on variant) and salt. The portfolio includes nine SKUs across core powders (Classic, Organic, Cocoa, Simply Peanut, No Sugar Added), seasonal variants (Pumpkin Spice), and adjacent products (Protein Peanut Butter Spread, Protein Granola, Peanut Flour Baking Blend), with all products packaged at the Lindon headquarters and peanuts sourced from Georgia, USA.

The company generates revenue primarily through wholesale distribution to 10 major U.S. retail channels — Costco, Sam's Club, Walmart, Kroger, Whole Foods Market, Amazon, Albertsons, Publix, H-E-B, and WinCo Foods — supplemented by direct-to-consumer e-commerce at pbfit.com. Products are sold at unit pricing across multiple package sizes (7–30 oz) with no subscription model disclosed. Target customers are health-conscious consumers, home bakers, and fitness-oriented individuals seeking lower-calorie, higher-protein alternatives to traditional peanut butter, with use cases spanning smoothies, baking, spreads, overnight oats, and protein-enriched frozen desserts. The brand has accumulated over 75,000 five-star reviews and maintains a content library of 200+ recipes as its primary marketing asset, with certifications including Non-GMO Project verification, Gluten-Free, Kosher, USDA Organic (Organic variant), and USA Peanuts origin.

Despite a 1–10 employee headcount band, the brand operates a national retail footprint consistent with a co-manufacturing or broker-distributed CPG model. An early-stage international presence is signaled by a linked PBfit Korea site (yenni.kr), though North America remains the primary disclosed market. Ownership has been continuous under BetterBody Foods since founding with no disclosed M&A, funding rounds, institutional investors, or leadership transitions.

Name

PBfit

Legal name

BetterBody Foods

Website

https://pbfit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

PBfit, a brand of BetterBody Foods, manufactures peanut butter powder products with 82–90% less fat than traditional peanut butter, selling through 10 major U.S. retailers and direct e-commerce to health-conscious, fitness-oriented, and home-baking consumers.

Ownership category

akta.pro rank

Product category

Peanut Butter Powder

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based Dairy-Alternative Powders & Concentrates (Powdered Milks, Creamers, Bases) (AFAHAJAH)

Keywords

• Peanut butter powder
• Defatted peanut products
• Protein powder food
• Low-fat nut spreads
• Consumer packaged goods

Headquarters

HQ city

Lindon

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, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: PBfit generates revenue through direct-to-consumer sales via their e-commerce website (pbfit.com) and through retail distribution partnerships. The company sells various peanut butter powder products in multiple sizes and formulations including Classic, Organic, Cocoa, Pumpkin Spice, Simply Peanut, No Sugar Added, Protein Peanut Butter Spread, Protein Granola, and Peanut Flour Baking Blend.

Pricing tiers

Go-to-market motion1 record

Distribution channels11 records

Marketing channels4 records

Core offering

PBfit manufactures and sells peanut butter powder products produced by pressing gently roasted peanuts to remove most of the fat and calories, then grinding them and blending with coconut palm sugar (or alternative sweeteners) and salt. The product line includes Classic, Organic, Cocoa, Pumpkin Spice, No Sugar Added, Simply Peanut, Protein Peanut Butter Spread, Protein Granola, and Peanut Flour Baking Blend variants, sold via retail partners and the company's own e-commerce site.

Product overview

PBfit is a peanut butter powder company offering a portfolio of products centered on defatted peanut protein. The core product line includes PBfit Classic, PBfit Organic, PBfit Cocoa, and PBfit Simply Peanut as powder variants, with PBfit Protein Peanut Butter Spread as a ready-to-use spread alternative. Seasonal offerings include PBfit Pumpkin Spice, while PBfit No Sugar Added targets health-conscious consumers using monk fruit. Add-on products include PBfit Protein Granola and PBfit Peanut Flour Baking Blend. All products leverage a pressed-peanut process that removes most fat while preserving protein content, positioning the brand around high-protein, low-fat alternatives to traditional peanut butter.

Differentiator

Problem solved

Functional benefit

Products and services

• PBfit Classic

Quantifiable outcome

• 87% less fat than traditional peanut butter
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• BetterBody FoodscoreOthersBetterBody Foods is the parent company that owns and operates the PBfit brand and website (betterbodyfoods.com). The company has been operating since 2015 with a focus on bringing better food choices to consumers. BetterBody Foods handles all product development, manufacturing, packaging at their Lindon, Utah headquarters, and distribution operations.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Pip & Nut: Pip & Nut is a UK-focused nut butter brand offering almond, peanut, and hazelnut spreads in retail and foodservice. It mirrors PBfit's clean-label, fitness-friendly positioning but is geographically concentrated in the UK.
• Fix & Fogg: Fix & Fogg is a New Zealand-based premium nut butter brand with strong ANZ/UK retail presence. It shares PBfit's premium-natural-ingredients positioning and small-batch craft ethos, but operates in a different geography.

Broad incumbents

• RX Nut Butter: RXBAR's nut butter line (owned by General Mills) extends the protein-forward RX brand into nut butters. Comparable to PBfit in targeting high-protein, clean-label consumers, but operating from a much broader parent portfolio.
• Justin's Nut Butter: Justin's (owned by Hormel) is a leading premium nut butter brand offering peanut butter and almond butter spreads in jars and squeeze packs. It overlaps with PBfit on the peanut-butter/protein-snacking occasion but competes via ready-to-eat spreads rather than powder.

Emerging players

• Wild Friends Foods: Wild Friends produces nut butters and protein snacks (almond, peanut, sunflower) positioned toward health-conscious millennials. It shares the protein-snacking occasion and target consumer with PBfit but with a spreadable-format emphasis.
• Barney Butter: Barney Butter is a leading almond butter brand with a smooth-blend powder variant. It targets the same health-conscious peanut-alternative consumer as PBfit, especially consumers avoiding peanut allergens.

Direct peers

• Peanut Butter & Co. Peanut Butter & Co. sells flavored peanut butter spreads and baking products in retail and online channels. It directly competes for peanut-butter-occasion share with PBfit's Protein Peanut Butter Spread and Baking Blend SKUs.
• PB2 Foods: PB2 is the category-defining powdered peanut butter brand, selling direct-to-consumer and through major U.S. retailers. It is the closest direct competitor to PBfit, with the same defatted-peanut powder format and substantially greater brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pbfitpowder
• LinkedInlinkedin.com/company/pbfit

Compliance19 records

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 PBfit