Maja

What Maja does

Maja (legal entity: Maja Food, Inc.) is a US-based direct-to-consumer plant-based food company founded in 2023 by Mackenzie Varthi, headquartered at 125 Old Kings Highway North, Darien, CT. The company manufactures and sells vegan, gluten-free overnight oats and baking mixes through its own Shopify e-commerce storefront at majafood.com, with no disclosed retail, wholesale, or third-party marketplace presence. The product line comprises two overnight oat flavors (Cacao & Coconut, Banana Bread) offered in single-serve pouches and multiserve formats, three baking mixes (Chocolate Chip Cookie, Pancake & Waffle, Chocolate Cake & Cupcake), bundled SKUs (6-Pack, 4-Pack, 8-Pack, All-Star Pack), and ancillary merchandise (hat, spatula, gift cards). Overnight oats carry USDA Organic and OU Kosher certifications, and baking mixes are formulated to be free of the top 14 allergens. The core product technology is a proprietary plant-based protein blend combining pea, pumpkin seed, and hemp proteins delivering 20g protein per serving.

The business model is direct-to-consumer e-commerce with a product-led growth approach emphasizing convenience (just-add-milk-or-water for oats, mix-and-bake for baking mixes) and portability (single-serve pouches with included foldable spoon and portable container). Pricing ranges from $9.00 (spatula) to $54.99 (bundles), with subscription/autoship pricing at 20% off via Recharge Payments, free shipping over $75, and a 30-day happiness guarantee. Revenue streams include one-time product sales, recurring subscriptions, merchandise, and digital gift cards ($10-$100 denominations). The technology stack is entirely commodity SaaS: Shopify for storefront and checkout, Recharge Payments for subscription management, Judge.me for verified reviews (Diamond Authentic and Transparent Shop medals, 100.0 scores, 2025), and hCaptcha for anti-bot protection.

The company targets health-conscious consumers, people with food allergies and dietary restrictions, and plant-based lifestyle followers, addressing the pain point of limited convenient, high-protein, allergen-free breakfast and baking options. Marketing is concentrated on content marketing (recipe blog), organic social media (Facebook, Instagram, TikTok, Pinterest under @eatmajafood), earned media in Forbes, Food Navigator-USA, Sweety High, and RetailMeNot, an affiliate program, and a charitable partnership with No Kid Hungry. Maja is a privately held, WBENC-certified women-owned business with 1-10 employees, no disclosed institutional funding, and no parent company.

Name

Maja

Legal name

Maja Food, Inc.

Website

https://majafood.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Maja is a US-based, women-owned DTC plant-based food company founded in 2023, selling vegan, gluten-free, high-protein overnight oats and allergen-free baking mixes through its Shopify e-commerce storefront to health-conscious consumers and people with dietary restrictions.

Ownership category

akta.pro rank

Product category

Plant-Based Food Products

NAICS

Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)

SIC

Bakery Products (2050)

akta.pro primary industry

Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Breakfast & brunch prepared items manufacturing (AFAKAHAH)

Keywords

• Plant-based baking mixes
• Gluten-free overnight oats
• Vegan baking products
• Allergen-free foods
• High-protein breakfast

Headquarters

HQ city

Darien

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - E-commerce: Direct-to-consumer online sales of vegan and gluten-free baking mixes and overnight oats through own Shopify storefront. One-time purchase and subscription options available. Products include overnight oats (single serve pouches and multiserve bags), baking mixes (chocolate chip cookies, pancakes/waffles, chocolate cake), and bundles/packs
2. Subscription/Autoship: Recharge Payments-powered subscription model offering 20% savings on regular prices. Automatic delivery on customer schedule with ability to modify or cancel anytime. Includes subscription for overnight oats and other products
3. Merchandise: Sale of branded merchandise including Maja hats ($17.99) and spatulas ($9.00)
4. Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, and $100, delivered via email

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Maja manufactures and sells plant-based, gluten-free overnight oats and baking mixes (chocolate chip cookies, pancakes/waffles, chocolate cake/cupcakes) direct-to-consumer through its own Shopify-powered online storefront. Products are available as one-time purchases or via subscription autoship and come in single-serve and multiserve formats as well as bundled packs.

Product overview

Maja is a plant-based food company offering two core product lines: overnight oats and baking mixes. The overnight oats product line includes Protein Overnight Oats (available in Cacao & Coconut and Banana Bread flavors) in both single-serve pouches and multiserve formats, sold individually or in bundles (4-Pack, 8-Pack). The baking mixes product line includes Chocolate Chip Cookie Mix, Pancake & Waffle Mix, and Chocolate Cake & Cupcake Mix, available individually or as a 6-Pack bundle. The Maja All-Star Pack combines both product lines into one comprehensive offering. All products are 100% plant-based, gluten-free, vegan, and free from top allergens (in baking mixes). Overnight oats are certified USDA Organic. The company also sells branded merchandise including hats and spatulas. Products are available via one-time purchase or subscription through the Shopify-powered e-commerce store.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 20g protein per serving in overnight oats
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• No Kid HungrycoreStrategic or Co-development PartnerCharitable partnership where every purchase of Maja products helps end childhood hunger. No Kid Hungry works to end childhood hunger by helping launch and improve programs that give all kids the healthy food they need to thrive. Partnership aligns with Maja's mission of making healthy living accessible.
• SecuringSafeFoodminorStrategic or Co-development PartnerCollaboration announcement. Maja is dedicated to crafting healthful, tasty, and clean ingredient products for all, including gluten-free, plant-based and allergen-free baking mixes. Partnership highlights shared commitment to food safety and allergen awareness.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the online store at majafood.com. Provides the online e-commerce platform enabling Maja to sell products and services directly to consumers.
• Recharge PaymentscoreTechnology or IntegrationSubscription management platform powering the subscription/autoship service. Products are automatically delivered on customer schedule with ability to modify or cancel anytime.
• Affiliate PartnersminorGTM or Marketing PartnerAffiliate marketing program allowing partners to earn commissions by referring customers to Maja. Part of demand generation and customer acquisition strategy.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Purely Elizabeth: Purely Elizabeth makes gluten-free granola, oatmeal, and baking mixes with clean ingredients and a strong natural-channel presence. It is comparable to Maja on gluten-free, grain-forward breakfast and baking categories.
• Oats Overnight: Oats Overnight sells high-protein, ready-to-mix premium oats via DTC subscription, directly overlapping with Maja's protein-packed overnight oats and subscription model.
• MUSH Overnight Oats: MUSH is a DTC-first overnight oats brand offering dairy-based and plant-based single-serve oats in glass jars. It competes head-to-head with Maja's overnight oats line on grab-and-go, protein-forward, and convenience positioning.
• Partake Foods: Partake Foods produces allergy-friendly, gluten-free, and vegan baking mixes and cookies targeted at families with food allergies. It overlaps with Maja on allergen-free baking mix formulations and clean-label positioning.
• Simple Mills: Simple Mills makes better-for-you, gluten-free crackers, cookies, and baking mixes using almond flour and other clean ingredients, with strong DTC and natural-channel retail presence. It is the most direct large-scale analog to Maja's plant-based, allergen-conscious baking mixes.
• Three Trees: Three Trees produces plant-based, dairy-free baking mixes and almond milk using clean ingredients. Its plant-based baking mix lineup directly overlaps with Maja's vegan, gluten-free baking mix portfolio.
• Bobo's: Bobo's makes oat-based bars, bites, and toaster pastries with whole grain oats and allergen-friendly options. Comparable to Maja on oat-based, allergen-conscious, on-the-go product positioning.

Broad incumbents

• Quaker Oats (PepsiCo): Quaker Oats is a mainstream incumbent in oats-based breakfast products and is expanding better-for-you and protein-forward oatmeal variants. It represents the broad-incumbent competitive threat to Maja's overnight oats category.
• Bob's Red Mill: Bob's Red Mill is an established, broad-line manufacturer of gluten-free flours, baking mixes, oats, and grains with deep grocery distribution. It is a broader incumbent that overlaps with Maja's gluten-free baking mixes and oats portfolio.
• King Arthur Baking Company: King Arthur Baking is a long-established baking brand offering flour, mixes (including gluten-free), and baking supplies across DTC, grocery, and club channels. It competes with Maja on baking mixes and brand authority, with much broader scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eatmajafood
• Instagraminstagram.com/eatmajafood
• Pinterestpinterest.com/eatmajafood
• TikToktiktok.com/@eatmajafood
• LinkedInlinkedin.com/company/majafood

Compliance2 records

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 Maja