Growing Naturals

What Growing Naturals does

Growing Naturals, LLC is a privately-held Delaware-incorporated CPG company (founded ~2009) operating from Marina Del Rey, California, that manufactures and sells plant-based protein powders and functional beverages under the Growing Naturals brand. Its product portfolio centers on two proprietary single-ingredient proteins — organic brown rice protein (marketed under the Oryzatein trademark, produced via a natural/enzymatic extraction process using distilled water, free of chemicals, hexane, and fermentation) and non-GMO pea protein — supplemented by the Benefit Blends line (A.M. Energy SuperShake with caffeine and multivitamins, P.M. Restore with melatonin) and goal-segmented bundles (Fit, Health, Beauty). All products are vegan, Non-GMO Project Verified, Star-K Kosher certified, allergen-free (top-9 allergen free, low FODMAP), and manufactured at a GMP-certified facility in Salt Lake City, Utah, with distribution shipping from a Los Angeles warehouse. A double-blind clinical study cited on product pages demonstrates that 24g/day of the rice protein matches whey for muscle-building, used as the brand's primary efficacy proof point.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce on a Shopify storefront (with a Subscribe & Save program offering 35% off first purchase and 30% off ongoing autoship), an official Amazon Store, and wholesale distribution to thousands of US natural food, supplement, and specialty retailers. Pricing spans approximately $21-66 per unit on subscription and $26-80 on one-time purchases, with bundles priced at $47-48 (vs $72-80 MSRP). Customer segments are diversified across athletes/fitness users, health-conscious adults seeking clean-label and allergen-free nutrition, beauty-and-wellness consumers, adults over 40 focused on healthy aging, and vegans/vegetarians. The marketing mix emphasizes content (The Scoop blog, Protein 101, GNrecipes.com), an in-house Registered Dietitian (Scarlett Full, MS, RDN) as a public-facing authority, email marketing via Constant Contact, and earned media coverage (ESPN, People, MSNBC, Shape, Men's Fitness, Whole Foods Magazine). The business is bootstrapped with no disclosed funding rounds, parent company, or external investors; the leadership team includes CEO David Janow and the RD-led product specialist function.

Name

Growing Naturals

Legal name

Growing Naturals, LLC

Website

https://growingnaturals.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Growing Naturals is a bootstrapped US CPG company selling allergen-free, plant-based protein powders (organic rice/Oryzatein and non-GMO pea) plus functional Benefit Blends through DTC e-commerce, Amazon, and wholesale to natural food and supplement retailers nationwide.

Ownership category

akta.pro rank

Product category

Plant-Based Protein Supplements

NAICS

Grain and Oilseed Milling (3112)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Plant Protein Ingredients Manufacturing (Isolates, Concentrates, Flours) (AFAKAGAF)

akta.pro secondary industries

Plant Protein Ingredients (Soy, Pea, Wheat/Gluten, Rice, Oat, Potato) (AFAJAHAA), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)

Keywords

• Plant-based protein powders
• Organic rice protein
• Non-GMO pea protein
• Allergen-free supplements
• Dietary nutrition products

Headquarters

HQ city

Marina Del Rey

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases and subscription orders through growingnaturals.com. Subscription autoship program offers 35% off first purchase and 30% ongoing discounts with free shipping on orders $47+.
2. Amazon Sales: Products sold through official Growing Naturals Amazon Store, enabling broader reach beyond direct website.
3. Wholesale Distribution: Products sold to retail partners including natural food stores, supplement stores, and specialty retailers across the U.S.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Growing Naturals manufactures and sells plant-based protein powders built on proprietary Oryzatein organic brown rice protein and 100% digestible non-GMO pea protein. The portfolio covers standalone rice and pea protein SKUs (Original Unflavored, Vanilla Blast, Chocolate Power), Benefit Blends (A.M. Energy and P.M. Restore) combining both proteins with added wellness ingredients, and goal-oriented bundles (Fit, Health, Beauty). All products are allergen-free (free from the top 9 allergens, dairy, soy, gluten, corn, FODMAPs), vegan, Non-GMO Project Verified, Star-K Kosher, and manufactured in a GMP-certified facility.

Product overview

Growing Naturals is a pure plant protein company offering a focused portfolio of allergen-free, gut-friendly protein products. The core offerings include Organic Rice Protein Powder and Non-GMO Pea Protein Powder as standalone products, along with the Benefit Blends line combining rice and pea proteins with added wellness benefits (A.M. Energy for morning energy and P.M. Restore for sleep support). These are complemented by three bundled offerings: Fit Bundles for fitness-focused consumers, Health Bundles for health-conscious users seeking clean unflavored proteins, and Beauty Bundles targeting beauty-from-within nutrition. All products are vegan, kosher, free from top allergens, and manufactured in a GMP-certified facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Rice Protein Powder Premium organic brown rice protein powder available in Vanilla Blast, Chocolate Power, and Original Unflavored variants, marketed as clinically shown to be as effective as whey for muscle building and recovery and free from the top allergens, gluten, dairy, soy, and corn. Sold as individual SKUs (1lb and 2lb sizes) via direct-to-consumer, subscription, Amazon, and wholesale channels.
• Non-GMO Pea Protein Powder Gold standard raw pea protein powder available in Original Unflavored, Vanilla Blast, and Chocolate Power variants, marketed as award-winning, hypoallergenic, smooth and creamy, naturally rich in iron, easy to digest, certified Non-GMO, and 100% digestible. Sold as individual SKUs (1lb and 2lb sizes) via direct-to-consumer, subscription, Amazon, and wholesale channels.
• Benefit Blends: A.M. Energy & P.M. Restore SuperShakes Complete wellness-focused protein shakes combining rice and pea protein. A.M. Energy SuperShake provides clean caffeine, 19 essential vitamins/minerals, and fiber for sustained morning energy; P.M. Restore SuperShake includes sleep and relax botanicals with melatonin for nighttime recovery. Sold as standalone SKUs and within the Energy Trifecta Bundle via direct-to-consumer e-commerce.
• Fit Bundle Fitness-focused bundle combining one Chocolate Rice Protein and one Vanilla Rice Protein, positioned for strength, endurance, and muscle building using clinically proven rice protein as a whey alternative. Priced at $79.98 regular / $47.94 sale via growingnaturals.com.
• Health Bundle Health-focused bundle combining one Original Unflavored Pea Protein with one Original Unflavored Rice Protein for gut-friendly, low-FODMAP, clean-label nutrition. Targets allergen-free diets and DIY culinary use. Priced at $72.98 regular / $47.44 sale via growingnaturals.com.
• Beauty Bundle Beauty-from-within bundle pairing two A.M. Energy SuperShakes (with caffeine) with a complimentary P.M. Restore to support collagen production, energy management, sleep, and healthy aging; fits keto and most eating programs. Priced at $79.98 regular / $47.94 sale via growingnaturals.com.

Quantifiable outcome

• Rice protein shown to be as effective as whey for muscle building at 24g daily dose in published double-blind study
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Celiac Disease FoundationcoreOthersCharitable partnership where Growing Naturals makes donations to support the Celiac Disease Foundation's mission, reflecting the company's commitment to people with gluten-related conditions and celiac disease.
• Vitamin AngelscoreOthersCharitable partnership where Growing Naturals makes donations to Vitamin Angels to support their mission of providing vitamins to those in need worldwide.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the growingnaturals.com online store. Shopify provides the online e-commerce platform enabling the company to sell products and services to customers.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Bob's Red Mill: Bob's Red Mill is a large-scale grain and legume miller with a growing line of plant-based protein powders. While its core business is grain milling, its retail footprint, certifications, and protein SKUs make it an overlapping competitor in the same shelf set.
• Nestlé Health Science: As parent of Garden of Life and a major nutrition portfolio owner, Nestlé Health Science sets pricing, shelf, and promotional benchmarks that smaller plant-protein brands like Growing Naturals must absorb in retail negotiations.

Emerging players

• OWYN (Only What You Need): OWYN is a plant-based ready-to-drink protein shake brand sold in natural, mass, and DTC channels. It overlaps with Growing Naturals in clean-label, allergen-free positioning and competes for similar active-lifestyle consumers, though in a different format.
• Ripple Foods: Ripple uses pea protein as a base ingredient for dairy-alternative milks and protein shakes. While its primary category is dairy alternatives rather than protein powder, it overlaps materially with Growing Naturals in pea protein technology and allergen-free positioning.

Direct peers

• Vega (Danone): Vega is a plant-based protein and sports nutrition brand owned by Danone. It markets protein powders, shakes, and bars with comparable claims around plant protein, allergens, and fitness performance, directly competing for the same athletic and health-conscious consumer.
• Sunwarrior: Sunwarrior is a plant-based protein brand built around organic rice, pea, and Warrior Blend formulations with a clean-label, allergen-free focus. It targets many of the same vegan, fitness, and health-conscious buyer segments as Growing Naturals.
• Tera's Whey: Tera's Whey offers grass-fed whey and a separate plant-based protein line marketed on clean ingredients and allergen-free formulation. Its plant protein SKUs directly overlap with Growing Naturals' rice and pea offerings in the natural foods channel.
• Garden of Life (Nestlé Health Science): Garden of Life offers a broad portfolio of USDA Organic, Non-GMO plant protein powders (rice, pea, sprouted grain) under Sport and RAW lines. Its product set, certification stack, and natural-channel distribution closely mirror Growing Naturals' positioning.
• Nutiva: Nutiva sells organic plant-based protein powders alongside its broader superfood portfolio. It shares the organic, Non-GMO, sustainability-emphasized brand identity and targets similar natural-foods retail and DTC customers.
• Orgain: Orgain sells plant-based protein powders (including organic, pea, and rice-based blends) direct-to-consumer and through major US retailers. Like Growing Naturals, it competes on clean-label, allergen-friendly positioning, but at significantly larger scale and broader distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/growingnaturals
• Facebookfacebook.com/GrowingNaturals

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Growing Naturals