Vital Performance
Vital Proteins is a US collagen and protein supplement brand, positioned as America's #1 Collagen Brand, selling powders, creatine, and ready-to-drink shakes via DTC, wholesale, and major US retail channels to beauty, fitness, and specialized-diet consumers.
- Company typePrivate
- Founded2015
- HeadquartersFranklin Park, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vital Performance does
Vital Proteins is a US-based consumer wellness brand positioned as America's #1 Collagen Brand based on Circana, SPINS, Stackline (Amazon), and Nielsen (Whole Foods) data ending February 2026. The company's product portfolio centers on bovine-derived collagen peptides, formulated as powders (e.g., Collagen Peptides with Hyaluronic Acid and Vitamin C, Ice Pop limited edition, Advanced Collagen Peptides + Creatine), standalone Creatine, Ready-to-Drink shakes, and gelatin. Formulations are positioned as gluten-free, dairy-free, paleo-friendly, and free of artificial sweeteners, and target four consumer use cases: beauty-from-within (hair, skin, nails), active lifestyle and recovery, professional-grade supplementation via the Vital Proteins Professional (HCP) sub-brand, and specialized dietary lifestyles including pescatarian. Vital Proteins is backed by Nestlé Health Science as a strategic and financial partner within Nestlé's health and wellness portfolio.
Vital Proteins operates a hybrid go-to-market combining direct-to-consumer e-commerce (vitalproteins.com) with a subscription program offering 15% off plus free shipping, a B2B wholesale portal (wholesale.vitalproteins.com), and broad physical retail distribution spanning MULO+ chains, the natural channel, Amazon, and Whole Foods, with a store locator supporting offline discovery. Pricing is unit-based at roughly $22.99-$39.99 for powders and $9.99 for RTD shakes, with the subscription tier functioning as the recurring revenue lever. Marketing is content-led, anchored on Collagen 101 educational material, the Lively Blog, an email newsletter with a 15% first-order incentive, and the #VitalVersity community hashtag, supported by press release activity. The registered "Vital Proteins" trademark and the #1 brand ranking across four major US retail datasets constitute the principal intangible assets supporting the company's market position.
Vital Performance firmographics
Firmographics- Name
- Vital Performance
- Legal name
- Vital Proteins
- Website
- https://vitalperformance.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vital Proteins is a US collagen and protein supplement brand, positioned as America's #1 Collagen Brand, selling powders, creatine, and ready-to-drink shakes via DTC, wholesale, and major US retail channels to beauty, fitness, and specialized-diet consumers.
- Ownership category
- akta.pro rank
Vital Performance industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industries
- Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine) (AFAJAKAG)
Keywords
Where Vital Performance is headquartered
LocationHeadquarters
- HQ city
- Franklin Park
- HQ country
- United States
- HQ region
- North America
Markets served
Vital Performance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through vitalproteins.com DTC storefront. Customers purchase directly with options for one-time purchase or subscription.
- Wholesale Distribution: B2B wholesale channel through wholesale.vitalproteins.com for retailers and distributors.
- Subscription Revenue: Recurring subscription model offering 15% discount on every order plus free shipping, generating predictable recurring revenue from loyal customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ready to Drink Collagen Shakes - $9.99 per unit |
| Unit Pricing | Pay-as-you-go | Collagen Peptides - Core Products - $24.99-$39.99 |
| Subscription | Monthly | Subscription Model - 15% off + Free Shipping |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Vital Performance product offering
Product offeringCore offering
Vital Performance (operating as Vital Proteins) manufactures and sells collagen peptide powders, ready-to-drink collagen and protein shakes, creatine monohydrate supplements, and beef gelatin products formulated for beauty-from-within and active-lifestyle use. Offerings include flavored and unflavored collagen powders, collagen + creatine combination SKUs, ready-to-drink shakes, and a professional line (Vital Proteins Professional / HCP) targeting healthcare practitioners. Products are positioned as clean-label, gluten-free, dairy-free, paleo-friendly, and free of artificial sweeteners.
Product overview
Vital Proteins is a collagen and protein supplement company positioned as America's #1 Collagen Brand (per Circana Omnimarket data). The product portfolio centers on collagen peptides and protein powders, supplemented by ready-to-drink shakes, capsules, and gummies. The powder lineup includes seven products spanning collagen peptides, collagen-protein combinations, and standalone creatine supplements. The company also offers a professional line (Vital Proteins Professional) targeting health care practitioners. Key product differentiators include gluten-free, dairy-free, and paleo-friendly formulations, with added ingredients such as hyaluronic acid and vitamin C.
Differentiator
Problem solved
Functional benefit
Brands
- Vital Proteins Professional: Professional line of collagen products targeted at healthcare practitioners and professionals.
Products and services
- Vanilla Collagen & Protein Shake (Ready to Drink) Ready-to-drink protein shake combining collagen peptides with protein in vanilla flavor, sold as a single unit at $9.99 for individual consumers seeking on-the-go collagen and protein supplementation.
- Ice Pop Collagen Peptides (Limited Edition) Limited edition collagen peptides powder in an ice pop / lemonade-inspired flavor, sold as a 24oz canister at $39.99 for individual consumers.
- Advanced Collagen Peptides + Creatine (Unflavored) Combination supplement pairing collagen peptides with creatine monohydrate in an unflavored format, priced at $24.99 for active-lifestyle consumers seeking collagen and creatine in one product.
- Advanced Collagen Peptides + Creatine (Strawberry Lemon) Combination supplement pairing collagen peptides with creatine monohydrate in a strawberry lemon flavor, priced at $24.99 for active-lifestyle consumers.
- Vital Proteins Creatine Standalone creatine monohydrate supplement priced at $22.99 for active-lifestyle and fitness consumers.
- Chocolate Collagen & Protein Shake (Ready to Drink) Ready-to-drink protein shake combining collagen peptides with protein in chocolate flavor, sold as a single unit at $9.99 for individual consumers.
- Beef Gelatin (Unflavored) Beef-derived gelatin powder in unflavored format priced at $30.00 for individual consumers.
Quantifiable outcome
- Muscle protein synthesis peaks with 20-26 grams of high-quality protein intake
Companies that use Vital Performance
Customer profileSegments4 records
Ideal customer profiles4 records
Vital Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Vital Performance partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Vital Performance competitors and assessment
Company assessmentDirect peers
- Bulletproof: Direct competitor in collagen protein and performance nutrition, with overlapping premium DTC positioning and content-led marketing to biohacker/lifestyle consumers.
- Further Food: Direct competitor in collagen peptides and functional beauty/wellness supplements, using DTC, subscription, and content-led marketing comparable to Vital Proteins.
- Designs for Health: Direct competitor via the practitioner/professional channel, selling professional-grade collagen and functional supplements to healthcare providers.
- Thorne: Direct competitor with a premium professional-grade supplement portfolio and an HCP/practitioner channel analogous to Vital Proteins Professional.
- Ancient Nutrition: Direct competitor in collagen peptides and bone-broth protein powders, multi-SKU functional supplements sold DTC plus in major retail. Overlaps head-to-head with Vital Proteins on collagen peptides and beauty-from-within positioning.
- Primal Kitchen: Direct competitor in collagen/protein/paleo-friendly products with similar retail footprint; competes head-on for the same paleo-conscious wellness shopper.
- Orgain: Direct competitor in protein powders and ready-to-drink shakes with broad retail distribution and clean-label positioning; overlaps Vital Proteins on RTD and powder formats.
- Garden of Life: Direct competitor in clean-label protein powders and sports nutrition sold through natural and MULO+ retail; competitive especially against Vital Proteins' paleo/certified-clean formulations.
- Sports Research: Direct competitor selling collagen peptides, supplements, and wellness powders through Amazon and DTC storefronts with very similar pricing, product mix, and lifestyle marketing.
Emerging players
- Codeage: Emerging direct-to-consumer collagen peptide brand with multi-ingredient formulations and strong Amazon presence; competes for the same online collagen shopper as Vital Proteins.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Vital Performance social profiles
Digital presenceVital Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vital Performance leadership team
Management profileNumber of profiles
Vital Performance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vital Performance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vital Performance
What does Vital Performance do?
Vital Performance (operating as Vital Proteins) manufactures and sells collagen peptide powders, ready-to-drink collagen and protein shakes, creatine monohydrate supplements, and beef gelatin products formulated for beauty-from-within and active-lifestyle use. Offerings include flavored and unflavored collagen powders, collagen + creatine combination SKUs, ready-to-drink shakes, and a professional line (Vital Proteins Professional / HCP) targeting healthcare practitioners. Products are positioned as clean-label, gluten-free, dairy-free, paleo-friendly, and free of artificial sweeteners.
Is Vital Performance a public or private company?
Vital Performance is a private company. It is classified as corporate owned and is currently operating.
When was Vital Performance founded?
Vital Performance was founded in 2015. It employs 1 to 10 people.
Where is Vital Performance based?
Vital Performance is headquartered in Franklin Park, United States, in the North America region.
How does Vital Performance make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and subscription Revenue.
Who are Vital Performance's main competitors?
Direct peers on record are Bulletproof, Further Food, Designs for Health, Thorne, Ancient Nutrition, Primal Kitchen, Orgain, Garden of Life and Sports Research. Codeage is listed as an emerging player.
Does Vital Performance have an API?
No public API is recorded for Vital Performance.
What industry is Vital Performance in?
Vital Performance's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAOAJ, Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids). Its NAICS code is 456191 and its SIC code is 2000.