Nature's Hollow

What Nature's Hollow does

Nature's Hollow, INC is a privately held, founder-owned specialty food company headquartered in Heber Valley (Charleston), Utah, that produces a portfolio of sugar-free condiments and preserves under its HealthSmart sub-brand. Founded in 2007 by Ken Probst, a former securities broker who returned to his family's 250-acre homestead, the company builds its products around xylitol-based plant-sourced sweeteners rather than sucralose or high fructose corn syrup, with whole fruit as the number one ingredient and recipes containing up to 70% fruit content. The HealthSmart-branded line spans five fruit jams (Apricot, Mountain Berry, Raspberry, Strawberry, Wild Blueberry), Maple and Raspberry syrups, a honey substitute, a ketchup, and Hickory Maple and Honey Mustard BBQ sauces, with a recent extension into keto/low-sugar granola.

The company operates a vertically oriented production model: Probst cultivates strawberries, boysenberries, blackberries, blueberries, and raspberries on 8 acres behind his home, with hand-mashed fruit and pressure-boiled sterilization in a Heber Valley facility. Revenue is generated through three channels: direct-to-consumer e-commerce on natureshollow.com (with phone ordering), wholesale distribution via regional brokers PK Sales (Utah) and People Gotta Eat Inc. (Texas), and natural foods retail shelf placement at Whole Foods Market and Natural Grocers, supplemented by specialty partners Great Harvest Bread Co. and Lehi Mills carrying the legacy Probst Preserves brand. Pricing is positioned in the premium natural foods band (e.g., $5.99-$7.49 per jar, $34.99 giftbox) with case/bulk discounts available for wholesale and DTC.

Targeted customer segments include diabetics, keto dieters, and clean eaters as primary, with secondary reach into seniors, parents of children, and fitness enthusiasts - all anchored on the need to reduce sugar, calorie, and carbohydrate intake without sacrificing flavor. The business remains founder-operated with no disclosed external funding, employees, or M&A activity; capacity, scale, and growth cadence are constrained by the founder-centric, hand-crafted production approach rather than by capital or demand signals.

Name

Nature's Hollow

Legal name

Nature's Hollow, INC

Website

https://natureshollow.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Nature's Hollow is a privately held, founder-run specialty food company in Heber Valley, Utah, that produces xylitol-sweetened, sugar-free jams, syrups, honey substitute, BBQ sauces, and ketchup under its HealthSmart brand for diabetics, keto dieters, and health-conscious consumers, distributed via e-commerce, Whole Foods, Natural Grocers, and regional brokers.

Ownership category

akta.pro rank

Product category

Sugar-Free Condiments

NAICS

Nonchocolate Confectionery Manufacturing (311340), Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Sweeteners (Sugar, HFCS, Alternative Sweeteners) (CRADAOAB)

akta.pro secondary industries

Sugar Alcohols / Polyols (Erythritol, Xylitol, Sorbitol, Maltitol, Isomalt) (AFAJAAAJ), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Sugar-free condiments
• Xylitol-sweetened jams
• Keto-friendly syrups
• Diabetic-friendly preserves
• Low-carb BBQ sauces

Headquarters

HQ city

Heber City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online product sales through natureshollow.com with individual items and case discounts. Customers can purchase jams, syrups, honey substitute, BBQ sauces, and ketchup directly. Phone orders also accepted.
2. Retail Distribution: Wholesale distribution through health food retailers including Whole Foods Market and Natural Grocers. Products sold in physical retail locations targeting health-conscious consumers.
3. Wholesale/B2B Sales: Bulk sales to distributors (PK Sales in Utah, People Gotta Eat Inc. in Texas) and specialty retailers including Great Harvest Bread Co. and Lehi Mills. Reseller policy enforced with authorized seller requirements.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

Nature's Hollow manufactures and sells a line of sugar-free condiments under the HealthSmart® brand, including jams, syrups, honey substitute, BBQ sauces, and ketchup. All products are sweetened with xylitol (a plant-sourced polyol sweetener) and use whole fruit as the number one ingredient, with recipes containing up to 70% fruit. The portfolio targets consumers seeking to reduce sugar, calorie, and carbohydrate intake without sacrificing flavor.

Product overview

Nature's Hollow is a food products company offering a portfolio of sugar-free condiments and preserves under the HealthSmart brand. The product line includes five fruit jams (Apricot, Mountain Berry, Raspberry, Strawberry, and Wild Blueberry), two syrups (Maple and Raspberry), a Honey Substitute, three BBQ sauces (Hickory Maple, Honey Mustard), Ketchup, and a Giftbox assortment. All products are sweetened with xylitol as a plant-sourced sweetener and are designed to help consumers reduce sugar, calorie, and carbohydrate intake without compromising flavor. The company also offers bulk case purchases and the products are available at retail locations including Whole Foods Market and Natural Grocers.

Differentiator

Problem solved

Functional benefit

Brands

• HealthSmart®: A sub-brand product line featuring sugar-free condiments including jams, syrups, honey substitute, BBQ sauces, and ketchup. HealthSmart® products meet specific nutrition criteria: 0g added sugar, 0g total fat, 2-3g net carbs per tbsp, low sodium, and 10%+ daily value of Vitamin C.

Products and services

• HealthSmart Apricot Jam Sugar-free apricot jam made with whole fruit and xylitol sweetener, designed to help consumers reduce sugar and calorie intake. Contains 3g net carbs per serving.
• HealthSmart Mountain Berry Jam Sugar-free jam combining strawberries, boysenberries, blackberries, blueberries, and raspberries with xylitol, designed to reduce sugar and calorie intake.
• HealthSmart Raspberry Jam Sugar-free raspberry jam made with whole fruit and xylitol sweetener, designed to help reduce excessive sugar and calorie intake.
• HealthSmart Strawberry Jam Sugar-free strawberry jam made with whole fruit and xylitol sweetener, designed to help reduce excessive sugar and calorie intake.
• HealthSmart Wild Blueberry Jam Sugar-free blueberry jam made with whole fruit and xylitol sweetener, containing 80% daily value of Vitamin C, 2g net carbs per serving, 15 calories per serving, no added sugars.
• HealthSmart Maple Syrup Sugar-free maple syrup with 75% fewer calories than leading flavored syrups and 0g net carbs per serving, sweetened with xylitol.
• HealthSmart Raspberry Syrup Sugar-free raspberry syrup made with xylitol, designed for individuals wanting rich flavor without added sugars and corn syrups.
• HealthSmart Honey Substitute Sugar-free honey alternative sweetened with xylitol, with very low effect on blood sugar levels, suitable for diabetics and those with sugar-controlled diets.
• HealthSmart Ketchup Sugar-free ketchup made with tomatoes, apple cider vinegar, xylitol, and natural spices; contains 50% fewer calories than leading sauces.
• HealthSmart Hickory Maple BBQ Sauce Sugar-free and gluten-free BBQ sauce with hearty hickory maple flavor, made with apple cider vinegar.
• HealthSmart Honey Mustard BBQ Sauce Sugar-free and gluten-free BBQ sauce with sweet, mildly smokey mustard flavor, suitable for all meat.
• HealthSmart Giftbox Variety gift box containing Strawberry, Apricot, and Mountain Berry Jams, Ketchup, Maple Syrup, and Honey Substitute, designed for clean eaters, seniors, diabetics, keto dieters, and health enthusiasts.

Quantifiable outcome

• 0g Added Sugar per serving
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorWhole Foods Market serves as a key retail distribution partner for Nature's Hollow, carrying the HealthSmart product line in their natural foods grocery stores across the United States.
• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural Grocers vitamin and body store chain serves as a retail distribution partner, making Nature's Hollow HealthSmart products available to their health-conscious customer base.
• PK Sales of Park CitycoreChannel Partner/ Reseller/ DistributorPrimary Utah distributor for Nature's Hollow products, selling throughout Utah including Park City. Authorized reseller with strict policy compliance requirements.
• People Gotta Eat Inc. of DallasminorChannel Partner/ Reseller/ DistributorTexas-based distributor enabling Nature's Hollow expansion outside of Utah. Also orders the company's salsa products alongside preserves.
• Great Harvest Bread Co.coreChannel Partner/ Reseller/ DistributorSpecialty bread shop chain selling Probst Preserves products (Nature's Hollow's original brand) in locations from Provo to Logan, Utah.
• Lehi MillscoreChannel Partner/ Reseller/ DistributorUtah-based retailer selling a wide variety of Probst Preserves products alongside their own product lines.
• Sundance FarmsminorStrategic or Co-development PartnerRobert Redford's Sundance Farms in Charleston, Utah. General manager Liz Sprackland approached Ken Probst about making jam to sell to visitors, which initiated the preserve business. This was the original catalyst for Nature's Hollow's founding story.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hero: European jam and preserve brand with a growing U.S. presence via Hero Fruit Spread and Hero Seed Fruit spreads. Comparable as a competing premium fruit spread brand that has also pushed into reduced-sugar and clean-label positioning.
• Santa Cruz Organic: Organic fruit spreads and beverages (under the Santa Cruz Organic brand). Highly comparable as a natural-channel competitor at Whole Foods and other retailers, with similar organic/clean-label positioning.

Broad incumbents

• Welch's: Iconic U.S. jam and jelly brand with national distribution. Comparable as a direct competitor in fruit preserves, with a growing natural/concord grape line that competes for the same health-conscious consumer.
• Smucker's: Largest U.S. jam and jelly brand under The J.M. Smucker Company. Highly comparable as a direct competitor in fruit preserves, with expanding sugar-free / fruit-only product lines that compete against Nature's Hollow HealthSmart jams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NaturesHollow
• Instagraminstagram.com/natureshollow
• Xx.com/natureshollow

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 Nature's Hollow