The Juice Plus Company

What The Juice Plus Company does

The Juice Plus+ Company LLC is a privately held, US-domiciled seller of whole-food, plant-based nutritional supplements distributed through capsules, powders, shakes, and chewable formats. Founded in 1998, the company markets clinically researched, vegan blends derived from fruit, vegetable, and berry concentrates intended to support cardiovascular, immune, gut, cognitive, and skin health. Its portfolio spans the Fruit and Vegetable Capsules, Omega Capsules, Complete Nutrition Shake Mix, Luminate Mental Clarity Powder, Superfood Powder, and Chewables, with two product launches in 2026 (a reformulated Strawberry Shake with 80% less sugar and a Watermelon + Lime Luminate flavor) and a NewBeauty Best Superfood Supplement 2026 award. Scientific credibility is anchored by an Expert Panel of physicians, biochemists, nutritionists, and pediatricists, alongside a published clinical research library.

The company's go-to-market is a hybrid direct-to-consumer model combining an owned Shopify-based e-commerce storefront (us.juiceplus.com) with a global network of independent Partners who provide personalized wellness guidance, recommendations, and community connection. Customers can self-serve online or be paired with a Partner at checkout, and the Partner program supports recruitment and commission-based selling consistent with a multi-level marketing structure. The storefront supports Klarna buy-now-pay-later, free shipping promotions, and subscription-recurring purchase mechanics. Products are organized by health goal (daily nutrition, brain + focus, gut + digestion, heart health, skin health, immune support) and by format (capsules, powders, shakes, chewables, bundles).

The company operates in more than 24 countries across North America (US, Canada, Mexico), Europe (UK, Ireland, Germany, France, Italy, Spain, Netherlands, Belgium, Austria, Switzerland, Sweden, Norway, Denmark, Finland, Poland, Portugal, Luxembourg), Asia Pacific (Australia, New Zealand), the Middle East (Israel, UAE), and is supported by multi-language storefronts. Revenue is generated through retail/consumer-direct sales and subscription ordering rather than enterprise contracts, and no parent company, institutional investor, or acquisition activity is disclosed. Pricing is not publicly listed on the homepage and is instead surfaced through product pages and login-gated views.

Name

The Juice Plus Company

Legal name

The Juice Plus+ Company LLC

Website

https://juiceplus.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

The Juice Plus+ Company is a privately held US firm selling whole-food, plant-based nutritional supplements in capsule, powder, shake, and chewable formats to health-conscious consumers across 24+ countries via direct e-commerce and a global independent Partner network.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industry

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

Keywords

• Plant-based supplements
• Nutritional capsules
• Whole-food nutrition
• Superfood powder
• Wellness shakes

Headquarters

HQ city

Merewether

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from selling nutritional supplement products (capsules, powders, shakes, chewables) directly to consumers through the e-commerce platform and independent Partner network. The company operates a multi-level marketing structure where Partners earn commissions on sales they make and potentially on sales made by their downline.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Juice Plus Company manufactures and sells whole-food, plant-based nutritional supplements in capsule, powder, shake, and chewable formats. The core product line consists of Fruit and Vegetable Capsules, Omega Capsules, Complete Nutrition Shake Mix, Luminate Mental Clarity Powder, and Superfood Powder, formulated from concentrated fruit, vegetable, and berry extracts with vegan and clinically proven positioning. Products are sold directly to consumers through an owned e-commerce platform and a global network of independent Partners (multi-level marketing distributors).

Product overview

The Juice Plus Company offers a unified portfolio of whole-food, plant-based nutritional supplements distributed across multiple formats including capsules, powders, shakes, and chewables. The core product line consists of Fruit and Vegetable Capsules, Omega Capsules, Complete Nutrition Shake Mix, Luminate Mental Clarity Powder, and Superfood Powder. Products are sold through a direct-to-consumer e-commerce platform with partner support, and the company emphasizes scientifically-backed, clinically-proven nutrition derived from whole foods.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit and Vegetable Capsules Fruit, Vegetable and Berry Blends capsules combining nutrition from whole foods with scientific innovation, clinically proven to support heart, lung, and gut health. Aimed at health-conscious adults seeking daily nutritional supplementation to bridge the gap between dietary recommendations and actual intake.
• Omega Capsules Omega Blend capsules providing essential fatty acids for whole-body health support. Targeted at consumers seeking omega supplementation as part of their daily nutrition routine.
• Complete Nutrition Shake Mix Complete nutrition shake mix in strawberry flavor, formulated as a meal replacement or nutritional supplement for consumers seeking convenient on-the-go whole-food nutrition.
• Juice Plus+ Luminate Mental Clarity Powder Mental clarity powder supplement designed to support focus and cognitive function, sold in a Watermelon + Lime stick-pack flavor format. Targeted at consumers pursuing brain and focus health goals.
• Superfood Powder Award-winning (NewBeauty Best Superfood Supplement Award, 2026) superfood powder providing concentrated plant-based nutrition in a convenient stick-pack format for consumers seeking whole-food supplementation.
• Chewables Chewable supplement format delivering the Fruit, Vegetable and Berry Blend nutrition for consumers who prefer not to swallow capsules or mix powders.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• KlarnaminorOthersKlarna provides buy-now-pay-later payment services for Juice Plus+ customers, allowing flexible payment options at checkout. This is a payment processing partnership rather than a strategic business alliance.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Herbalife: Global multi-level marketing nutrition company selling meal-replacement shakes, protein powders, and dietary supplements through an independent distributor network. Closest direct peer to Juice Plus+ given the shared MLM structure, shake/powder formats, and global direct-to-consumer model.
• USANA Health Sciences: MLM-based nutritional supplement company selling vitamins, minerals, and functional food products through independent Associates. Comparable in distributor-led GTM, clinically-positioned branding, and broad international footprint.
• Shaklee: Long-established MLM supplement and wellness brand offering vitamins, protein shakes, and whole-food-based nutrition products. Similar to Juice Plus+ in heritage (founded decades ago), MLM channel structure, and plant-based positioning.
• Nature's Sunshine Products: Herbal and nutritional supplement company with MLM and direct-selling channels, offering encapsulated and powdered botanical products. Similar in target market (health-conscious supplement consumers) and product format mix.
• Plexus Worldwide: MLM supplement company with a heavy emphasis on weight-management shakes and gut-health products distributed through 'Ambassadors.' Comparable to Juice Plus+ in MLM model, shake/powder formats, and gut-health positioning.
• Isagenix International: MLM nutrition company selling meal-replacement shakes, protein powders, and supplements through independent Associates. Closely comparable in shake/capsule formats, MLM channel, and goal-based customer segmentation.
• Arbonne International: MLM company offering plant-based nutrition (protein shakes, supplements) and personal care. Comparable in plant-based positioning, MLM structure, and goal-oriented product lines.
• doTERRA: Large MLM wellness company selling essential oils and nutritional supplements through Wellness Advocates. Comparable in MLM GTM, international footprint, and community-driven brand model.

Broad incumbents

• Amway (Nutrilite): World's largest MLM company with its Nutrilite brand selling plant-based vitamin and dietary supplements. Comparable in global scale, MLM distribution, and whole-food-derived nutritional positioning, though broader in portfolio (home care, beauty).

Emerging players

• Athletic Greens (AG1): Fast-growing DTC nutritional supplement brand built around a single daily greens powder. Comparable in whole-food/plant-based nutritional positioning and target consumer, though distributed direct-to-consumer rather than via MLM — illustrating the structural competitive risk to Juice Plus+'s model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/juiceplus
• YouTubeyoutube.com/user/OfficialJuicePlus
• Facebookfacebook.com/juiceplus.us
• Instagraminstagram.com/juiceplus_us
• LinkedInlinkedin.com/company/nsa-australia---juice-plus-

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 The Juice Plus Company