Step One Foods
Step One Foods is a U.S. DTC food company founded by a Mayo Clinic-trained cardiologist that sells clinically formulated heart-healthy foods (bars, oats, smoothies, nut butters) proven to lower LDL cholesterol, targeting statin-intolerant and pre-statin consumers via subscription e-commerce, plus employer wellness and Medicare Advantage channels.
- Company typePrivate
- Founded2007
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Step One Foods does
Step One Foods is a U.S. direct-to-consumer food company that develops and sells clinically formulated heart-healthy food products designed to lower LDL cholesterol. Founded by Dr. Elizabeth Klodas, a Mayo Clinic and Johns Hopkins-trained preventive cardiologist, the company offers a portfolio of 18+ products including snack bars, oatmeal, pancake mix, smoothie mixes, nut butters, sprinkles, and puffs. Each serving delivers precisely formulated doses of four bioactive compounds — whole-food fiber, omega-3 ALA, plant sterols, and antioxidants — that together target cholesterol through multiple biological pathways. The formulations are grounded in 500+ peer-reviewed studies and validated by a randomized, controlled clinical trial conducted with Mayo Clinic and the University of Manitoba, published in The Journal of Nutrition, which demonstrated an 8.8% average LDL reduction and 37.6% maximum LDL reduction in 30 days.
The business model is primarily subscription-based DTC e-commerce through steponefoods.com, with subscription packs priced between $107.85 and $179.75 per month (20% discount vs. one-time purchase). The company also distributes through Amazon, healthcare practitioner sample programs, employer wellness programs, and Medicare Advantage supplemental benefits (including SSBCI). Customers are segmented into three primary personas — statin-intolerant individuals, pre-statin patients seeking food-first alternatives, and patients already on statins who need additional LDL reduction — supplemented by enterprise buyers (employers, insurers, healthcare providers). The company operates from Minneapolis, MN, ships to all 50 U.S. states, and is privately held with no disclosed institutional funding.
Step One Foods firmographics
Firmographics- Name
- Step One Foods
- Legal name
- Step One Foods
- Website
- https://steponefoods.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Step One Foods is a U.S. DTC food company founded by a Mayo Clinic-trained cardiologist that sells clinically formulated heart-healthy foods (bars, oats, smoothies, nut butters) proven to lower LDL cholesterol, targeting statin-intolerant and pre-statin consumers via subscription e-commerce, plus employer wellness and Medicare Advantage channels.
- Ownership category
- akta.pro rank
Step One Foods industry classification
Industry- Product category
- Functional Heart-Healthy Foods
- NAICS
- Other Specialty Food Retailers (44529), Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Cardiometabolic Nutrition (Heart Health, Cholesterol, Hypertension) (HSADAFAG)
- akta.pro secondary industries
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Fats, Oils & Lipid Ingredients (Specialty Oils, MCTs, Structured Lipids) (CRADAOAL)
Keywords
Where Step One Foods is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Step One Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through steponefoods.com with subscription and one-time purchase options. Subscription model offers 20% savings with free shipping on orders over $99.
- Amazon Marketplace: Some products available on Amazon.com for additional distribution reach.
- Employer Wellness Programs: Corporate sales of Step One Foods for workplace wellness initiatives.
- Insurance/Medicare Advantage Benefits: Products offered as supplemental benefits for Medicare Advantage plan sponsors, including Special Supplemental Benefit for the Chronically Ill (SSBCI).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 30-Day Starter Pack - 60 servings across 5 products |
| One time/ perpetual license | Pay-as-you-go | 30-Day Starter Pack - One Time Purchase |
| Subscription | Monthly | Snack Pack |
| Subscription | Monthly | 18-Day Intro Pack |
| Subscription | Monthly | Whole Food Fiber Pack |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Step One Foods product offering
Product offeringCore offering
Step One Foods manufactures and sells a line of cardiologist-developed, clinically proven heart-healthy food products including snack bars, oatmeal, pancake mix, smoothie mixes, nut butters, sprinkles, and puffs. Each product is formulated with precise doses of four bioactive compounds (whole-food fiber, omega-3 ALA, plant sterols, and antioxidants) that have been clinically shown to lower LDL cholesterol in 30 days. Products are sold via direct-to-consumer subscription and one-time purchases, with parallel distribution through Amazon, employer wellness programs, Medicare Advantage benefits, and healthcare practitioner sample programs.
Product overview
Step One Foods is a portfolio of cardiologist-developed, clinically proven heart-healthy food products designed to help lower LDL cholesterol. The product line consists of ready-to-eat foods including snack bars (Dark Chocolate Walnut Bar, Dark Chocolate Crunch Bar, Dark Chocolate Peanut Butter Bar, Cherry Pecan Bar, Lemon Almond Bar, Apple Cinnamon Bar), breakfast items (Blueberry Oatmeal, Oat & Walnut Pancake Mix, Strawberry Banana Smoothie Mix), Anytime Sprinkles, nut butters (Peanut & Almond Nut Butter, Lemon Almond Nut Butter), and Barbecue Puffs. These products are sold individually or in curated packs (30-Day Starter Pack, Snack Pack, 18-Day Intro Pack, Whole Food Fiber Pack, Breakfast Pack). Every product delivers precise doses of soluble fiber, plant sterols, omega-3 ALA, and antioxidants — the four bioactive compounds validated in a Mayo Clinic clinical trial. The products are designed as meal replacements or snacks, with the protocol requiring two servings per day to achieve clinically meaningful LDL cholesterol reduction in 30 days.
Differentiator
Problem solved
Functional benefit
Products and services
- 30-Day Starter Pack A curated 60-serving pack across 5 best-selling products designed as the clinically proven 30-day protocol for LDL cholesterol reduction. Targeted at consumers seeking a structured, evidence-based dietary intervention.
- Snack Pack A variety pack of snack bars delivering clinically meaningful amounts of whole-food fiber, omega-3s, antioxidants, and plant sterols per serving. Designed for consumers who want portable, daily doses of the four bioactive compounds.
- 18-Day Intro Pack An introductory pack providing 18 days of servings for first-time customers evaluating the Step One Foods program. Lower-commitment entry point into the protocol.
- Whole Food Fiber Pack A pack focused on delivering high amounts of whole-food fiber for cholesterol management. Targeted at consumers prioritizing fiber-forward nutrition.
- Breakfast Pack A breakfast-focused bundle featuring oatmeal and pancake mix. For consumers who want to substitute a daily breakfast with cholesterol-lowering foods.
- Dark Chocolate Walnut Bar A cardiologist-formulated snack bar featuring walnuts to deliver omega-3 fatty acids and antioxidants for heart health. Targeted at consumers seeking a portable daily dose of the four bioactive compounds.
- Dark Chocolate Crunch Bar A crunchy snack bar with 72% cacao bittersweet chocolate formulated for heart-health benefits. Targeted at consumers preferring a chocolate-forward snack format.
- Dark Chocolate Peanut Butter Bar A chocolate peanut butter bar combining plant sterols and antioxidants. Targeted at consumers preferring a peanut butter flavor profile in their heart-healthy snack.
- Cherry Pecan Bar A bar featuring pecans and dried cherries for cardiovascular support. Targeted at consumers preferring a fruit-and-nut flavor profile.
- Lemon Almond Bar A lemon and almond bar providing fiber and antioxidants. Targeted at consumers preferring a citrus-forward flavor in their heart-healthy snack.
- Apple Cinnamon Bar An apple cinnamon flavored bar with whole food fiber for cholesterol support. Targeted at consumers preferring a spiced, fruit-forward snack flavor.
- Blueberry Oatmeal A heart-healthy oatmeal product with blueberries providing soluble fiber and antioxidants. Designed as a breakfast replacement delivering the four bioactive compounds.
- Oat & Walnut Pancake Mix A pancake mix featuring oat bran and walnuts designed for cholesterol-lowering benefits. For consumers seeking a breakfast-format heart-healthy option.
- Anytime Sprinkles A versatile topping containing nuts, seeds, and dried fruit that can be added to yogurt, oatmeal, or consumed directly. Designed to integrate the four bioactive compounds into existing meals.
- Strawberry Banana Smoothie Mix A smoothie mix providing fiber and antioxidants with 60%+ of daily vitamin C. For consumers who prefer smoothie-format delivery of the bioactive compounds.
- Peanut & Almond Nut Butter A nut butter providing healthy fats, fiber, and plant sterols. Targeted at consumers who prefer a spreadable format for daily bioactive compound intake.
- Lemon Almond Nut Butter A lemon-flavored almond nut butter with heart-healthy ingredients. Targeted at consumers preferring a citrus-flavored spreadable delivery format.
- Barbecue Puffs The only nut-free option in the product line, providing fiber and omega-3s in a savory barbecue flavor. Targeted at consumers with nut allergies or those preferring savory snack formats.
Quantifiable outcome
- 80% of participants lowered LDL cholesterol in 30 days
- +5 more outcomes
Companies that use Step One Foods
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles6 records
Step One Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Step One Foods partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Mayo CliniccoreConducted randomized, controlled clinical trial validating Step One Foods' efficacy. Trial applied pharmaceutical-level rigor to food product testing. Published in The Journal of Nutrition.
- University of ManitobacorePartnered on clinical trial through Canadian Centre for Agri-Food Research in Health and Medicine (CCARM). Expertise in lipid metabolism and dietary bioactives contributed to trial design and execution.
- AWIN (Affiliate Network)minorAffiliate marketing platform powering the Heart Health Ambassador Program with 15% commissions for influencers.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Step One Foods competitors and assessment
Company assessmentEmerging players
- KIND Snacks: KIND is a leading better-for-you snack bar brand with heart-health positioned SKUs (e.g., Heart Healthy bars with oats and fiber). Comparable in DTC-to-mass-channel snack bar format, though broader portfolio and weaker clinical evidence than Step One.
- RXBAR: RXBAR is a clean-label protein/whole-food snack bar brand with strong DTC origins, comparable product format (bars, oatmeal) and premium pricing. Distinct in being nutrition-positioned rather than clinical-condition-positioned.
Direct peers
- MegaFood: MegaFood is a premium whole-food supplement brand with clinically validated formulations, including cholesterol and heart health SKUs. Comparable clinical-evidence-led positioning, though delivered via capsules/powders rather than ready-to-eat foods.
- Daily Harvest: Daily Harvest is a DTC subscription food brand delivering nutritionist-designed frozen and shelf-stable foods. Comparable business model (subscription, premium pricing, food-as-wellness positioning) though broader wellness rather than cardiology-specific.
- Benecol: Benecol is the most directly comparable brand, built around plant sterol-fortified spreads and dairy products clinically shown to lower LDL cholesterol. Same bioactive positioning (plant sterols) and heart-health claim structure as Step One Foods.
- Smart Balance: Smart Balance produces heart-healthy spreads, buttery spreads, and snacks formulated with plant sterols and better-for-you oils targeting LDL reduction. Closely aligned functional positioning with Step One's cholesterol-lowering claim.
Broad incumbents
- Nature Made: Nature Made (Pharmavite) is a leading mass-market supplement brand with a strong heart-health line including plant sterols and omega-3s. Competes with Step One's bioactive ingredients but in supplement form, not whole-food format.
- Kashi: Kashi (owned by Kellanova) sells heart-healthy cereals, waffles, and snacks with whole-grain and fiber positioning. Overlaps on heart-health claim and fiber-forward formulation, but operates as a mass CPG rather than clinical food brand.
- Cheerios (General Mills): Cheerios is General Mills' flagship heart-healthy cereal brand with an FDA-allowed whole-grain soluble fiber / cholesterol claim. Overlaps on soluble fiber LDL-lowering claim but at mass-market price points in grocery rather than DTC subscription.
Others
- Physicians Committee for Responsible Medicine / Barnard Medical Center affiliates: PCRM and similar physician-led plant-based advocacy organizations shape the clinical and policy environment around food-as-medicine for cardiovascular disease. They are not commercial peers but influence the demand-side and reimbursement framework Step One depends on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Step One Foods social profiles
Digital presenceStep One Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Step One Foods leadership team
Management profileNumber of profiles
Profiles1 record
Step One Foods funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Step One Foods 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 Step One Foods
What does Step One Foods do?
Step One Foods manufactures and sells a line of cardiologist-developed, clinically proven heart-healthy food products including snack bars, oatmeal, pancake mix, smoothie mixes, nut butters, sprinkles, and puffs. Each product is formulated with precise doses of four bioactive compounds (whole-food fiber, omega-3 ALA, plant sterols, and antioxidants) that have been clinically shown to lower LDL cholesterol in 30 days. Products are sold via direct-to-consumer subscription and one-time purchases, with parallel distribution through Amazon, employer wellness programs, Medicare Advantage benefits, and healthcare practitioner sample programs.
Is Step One Foods a public or private company?
Step One Foods is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Step One Foods founded?
Step One Foods was founded in 2007. It employs 11 to 50 people.
Where is Step One Foods based?
Step One Foods is headquartered in Minneapolis, United States, in the North America region.
How does Step One Foods make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are amazon Marketplace, employer Wellness Programs and insurance/Medicare Advantage Benefits.
Who are Step One Foods's main competitors?
Emerging players on record are KIND Snacks and RXBAR. Direct peers are MegaFood, Daily Harvest, Benecol and Smart Balance. Broad incumbents are Nature Made, Kashi and Cheerios (General Mills). Physicians Committee for Responsible Medicine / Barnard Medical Center affiliates is listed as an others.
Does Step One Foods have an API?
No public API is recorded for Step One Foods.
What industry is Step One Foods in?
Step One Foods's product category is Functional Heart-Healthy Foods. Its primary akta.pro industry code is HSADAFAG, Cardiometabolic Nutrition (Heart Health, Cholesterol, Hypertension), with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 44529 and its SIC code is 2090.