BetterBody Foods & Nutrition

What BetterBody Foods & Nutrition does

BetterBody Foods & Nutrition is a privately held consumer packaged goods company founded in 2007 and headquartered in Lindon, Utah, specializing in better-for-you pantry food ingredients. The company operates five sub-brands—PBfit (peanut butter powder products), Oatsome (oat-based products including flour blends, overnight oats, and granola), Plant Junkie (organic cacao and chia seeds), Clean Crumbs (baking mixes), and the BetterBody Foods parent brand (sweeteners, oils, condiments, and superfood blends)—spanning nine product categories. Products are positioned around health-conscious attributes including organic, non-GMO, gluten-free, keto-friendly, and paleo-friendly formulations, with multiple certifications (USDA Organic, Non-GMO Project Verified, Kosher, NSF Gluten-Free) and GMP/SQF-certified packaging operations in Utah.

The company sells through major US retail chains—Walmart, Costco, HEB, and Albertson's—alongside Amazon and direct e-commerce on its own website. Its go-to-market is primarily product-led growth, leveraging retail distribution partnerships and a content-driven marketing strategy built around a 100+ recipe library organized by dietary lifestyle (Keto, Paleo, Vegan, Vegetarian), augmented by Instagram presence, email newsletters, an affiliate program via ShareASale, and earned media coverage in publications including Forbes, BuzzFeed, and Entrepreneur. The company employs approximately 94 people and operates as BetterBody Foods Nutrition LLC in Utah with no disclosed parent company, institutional funding, or public listing.

Revenue is generated through one-time consumer packaged goods sales across all product lines, with no subscription pricing model or tiered pricing publicly disclosed. The company's customer base spans health-conscious consumers and specialty-diet followers at the consumer level, and grocery retailers and wholesale distributors at the B2B level. Ingredients are sourced internationally, with organic plant protein ingredients originating from four different countries, indicating a global supply chain serving a primarily North American distribution footprint.

Name

BetterBody Foods & Nutrition

Legal name

BetterBody Foods

Website

https://betterbodyfoods.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

BetterBody Foods & Nutrition is a privately held CPG company founded in 2007 that sells better-for-you pantry ingredients across five sub-brands (PBfit, Oatsome, Plant Junkie, Clean Crumbs) through major US retailers and Amazon, serving health-conscious and specialty-diet consumers.

Ownership category

akta.pro rank

Product category

Natural and Organic Health Food Products

NAICS

Food Manufacturing (311), Other Snack Food Manufacturing (311919)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Natural food products
• Peanut butter powder
• Organic sweeteners
• Gluten-free baking
• Plant-based ingredients

Headquarters

HQ city

Lindon, UT

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: BetterBody Foods generates revenue through the sale of packaged food products including peanut flour (PBfit), coconut products, oat products, sweeteners, oils, and baking ingredients through retail distribution and e-commerce channels.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

BetterBody Foods & Nutrition is a health-focused consumer packaged goods company that manufactures and sells better-for-you pantry staples under multiple sub-brands including PBfit (peanut butter powder), Oatsome (oat-based products), Plant Junkie (organic cacao and chia seeds), and Clean Crumbs (baking mixes). The portfolio spans sweeteners, flours and ancient grains, oils, condiments, and blending/superfood ingredients formulated for keto, paleo, vegan, vegetarian, gluten-free, and dairy-free dietary lifestyles. Products are distributed through major US retail chains (Walmart, Costco, HEB, Albertson's), Amazon, and the company's direct e-commerce site.

Product overview

BetterBody Foods & Nutrition is a health-focused food company offering a portfolio of branded food products and ingredients across multiple sub-brands. The company operates as a single product line (food products) rather than a platform-plus-modules architecture. The main sub-brands include PBfit (peanut butter powder products including Classic, Cocoa, Pumpkin Spice, Organic, Simply Peanut, No Sugar Added, protein bars, granola, and baking mixes), Oatsome (oat-based products including flour blend, baking mix, overnight oats, rolled/quick oats, and granola varieties), Plant Junkie (plant-based organic cacao and chia seeds), and Clean Crumbs (all-purpose baking mixes). Additional product categories span sweeteners (coconut sugar, monk fruit blends, blue agave, allulose), oils (avocado oil, coconut oil, MCT oil, almond oil), condiments (avocado oil mayo, coconut aminos), and blending ingredients/superfoods (plant protein, cacao powder, super seeds, superfood blends). All products are positioned around health-conscious attributes including organic, gluten-free, keto-friendly, and paleo-friendly formulations.

Differentiator

Problem solved

Functional benefit

Brands

• PBfit: Peanut butter powder product line offering various flavors including Classic, Cocoa, Pumpkin Spice, Organic, Simply Peanut, No Sugar Added, Protein Peanut Butter Spread, and related baking and snack products.
• Oatsome
• Plant Junkie
• Clean Crumbs

Products and services

• PBfit Peanut Butter Powder Line A family of peanut butter powder products (Classic, Cocoa, Pumpkin Spice, Organic, Simply Peanut, No Sugar Added, Protein Spread, baking blend, granola, protein bars, protein ball mixes) made by pressing roasted peanuts to remove most of the oil, resulting in approximately 87% less fat and 1/3 the calories of traditional peanut butter. Targeted at health-conscious consumers and those on keto, paleo, vegan, and gluten-free diets.
• Oatsome Oat-Based Product Line

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• ShareASale (Affiliate Network)minorGTM or Marketing PartnerAffiliate marketing partnership through ShareASale network (merchant ID 71158) enabling third-party affiliates to promote BetterBody Foods products for commission-based referrals.
• CignaminorOthersReference to Cigna Machine Readable Files compliance for transparency regarding health plan information as required by regulation.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Simple Mills: Simple Mills is a better-for-you CPG brand specializing in clean-label baking mixes, crackers, and snacks. BetterBody's Clean Crumbs baking mixes and protein baking blends overlap directly with Simple Mills' core offerings in the same natural foods and mainstream retail channels.
• NOW Foods: NOW Foods offers an extensive natural and specialty foods portfolio including sweeteners (monk fruit, allulose), flours, baking ingredients, oils, and superfoods—covering nearly all of BetterBody's product categories across similar health-food retail channels.
• Anthony's Goods: Anthony's Goods is an online-focused specialty foods brand selling baking ingredients, flours, sweeteners, and superfoods that competes with BetterBody's direct e-commerce channel on Amazon and the company's own website for the same better-for-you pantry staples shopper.
• Bob's Red Mill: Bob's Red Mill is a comparable natural foods manufacturer offering flours, baking mixes, oats, and specialty grains. BetterBody's Clean Crumbs and Oatsome lines, plus its ancient grains and flour offerings, directly overlap with Bob's Red Mill's product portfolio and natural foods retail positioning.
• Kodiak Cakes: Kodiak Cakes is a protein-focused baking and pancake mix brand that competes with BetterBody's PBfit and Clean Crumbs protein baking lines, particularly protein baking blends and BetterBody's protein-enhanced baking mixes in the same retail channels.
• Nutiva: Nutiva is a plant-based superfoods brand with overlapping product categories including MCT oil, coconut oil, chia seeds, and plant protein—directly competitive with BetterBody's Plant Junkie brand, oils category, and Organic Plant Protein SKU.
• PB2: PB2 is the most direct competitor to BetterBody's flagship PBfit brand—both offer powdered peanut butter as a lower-fat alternative to traditional peanut butter. The two brands compete head-to-head for the same retail shelf placement and health-conscious consumer base.

Broad incumbents

• Quaker Oats: Quaker (PepsiCo) is a broad incumbent in oats, granola, and breakfast products that competes with BetterBody's Oatsome sub-brand across the same retailers. As a category leader with far greater marketing scale, Quaker represents the dominant competitive force in BetterBody's oat-based product line.
• Bragg Live Food Products: Bragg is a well-established better-for-you brand offering coconut aminos, avocado oil, and oils/condiments that directly overlap with BetterBody's condiment and oils categories, including the Avocado Oil Mayo and Organic Coconut Aminos SKUs.

Others

• Thrive Market: Thrive Market is an online natural/specialty foods retailer that serves as both a potential channel partner and competitor for BetterBody's direct e-commerce business, and stocks many of the same better-for-you pantry ingredient categories that BetterBody manufactures.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/p/Da8dpE7H0Tc
• LinkedInlinkedin.com/company/betterbodyfoodsandnutrition

Compliance6 records

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 BetterBody Foods & Nutrition