What FlavCity does

FlavCity, operating under the legal entity DTBE, LLC, is a clean-label functional food and beverage brand founded in 2023 by YouTube creator Bobby Parrish and headquartered in Delray Beach, Florida. The company develops and sells a portfolio of products centered on protein nutrition, hydration, and vitamins, including protein smoothie powders (in bulk-bag and All-In-One Packet formats totaling 16+ flavor options), electrolyte drink mixes, superfood lemonades, vitamin gel packs (multivitamin, sleep support, immune support, joint health, energy boost), immunity teas, and ready-to-drink functional beverages (Anytime Essentials line, Coffee with Benefits). Differentiators include no added sugar, seed oils, or fillers, grass-fed whey, collagen, and functional mushrooms such as cordyceps and reishi, with product formats engineered for 30-second preparation without a blender.

The business operates a multi-channel GTM model. Direct-to-consumer e-commerce runs through shopflavcity.com, with a Subscribe & Save 15% monthly subscription program, free shipping over $65, and bundle offerings such as the $90 Travel Kit. Wholesale distribution runs through Target, with products in nearly 2,000 stores nationwide. A third commerce channel is TikTok Shop, with TikTok LIVE events produced in partnership with MARKET.live for exclusive product launches and limited-time offers. Marketing is anchored to founder Bobby Parrish's YouTube, Instagram, TikTok, and Facebook presence, supplemented by a recipe blog, email newsletter, and offline experiential activations at premium retail properties (Caruso portfolio, February 2026).

Revenues derive from one-time DTC purchases, recurring subscriptions, wholesale shipments to retail, and transaction-based TikTok Shop sales; product pricing ranges from approximately $29.99 (Superfood Lemonade, Vitamin C) to $90.00 (Travel Kit), with protein smoothies priced at $59.99 per bag. The company is privately held, founder-owned with no disclosed institutional funding or external investors, and operates with 11-50 employees. Reported product-level engagement is meaningful, including 9,109 verified reviews on the Vanilla Cream hero SKU at a 4.6-star average.

Name

FlavCity

Legal name

DTBE, LLC

Website

https://flavcity.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

FlavCity is a clean-label functional food and beverage brand selling protein smoothies, electrolytes, vitamins, and ready-to-drink functional beverages through its DTC site shopflavcity.com, nearly 2,000 Target stores, and TikTok Shop, serving health-conscious consumers seeking convenient, clean-ingredient nutrition.

Ownership category

akta.pro rank

Product category

Health and Wellness Functional Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Beverages (2080)

akta.pro primary industry

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

akta.pro secondary industries

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)

Keywords

• Functional nutrition products
• Clean label supplements
• Protein smoothie powders
• Electrolyte drink mixes
• Vitamin gel packs

Headquarters

HQ city

Delray Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through shopflavcity.com with subscription model (Subscribe & Save 15%) offering recurring revenue with free shipping on orders over $65.
2. Retail Distribution: Products sold through Target's nearly 2,000 stores nationwide, representing wholesale revenue through major retail partnership.
3. TikTok Commerce: Livestream commerce through TikTok Shop featuring exclusive product launches and limited-time offers during events.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

FlavCity sells clean-label functional nutrition products — protein smoothie powders, electrolyte drink mixes, superfood lemonade drink sticks, immunity teas, and vitamin gel packs — direct to consumers via shopflavcity.com, through nearly 2,000 Target stores nationwide, and via TikTok Shop livestream events. The company's signature product is the All-In-One Protein Smoothie Packet, combining 25g grass-fed whey protein, 10g collagen, functional mushrooms (cordyceps and reishi), and real fruit in a single-serving format that prepares in 30 seconds without a blender.

Product overview

FlavCity is a health and wellness brand founded in 2023 by YouTube creator Bobby Parrish, offering a portfolio of clean-label functional products centered around protein nutrition, hydration, and vitamins. The product line consists of protein smoothie powders (available in 16+ flavors including Vanilla Cream, Chocolate, Cookies & Cream, and seasonal varieties), electrolyte hydration mixes (5 flavors), superfood lemonades (2 flavors), vitamin gel packs (11 varieties including Multivitamin, Sleep Support, Immune Support, Joint Health, and Energy Boost), immunity teas, and functional beverages. The brand also offers a Travel Kit bundle and branded merchandise. Products are sold through the direct-to-consumer website shopflavcity.com, major retail partners including nearly 2,000 Target stores nationwide, and via TikTok Shop. FlavCity emphasizes clean, recognizable ingredients with no added sugar, seed oils, or fillers, positioning itself at the intersection of health and great taste.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Smoothies Clean-label protein smoothie powders designed for individual consumers seeking convenient on-the-go protein nutrition; 25g grass-fed whey protein per serving with collagen and functional ingredients, prepares without a blender.
• Hydration / Electrolytes Clean-label electrolyte drink mixes for daily hydration and sports/recovery use by individual consumers; no added sugar or seed oils; multiple flavor options.
• Superfood Lemonades Drink-stick format superfood lemonades for individual consumers seeking convenient antioxidant support and on-the-go flavor hydration.
• Vitamins / Gel Packs Single-serve vitamin gel packs across multiple health functions, designed for individual consumers seeking convenient, clean-label daily supplementation without pills.
• Immunity Teas Functional tea products (e.g., Lemon Ginger Immunity Tea) for individual consumers seeking immune-support beverages without artificial ingredients.
• Anytime Essentials Functional Beverage Line Ready-to-drink functional beverage line launched in July 2025, representing FlavCity's expansion into ready-to-drink functional beverages beyond powders and supplements; targeted at health-conscious consumers.
• Coffee with Benefits Functional coffee product combining real-ingredient coffee with functional health benefits, launched exclusively at Target stores for individual consumers.
• Travel Kit All-in-one travel bundle ($90.00, valued at $130.66) containing protein smoothie packets, electrolyte drink mix, multivitamin, sleep support packs, and a branded tumbler; for individual consumers who travel frequently and want to maintain their nutrition and supplement routines on the go.

Quantifiable outcome

• 4.6-4.9 star average ratings across products with thousands of verified customer reviews

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• CarusocoreGTM or Marketing Partner · 1 February 2026Retail property portfolio operator hosting FlavCity food and wellness activation across properties including The Grove, The Americana at Brand, and The Promenade at Westlake during February 2026. Represents experiential marketing partnership.
• MARKET.livecoreGTM or Marketing Partner · 24 July 2025VERB Technology Company partnership for exclusive TikTok LIVE event to launch FlavCity's Anytime Essentials functional beverage line. Livestream produced from MARKET.live's Los Angeles studio featuring FlavCity founder Bobby Parrish with limited-time offers and major brand announcement.
• Daily Crunch SnacksminorGTM or Marketing Partner · 1 June 2025Co-marketing partnership featuring Daily Crunch Churro Sprouted Nuts as free gift with orders on shopflavcity.com. Collaboration on recipe content including Cinnamon Crunch Bowl featuring Daily Crunch's Churro Sprouted Almonds & Cashews.
• The Protein Shop NYCminorGTM or Marketing Partner · 1 June 2025Limited-edition product collaboration creating Banana Bread Messy Mary (frozen yogurt) using FlavCity Banana Bread Protein Smoothie. Available 6/14-6/28 with in-store meet-and-greet event featuring Bobby Parrish.
• ChiliPadminorGTM or Marketing Partner · 1 June 2025Summer giveaway collaboration offering ChiliPad 2.0 Single Zone, FlavCity Sleep Gummies, Sleep Gel Packs, and Variety Electrolyte Pack as prize bundle. Joint marketing to wellness-focused audience.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ritual: DTC-native clean supplement brand with multi-channel expansion, premium positioning, and traceable ingredient story — comparable on DTC-first model and clean-label supplement positioning.
• Bloom Nutrition: Influencer-founded greens and protein brand built on social media-native marketing and major retail expansion — directly comparable creator-led CPG model with similar product positioning.
• Garden of Life: Organic, clean-ingredient supplements and protein powders sold in natural food and mass retail channels — directly comparable on ingredient philosophy and product categories.
• AG1 (Athletic Greens): Subscription-driven daily nutrition brand selling premium greens/probiotic powders with strong DTC funnel and influencer-led marketing — the closest comparable to FlavCity's subscription wellness model.
• Alani Nu: Influencer-driven functional supplements and pre-workout brand with strong social media presence and growing retail distribution — similar founder-led, fitness-oriented supplements model.
• Orgain: Clean-label protein powders, shakes, and nutritional products sold via DTC and major retail (including Target) — highly comparable in protein smoothie category and retail distribution model.
• Naked Nutrition: Clean-label protein powders and supplements with minimal ingredients positioning, sold DTC and through retail — direct overlap with FlavCity's grass-fed whey smoothie line and clean ingredient narrative.

Emerging players

• GHOST Lifestyle: Influencer-collaboration-driven supplement and lifestyle brand with strong gym/fitness consumer base and DTC-retail hybrid model — comparable on social-native marketing and protein supplement category.

Broad incumbents

• OLIPOP: Better-for-you functional beverage brand with strong retail presence and DTC growth — relevant for FlavCity's expansion into functional beverages and RTD formats like Anytime Essentials.
• Celsius: Established functional energy beverage brand with deep retail penetration and broad consumer awareness — comparable on functional beverage positioning and mass-market distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BobbyParrish
• Facebookfacebook.com/flavcity
• Instagraminstagram.com/flavcity
• TikToktiktok.com/@flavcity

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 FlavCity