Live it Up

What Live it Up does

Live it Up, legally Superfoods, Inc. and previously known as Ensō Superfoods, is a direct-to-consumer e-commerce brand that formulates and sells natural powdered nutritional supplements. The portfolio comprises four core SKUs: Super Greens (a greens powder with 16 superfoods, 5 billion CFU probiotics, and digestive enzymes such as papain and bromelain, using broken-cell-wall chlorella for bioavailability), Vital Minerals (an electrolyte powder with a coconut-water base and a 2:1 sodium-to-potassium ratio), Feel the Beet (a beetroot powder with adaptogens), and Golden Hour (a golden-milk latte with ashwagandha and turmeric). All products are manufactured in GMP-certified facilities in the USA with globally sourced ingredients, are third-party tested, and are non-GMO; the company does not disclose specific headquarter city details beyond USA manufacturing.

The business is subscription-first, with subscription pricing 33–45% below one-time purchase (e.g., $39.99 versus $59.99 for Super Greens, $1.33 per serving versus AG1's $3.30 per serving), 30-day money-back guarantees, free shipping, free shaker bottles for subscribers, and pause/cancel-anytime flexibility. Distribution runs through the owned Shopify storefront (letsliveitup.com) and the Amazon marketplace, supported by an ambassador/affiliate program, a rewards-club referral system, and dietitian-led content marketing across the company blog and social channels. The company serves health-conscious consumers, athletes and fitness enthusiasts, digestive-health seekers, and plant-based dieters, with endorsements from registered dietitians including Chief Registered Dietitian Rachel Gargano. Live it Up reports 300,000+ customers served, a 4.9-star rating, and 97.3% of subscribers reporting feeling healthier overall; the firm is privately held and appears bootstrapped with no disclosed outside funding.

Name

Live it Up

Legal name

Superfoods, Inc.

Website

https://letsliveitup.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Live it Up (Superfoods, Inc.) is a bootstrapped, direct-to-consumer e-commerce brand that formulates and sells natural powdered nutritional supplements — including Super Greens, Vital Minerals, Feel the Beet, and Golden Hour — to health-conscious consumers via subscription and one-time purchase on its own website and Amazon.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

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

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Superfood supplements
• Greens powder
• Electrolyte powder
• Beet root powder
• Natural nutrition supplements

Headquarters

HQ city

Not specified

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, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Live it Up generates revenue through direct-to-consumer sales of its superfood supplement products. The primary revenue stream comes from online sales via their e-commerce platform, with both one-time purchases and subscription models. Subscriptions offer significant savings (33-45% discount) and include benefits like free shaker bottles and lifetime free shipping, creating recurring revenue from subscribers.
2. Subscription Recurring Revenue: The company emphasizes subscription-based purchasing with discounts up to 45% per month, creating predictable recurring revenue. Subscribers receive benefits including free shipping, free products, and the ability to pause or cancel anytime.
3. Affiliate and Ambassador Programs: Live it Up operates affiliate and ambassador programs where partners promote products in exchange for commissions or incentives, contributing to customer acquisition revenue.
4. Amazon Marketplace Sales: Products are also available for purchase through Amazon, diversifying distribution and revenue channels beyond the direct e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Live it Up manufactures and sells powdered natural nutrition supplements directly to consumers through its own e-commerce site and Amazon. Its lineup includes Super Greens (greens powder with 16 superfoods, probiotics, and digestive enzymes), Vital Minerals (electrolyte powder), Feel the Beet (beetroot powder with adaptogens), and Golden Hour (golden milk latte with ashwagandha), offered via monthly subscriptions and one-time purchases.

Product overview

Live it Up offers a portfolio of four core natural nutrition supplement products: Super Greens (all-natural greens powder with 16 superfoods, probiotics, and digestive enzymes), Vital Minerals (electrolyte powder for daily hydration with coconut water base), Feel the Beet (beetroot powder with adaptogens for energy and stamina), and Golden Hour (golden milk latte with ashwagandha for relaxation). Products are sold as standalone supplements with optional accessories like shaker bottles. The company sells directly to consumers through subscription and one-time purchase options.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Greens All-natural greens powder dietary supplement made with organic vegetables and 16 superfoods, fortified with 5 billion CFU of probiotics (four strains) and plant-based digestive enzymes (papain, bromelain); designed to support gut health, immunity, and balanced energy for health-conscious individual consumers.
• Vital Minerals Electrolyte powder formulated with coconut water powder base, sodium, potassium, calcium, and vitamin C to replenish electrolytes and support daily hydration; targeted at active consumers and runners needing balanced 2:1 sodium-to-potassium electrolyte intake.
• Feel the Beet Beet root powder combined with adaptogens to support all-day energy and stamina without the caffeine crash; intended for consumers seeking clean, non-stimulant energy support.
• Golden Hour Golden milk latte powder made with ashwagandha and turmeric, designed as an evening wind-down ritual to support relaxation, rest, and recovery.
• Shaker Bottles and Accessories Accessory products including shaker bottles designed for mixing the company's superfood powders, bundled with subscriptions and sold alongside core supplements.

Quantifiable outcome

• 97.3% of subscribers reported feeling healthier overall
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LMNT: LMNT is a leading DTC electrolyte powder brand competing directly with Live it Up's Vital Minerals SKU. Both target the same hydration, fitness, and low-sugar electrolyte use cases with subscription-based pricing.
• Huel: Huel is a global DTC nutrition brand selling complete meal replacement powders and supplements. Live it Up's content strategy explicitly reviews Huel as a comparable, and the companies overlap in the convenient nutrition category.
• AG1 (Athletic Greens): AG1 is the category-leading daily greens powder supplement that Live it Up explicitly positions against. Both companies sell greens powder subscriptions targeting the same health-conscious consumer with daily nutrition, gut health, and energy use cases.
• Organifi: Organifi sells a portfolio of superfood green juices, reds blends, and golden milk powders via DTC e-commerce and subscription, directly overlapping with Live it Up's greens, beet, and golden milk SKUs.
• Transparent Labs: Transparent Labs is a DTC supplement brand known for clinically-dosed, transparent-label formulations. It competes for the same clean-label, health-conscious supplement consumer with overlapping greens and wellness SKUs.
• Ka'Chava: Ka'Chava is a plant-based superfood meal replacement powder sold DTC. It targets the same health-conscious consumer with a greens-and-superfood positioning and competes for share of wallet against Live it Up's portfolio.
• Bloom Nutrition: Bloom Nutrition is a DTC greens and superfood supplement brand selling powdered greens and metabolic support products through subscription, directly overlapping with Live it Up's Super Greens and Feel the Beet product lines.

Emerging players

• Needed: Needed is a practitioner-backed DTC nutrition brand selling pre- and postnatal supplements and a broader nutrition line. It is an emerging player in the premium clean-label nutrition space with overlap on trust-driven, practitioner-endorsed positioning.

Broad incumbents

• Vega: Vega is an established plant-based nutrition brand offering greens, protein, and supplement powders. It is a broader incumbent in the plant-based supplements category with greater retail distribution than Live it Up.
• Garden of Life: Garden of Life is an established organic supplement manufacturer with broad retail distribution (Whole Foods, Sprouts, etc.). It competes with Live it Up in greens and probiotics categories through a wider, more diversified product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@liveitupsuperfoods
• Facebookfacebook.com/liveitupsuperfoods
• LinkedInlinkedin.com/company/letsliveitup
• Instagraminstagram.com/liveitupsuperfoods

Compliance2 records

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 Live it Up