Wholesome Yum

What Wholesome Yum does

Wholesome Yum is a privately held, bootstrapped health-focused media and consumer products company founded in 2015 by Maya Krampf, a former software engineer, and operated by a 9-to-10 person team based in Florida. It operates three integrated business lines on top of a shared audience: a recipe blog and resource hub with over 1,000 tested recipes (constrained to 10 ingredients or less, no refined sugar, gluten-free); a subscription meal-planning application on iOS, Android, and web offering custom weekly meal plans, macro and nutrition tracking, automatic grocery list generation, and recipe scaling (Premium at $4.99/month and Plus at $3.89/month, freemium entry); and a branded CPG line under Wholesome Yum Foods, headlined by the Besti line of zero sugar sweeteners, zero sugar maple syrup, honey, and flours, distributed through own e-commerce, Amazon, iHerb (international), and U.S. retail chains including Sprouts, Stop & Shop, and Meijer.

The company's technology stack centers on a content management system powering the recipe library and SEO surface, native mobile applications for meal planning, and a proprietary custom meal planning and macro tracking engine that recalculates nutrition facts and grocery lists when recipes are scaled or swapped. Distribution combines product-led growth (free recipes and apps as the top-of-funnel acquisition engine), community-led growth (a Facebook support group with 180,000 members, 400,000+ newsletter subscribers, and active presence across Instagram, Pinterest, YouTube, and TikTok), and marketplace/retail listing for CPG. Earned media features span NBC News, Good Morning America, USA Today, Health, Women's Health, and Men's Health, and one cookbook reached USA Today Best Seller status.

Monetization spans five streams: recurring subscription (Premium app memberships), one-time digital product sales (cookbooks and ebook bundles), CPG hardware sales (zero sugar ingredients), affiliate commissions (Amazon Associates), and ad/display revenue implied by the high-traffic recipe blog. The company is WBENC-certified women-owned and Non-GMO Project verified, has not raised institutional funding, and remains founder-controlled with Maya Krampf's husband Oleg serving as COO.

Name

Wholesome Yum

Legal name

Wholesome Yum

Website

https://wholesomeyum.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Wholesome Yum is a bootstrapped health-focused media and consumer products company founded in 2015 by Maya Krampf, operating a recipe website with 1,000+ low-sugar recipes, a subscription meal-planning mobile app, and the Wholesome Yum Foods line of zero sugar ingredients sold through U.S. retail chains and online marketplaces.

Ownership category

akta.pro rank

Product category

Specialty Food Products

NAICS

Sugar and Confectionery Product Manufacturing (3113), Flavoring Syrup and Concentrate Manufacturing (311930), Sugar Manufacturing (31131)

SIC

Sugar & Confectionery Products (2060), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG), Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)

Keywords

• Healthy recipe blog
• Keto meal planning
• Zero sugar sweeteners
• Specialty food products
• Cookbook publishing

Headquarters

HQ city

Maple Grove, MN

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Premium Membership Subscription: Monthly subscription tiers providing access to custom meal plans, ad-free experience, macro tracking, automatic grocery lists, 1200+ recipes, members-only giveaways, and 15% discount on ingredients. Two tiers: Premium ($4.99/month) and Plus ($3.89/month)
2. Affiliate Commissions: Amazon Services LLC Associates Program earns commissions from qualifying purchases made through Amazon affiliate links on the website
3. Cookbook Sales: Sale of physical and digital cookbooks including Easy Keto Cookbook and Easy Keto Carboholics' Cookbook (USA Today Best Seller)
4. Ebook Bundles: Sale of ebook bundles including Healthy EBook Bundle, Keto EBook Bundle, Summer EBook Bundle, and Air Fryer Bundle
5. Wholesome Yum Foods Products: Direct sales of zero sugar ingredients including Besti sweeteners, zero sugar maple syrup, zero sugar honey, and healthy flours through wholesomeyumfoods.com and retail stores

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wholesome Yum publishes an online library of over 1,000 healthy recipes (10 ingredients or less, no refined sugar) accessible free via its website and mobile/web apps, with a paid Premium Membership unlocking custom weekly meal plans, automatic grocery lists, macro tracking, and an ad-free experience. The company also develops, brands, and sells its own line of zero-sugar specialty food products (Besti sweeteners, zero-sugar maple syrup, zero-sugar honey, and healthy flours) through its own e-commerce site, Amazon, iHerb, and U.S. retail chains, alongside branded cookbooks and ebook bundles.

Differentiator

Problem solved

Functional benefit

Brands

• Besti: A line of natural zero sugar sweeteners including monk fruit allulose blend, brown sweetener, and powdered sweetener.
• Wholesome Yum Foods

Products and services

• Wholesome Yum Recipe Blog Free online recipe library of 1,000+ healthy recipes using 10 ingredients or less and no refined sugar, organized by diet, ingredient, cuisine, occasion, and prep method for individual home cooks.
• Wholesome Yum Mobile App (iOS and Android) Mobile application for iOS and Android that delivers custom weekly meal plans, automatic grocery lists, recipe scaling, macro tracking, and an ad-free recipe experience to Wholesome Yum Premium members.
• Wholesome Yum Premium Membership Subscription offering with Plus ($3.89/month) and Premium ($4.99/month) tiers providing custom weekly meal plans, auto-generated grocery lists, macro tracking, ad-free experience, 1200+ recipes, 15% discount on Wholesome Yum Foods ingredients, members-only giveaways, and a private support community; Premium starts with a free trial.
• Wholesome Yum Foods / Besti Zero-Sugar Products Wholesome Yum's proprietary line of natural zero-sugar specialty food products including Besti sweeteners (monk fruit allulose blend, brown, powdered), zero-sugar maple syrup, zero-sugar honey, and healthy baking flours, sold direct, on Amazon, on iHerb, and through U.S. retail chains such as Sprouts, Stop & Shop, and Meijer.
• Easy Keto Cookbook Physical and digital cookbook featuring easy keto recipes, published by Maya Krampf; recognized as a USA Today Best Seller.
• Easy Keto Carboholics' Cookbook Follow-up physical and digital cookbook by Maya Krampf targeting keto dieters who miss high-carb comfort foods.
• Healthy and Keto Ebook Bundles Digital ebook bundles including Healthy EBook Bundle, Keto EBook Bundle, Summer EBook Bundle, and Air Fryer Bundle, sold as downloadable recipe collections.

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Amazon Services LLC Associates ProgramcoreGTM or Marketing PartnerAmazon Associates affiliate program where Wholesome Yum earns commissions from qualifying purchases made through affiliate links on the website. Additionally operates Amazon Store for Wholesome Yum branded food products.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorNational retail chain carrying Wholesome Yum Foods zero sugar ingredients including Besti sweeteners and syrups in stores across the United States.
• Stop & ShopcoreChannel Partner/ Reseller/ DistributorRegional grocery chain (Northeast US) distributing Wholesome Yum Foods products including zero sugar maple syrup, honey, and Besti sweeteners.
• MeijercoreChannel Partner/ Reseller/ DistributorMidwestern retail chain carrying Wholesome Yum Foods products in their stores across multiple states.
• iHerbminorChannel Partner/ Reseller/ DistributorInternational online retailer distributing Wholesome Yum Foods products to customers outside the United States.
• Non-GMO ProjectcoreOthersThird-party certification organization that verified Wholesome Yum Foods products as non-genetically modified. Products carry Non-GMO Project verification seal.
• Women's Business Enterprise National Council (WBENC)coreOthersCertifying organization for women-owned businesses that granted Wholesome Yum Foods official women-owned business certification.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Pinch of Yum: Bootstrapped food blog with cookbooks and a meal-planning app (FPF); structurally identical content + SaaS + book model at a similar team size and audience scale.
• Yummly: Recipe discovery platform with personalized meal planning and grocery-list integration; overlaps Wholesome Yum on the recipe + meal-plan + grocery-list functionality stack.
• PlateJoy: Personalized meal-planning subscription service with health-condition filters (keto, gluten-free, low-carb); overlaps Wholesome Yum's Premium tier on diet-driven custom meal plans.
• Eat This Much: Automated meal planning app with macro tracking and grocery list generation; the most functionally similar SaaS peer to Wholesome Yum's Premium meal-planning subscription.
• Skinnytaste: Bootstrapped healthy recipe blog with cookbooks and a meal-planning app, founded by Gina Homolka — the closest comparable model combining content-led traffic, subscription software, and branded food products for health-conscious home cooks.
• Lakanto: Keto-focused monk fruit sweetener brand with broad retail distribution; the closest direct competitor to the Besti zero-sugar sweetener product line within the keto/low-carb category.
• Pyure: Stevia- and monk-fruit-based sweetener brand with national retail presence; competes head-on with Besti across grocery and Amazon channels in the zero-sugar sweetener set.
• Real Plans: Subscription meal-planning service offering weekly custom plans with grocery lists, including keto and paleo filters; closest subscription-only peer to Wholesome Yum Premium's customization and grocery-list mechanics.
• Swerve: Established erythritol-based sweetener brand sold in national grocers; directly competes with Besti in the sugar-substitute category for keto and low-carb baking.

Broad incumbents

• Allrecipes: Long-established, mass-market recipe platform with the largest U.S. recipe traffic base; represents the scaled incumbent Wholesome Yum competes against on SEO for recipe keywords.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/wholesomeyum
• Facebookfacebook.com/wholesomeyum
• Instagraminstagram.com/wholesomeyum
• Pinterestpinterest.com/wholesomeyum
• TikToktiktok.com/@wholesomeyum
• LinkedInlinkedin.com/company/wholesome-yum

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Wholesome Yum