2FIT BRANDS
2FIT Brands (dba RAÍZ by 2FIT Brands) is a Colombian-origin, US-selling multi-brand wellness house operating Don Lucca coffee, BOlab molecular nutrition, and Menchas craft beer through a direct-to-consumer Shopify storefront.
- Company typePrivate
- Founded2019
- HeadquartersMclean, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What 2FIT BRANDS does
2FIT Brands, doing business as RAÍZ by 2FIT Brands, is a Colombian-origin multi-brand wellness company that sells directly to consumers in the US market through a Shopify-powered e-commerce storefront. The portfolio is organized into three sub-brands: Don Lucca, positioned as a premium 100% Colombian organic coffee sourced from the Huila highlands; BOlab, a women-owned molecular nutrition line built around olfactory molecule technology and plant-based algae shell spheres intended for use in cocktails, desserts, cheese boards, and savory dishes; and Menchas, a craft beer brand tied to a family legacy and Master Brewer Alejandro Manotas.
The company's stated technical differentiator is concentrated in BOlab, which combines olfactory molecules with concentrated flavor spheres encapsulated in plant-based algae shells to deliver "transformative nutrition" in portion-controlled formats. Don Lucca relies on Colombian coffee provenance as its differentiation, and Menchas uses craft brewing heritage. The three sub-brands share the RAÍZ umbrella and a common e-commerce surface, suggesting a brand-house operating model rather than a single-product company.
The business model is direct-to-consumer e-commerce with one-time-purchase pricing on publicly listed SKUs. The only price observable in the source is a BOlab 3-pack Bundle at $26.29. Distribution is US-only with Colombian-origin sourcing, and the company has stated an intent to grow globally. No subscription mechanics, wholesale channel, enterprise customers, headcount figures, funding rounds, or revenue figures are disclosed in the available data, which limits visibility into unit economics, customer count, and order volume.
2FIT BRANDS firmographics
Firmographics- Name
- 2FIT BRANDS
- Legal name
- 2FIT Brands
- Website
- https://2fitbrands.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 2FIT Brands (dba RAÍZ by 2FIT Brands) is a Colombian-origin, US-selling multi-brand wellness house operating Don Lucca coffee, BOlab molecular nutrition, and Menchas craft beer through a direct-to-consumer Shopify storefront.
- Ownership category
- akta.pro rank
2FIT BRANDS industry classification
Industry- Product category
- Wellness and Specialty Beverages
- NAICS
- Specialty Food Retailers (4452), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)
- akta.pro secondary industries
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)
Keywords
Where 2FIT BRANDS is headquartered
LocationHeadquarters
- HQ city
- Mclean
- HQ country
- United States
- HQ region
- North America
Markets served
2FIT BRANDS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Product Sales: Direct-to-consumer sales of specialty coffee (Don Lucca), molecular nutrition products (BOlab), and craft beer (Menchas) through the company's e-commerce platform. Products are sold as individual items and bundles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | BOlab 3 Pack Bundle |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
2FIT BRANDS product offering
Product offeringCore offering
2FIT BRANDS sells a portfolio of premium wellness and beverage products through direct-to-consumer online channels under the umbrella platform RAÍZ by 2FIT Brands. The portfolio includes Don Lucca premium Colombian organic coffee, BOlab molecular nutrition products, and Menchas craft beer, each positioned as a distinct sub-brand with its own identity.
Product overview
RAÍZ by 2FIT Brands is a multi-brand wellness ecosystem built around Latin American heritage, operating three distinct sub-brands: Don Lucca (premium Colombian organic coffee from Huila), BOlab (innovative molecular nutrition blends including the BOlab 3 pack Bundle of flavor spheres), and Menchas (craft-brewing beer honoring Colombian tradition). The parent RAÍZ brand serves as the unifying umbrella that cultivates experiences honoring the land, people, and traditions of Latin American wellness.
Differentiator
Problem solved
Functional benefit
Brands
- Don Lucca: Premium, 100% Colombian organic coffee sourced from the highlands of Huila. Offers specialty coffee with distinctive citrus notes.
- BOlab
- Menchas
Companies that use 2FIT BRANDS
Customer profileSegments3 records
Ideal customer profiles1 record
2FIT BRANDS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
2FIT BRANDS partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
2FIT BRANDS competitors and assessment
Company assessmentEmerging players
- OLIPOP: Fast-growing functional beverage brand focused on health-forward consumers. Comparable to BOlab on functional/wellness positioning and DTC plus retail expansion.
- Celsius Holdings: Functional beverage brand scaling rapidly on health-and-wellness positioning and broad retail distribution. Comparable to BOlab on functional beverage consumer and growth trajectory.
Broad incumbents
- Constellation Brands: Multi-category alcoholic beverage holding company spanning beer, wine, and spirits. Comparable to 2FIT Brands' multi-brand beverage portfolio approach and Menchas' craft beer positioning.
- Blue Bottle Coffee: Established specialty coffee brand with strong single-origin and craft positioning. Comparable to Don Lucca on premium specialty coffee consumer and DTC plus cafe distribution.
- Keurig Dr Pepper: Large diversified non-alcoholic and alcoholic beverage holding company with brand portfolio model. Comparable to 2FIT Brands on multi-brand beverage ownership and DTC plus retail distribution ambition.
- Anheuser-Busch InBev: World's largest brewing and beverage holding company with multi-brand portfolio strategy. Comparable to 2FIT Brands' multi-category brand-owner model, though at vastly larger scale.
Direct peers
- Liquid Death: DTC beverage brand using bold storytelling and unconventional branding to build a portfolio. Comparable to 2FIT Brands' RAÍZ umbrella on DTC-first, narrative-driven multi-beverage ambition.
- Athletic Brewing Company: Craft beer brand built on a distinctive purpose-driven narrative and DTC-led growth. Comparable to Menchas on story-led craft beer positioning and direct-to-consumer scale-up.
- Juan Valdez: Flagship Colombian coffee brand built on 100% Colombian origin and farmer-owned identity. Directly comparable to Don Lucca on origin positioning, premiumization, and DTC-plus-cafe distribution ambition.
- Chamberlain Coffee: DTC-first premium coffee brand with strong founder-led storytelling and a Shopify-native storefront. Closely mirrors 2FIT Brands' DTC specialty coffee model and consumer segmentation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
2FIT BRANDS social profiles
Digital presence2FIT BRANDS financial estimates
Financial estimateRevenue estimate
Valuation estimate
2FIT BRANDS leadership team
Management profileNumber of profiles
Profiles1 record
2FIT BRANDS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
2FIT BRANDS 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 2FIT BRANDS
What does 2FIT BRANDS do?
2FIT BRANDS sells a portfolio of premium wellness and beverage products through direct-to-consumer online channels under the umbrella platform RAÍZ by 2FIT Brands. The portfolio includes Don Lucca premium Colombian organic coffee, BOlab molecular nutrition products, and Menchas craft beer, each positioned as a distinct sub-brand with its own identity.
Is 2FIT BRANDS a public or private company?
2FIT BRANDS is a private company. It is classified as unknown and is currently operating.
When was 2FIT BRANDS founded?
2FIT BRANDS was founded in 2019. It employs 1 to 10 people.
Where is 2FIT BRANDS based?
2FIT BRANDS is headquartered in Mclean, United States, in the North America region.
How does 2FIT BRANDS make money?
One revenue line is on record: product Sales.
Who are 2FIT BRANDS's main competitors?
Emerging players on record are OLIPOP and Celsius Holdings. Broad incumbents are Constellation Brands, Blue Bottle Coffee, Keurig Dr Pepper and Anheuser-Busch InBev. Direct peers are Liquid Death, Athletic Brewing Company, Juan Valdez and Chamberlain Coffee.
Does 2FIT BRANDS have an API?
No public API is recorded for 2FIT BRANDS.
What industry is 2FIT BRANDS in?
2FIT BRANDS's product category is Wellness and Specialty Beverages. Its primary akta.pro industry code is CRADAIAL, Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios), with a secondary code of CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories). Its NAICS code is 4452 and its SIC code is 2080.