ROOTANA LIMITED
ROOTANA LIMITED is a UK-based direct-to-consumer brand selling a plant-based, 400-calorie meal replacement shake made from 11 real-food ingredients and free of artificial sweeteners, targeting health-conscious consumers in the US, UK, and Europe via its own e-commerce site and subscription program.
- Company typePrivate
- Founded2021
- HeadquartersLeeds, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What ROOTANA LIMITED does
ROOTANA LIMITED is a UK-incorporated direct-to-consumer brand that develops, manufactures, and sells a plant-based meal replacement shake (the "Real Food Shake") to health-conscious consumers. Founded in 2021 and headquartered in Leeds, the company operates a single-product-line strategy built around a proprietary formulation using 11 real-food ingredients — oat flour, pea protein isolate, flaxseed, sunflower oil, coconut sugar, and supporting micronutrients — delivering 400 calories per serving with a balanced macronutrient split, 20g plant protein, and 27 vitamins and minerals at >20% Reference Intake. The product is contract-manufactured in FDA-registered facilities certified to FSSC 22000 and BRCGS standards, and is sold in Dark Chocolate and Original flavors alongside recyclable stainless-steel accessories (Metal Shaker, Metal Scoop) and digital gift cards.
The company goes to market exclusively through its own Shopify-based e-commerce storefront (rootana.com), with no wholesale, retail, or third-party marketplace presence. It offers a subscription program (15% discount, flexible 2-12 week delivery cadence, skip/pause/cancel) alongside one-time purchases, and ships from warehouses in England, Tennessee, and Salt Lake City to mainland USA, the UK, and 11 European countries. Demand generation combines SEO-driven comparison content against competitors (Huel, Ka'Chava, Soylent, Yfood, Purition, Abnormal, LyfeFuel), an influencer/affiliate programme, organic social on Instagram, Facebook, YouTube, and TikTok, and Google/Facebook remarketing. Target customer segments include busy health-conscious adults, plant-based and diet-sensitive consumers (vegan, lactose-free, soy-free), weight-management seekers, and outdoor/athletic users, with brand positioning centered on the absence of artificial sweeteners (stevia, sucralose, aspartame, acesulfame K, monk fruit). The company is founder-led by Duncan, who has prior senior marketing and innovation experience at Unilever, Myprotein, and Nutrisure; it has no disclosed external funding, 1-10 employees, and a 3,812-verified-review base rated 4.77/5 on Judge.me.
ROOTANA LIMITED firmographics
Firmographics- Name
- ROOTANA LIMITED
- Legal name
- Rootana Ltd
- Website
- https://rootana.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ROOTANA LIMITED is a UK-based direct-to-consumer brand selling a plant-based, 400-calorie meal replacement shake made from 11 real-food ingredients and free of artificial sweeteners, targeting health-conscious consumers in the US, UK, and Europe via its own e-commerce site and subscription program.
- Ownership category
- akta.pro rank
ROOTANA LIMITED industry classification
Industry- Product category
- Meal Replacement Shakes
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD)
- akta.pro secondary industries
- Plant-Based Yogurt Drinks & Cultured Alternatives (AFAFAEAG), Coconut & Palm Sweeteners (Coconut Sugar, Palm Sugar, Coconut Nectar) (AFAJAAAN)
Keywords
Where ROOTANA LIMITED is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
ROOTANA LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales (One-Time Purchase): Rootana generates revenue through direct-to-consumer one-time purchases of its Real Food Shake ($64.99 per pouch containing 14 meals), Metal Shaker ($19.99), Metal Scoop ($7.99), and Gift Cards ($10, $25, $50, $100 denominations). Orders ship from warehouses in England (UK), Tennessee (USA), and Salt Lake City (USA) with tracked delivery.
- Subscription / Recurring Revenue: Rootana operates a subscription model offering 15% discount on every order with free shipping. Subscribers can set delivery frequencies from 2 to 12 weeks, skip deliveries, pause or cancel anytime. This drives predictable recurring revenue and customer lifetime value. The subscription price for the Real Food Shake is $55.24 per pouch (14 meals).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Real Food Shake — One-Time Purchase |
| Subscription | Monthly | Real Food Shake — Subscription |
| One time/ perpetual license | Pay-as-you-go | Metal Shaker — One-Time Purchase |
| One time/ perpetual license | Pay-as-you-go | Metal Scoop — One-Time Purchase |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
ROOTANA LIMITED product offering
Product offeringCore offering
Rootana manufactures and sells a plant-based meal replacement shake (Real Food Shake) made from 11 real-food ingredients (oats, pea protein, flaxseed, sunflower oil, coconut sugar) with 27 added vitamins and minerals and no artificial sweeteners. Each pouch contains 14 servings of 400 calories and is sold direct-to-consumer through rootana.com via one-time purchase or subscription, alongside complementary accessories (metal shaker, metal scoop) and digital gift cards.
Product overview
Rootana is a meal replacement company offering a focused portfolio of plant-based nutrition products centered around its Real Food Shake. The core product is a complete meal shake made from real food ingredients (oats, pea protein, flaxseed, sunflower oil) with balanced macronutrients, 27 vitamins and minerals, and natural coconut sugar sweetness—distinguished by its avoidance of artificial sweeteners. The product line includes complementary accessories (metal shaker bottle and metal measuring scoop) designed for convenience and sustainability, plus digital gift cards. All products are designed for busy individuals seeking convenient, nutritionally balanced meal alternatives without artificial ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Real Food Shake Plant-based meal replacement shake providing 400 calories per serving with 20g plant protein, 27 vitamins and minerals at >20% Reference Intake, balanced macros (42% complex carbs, 20% protein, 33% healthy fats), and 7–9g fiber. Made from 11 real-food ingredients (oats, pea protein, flaxseed, sunflower oil, coconut sugar) and free from all artificial sweeteners (stevia, sucralose, aspartame, acesulfame K, monk fruit). Available in Dark Chocolate and Original flavors, with each pouch containing 14 meals. Sold direct-to-consumer via rootana.com as either a one-time purchase ($64.99/pouch) or subscription ($55.24/pouch, 15% off, free shipping).
- Rootana Metal Shaker Stainless steel shaker bottle with anti-noise mixing net, fully leak-proof, weighing 170g empty, BPA-free and DEHP-free, fully recyclable. Sold as a one-time purchase at $19.99 USD per unit (SKU: RTSH02). Designed for consumers who want a durable, sustainable alternative to single-use plastic shaker bottles.
- Rootana Metal Scoop Stainless steel measuring scoop for Rootana shakes, durable and easy to clean, designed to last decades. Standard serving (400 calories) uses 4 scoops; large serving (600 calories) uses 6 scoops. Sold as a one-time purchase at $7.99 USD per unit (SKU: RTSC01). Marketed as a recyclable alternative to typical plastic supplement scoops.
- Rootana Gift Cards Digital gift cards available in denominations of $10, $25, $50, and $100 USD for purchasing any Rootana product on rootana.com. Targeted at consumers gifting the brand to friends or family members.
Quantifiable outcome
- 400 calories per serving (vs competitors like Ka'Chava at 240 cal and Yfood at 188 cal per serving), providing a complete balanced meal without add-ins
- +4 more outcomes
Companies that use ROOTANA LIMITED
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
ROOTANA LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
ROOTANA LIMITED partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
ROOTANA LIMITED competitors and assessment
Company assessmentDirect peers
- Exante: Exante is a UK-based meal replacement brand focused on calorie-controlled nutrition for weight management. It overlaps with Rootana's weight management use case and competes for the same calorie-conscious consumer segment.
- Jimmy Joy: Jimmy Joy is a European meal replacement brand offering powdered shakes and Plenny bars. It serves the same 'complete meal replacement' occasion with a subscription model and targets health-conscious consumers seeking convenience.
- Purition: Purition is a UK-based wholefood meal replacement brand selling powdered shakes via DTC and subscription. It is named in Rootana's comparison content and competes head-to-head on the real-food, no-artificial-sweetener positioning.
- Huel: Huel is a global direct-to-consumer meal replacement brand offering powdered shakes and complete nutrition meals. It is one of Rootana's named competitors in its blog and competes for the same busy, health-conscious consumer with a subscription model.
- Soylent: Soylent is a pioneer of the ready-to-drink and powder meal replacement category, selling directly to consumers in North America. It is explicitly named in Rootana's competitor comparison content and addresses the same 'complete meal in a shake' use case.
- Yfood: Yfood is a European meal replacement brand offering ready-to-drink shakes and powders. It is named in Rootana's competitor comparison content and targets the same convenience-focused, nutritionally complete meal occasion across European markets.
- Feed. Feed. is a German-based meal replacement brand offering shakes and bars with a focus on balanced macros and clean ingredients. It operates in the same European market as Rootana with a comparable DTC and subscription model.
- Ka'Chava: Ka'Chava is a plant-based meal replacement shake brand sold direct-to-consumer with a focus on whole-food ingredients. It is one of Rootana's primary named benchmarks and competes directly on the clean-label, plant-based shake positioning.
- LyfeFuel: LyfeFuel is a US-based plant-based meal replacement brand focused on clean, whole-food nutrition sold via DTC subscription. It is named in Rootana's competitive set and competes for the same sweetener-free, health-conscious consumer.
Broad incumbents
- Myprotein: Myprotein is a large, established sports nutrition and wellness brand offering shakes, protein powders, and meal replacements globally. While broader in scope with a wider product portfolio, it is highly relevant given founder Duncan's prior executive role there and the overlapping audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
ROOTANA LIMITED social profiles
Digital presenceROOTANA LIMITED compliance and trust
Trust signalCompliance3 records
ROOTANA LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROOTANA LIMITED leadership team
Management profileNumber of profiles
Profiles1 record
ROOTANA LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROOTANA LIMITED 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 ROOTANA LIMITED
What does ROOTANA LIMITED do?
Rootana manufactures and sells a plant-based meal replacement shake (Real Food Shake) made from 11 real-food ingredients (oats, pea protein, flaxseed, sunflower oil, coconut sugar) with 27 added vitamins and minerals and no artificial sweeteners. Each pouch contains 14 servings of 400 calories and is sold direct-to-consumer through rootana.com via one-time purchase or subscription, alongside complementary accessories (metal shaker, metal scoop) and digital gift cards.
Is ROOTANA LIMITED a public or private company?
ROOTANA LIMITED is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ROOTANA LIMITED founded?
ROOTANA LIMITED was founded in 2021. It employs 1 to 10 people.
Where is ROOTANA LIMITED based?
ROOTANA LIMITED is headquartered in Leeds, United Kingdom, in the Europe region.
How does ROOTANA LIMITED make money?
Two revenue lines are on record. Direct Product Sales (One-Time Purchase) is the primary driver. The others are subscription / Recurring Revenue.
Who are ROOTANA LIMITED's main competitors?
Direct peers on record are Exante, Jimmy Joy, Purition, Huel, Soylent, Yfood, Feed., Ka'Chava and LyfeFuel. Myprotein is listed as a broad incumbent.
Does ROOTANA LIMITED have an API?
No public API is recorded for ROOTANA LIMITED.
What industry is ROOTANA LIMITED in?
ROOTANA LIMITED's product category is Meal Replacement Shakes. Its primary akta.pro industry code is AFAFAEAD, Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes), with a secondary code of AFAFAEAG, Plant-Based Yogurt Drinks & Cultured Alternatives. Its SIC code is 2090.