TruJoy Yogurt

What TruJoy Yogurt does

TruJoy Yogurt LLC is a Texas-based, founder-led frozen Greek yogurt CPG company founded in 2023 by Charlie Gentry. The company manufactures and sells protein- and probiotic-rich frozen Greek yogurt in 16-ounce pints across nine flavors (Chocolate, Mint Chip, Classic Tart, Madagascar Vanilla Bean, Strawberry, Blueberry Parfait, Lemon Velvet, Coffee, and Peanut Butter Chocolate Chip), made with a base of Greek yogurt, cream, cane sugar, and plant-based stabilizers (Guar Gum and Carob Bean Gum). The product is differentiated by six strains of live and active probiotic cultures that survive the freezing process, lower lactose content resulting from the culturing process, no artificial flavors or synthetic emulsifiers, and 500 calories per pint. Pricing is $10 per pint via direct-to-consumer e-commerce.

The company operates a multi-channel go-to-market combining retail wholesale, direct-to-consumer e-commerce, and event-driven field sales. Wholesale distribution spans nearly 100 stores as of early 2024 and 7+ states as of January 2025, including Whole Foods Market (national, plus selection for the 2025 LEAP: On the Verge cohort), Sprouts Farmers Market (coast-to-coast California to Florida), Central Market, Straub's, Albertsons-Company banners (29 Market Street/United/Albertsons Market stores), Reasor's (17 Oklahoma stores via KeHE), and independent grocers including Roy Pope Grocery and Wheatsville Co-op. KeHE Distributors serves as the primary wholesale channel for independent retailer expansion, while founder-led in-store demos and launch events (including the "Tour de Central Market") build local brand awareness. The DTC channel ships frozen pints direct to consumers Monday through Wednesday with an 8-pint maximum per order.

The business is bootstrapped and founder-financed with no disclosed venture capital or institutional funding rounds. Operating from a small team and Austin headquarters at 1623 South Lamar, the company has produced over 100,000 pints within 18 months of its first commercial run and has been recognized through the Startup CPG Shelfie Finalist designation, the California Milk Advisory Board's Real California Milk Excelerator Program, and the 2025 Whole Foods LEAP cohort. Customer concentration is distributed across enterprise, mid-market, and SMB grocer segments, with no single customer disclosed as a majority of revenue.

Name

TruJoy Yogurt

Legal name

TruJoy Yogurt LLC

Website

https://trujoyyogurt.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

TruJoy Yogurt LLC is a Texas-based, founder-led frozen Greek yogurt CPG company that sells protein- and probiotic-rich frozen yogurt in nine pint flavors through grocery retail, DTC e-commerce, and KeHE wholesale distribution across 7+ US states.

Ownership category

akta.pro rank

Product category

Frozen Greek Yogurt / Premium Frozen Desserts

NAICS

Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Ice Cream & Frozen Desserts (2024), Dairy Products (2020)

akta.pro primary industry

Frozen Yogurt Manufacturing (AFAHAEAC)

akta.pro secondary industry

Ice Cream & Frozen Desserts Wholesale (AFAIAHAC)

Keywords

• Frozen greek yogurt
• Premium frozen desserts
• Probiotic frozen treats
• High protein snacks
• Natural foods CPG

Headquarters

HQ city

Austin

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, Others

Revenue model

1. Direct-to-Consumer E-commerce: TruJoy sells pints directly to consumers through their website. Products ship frozen to ensure quality. Orders placed Monday-Wednesday only, with 8 pint maximum per box to maintain frozen integrity during transit.
2. Wholesale to Retailers: TruJoy supplies pints to grocery stores, supermarket chains, and independent retailers nationwide. Retailers include Whole Foods Market, Central Market, Straub's, Albertsons banners, Sprouts, and specialty grocers.

Pricing tiers

Go-to-market motion4 records

Distribution channels11 records

Marketing channels6 records

Core offering

TruJoy Yogurt manufactures and sells a line of premium Frozen Greek Yogurt in pint containers across 9+ flavors, made from protein- and probiotic-rich Greek yogurt blended with cream, cane sugar, and plant-based stabilizers (Guar Gum, Carob Bean Gum). The product is sold wholesale to grocery chains nationwide and direct-to-consumer via trujoyyogurt.com, ships frozen, and contains six live and active probiotic strains with only 500 calories per pint.

Product overview

TruJoy Yogurt is a single-product consumer packaged goods company specializing in Frozen Greek Yogurt sold in pint containers. The product line consists of nine distinct flavors (Chocolate, Mint Chip, Classic Tart, Madagascar Vanilla Bean, Strawberry, Blueberry Parfait, Lemon Velvet, Coffee, and Peanut Butter Chocolate Chip), all made with the same base of protein and probiotic-rich Greek Yogurt blended with cream, cane sugar, and plant-based stabilizers. The company also offers branded merchandise. Flavors vary by season and availability at retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Madagascar Vanilla Bean Frozen Greek Yogurt Rich Madagascar Bourbon Vanilla folded into Frozen Greek Yogurt for a deeply rich and creamy treat; targeted at health-conscious consumers seeking premium natural frozen desserts.
• Classic Tart Frozen Greek Yogurt Refreshingly crisp and tart flavor of Greek Yogurt frozen to perfection; can be topped with berries and granola or enjoyed as is.
• Strawberry Frozen Greek Yogurt Sweet strawberries folded into Frozen Greek Yogurt for a timeless classic treat.
• Blueberry Parfait Frozen Greek Yogurt Sweet blueberry ribbons woven between clusters of crunchy granola, serving as either breakfast or dessert.
• Lemon Velvet Frozen Greek Yogurt Silky smooth Frozen Greek Yogurt with zesty lemon juice and a lemon twist for a perfect pucker.
• Mint Chip Frozen Greek Yogurt Refreshing Mediterranean Mint folded into Frozen Greek Yogurt with Dark Chocolate Chips for a timeless treat.
• Chocolate Frozen Greek Yogurt Silky smooth and milky chocolate delight made with the finest Dutch Cocoa blended into Frozen Greek Yogurt.
• Coffee Frozen Greek Yogurt Dark roasted Brazilian Coffee blended with Frozen Greek Yogurt for bold flavor.
• Peanut Butter Chocolate Chip Frozen Greek Yogurt Creamy Peanut Butter Frozen Greek Yogurt sprinkled with decadent dark chocolate shavings.
• TruJoy Yogurt Merchandise Branded merchandise including apparel and accessories featuring the TruJoy Yogurt brand, sold via the company's website.

Quantifiable outcome

• Over 100,000 pints produced and enjoyed in 18 months
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Whole Foods MarketcoreChannel Partner/ Reseller/ Distributor · 1 January 2025TruJoy has been stocking Whole Foods freezers for nearly a year and was selected for the 2025 LEAP: On the Verge Cohort. LEAP program works closely with brands to support growth with one of the leading retailers.
• KeHE DistributorscoreChannel Partner/ Reseller/ Distributor · 1 January 2024KeHE is TruJoy's primary distributor enabling wholesale expansion into independent retailers across their distribution area. Facilitated launches including 17 Reasor's stores in Oklahoma and new market expansion.
• California Milk Advisory Board (CMAB)coreStrategic or Co-development Partner · 1 January 2024CMAB awarded TruJoy Yogurt the 'Real California Milk' seal and accepted them as one of eight finalists for the Real California Milk Excelerator Program in collaboration with VentureFuel. Three-month program providing mentorship and resources for growth.
• VentureFuelminorStrategic or Co-development Partner · 1 January 2024Collaboration with CMAB on the Real California Milk Excelerator Program. Provides mentorship, industry resources, and network access for emerging dairy brands.
• Startup CPGcoreGTM or Marketing Partner · 1 January 2024Startup CPG is a resource for emerging CPG brands and founders to connect, collaborate, and share experiences. TruJoy was featured as a 'Backpack Brand' at Discotopia Silent Disco, was a Shelfie Finalist, and is featured on their marketplace.
• Jessica's Natural FoodsminorStrategic or Co-development Partner · 1 January 2024Supplier of granola for TruJoy's Blueberry Parfait flavor. Chosen for high quality, clean ingredients, and allergen-free profile. Founder Charlie tried dozens of granolas before selecting Jessica's Vanilla Maple Granola.

Scale indicators10 records

Recent moves10 records

Expansion highlights4 records

Broad incumbents

• Chobani: Greek yogurt category leader with an expanding frozen Greek yogurt product line. Comparable in Greek yogurt base formulation and category leadership, but operates as a broad incumbent across dairy categories rather than a frozen-only specialist.
• Stonyfield Farm: Organic yogurt and dairy brand with natural/specialty retail distribution. Comparable in natural-ingredient positioning and specialty grocery presence, though broader than frozen-only specialty.

Direct peers

• Talenti: Premium gelato and sorbetto pints owned by Unilever. Directly competes with TruJoy in the premium frozen dessert pint format at Whole Foods, Sprouts, and other natural/specialty retailers.
• Halo Top: Better-for-you low-calorie ice cream pints. Direct competitor to TruJoy in the 'indulgent-but-wholesome' frozen dessert positioning at premium retailers.
• Yasso: Frozen Greek yogurt brand (bars and pints) sold at major grocery chains. Closest direct competitor to TruJoy in the premium frozen Greek yogurt category with comparable retail positioning.
• Arctic Zero: Better-for-you low-calorie frozen desserts positioned around health-conscious consumers. Comparable wellness-forward frozen dessert positioning to TruJoy.
• Jeni's Splendid Ice Creams: Premium small-batch ice cream with national distribution at Whole Foods and specialty grocers. Comparable in premium pint positioning, ingredient-story marketing, and specialty-retail placement strategy.
• Graeter's: Premium pint ice cream brand distributed nationally including natural/specialty retailers. Comparable in premium pint format and grocery retail expansion strategy.
• Van Leeuwen Ice Cream: Premium natural-ingredient ice cream brand sold at Whole Foods, Sprouts, and natural grocers. Comparable premium pint positioning and natural-ingredient marketing approach.
• Three Twins Ice Cream: Organic, natural-ingredient premium ice cream brand sold at Whole Foods and natural grocers. Comparable in clean-ingredient story, premium positioning, and specialty-retail distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TruJoyYogurt

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 TruJoy Yogurt