Wholesome Yum
Wholesome Yum is a privately held, bootstrapped food media and consumer products company offering 1,000+ healthy and keto recipes, a subscription meal-planning mobile app, and a proprietary zero-sugar ingredients product line for health-conscious consumers and keto dieters.
- Company typePrivate
- Founded2015
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wholesome Yum does
Wholesome Yum is a privately held, bootstrapped food media and consumer products company founded in 2015 by former software engineer Maya Krampf. The company operates a content-led business centered on a recipe website featuring over 1,000 free healthy and keto recipes constrained to 10 ingredients or less, no refined sugar, and whole food ingredients, and serves health-conscious consumers, particularly those following ketogenic or low-carb diets, as well as busy families seeking simple meal solutions. The company is headquartered in Florida (relocated from Minnesota), operates with a team of approximately 9 people, and remains founder-controlled with no external venture capital or private equity investment.
The company's platform combines a WordPress-based content website with a custom mobile application (iOS and Android, launched in 2020) that provides custom weekly meal plans, automatic grocery list generation, macro tracking, recipe scaling, and body measurement tracking. Revenue is generated across multiple streams: a Premium subscription at $4.99 per month, a Plus subscription at $3.89 per month, cookbook and ebook sales (including a USA Today Best Seller), the Wholesome Yum Foods product line (Besti sweeteners, zero sugar maple syrup, zero sugar honey, healthy flours, and drink syrups), and Amazon Associates affiliate commissions. Wholesome Yum Foods products are distributed through the company's own e-commerce site, Amazon, iHerb internationally, and U.S. retail chains including Sprouts Farmers Market, Stop & Shop, and Meijer.
The company has built a substantial audience footprint, including a newsletter with 400,000+ subscribers, a private community of 180,000 members, and peak monthly readership of approximately 10 million users. Marketing is content- and SEO-led, supported by an active social media presence across Facebook, Instagram, Pinterest, YouTube (cooking show channel launched mid-2021), and TikTok, plus press coverage in USA Today, NBC News, Good Morning America, Healthline, HuffPost, and other national outlets. Wholesome Yum Foods products are Non-GMO Project Verified and the company is WBENC-certified as women-owned.
Wholesome Yum firmographics
Firmographics- 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 privately held, bootstrapped food media and consumer products company offering 1,000+ healthy and keto recipes, a subscription meal-planning mobile app, and a proprietary zero-sugar ingredients product line for health-conscious consumers and keto dieters.
- Ownership category
- akta.pro rank
Wholesome Yum industry classification
Industry- Product category
- Health Food Products
- NAICS
- All Other Specialty Food Retailers (445298), Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
- akta.pro secondary industry
- Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where Wholesome Yum is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wholesome Yum business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Premium Subscription (Wholesome Yum Premium): Monthly subscription at $4.99/month providing custom weekly meal plans, auto-generated grocery lists, printable PDF meal plans, ad-free website and app experience, recipe scaling and customization, macro tracking, members-only giveaways, 15% discount on Wholesome Yum Foods, access to 1200+ recipes, weekly recipe emails, body measurement tracking, and access to private support community.
- Plus Subscription (Wholesome Yum Plus): Monthly subscription at $3.89/month providing recipe scaling and customization, favorite recipes saving, and macro tracking.
- Cookbook and E-book Sales: Sale of physical and digital cookbooks including the Easy Keto Cookbook (USA Today Best Seller) and Easy Keto Carboholics' Cookbook. Also includes various ebook bundles (Summer EBook Bundle, Air Fryer Bundle, Healthy EBook Bundle, Keto EBook Bundle) and free ebooks such as the 5-Ingredient Meals ebook.
- Wholesome Yum Foods Products: Sale of proprietary food products including Besti Sweeteners (monk fruit allulose blend in original, brown, and powdered forms), Wholesome Yum Zero Sugar Honey, Zero Sugar Maple Syrup, Healthy Flours, and Zero Sugar Drink Syrups. Distributed through their website, Amazon, iHerb internationally, and retail stores (Sprouts, Stop And Shop, Meijer).
- Amazon Associates Program: The company participates in the Amazon Services LLC Associates Program, earning commissions from qualifying purchases made through Amazon affiliate links on the website (kitchen tools, cookbooks, ingredients).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium subscription with full access to all features |
| Subscription | Monthly | Plus subscription with core features |
| Freemium | Monthly | Free account with basic recipe access |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels11 records
Wholesome Yum product offering
Product offeringCore offering
Wholesome Yum is a digital food brand that publishes more than 1,000 healthy and keto recipes online and sells a subscription-based meal planning mobile app that generates custom weekly meal plans, automatic grocery lists, and macro tracking. It also sells its own proprietary line of zero-sugar food products (Besti sweeteners, zero sugar maple syrup, zero sugar honey, and healthy flours) directly through its own e-commerce sites, Amazon, iHerb, and U.S. retail grocery chains, plus cookbooks and ebooks.
Differentiator
Problem solved
Functional benefit
Brands
- Besti Sweeteners: Zero sugar sweetener line that tastes, bakes, browns, and dissolves like sugar with zero net carbs and no aftertaste. Available as monk fruit allulose blend.
- Wholesome Yum Zero Sugar Syrups
- Wholesome Yum Healthy Flours
Products and services
- Wholesome Yum Premium Subscription Monthly subscription at $4.99/month providing custom weekly meal plans, auto-generated grocery lists, printable PDF meal plans and recipes, meal prep and leftover ideas, recipe scaling and customization with automatic macro and grocery list updates, ad-free website and app experience, members-only giveaways, 15% off Wholesome Yum Foods, access to 1200+ recipes, weekly recipe emails, macro tracker and calculator, water tracker, body measurement tracker, and access to the private support community.
- Wholesome Yum Plus Subscription Monthly subscription at $3.89/month providing recipe scaling and customization, saving favorite recipes, and macro tracking.
- Wholesome Yum Mobile App Cross-platform (iOS and Android) companion app that delivers custom weekly meal plans, automated grocery lists, macro tracking, recipe scaling and customization, body measurement tracking, water tracking, and ad-free recipe browsing for individuals following keto and low-carb diets.
- Wholesome Yum Foods Product Line (Besti Sweeteners, Zero Sugar Syrups, Honey, and Healthy Flours) Proprietary branded line of natural zero-sugar baking and cooking ingredients, including Besti sweeteners (monk fruit allulose blend in original, brown, and powdered forms), zero sugar maple syrup, zero sugar honey, and healthy flours. Products are certified non-GMO and women-owned, sold direct-to-consumer, on Amazon, through iHerb, and in U.S. retail grocery chains including Sprouts, Stop & Shop, and Meijer.
- Easy Keto Cookbook Physical cookbook by Maya Krampf that became a USA Today Best Seller, providing low-carb and keto recipes for home cooks.
- Easy Keto Carboholics' Cookbook Physical cookbook by Maya Krampf featuring easy keto recipes targeted at people who love carbohydrate-rich foods.
- Healthy EBook Bundle Digital ebook bundle of healthy recipes sold through the Wholesome Yum website.
- Wholesome Yum Recipe Website (Free Recipe Content) Free online recipe library of over 1,000 healthy and keto recipes with 10 ingredients or less, no refined sugar, naturally gluten-free, organized by category, cuisine, occasion, ingredient, and prep method.
Quantifiable outcome
- 10 million monthly readers at peak
- +4 more outcomes
Companies that use Wholesome Yum
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Wholesome Yum technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Wholesome Yum partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor.
- Amazon Services LLC Associates ProgramminorWholesome Yum participates in the Amazon Associates Program as an affiliate partner, earning commissions from qualifying purchases made through Amazon links on the website. This includes recommended kitchen tools, cookbooks, and ingredients. Also includes an Amazon Shop storefront for Wholesome Yum Foods products.
- iHerbminorInternational distribution partner for Wholesome Yum Foods products, making the zero sugar ingredients available to customers outside the United States through the iHerb marketplace.
- Sprouts Farmers MarketminorNational retail grocery chain carrying Wholesome Yum Foods products including Besti sweeteners and zero sugar syrups. Available in stores across the USA.
- Stop & ShopminorNational retail grocery chain (Northeast US) carrying Wholesome Yum Foods products including Besti sweeteners and zero sugar syrups.
- MeijerminorMidwest-based retail chain carrying Wholesome Yum Foods products including Besti sweeteners and zero sugar syrups in stores across the region.
- NBC NewsminorMajor news network that has featured Wholesome Yum and Maya Krampf's recipes, providing media exposure and brand credibility.
- Good Morning AmericaminorABC morning show that has featured Wholesome Yum and Maya Krampf's recipes, providing national television exposure.
- Non-GMO ProjectminorNon-governmental organization providing third-party certification that Wholesome Yum Foods products are non-GMO verified.
- WBENC (Women-Owned Business National Certification)minorThird-party certification organization that has certified Wholesome Yum Foods as women-owned, providing credibility and access to women-owned business programs and opportunities.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Wholesome Yum competitors and assessment
Company assessmentDirect peers
- Skinnytaste: Skinnytaste is a top-10 recipe blog with a similar content-plus-product business model: free recipes, a meal planning app, branded cookbooks, and a line of frozen and pantry products. The two are directly comparable on audience scale, subscription mechanics, and CPG extension strategy.
- Swerve: Swerve is a well-established erythritol-based sugar substitute brand competing directly on the same grocery shelves as Wholesome Yum's Besti sweeteners. Both target keto and low-carb bakers, and both rely on content/recipe marketing to drive ingredient adoption.
- Lakanto: Lakanto is a monk fruit and allulose sweetener brand with national retail distribution and a strong keto community presence — a direct head-to-head competitor to Besti in the natural zero-sugar sweetener category that Wholesome Yum Foods targets.
- Pinch of Yum: Pinch of Yum is a successful food blog that has built a parallel content + product + education business (including a Food Blogger Pro software offering). Comparable as a peer on content-led growth, monetization diversification, and small-team operating model.
- Diet Doctor: Diet Doctor is a leading keto and low-carb content platform with meal plans, recipes, and educational content serving the same keto/low-carb audience Wholesome Yum targets. Closely comparable on audience profile, subscription-style monetization, and content depth.
- Pyure Organic: Pyure is a stevia- and monk-fruit-based sweetener brand sold across mainstream grocery and natural channels. It competes with Wholesome Yum's Besti line for the same sugar-substitute shelf space and the same health-conscious home baker.
- Sally's Baking Addiction: Sally's Baking Addiction is a leading baking-focused food blog with a cookbook line and large SEO-driven audience. Comparable as a peer on the content + cookbook side of Wholesome Yum's business, particularly around recipe-led audience monetization.
Broad incumbents
- NYT Cooking: NYT Cooking is the largest subscription recipe platform with thousands of professionally tested recipes. It is a broader incumbent competitor on the subscription recipe side of Wholesome Yum's business, though without the keto specialization or proprietary CPG extension.
- Delish: Delish is a Hearst-owned food media brand with massive social reach and recipe video content. It competes with Wholesome Yum for the same food content audience at a much larger scale but lacks the subscription/CPG depth of Wholesome Yum's model.
Emerging players
- Mealime: Mealime is a meal planning app focused on personalized weekly meal plans and grocery lists — directly comparable to Wholesome Yum's app features (custom meal plans, grocery automation, macro tracking) but without the recipe content library or CPG ingredient line.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Wholesome Yum social profiles
Digital presenceWholesome Yum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholesome Yum leadership team
Management profileNumber of profiles
Profiles10 records
Wholesome Yum subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wholesome Yum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholesome Yum 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 Wholesome Yum
What does Wholesome Yum do?
Wholesome Yum is a digital food brand that publishes more than 1,000 healthy and keto recipes online and sells a subscription-based meal planning mobile app that generates custom weekly meal plans, automatic grocery lists, and macro tracking. It also sells its own proprietary line of zero-sugar food products (Besti sweeteners, zero sugar maple syrup, zero sugar honey, and healthy flours) directly through its own e-commerce sites, Amazon, iHerb, and U.S. retail grocery chains, plus cookbooks and ebooks.
Is Wholesome Yum a public or private company?
Wholesome Yum is a private company. It is classified as family owned and is currently operating.
When was Wholesome Yum founded?
Wholesome Yum was founded in 2015. It employs 1 to 10 people.
Where is Wholesome Yum based?
Wholesome Yum is headquartered in Miami, United States, in the North America region.
How does Wholesome Yum make money?
Five revenue lines are on record. Premium Subscription (Wholesome Yum Premium) is the primary driver. The others are plus Subscription (Wholesome Yum Plus), cookbook and E-book Sales, wholesome Yum Foods Products and amazon Associates Program.
Who are Wholesome Yum's main competitors?
Direct peers on record are Skinnytaste, Swerve, Lakanto, Pinch of Yum, Diet Doctor, Pyure Organic and Sally's Baking Addiction. Broad incumbents are NYT Cooking and Delish. Mealime is listed as an emerging player.
Does Wholesome Yum have an API?
No public API is recorded for Wholesome Yum.
What industry is Wholesome Yum in?
Wholesome Yum's product category is Health Food Products. Its primary akta.pro industry code is CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet), with a secondary code of CRAOAAAK, Natural, Organic & Health Foods Wholesale Distribution. Its NAICS code is 445298 and its SIC code is 2090.