Mix1

About Mix1

Mix1, a beverage company rooted in Boulder, Colorado, was co-founded in 2006 by Wes Brasher, Dr. James Rouse, and Greg Stroh, inspired by the healthy, active lifestyles of their home state. Stroh, who also co-founded Izze Beverage Co., brought entrepreneurial experience from his family's background in the beer industry. Dr. Rouse, a naturopathic doctor and product formulator, leveraged his expertise in functional nutrition to develop the company's products.

The company specializes in all-natural nutritional protein shakes designed for the "everyday athlete" as either pre-workout fuel or for post-workout recovery. Mix1's business model revolves around the retail sale of its ready-to-drink nutritional products through major national grocery chains and vitamin shops, including Whole Foods Market, Kroger, and Publix. A significant milestone occurred when The Hershey Co. acquired a 49% stake in 2011, eventually becoming the majority owner before the brand was shut down and later resurrected under new ownership in 2014. Following the acquisition, Mix1 Life, Inc. became a publicly traded entity and acquired the "No Fear" beverage license in 2015 to expand its target market.

The company's products are formulated with whey protein isolate and are free of lactose, gluten, and soy. For instance, the All-Natural Protein Shakes contain 15 grams of protein, a 2-to-1 carbohydrate-to-protein ratio, and antioxidants equivalent to three servings of fruits and vegetables. Another product line, the Lean Performance Shakes, offers a lower-calorie option at 90 calories with 10 grams of whey protein isolate. The business aims to provide clean, simple, and naturally effective nutrition to consumers, promoting active lifestyles and overall health.