Your Super

About Your Super

Your Super operates as a producer of organic, plant-based superfood mixes designed to improve consumer health and wellness. The company’s origins are deeply personal, founded in 2015 by Kristel de Groot and Michael Kuech. The inspiration for the business emerged after Kuech was diagnosed with cancer at the age of 24. During his recovery, de Groot, whose mother had also battled cancer, began creating superfood blends to help boost his immunity. This experience, combined with their athletic backgrounds in tennis, solidified their mission to make healthy eating more accessible.

The company's business model was initially heavily focused on direct-to-consumer (DTC) e-commerce, which accounted for 95% of its sales. This strategy allowed Your Super to reach consumers in areas without easy access to health food stores. Over time, the company adopted an omnichannel approach, expanding into major retail stores such as Target, CVS, Sprouts, and The Vitamin Shoppe. The primary market is the United States, representing 75% of its business, with the remaining 25% in Europe. Revenue generation is based on the sale of its superfood products. The company has demonstrated significant growth, reporting $60 million in revenue for 2021 and cumulative revenues of $180 million over the three years prior to its acquisition.

Your Super offers a range of functional powder mixes, each containing five to six certified organic, non-GMO, and sustainably sourced ingredients. The product line includes blends with names that clearly communicate their benefits, such as "Forever Beautiful" and "Super Green," designed to be added to smoothies, yogurts, and other foods. A key differentiator is the company's commitment to a transparent supply chain, sourcing directly from farmers and conducting third-party lab tests on every batch to ensure quality. The products are formulated without any sweeteners, fillers, or artificial additives. In October 2022, Your Super was acquired by The Healing Company for an undisclosed amount, a move intended to accelerate brand expansion by leveraging the acquirer's expertise in e-commerce and multi-channel distribution. As a certified B-Corp, the company also has a social impact component, partnering with organizations like Action Against Hunger to donate a life-saving food bar for every box of superfoods sold.