So Good So You champions organic juice shots to support broad health needs

So Good So You was founded in 2014 by the husband-and-wife team of Eric Hall and Rita Katona with the belief that they could do more good as a company than as individuals. 

“When we founded the company, we knew we would define success a little differently than most,” said Katona, who serves as co-founder and executive chair for the Minneapolis, Minnesota-based company. “We wanted our business to be a force of good in the world and deliver beneficial outcomes for employees, communities and the planet.”

Rita Katona and her husband, Eric Hall, founded So Good So You in 2014.

So Good So You specializes in organic cold press juice shots, which Katona noted are a convenient way to get a nutrient-dense boost of superfoods that help solve a need, whether that’s boosting immunity, combating fatigue or digestive issues, or supporting healthy hair, skin and nails.

“Our probiotic shot line features 1 billion CFUs of probiotics in every shot, and our energy shot line features organic caffeine in addition to vitamins B6 and B12,” she said. “All shots are deliciously crafted with powerful, functional ingredients that reinvent the everyday wellness routine and help consumers feel so good.”

While consumers are continuing to focus on optimizing all aspects of their health, So Good So You has expanded its portfolio to meet individuals’ new, unique and diverse needs for feeling good.

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“While most brands focus on immunity, we have always strived to diversify to meet all functional needs, from detox to beauty to energy, and even mental health with our calm and happy shots,” Katona said. “We have continued to innovate and disrupt the functional beverage category to redefine health and wellness for the masses, leading to a 65% growth for the brand year over year.”

The company noticed a trend among consumers following a belief that food is medicine and, in turn, increased their focus on natural, organic health and wellness products.

“That creates a great opportunity for us at So Good So You to continue innovating and refining our products to better meet the needs of our current consumers while also continuing to reach new shoppers of the category with our wide variety of functions and palate-friendly flavors,” Katona said.

Recently, the company launched its new lineup of Energy Shots, boasting an impressive ingredient list including 100mg of organic caffeine from green tea extract, and 100% DV of B6 + B12 to provide a natural pick-me-up, without the jitters or crash of coffee.

This new formulation is available in mango spinach, passionfruit, dragon fruit, pineapple ginger, mango coconut and blood orange guava.

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In addition to the new Energy Shots launch, So Good So You is buzzing over its achievements and growth in the past year: The brand became a Certified B Corp, and its manufacturing plant received SQF2 certification.

“We became the No. 1 shot brand in food and MULO channels and, in the subset of refrigerated shots, So Good So You is No. 1 in both dollar and unit growth,” Katona said. “Also in 2023, we expanded successfully to new retailers such as Costco and a few convenience chains.”

So Good So You believes the products it creates and the materials it buys and uses are a direct connection to a larger community and purpose.

“We are a community of passionate humans driven to make a difference, delivering every single drop of goodness with all the nutrients your body deserves,” Katona said. “In everything we do, we aim to make a difference in consumer well-being by addressing the different mental and physical needs that influence wellness.”

The founders are looking forward to expanding the company and continuing their original mission.  

“As we look ahead to 2024 and beyond, we will continue to do what we do best: offer simple, accessible formulations with powerful ingredients to help our customers along their wellness journey,” Katona said. “We have a strong innovation pipeline, with plans to add new shots in the future.”

This article originally appeared on Organic Produce Network, a New Hope Network sister website. Visit the site for information and education relevant to the organic produce industry.