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, Co-founder and Executive Chair, So Good So You

So Good So You specializes in organic cold-pressed 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 enhancing immunity, combating fatigue or digestive issues, or supporting healthy hair, skin, and nails.

“Our probiotic shot line features one 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.”

As consumers are continuing to focus on optimizing all aspects of their health, So Good So You has expanded its portfolio to meet their needs.

“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 has noticed the food-as-medicine trend among consumers and has, in turn, increased its 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 as well as 100 percent DV of B6 and B12 to provide a natural pick-me-up without the jitters or crash of coffee.

“Our probiotic shot line features one billion CFUs of probiotics in every shot, and our energy shot line features organic caffeine in addition to vitamins B6 and B12." - Rita Katona

This new formulation is available in Mango Spinach, Passionfruit, Dragonfruit, Pineapple Ginger, Mango Coconut, and Blood Orange Guava.

In addition to the new Energy Shots launch, So Good So You is buzzing over its achievements and growth in the past year.

“2023 saw the brand receive important independent recognition, becoming a Certified B Corp, and our manufacturing plant becoming SQF2 certified,” Katona said. “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. 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.”

"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." - Rita Katona

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.”