Amazing Grass is based in Newport Beach, California.
Its co-founders are Brandon Bert and Todd Habermehl. They pair started the company in 2002, after their green smoothies “became a hit in their local community”.
Glanbia PLC, a global nutrition group based in the Republic of Ireland, announced the purchase of Amazing Grass along with Body & Fit (a separate Dutch company), for a total cost of €181 million in February 2017. Other brands in Glanbia’s portfolio include Optimum Nutrition, Isopure, Nutramino, BSN, ABB and thinkThin.
According to the Amazing Grass website, the brand’s “authentic” green products are made with the “highest-quality, plant-based ingredients”. Every supplement is free from genetically-modified organisms (GMO) and is certified organic.
All Amazing Grass products are made “to cGMP standards and inspection”, while the company performs tests at every stage to ensure “uniform” purity and quality.
Through a focus on organic, sustainable product sourcing, the company provides an alternative to industrial farming, synthetic and meat-based products. It is also committed to transparency, which helps ensure all its customers “know where their food comes from”.
While it began with plant-based smoothies, its product now includes vegan protein powders, “effervescent tablets, nutritious “superfood” smoothies for children and “green superfood” bars. In fact, the website says that the brand has “a product for all [its users’] nutritional needs”.
Amazing Grass sells through its own website, as well as through third parties like Amazon and GNC. Offline, the brands supplements are available through US retailers like Target, Green Acres, Love Industries and Dillons.
The brand’s Raw Reserve Green SuperFood was named “Best Green Foods Supplement” at Delicious Living Magazine’s Supplement Awards 2012.
And in September 2018, Natural Products Insider stated that Amazing Grass had a “21 percent market share in the organic greens category”.
The brand website also provides plant-based recipes for everything from smoothies, to breakfasts, main meals, snacks and desserts.