GetUpNutrition

GetUp Nutrition is a consumer packaged goods company specializing in better-for-you caffeine snacks designed for active lifestyles. The company produces portable energy bites that contain 100mg of caffeine per serving (equivalent to a cup of coffee) and 130 calories, positioned as a healthier alternative to traditional energy drinks and coffee. Their product line includes three flavors: Vanilla Almond, Peanut Butter, and Chocolate Mocha, all formulated with clean, simple ingredients. The energy bites are vegan-friendly, gluten-free, seed oil-free, and contain no artificial additives, appealing to health-conscious consumers seeking sustained energy without crashes. GetUp targets active individuals including athletes, fitness enthusiasts, busy professionals, and outdoor adventurers who need convenient, portable fuel for their activities. The company was founded by Kabir Kurani and his family as caffeine consumers seeking healthier alternatives to conventional energy products. GetUp has secured notable backing from celebrity investor Jason Derulo, who serves as both an investor and brand ambassador, with the Chocolate Mocha flavor being promoted as his favorite. The products are sold in convenient 0.85 oz pouches that fit in pockets, making them ideal for pre-workout fuel, breakfast replacement, or afternoon energy boosts. GetUp has established retail presence at Sprouts Farmers Market stores nationwide and maintains direct-to-consumer sales through their e-commerce platform. The company emphasizes clean labeling with ingredients consumers can pronounce, positioning themselves in the premium healthy snack segment of the energy and nutrition market. Their marketing focuses on real customer testimonials from various activities including pilates, hiking, poker games, tennis, and pickleball tournaments, demonstrating versatile use cases across different lifestyle segments.