Re-Define Inc

Redefine Inc. is a diversified consumer packaged goods holding company operating a family of brands spanning better-for-you snack foods and sports nutrition supplements. Headquartered and operating under the re-defineinc.com umbrella, the company manages four distinct divisions, each targeting specific consumer segments within the health, wellness, and performance markets.

The first brand, Redefine Foods, positions itself as a better-for-you snack company focused on reinventing classic American treats such as oatmeal pies and donuts. Products under this brand are reformulated to deliver high protein and high fiber content while maintaining family-friendly nutritional profiles, appealing to health-conscious households seeking indulgent-yet-nutritious snack options.

Finaflex is the company's performance supplement brand aimed at younger, fitness-focused consumers. The line includes high-performance pre-workouts, fat burners, and functional products engineered to support intense training lifestyles. This brand competes in the active nutrition and sports supplement retail channel.

Purus Labs is a science-based supplement brand within the portfolio, distinguished by its emphasis on research-backed formulations. Targeting serious athletes and committed fitness enthusiasts, Purus Labs prioritizes efficacy and transparency over marketing hype, appealing to discerning consumers who demand validated results from their supplementation regimens.

Redefine Labs serves as the company's full-service manufacturing and contract development division. Equipped with an in-house laboratory for testing and formulation, Redefine Labs specializes in the development and production of high-quality dietary supplements and functional food products. This division supports both internal brand production and potentially third-party clients seeking turnkey supplement manufacturing, formulation services, and quality testing under one roof.

Collectively, Redefine Inc. operates across the better-for-you snack, sports nutrition, and functional supplement categories, with vertically integrated manufacturing capabilities that differentiate it from pure-play brand companies. The in-house lab infrastructure positions the company to control quality, accelerate innovation, and offer contract manufacturing services to external CPG brands.