Overview#
KOS is a fast-growing plant-based nutrition brand founded in 2017 by Allan Stevens and Tony Stahl. Named after the Greek island birthplace of Hippocrates (who famously said “Let thy food be thy medicine”), KOS has grown from an online-only brand to a national presence in over 15,000 retail stores across the United States.
The brand specializes in organic, non-GMO plant-based protein powders, superfood blends, and functional ingredients. KOS has secured $14.1 million in funding and is recognized as one of the fastest-growing plant-protein brands in the natural channel.
Key Facts#
- Founded: 2017
- Founders: Allan Stevens (Co-CEO), Tony Stahl (Co-CEO)
- Headquarters: Santa Barbara, California (also reported as Plano, Texas)
- Employees: ~200-500
- Total Funding: $14.1 million
- Retail Distribution: 15,000+ stores (Whole Foods, Target, Walmart, CVS, Vitamin Shoppe, Sprouts)
- DSLD Products: 3
- iHerb Products: 28
Corporate History#
| Year | Event |
|---|---|
| 2017 | Founded by Allan Stevens and Tony Stahl |
| 2017 (late) | Launched online with Chocolate and Vanilla protein powders |
| 2018 | Expanded product line with blue spirulina and mushroom blends |
| 2020 | Springdale Ventures led $2.1M early-stage investment |
| 2021 | Secured Walmart and CVS as national retail partners |
| 2021 | Total distribution reached 38,500 points (470% YoY increase) |
| 2022 (Feb) | Closed $12M Series A led by Clayton Christopher and Brian Goldberg |
| 2022 | Walter Robb (former Whole Foods CEO) joined as angel investor |
| 2024 | Marc Aneed (CEO) departed to join Platinum Performance |
| 2025 | Available in 15,000+ retail stores; attending Natural Products West |
Founders#
Allan Stevens (Co-Founder, Chairman)#
- Online marketing background
- Based in Santa Barbara, CA
- The inspiration to start KOS came after the early death of a colleague, Tucker Heinz, which prompted Stevens to focus on personal health
Tony Stahl (Co-Founder, Co-CEO)#
- Online marketing background
- Partnered with Stevens to launch KOS
- Neither founder had prior nutrition industry experience before KOS
Funding History#
| Round | Date | Amount | Lead Investor(s) |
|---|---|---|---|
| Early Stage | Aug 2020 | $2.1M | Springdale Ventures |
| Series A | Feb 2022 | $12M | Clayton Christopher, Brian Goldberg |
| Total | - | $14.1M | - |
Key Investors#
- Clayton Christopher: Founder of Deep Eddy Vodka, Sweet Leaf Tea; food & beverage veteran
- Brian Goldberg: Industry veteran and investor
- Walter Robb: Former Whole Foods Market CEO (angel investor)
- Springdale Ventures: Austin-based food & beverage VC
Product Lines#
| Category | Products | Description |
|---|---|---|
| Plant Protein | Organic Superfood Plant Protein | Pea protein blend in Chocolate, Vanilla, Strawberry, Salted Caramel, PB, Unflavored |
| Greens | Organic Superfood Greens | Superfood greens blend with adaptogens |
| Spirulina | Bolt From The Blue | Blue spirulina energizing blend |
| Red Blend | Love You Berry Much | Red juice blend with goji berry |
| Functional | Individual powders | Ashwagandha, Lion’s Mane, Beetroot, Matcha, Maca, Inulin |
| Hydration | Hydration + Protein | Combined hydration and protein formula |
Retail Distribution#
KOS has achieved significant retail expansion:
| Retailer | Presence |
|---|---|
| Walmart | 1,115 locations (national) |
| Whole Foods Market | 300+ locations |
| Target | National distribution |
| CVS | National distribution |
| Vitamin Shoppe | National distribution |
| Sprouts Farmers Market | Regional distribution |
| iHerb | Online (28 products) |
| Amazon | Official storefront |
Total Distribution: 42,000+ points (as of 2022), 70+ major retailers
Brand Positioning#
Target Market#
- Health-conscious consumers seeking plant-based nutrition
- Vegan and vegetarian consumers
- Fitness enthusiasts looking for clean protein sources
- Consumers seeking organic, non-GMO supplements
Key Differentiators#
- Greek Island Naming: Named after Hippocrates’ birthplace (Kos island)
- Taste Focus: “Clean. Delicious. Since 2017” - emphasis on taste alongside nutrition
- Organic & Clean: USDA Certified Organic, Non-GMO, Vegan
- DTC + Retail: Strong e-commerce presence plus national retail distribution
- 100% Tasty Guarantee: Customer satisfaction guarantee
Media Recognition#
- Forbes
- Women’s Health
- Healthline
- Yahoo Lifestyle
- Vice
- PopSugar
UPC Identification#
KOS uses multiple UPC prefixes registered under GS1:
| UPC Prefix | Example Products |
|---|---|
| 850000503 | Original product line |
| 850015510 | Expanded product line |
| 850051063 | Newer products |
Growth Metrics#
- 2021: 470% YoY increase in distribution points
- SPINS Recognition: Fastest-growing plant-protein brand in natural channel
- Revenue Growth: 2,100% YoY growth (peak period)
Current Status (2025)#
KOS remains actively growing:
- Attending Natural Products Expo West 2025 (March 4-7)
- Leadership transition: CEO Marc Aneed departed to Platinum Performance
- Continuing retail expansion
- Innovation in product development (new flavors, formulations)
DSLD vs Retail Reality#
| Source | Product Count |
|---|---|
| DSLD Database | 3 products |
| iHerb | 28 products |
| Amazon | 50+ products |
| Retail Stores | Full product line |
The DSLD significantly underrepresents this DTC-focused, rapidly growing brand. The brand’s primary distribution is through e-commerce and retail rather than traditional supplement channels.
Data Sources#
- DSLD Brand ID 5066 (3 products, 2023-2024)
- iHerb brand code KOO (28 products)
- KOS official website (kos.com)
- PR Newswire funding announcements
- Nosh.com, NutraIngredients coverage
- Tracxn company profile
- ZoomInfo, Crunchbase company data
Generated by DogTag System | Last verified: 2025-12-31
Relationships
From this profile →
- → Founded by: Allan Stevens (external) (2017)
- → Founded by: Tony Stahl (external) (2017)
Live Data (Census)
E-Commerce Presence
Amazon
32 products
Top Reviewed Products
- 26,200 reviews KOS Organic Plant Based Protein Powder, Chocolate Peanut Butter - Delicious …
- 26,195 reviews KOS Organic Vegan Protein Powder with 50mg Caffeine, Salted Caramel Coffee - Pea …
- 26,192 reviews KOS Vegan Protein Powder, Salted Caramel Coffee - Low Carb Pea Protein Blend, …
iHerb
28 products
Top Rated Products
- Organic Superfood Plant Protein Powder, Chocolate, 2.4 lbs (1,092 g)
- Organic Superfood Plant Protein Powder, Chocolate, 1.3 lb (585 g)
- Organic Lion's Mane Powder, 12.84 oz (364 g)
Regulatory Data (DSLD)
- Total Products
- 3
- Brand Variants
- KOS (3 products)
Product Types
- 2 Botanical with Nutrients
- 1 Other Combinations
Dosage Forms
- 3 Powder
Core Ingredients (Top 5)
- 3 Fiber (unspecified)
- 2 Proprietary Blend
- 2 Header
- 2 Folate
- 2 Carbohydrate (unspecified)