Redefine Foods
Reinventing childhood snacks into healthy, protein-packed treats.
Website: https://redefinesnacks.com/
Cover Block
| Field | Value |
|---|---|
| Name | Redefine Foods |
| Tagline | Reinventing childhood snacks into healthy, protein-packed treats |
| Headquarters | Atlanta, GA |
| Business Model | Direct-to-Consumer (DTC) |
| Industry | E-commerce / Retail (better-for-you packaged food) |
| Geography | North America (ships nationwide US) |
| Parent Entity | Redefine Nutrition Inc. |
Links
- Website: https://redefinesnacks.com/
- LinkedIn: https://www.linkedin.com/company/redefine-foods
- Instagram: https://www.instagram.com/redefinefoodsofficial/
- CEO Profile: https://shoutoutatlanta.com/meet-kyung-kim-ceo-of-redefine-nutrition-inc/
Summary and Signal
Redefine Foods is an Atlanta-based direct-to-consumer snack brand reformulating nostalgic American childhood treats into higher-protein, higher-fiber versions aimed at health-conscious families [Redefine Foods website]. The company is operated by Redefine Nutrition Inc., with Kyung Kim listed as CEO [Shoutout Atlanta]. The flagship Oatmeal Protein Pie is marketed as a non-GMO protein cookie delivering 14g of protein and 12g of fiber per serving [Redefine Foods website]. A second product line, protein donuts, includes a co-branded collaboration with Dippin' Dots in flavors such as Birthday Cake and Chocolate Chip Cookie Dough [Redefine Foods website]. No funding rounds, investors, or revenue figures have been publicly disclosed. Over the next 12 to 18 months, the questions worth tracking are whether the Dippin' Dots collaboration extends to additional licensed IP, whether retail distribution moves beyond DTC into grocery or club channels, and whether the company raises a priced round to fund inventory and marketing scale.
Data Accuracy: YELLOW -- Product claims confirmed via company website; corporate parent and CEO confirmed via a single secondary source (Shoutout Atlanta).
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Business Model | Direct-to-Consumer (DTC), with selective wholesale via specialty nutrition retailers |
| Industry / Vertical | Better-for-you packaged food / protein snacks |
| Technology Type | None material; CPG operating model |
| Geography | United States nationwide, including Hawaii and Alaska |
| Founding Team | Kyung Kim, CEO, Redefine Nutrition Inc. [Shoutout Atlanta] |
Company Overview
Redefine Foods presents itself as a mission-driven snack company born from a parent's audit of the pantry. According to the company's Our Story page, the founding moment came when CEO Kyung Kim, described as "a dad of young kids," reviewed the classic snacks he grew up with and decided to rebuild them with better nutritional profiles [Redefine Foods website]. The corporate parent is Redefine Nutrition Inc., headquartered in Atlanta, Georgia [Shoutout Atlanta].
The brand positioning is consistent across every product page: snacks should "do more than just taste good (they) should fuel you and your family for the moments that matter" [Redefine Foods website]. Operationally, the company appears to run a hybrid go-to-market: a Shopify-based DTC storefront at redefinesnacks.com that ships to all fifty US states, plus distribution through third-party specialty retailers such as Nutrition Faktory and Top Nutrition and Fitness Canada [Redefine Foods website; Top Nutrition and Fitness Canada]. A store locator powered by Stockist is live on the company site [Redefine Foods website].
Data Accuracy: YELLOW -- Founding narrative and operations confirmed via company website; corporate entity confirmed via Shoutout Atlanta interview; no third-party press or filings to corroborate timing.
The Product and the Stack
The product line as of this report consists of two SKU families. The first is the Oatmeal Protein Pie, marketed as a reformulated take on the classic oatmeal cream pie [Redefine Foods website]. The Original variant is described as "a unique, naturally flavored, non-GMO protein cookie with 14g protein, 12g fiber per pie" [Redefine Foods website]. A Skippy-branded variant is also listed in the catalog [Redefine Foods website].
The second family is protein donuts, sold both individually and in collaboration with Dippin' Dots in Birthday Cake and Chocolate Chip Cookie Dough flavors [Redefine Foods website]. The use of two licensed nostalgia brands (Dippin' Dots, Skippy) is the most commercially significant product fact captured: licensing IP from established consumer brands typically requires a brand-safety review and minimum volume commitments, which suggests Redefine Foods has cleared at least one round of co-manufacturing and quality vetting with sophisticated counterparties.
There is no proprietary technology component disclosed. The competitive moat sits in formulation craft, brand licensing relationships, and DTC operating discipline rather than in technology.
Data Accuracy: GREEN -- Product specifications and SKU lineup confirmed across multiple product pages on the company website plus a third-party reseller listing.
Market Research and Opportunity
The protein snack category sits at the intersection of two consumer trends: the high-protein dietary shift and the better-for-you reformulation of nostalgic indulgences. The protein bar and protein snack category in the United States has been one of the most consistent growth segments inside packaged food, supporting public outcomes such as Quest Nutrition's acquisition by Atkins (Simply Good Foods) for roughly $1 billion in 2019 (analogous category transaction, widely reported in trade press).
Demand drivers favor the category. Consumer interest in protein has broadened from the gym and bodybuilding niche into mainstream weight management and, more recently, into the GLP-1 user cohort. Redefine Foods' headline specs (14g protein, 12g fiber per Oatmeal Protein Pie) sit comfortably inside that use case [Redefine Foods website].
| Comparable category data point | Value |
|---|---|
| Quest Nutrition acquisition by Simply Good Foods | ~$1B |
| Redefine Foods Oatmeal Protein Pie spec | 14g protein, 12g fiber |
Data Accuracy: ORANGE -- Company-specific product spec is GREEN; market sizing relies on analogous category transactions rather than a Redefine-specific third-party report.
The Competitive Field
Redefine Foods competes in a crowded but unconsolidated better-for-you snack market. The incumbents are the protein-bar generation: Quest Nutrition, RXBAR (acquired by Kellogg in 2017 for a reported $600 million in widely covered trade press), Built Bar, and Barebells. The challengers are the nostalgia-reinvention cohort: Legendary Foods, David Protein, and Magic Spoon.
Where Redefine Foods has a defensible edge today: the licensed-IP angle. Securing Dippin' Dots and Skippy as co-branding partners for nostalgic flavor cues is a real differentiator that an unlicensed competitor cannot replicate without negotiating its own deals [Redefine Foods website].
Data Accuracy: ORANGE -- Subject-company facts are GREEN from website; competitive set is constructed from category knowledge rather than from sources naming Redefine Foods alongside named competitors.
Opportunity
The size of the prize, if Redefine Foods executes the nostalgia-reinvention playbook with discipline, is a category-defining position in protein-formatted indulgent baked goods.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Licensed-IP roll-up | Redefine Foods becomes the protein-snack platform that nostalgic CPG brands license to | A second high-profile flavor launch | Two licensing deals already exist |
| Grocery and club channel break-out | The Oatmeal Protein Pie lands in a national grocery or club account | A category buyer review cycle | Spec is competitive with category leaders |
| GLP-1 tailwind capture | Brand repositions partially toward the GLP-1 user cohort | A targeted marketing campaign | Macro nutrition pattern matches product spec |
Data Accuracy: ORANGE -- Subject product facts confirmed via company website; comparable outcomes drawn from widely reported category transactions rather than Redefine-specific sources.
Sources
- [Redefine Foods] REDEFINE FOODS Delicious & Healthy Protein Snacks | https://redefinesnacks.com/
- [Redefine Foods] Our Story | https://redefinesnacks.com/pages/our-story
- [Redefine Foods] Products | https://redefinesnacks.com/collections/all
- [Redefine Foods] Oatmeal Protein Pie Original | https://redefinesnacks.com/products/oatmeal-protein-pie-original
- [Redefine Foods] Dippin' Dots Birthday Cake Protein Donut | https://redefinesnacks.com/products/dippin-dots%C2%AE-birthday-cake-protein-donut
- [Redefine Foods] Individual Chocolate Protein Donut | https://redefinesnacks.com/products/individual-chocolate-protein-donut
- [Redefine Foods] Dippin' Dots Chocolate Chip Cookie Dough Protein Donut | https://redefinesnacks.com/products/protein-donut
- [Redefine Foods] Protein Donuts collection | https://redefinesnacks.com/collections/protein-donut
- [Redefine Foods] Oatmeal Protein Pie, Skippy collection | https://redefinesnacks.com/collections/oatmeal-protein-pie-skippy
- [Redefine Foods] Store Locator | https://redefinesnacks.com/pages/store-locator
- [Shoutout Atlanta] Meet Kyung Kim, CEO of Redefine Nutrition Inc. | https://shoutoutatlanta.com/meet-kyung-kim-ceo-of-redefine-nutrition-inc/
- [LinkedIn] Redefine Foods company page | https://www.linkedin.com/company/redefine-foods
- [Instagram] Redefine Foods Official | https://www.instagram.com/redefinefoodsofficial/
- [Top Nutrition and Fitness Canada] Redefine Foods reseller listing | https://topnutritionandfitness.com/collections/redefine-foods
- [Nutrition Faktory] Redefine Foods reseller listing | https://nutritionfaktory.com/collections/redefine-foods
Articles about Redefine Foods
- Redefine Foods Is Putting 14 Grams of Protein Inside an Oatmeal Cream Pie — The Atlanta startup is rebuilding the snack-aisle classics of the 1990s for parents who read the back of the box.