Suja Life's Evolution From Cold-Pressed Juice To Functional Wellness

Forbes

07-05-2025

Suja Life CEO Maria Stipp has shift shifted the company to a "house of brands" including Vive ... More Organic wellness shots and Slice, a better-for-you soda Suja Life
Suja Life, once a pioneer in the cold-pressed juice industry, has undergone a significant transformation under the leadership of CEO Maria Stipp. Shifting from a single brand to a "house of brands," Suja has expanded its portfolio to include innovative products like Vive Organic wellness shots and Slice, a better-for-you soda. In this interview, Stipp shares insights on Suja's growth, the company's strategic approach to acquisitions, and how it stays ahead in the competitive functional wellness beverage space.
Dave Knox: Let's start with your background. Where did your career take you before Suja?
Maria Stipp: Before Suja, I was CEO of Sapporo Stone in the U.S. and, before that, led Lagunitas Brewing Company. I entered the craft beer space in 2015, right when consumers were fueling its explosive growth and reshaping the industry. It was an exciting time—people wanted brands with character, quality, and a strong point of view. Over time, though, I noticed a shift. Health and wellness started becoming more central to how people lived and what they consumed. That shift resonated with me personally, and Suja felt like a natural next step. I already had a strong foundation in beverages, but this space is so dynamic, I'm still learning every day—and I love that.
Knox: Suja Life has evolved from a cold-pressed juice brand to a wellness beverage platform. How did Suja get to where it is today?
Stipp: Suja started in San Diego back in 2012 with a bold mission: to democratize organic food through cold-pressed juice. We launched in Whole Foods and quickly gained traction—by 2013, we were named Whole Foods' Supplier of the Year, which helped establish our credibility. For years, we operated as a single brand, but in 2018, we launched wellness shots—a new category at the time—and saw enormous upside. That success led us to acquire Vive Organic in 2022, a brand focused specifically on immune-boosting cold-pressed juice shots. It was our first big step toward becoming a house of brands. Then in 2024, we acquired the trademark for Slice and reimagined it as a better-for-you soda with real benefits. Today, we're a portfolio of three brands—Suja, Vive, and Slice—all united by a commitment to wellness, but each with its own unique brand personality and product offering.
Knox: You mentioned 'house of brands.' In brand building, companies often choose between creating one mega brand or a collection of individual brands. Why did Suja opt for a house of brands approach?
Stipp: We didn't rush into it. When we acquired Vive, we took our time to understand what it meant to manage more than one brand—how to balance distinct identities, build the right team structures, and stay focused on what matters to each consumer. The experience gave us confidence. We saw that Vive Organic could stand on its own while still aligning with our broader mission. That clarity made us more deliberate in our approach to Slice. We built a dedicated team to steward it and leaned into its own brand story. A house of brands works for us because it allows each brand to be authentic and focused, while still sharing the common thread of wellness and better-for-you ingredients.
Knox: Functional wellness is a rapidly growing area, and many beverage companies are trying to enter the space. How does Suja's heritage in this category give you a competitive advantage?
Stipp: We didn't just enter functional wellness—we helped define it. From the beginning, Suja Organic was built on organic ingredients, real functionality, and low sugar. That's not something we added later—it's who we've always been. That consistency has earned us trust, and that trust gives us the permission to grow into new spaces like soda. When consumers see the Suja name—or now Vive and Slice—they know they're getting something that's not just better tasting, but better for them. That reputation is a huge advantage, especially as new players try to jump into the space.
Knox: How does Suja decide where to innovate within the functional wellness space? What drives your innovation choices?
Stipp: It always starts with the consumer. We spend a lot of time listening—through surveys, social media, and market data—to understand what people want from their wellness routines. Then we look at where we can deliver real value. Every product we launch has to offer a functional benefit that's easy to understand—whether it's for energy, focus, immunity, or gut health. We also keep a close eye on broader trends and where white space exists. That's what led us to reintroduce Slice—not as just another soda, but as a functional one. We're not chasing trends; we're trying to lead with products that feel fresh but purposeful.
Knox: When you think about expanding into a new category, such as natural soda with Slice, how do you decide whether to focus on one brand or spread innovation across your entire portfolio?
Stipp: It depends on the role each brand plays. Suja is our powerhouse in cold-pressed juice and green juice, and we're continuing to evolve that space. We just launched a new flavor, Sunrise Greens, designed for people who want the benefits of greens, but prefer a sweeter, more refreshing profile. Vive Organic is our most 'cutting edge' brand—it's all about high-impact shots and potent ingredient combinations. Slice, on the other hand, is about reimagining what soda can be. Each brand has a distinct purpose, and innovation is only successful when it supports that purpose.
Knox: You've mentioned that Slice was the first soda with real fruit juice. How did you decide what elements of the heritage you wanted to preserve versus what to change for the relaunch?
Stipp: That was a fun challenge. Slice has a lot of nostalgic value, so we knew we had to honor that. But we also wanted to make it modern so we kept the spirit of the brand—the bold flavors and fun personality—but stripped out the stuff today's consumers are avoiding. We added pre-, pro-, and postbiotics, and made sure the sugar and calorie counts were in check. The result is something that feels both familiar and fresh. People tell us it tastes like the soda they remember—but better for them. That's exactly what we were going for, and our trial and repeat purchase rates are already exceeding expectations.
Knox: Looking at your second year leading Suja Life, what's next for the business, and what excites you most about the future?
Stipp: What excites me most is the momentum we've built. Last year, we leaned hard into becoming a brand-led organization. That meant investing in marketing and storytelling—sometimes before we had the numbers to prove it would work. But now, we're seeing those bets pay off. We have a repeatable model for how we build, launch, and scale our brands, and we're positioned to accelerate. We've laid the foundation, and 2025 is about growth—smarter, faster, and with even more impact.
Knox: How do you balance managing a house of brands and ensuring each brand stays true to its core values while also innovating?
Stipp: It comes down to clarity and discipline. Each of our brands has its own identity and its own playbook. Suja Organic is about everyday wellness. Vive Organic is about potent, targeted functionality. Slice is soda with benefits. Internally, we make sure each team understands who their consumer is and what their brand stands for. Innovation flows from that foundation—it's not just about launching something new; it's about launching something that feels right for that brand. That alignment keeps us focused and makes sure every product adds real value.
Knox: You've mentioned the importance of consumer insights in shaping your innovation strategy. How do you gather and use that data effectively?
Stipp: Insights fuel everything we do. We gather feedback through surveys, panels, in-store testing, and social media—then layer that with syndicated data and trend reports. It's not just about listening, but about interpreting. What are people really asking for? What are the gaps in their wellness routines? We use that data to shape the product, the positioning, even the packaging. And we keep listening after launch, which helps us refine and improve. The result is a more meaningful connection with our consumers—and products that meet real needs.
Knox: As Suja expands into new categories, what's the biggest challenge you face, and how do you plan to overcome it?
Stipp: The biggest challenge is staying focused while growing fast. It's easy to chase opportunities, but harder to say no to things that don't align. We're committed to making thoughtful, strategic moves—expanding only where we can bring something truly better to the table. And we never compromise on our values. That consistency is what keeps consumers coming back and what sets us apart in a crowded space. Our approach is simple: lead with purpose, move with intention, and always listen to the people we serve.