Brand Study › Supplement ad machines › Bloom
Bloom Nutrition
Low-price, colourful greens powders, energy sticks and sparkling energy drinks for young women, sold in mass retail and pushed by tens of thousands of small TikTok creators.
Live Meta ads today
0 on its own pageNo ads at all on its main page in the US library (active or inactive) — paid social likely runs through creators' own pages. · US, Sep 30Hero product: Greens & Superfoods (original hero; energy drinks are now the biggest line)8,9,10,13
FormatPowder tub, 30 or 60 servings; 5 flavours (Berry, Orange Passionfruit, Mango, Citrus, Strawberry Kiwi). '38 fruits, vegetables & superfoods'.
One-time$33.99 (30 servings, $1.13 a serving)
Subscription$28.89 (15% off, $0.96 a serving)
Other offers'FREE sample on all orders'. Bundles 25-30% off (Gut Health & Beauty Duo $52.49 from $69.99; Hormone Health Intro Bundle $41.99 from $59.99). Subscription: 15% off for life + free US shipping. TYB rewards club.
GuaranteeNo money-back guarantee found. FAQ: returns only if unopened and undamaged, within 15 days; customer pays return postage.
Founded2019 by Mari Llewellyn (fitness creator) and Greg LaVecchia. (ShipBob's case study says 2018.)2,5,7
Founder audienceLlewellyn had nearly 2M followers before launch. In 2023: 1.6M Instagram, 245K TikTok, 200K YouTube; podcast 'Pursuit of Wellness' started January 2023.2,3
InvestorsNutrabolt: $50M for 20% in 2024, then about $160M more in September 2025 (about $210M total). Keurig Dr Pepper owns 30% of Nutrabolt and signed a sales / distribution deal with Bloom in 2024.5
ProductsGreens & Superfoods, energy sticks, Sparkling Energy drinks, hydration sticks, clear and whey protein, creatine (incl. gummies), colostrum & collagen, pre-workout, bundles.8
Biggest line nowSparkling Energy (drinks) passed $100M in sales in its first year and now makes the majority of company sales.6
Marketing leadCraig Heyne, VP of Performance Marketing.4
Retail footprint50,000+ retail locations including Target and Walmart, plus Amazon (April 2026).19
Their system how they get and keep customers
Ads1,4,16
Paid Meta ads are small. Most of the content volume comes from creators posting on TikTok, not from brand-run ads.
- Motion's creative library (seen 2026-09-30, last refreshed about 4 months earlier): 23 active Meta ads, about 8 new creatives a week.
- Meta formats: static-to-video hybrid 22%, demo 15%, feature-benefit call-out 15%. Themes: flavour-forward lifestyle, bundles at 15% off, sugar-free / natural claims.
- VP Performance Marketing Craig Heyne (Fortune, July 2026): creators are 'a major pillar of our marketing mix'; Bloom lets creators use their own voice instead of giving talking points.
- On TikTok, 98% of sponsored creator posts are videos and 2% carousels (Modash).
- By Motion's count, Bloom's paid Meta volume (23 ads) is far below IM8 (1,859 active US ads, Sep 2026) and AG1 (245, Mar 2026).
Landing pages & funnel8
A simple Shopify store with product pages, a quiz and bundles. The real 'funnel' is TikTok video to retail shelf or Amazon.
- Homepage hero shows the newest launch ('Sip on Paradise' hydration sticks) and a best-seller grid priced $9.99 to $54.99.
- 'FREE sample on all orders' banner on every page, plus '15% OFF for LIFE when you Sub & Save'.
- Quiz 'Bloom Into Your Best Self' linked from the homepage (content did not load for us).
- Bundles work as entry offers for new needs (gut + beauty, hormone health), at 25-30% off.
- Store locator and 12 retailers listed on the homepage (Walmart, Amazon, Ulta, Target, Sam's Club, Wegmans, GNC, CVS, Walgreens, Sprouts, Albertsons, Kroger).
- We found no advertorial or listicle landing pages (not checked in depth).
Offer & subscription8,9,10,13
Low prices and a simple 'Sub & Save 15% for life' plan; no free month, no big welcome kit, no long guarantee.
- Subscription: 15% off every order 'for life', free US shipping, up to 35% off bundles.
- Subscriber perks: VIP gifts and rewards, priority over non-subscribers during sell-outs, flavour swaps, pause / skip / cancel anytime.
- Every order gets a free sample of another product (cross-sell).
- Price points are low: $9.99 sticks, $19.99 creatine, $33.99 greens (vs IM8 $89+ and AG1 $79+).
- Returns only for unopened products within 15 days; no money-back guarantee.
Creators & ambassadors1,2,3,12
Creator-founded brand that spends about 75% of its marketing budget on influencers, working with thousands of very small TikTok creators through gifting and affiliate.
- About 75% of the marketing budget goes to influencer collaboration; 5,600 influencers since 2021 produced 12 billion TikTok views (Inc. interview, reported Aug 2024).
- Modash, last 12 months to Sep 2026: 41.2k sponsored posts by 14.7k creators; 99.9% on TikTok; about 3.4k posts a month (peak 4,754 in June 2026); 73.3% by US creators, 9% UK, 9% Canada.
- Most creators are tiny: 50.9% average under 1K views, 31.3% 1K-5K views, only 0.6% over 500K. 2.2k creators (15%) posted in 3 or more separate months (the repeat pool).
- Tags used: #bloompartner, #GiftedByBloom and campaign tags like #bloomhunt. Example big post: @serenaneel, 35M views.
- Intake: the partnerships page sends creators to an OnBrand form; sororities email gifting@bloomnu.com.
- Founder content drives trust: Mari Llewellyn's own transformation story and podcast.
Channels3,5,6,7,14,19
Retail-led with DTC and Amazon; TikTok for awareness and TikTok Shop for some direct sales; beverages distributed with Keurig Dr Pepper's help.
- Retail: Target (October 2022), Walmart (February 2023), about 6,000 doors in 2023, 50,000+ retail locations by April 2026.
- Sparkling Energy: $100M+ in its first year, now most of company sales; 155M+ beverages sold in 2025; number two energy brand on Amazon's best-seller list.
- TikTok Shop (FastMoss estimate, 6 months to Feb 2026): $1.3M GMV, 4.7k creators; 82% of sales from affiliate videos, 13% product card, 5% live.
- DTC runs on Shopify with ShipBob: 1.5M+ orders shipped with ShipBob, ships to 70+ countries, 3-person operations team.
- Keurig Dr Pepper (30% owner of Nutrabolt) signed a sales and distribution deal with Bloom in 2024.
Retention1,10,11
A points-based community club (TYB), a lifetime subscription discount, and constant new flavours that give creators new things to post.
- 'Bloom Wellness Club' on TYB: members earn coins for challenges (posting on social, polls, feedback), events, referrals and purchases.
- Three tiers: First Impressions (entry, up to 20% discount perks), Turning Heads (10,000 coins, up to 30%, early access), Full Bloom Besties (30,000 coins, up to 50%, VIP events, free shipping, annual gifts).
- Subscribers get 15% off for life and priority when products sell out.
- Frequent flavour drops and limited editions; creators post them (for example 'Now a permanent flavor!').
- Retention and repeat-purchase numbers are not public.
All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above
| What | Number | Date |
|---|---|---|
| Revenue | Nearly $170M (2023)2 | 2024-08 |
| Revenue 2022 | 'Nine figures', tripled vs 2021; 100,000+ orders a month3 | 2023-04 |
| Sparkling Energy sales | $100M+ in first year; majority of company sales6 | 2026-07 |
| Beverages sold | 155M+ in 20256 | 2026-07 |
| Share of marketing budget to influencers | About 75%2 | 2024-08 |
| Influencers worked with | 5,600 since 2021; 12B TikTok views2 | 2024-08 |
| Sponsored creator posts (12 months) | 41.2k, 99.9% TikTok, 14.7k creators1 | 2026-09 |
| Creators under 1K average views | 50.9%1 | 2026-09 |
| Repeat creators (3+ months) | 2.2k (15%)1 | 2026-09 |
| TikTok Shop GMV | $1.3M in 6 months (FastMoss estimate)14 | 2026-02 |
| Retail locations | About 6,000 (2023) to 50,000+ (2026)3,19 | 2026-04 |
| Nutrabolt investment | About $210M total ($50M for 20% in 2024 + about $160M in 2025)5 | 2025-09 |
| Active Meta ads | 23 (about 8 new a week)16 | 2026 |
| Reviews | '30,000+ five-star reviews'; Greens 4.4 from 15,384 reviews8,9 | 2026-09 |
What makes them different
01
Volume of small creators instead of volume of ads: about 3,400 sponsored TikTok posts a month, half from creators with under 1K average views.
02
The founder is the first and main creator; the brand grew from her own audience and story.
03
Low prices plus mass retail (50,000+ locations) plus frequent flavour drops; each drop gives creators something new to post.
04
A community app (TYB) that pays members in coins for posting, feedback and referrals.
What we could add copy the structure, never their assets or claims
For MIRANEST
- Add a gifting-at-scale program for small US dog-owner creators (Pomeranian and French Bulldog accounts, even under 5K followers): send jelly sticks, ask for one honest video, and use a tag like #GiftedByMiranest. Track who posts again and move repeaters to an affiliate deal.
- Put the partnership disclosure inside the video (on screen / spoken), not only at the end of the caption; TINA criticised Bloom for this.
- Add a community rewards layer: points for coat photos at day 30 / 60 / 90, reviews and referrals, with tiers.
- Put a free sample of a second product (for example paw cream) in every jelly-stick order to cross-sell.
- Run a seasonal hashtag challenge (like #bloomhunt) for dog owners to post their dog's coat progress.
For BI-SU
- Gift BI-SU to many small US women creators on TikTok (beauty-from-within, 25-45) with #GiftedByBISU; the roughly 15% who post again become affiliates.
- Offer 'Sub & Save for life' plus priority access when a batch sells out (fits BI-SU's 'rare' story).
- Add a starter bundle priced below full (like Bloom's 'Hormone Health Intro Bundle') as the entry offer.
- Consider a rewards club with tiers that gives points for posts, reviews and referrals.
Watch out
- Truth in Advertising (Feb 2023): founder's hangover and bloating claims can count as disease claims; proprietary blends hide doses; #bloompartner at the end of captions may not meet FTC disclosure rules.17
- Class action Marinelli v. Bloom Nu LLC (E.D.N.Y., No. 1:26-cv-02689, 2026): 'no artificial flavors' label vs processed citric acid in the energy drinks.18
- Boston Globe (Apr 2026): a false-advertising class action was filed in Texas in September; Bloom did not reply to requests for comment.19
- Weak return policy (unopened only, 15 days) - fine for $10-35 products but would hurt trust for a premium product like ours.13
- Heavy reliance on tiny creators makes claim control hard; every creator video is a possible compliance risk.
Where to look
Website ↗Meta Ad Library — Bloom Nutrition (@bloomsupps) page (live ads) ↗TikTok brand account ↗Modash influencer breakdown ↗TYB rewards club ↗Partnerships page ↗Store locator ↗
Open questions not verified yet — for the deep research
- The '54K+ TikTok Shop affiliates' figure (and '59,000 affiliates', '$8.8M' or '$17M+' TikTok Shop sales) appears only in search snippets of agency blogs; the pages we opened did not contain it. FastMoss shows only $1.3M GMV in 6 months, so the numbers conflict.
- Affiliate terms (10-15% commission, 20% personal code, 5,000+ followers) come only from Otto / UpPromote guides with no sources; Bloom's own partnerships page shows no terms.
- Revenue after 2023 is not company-confirmed: Cool Nerds says just under $200M (2024) and $350-400M projected (2025).15
- How the creator acquisition pipeline works in practice (how creators are found, gifted, contracted and paid) - no primary source found.
- Why Modash shows 0 sponsored Instagram posts (probably a data limit).
- A colostrum lawsuit (IgG content) appeared only in a search summary - not verified.
- Quiz questions and the post-quiz offer (the page did not render for us).
- Founding year: 2019 (Food Dive, Net Influencer) vs 2018 (ShipBob).
- Active Meta ad count varies by tracker (23 to 105).
Sources · 19
- Bloom Nutrition Influencer Marketing Strategy (2026 Data & Insights) (Modash) · 2026-09-14
- The Surprising Ingredient Behind Influencer-Founded Bloom Nutrition's 12 Billion Views on TikTok (Net Influencer, citing Inc.) · 2024-08-15
- How having an influencer-founder helped Bloom land retail partnerships (Modern Retail) · 2023-04-11
- Influencer marketing isn't an experiment anymore as companies expand budgets (Fortune) · 2026-07-24
- Nutrabolt boosts stake in Bloom Nutrition with nearly $160M investment (Food Dive) · 2025-09-10
- His New Product Sold More Than $100 Million in One Year. Here's His Strategy (Entrepreneur, Greg LaVecchia) · 2026-07-06
- How Bloom Nutrition Scaled to a 9-Figure Brand with ShipBob (vendor case study) · n.d.
- Bloom Nutrition homepage (read by us) · 2026-09-30
- Bloom Greens & Superfoods product page (read by us) · 2026-09-30
- Bloom subscription page (read by us) · 2026-09-30
- Bloom Wellness Club on TYB (read by us) · 2026-09-30
- Bloom partnerships page (read by us) · 2026-09-30
- Bloom FAQ - returns and shipping (read by us) · 2026-09-30
- How Bloom Quietly Dominated TikTok Shop in the Past 6 Months (FastMoss) · 2026-02-05
- How Bloom Nutrition Built a TikTok Shop Engine (Cool Nerds Marketing - agency teardown) · n.d.
- Bloom Nutrition Paid Social Creative Strategy (Motion creative library) · 2026
- Bloom Nutrition Greens & Superfoods Powder (Truth in Advertising) · 2023-02-21
- Bloom Nu Energy Drinks Have Artificial Ingredients, Suit Says (Law360) · 2026-05-06
- Americans are spending billions on superfood and green powders (Boston Globe) · 2026-04-06
Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/bloom.json