BetterBody Foods was born from a deeply personal experience. After witnessing the effects of diabetes on both sides of his family, Stephen Richards set out in 2007 to create a company grounded in mindful eating and nutritional integrity. Today, BetterBody Foods is a global health food brand that sources quality ingredients from more than 30 countries and does much of its blending and packaging at a state-of-the-art facility in the foothills of the Rocky Mountains in Utah.

BetterBody Foods embraced the conviction that life is better when you eat better. What started with agave nectar and in-store cooking demonstrations quickly grew into a product line that now includes more than 150 SKUs, including PBfit powdered peanut butter, avocado oil, chia seeds, cacao powder and other plant-powdered products.

With more than 250 employees, BetterBody Foods remains a people-centered company. It operates from a certified 60,000 square foot production facility in Lindon, Utah, has an avocado oil press facility in the Dominican Republic, and additional sites in Utah; Greenfield, Massachusetts; and the United Kingdom.

“I am personally passionate about food,” Richards said, “especially food that is farm-to-fork – how it is grown, processed, packaged, distributed and how it is prepared at home has always been of interest to me.”

A Commitment to Quality, Sourcing, and People

With product quality a core value, BetterBody Foods sources ingredients from around the world. “To ensure quality and consistency, we visit each country,” Richards said, “We engage with all of our suppliers and have internal specifications that all suppliers must meet.”

The company holds certifications including USDA Organic, Non-GMO, Gluten-Free, Kosher and SQF (Safe Quality Food).

“All of our products take into account health benefits, its application and how it can be prepared for maximum enjoyment,” Richards said.

Entering Asia: Why Coupang Was the Right Partner

BetterBody Foods recognized South Korea as a key growth market in Asia and sought an ideal partner to help launch this new chapter. “In exploring potential partners there, we discovered that Coupang has a very strong commerce presence and a reputation for excellent customer service,” said Richards. “Given their scale and reach, Coupang was a natural choice to help us expand into the Korean market.”

The partnership marks one of BetterBody Foods’ first direct entries into Asia. Through Coupang, BetterBody Foods has been able to offer nearly its entire product line to Korean consumers, ensuring access to clean-label superfoods and functional snacks.

Bringing Innovation to Korean Consumers

In April, BetterBody Foods expanded its Coupang catalog with the launch of its PBfit Protein Bars. The protein bars, already a top performer in the U.S. and other international markets, were introduced to align with fitness and wellness trends in Korea. With trusted ingredients and a reputation for quality, the PBfit Protein Bar is resonating with Korean fitness enthusiasts and health-conscious shoppers, the company noted.

The success of this expansion underscores the brand’s goal to incorporate healthy alternatives into everyday diets.

BetterBody Foods describes its collaboration with Coupang as transformational. “We truly treasure our partnership with Coupang, and we view it as an essential pillar of our growth strategy in Asia,” said Jack Burgess-Barker, Vice President of Ecommerce for BetterBody Foods.

The benefits of selling on Coupang are clear:

• High visibility among health-conscious Korean consumers
• Quick delivery that aligns with Korea’s service expectations
• Local account management and promotional support that enables rapid testing and scaling

The company encourages other U.S. brands to consider Coupang as a launchpad for Asian market entry: “Coupang has given BetterBody Foods direct access to Korean consumers, significantly enhancing our brand recognition,” said Burgess-Barker.

Looking Ahead: Continuing Its Mission

BetterBody Foods’ goal remains steadfast: to provide “innovative better-for-you products to the world at great value.” Through its strategic partnership with Coupang, this mission is now reaching a broader audience across South Korea, bringing real, thoughtfully sourced ingredients into more homes and lives.