BetterBody Foods is a global health food brand that sources quality ingredients from more than 30 countries – and now, thanks to Coupang, is selling its products in South Korea for the first time.

BetterBody Foods was born in 2007 from one man’s conviction that life is better when you eat better. The company started with Stephen Richards’ in-store cooking demonstrations and quickly grew into a line of more than 150 healthy food products. Now, it’s growing beyond the U.S. with new customers in South Korea, thanks to BetterBody’s partnership with Coupang, a leading U.S. tech company.

Richards recognized South Korea as a key growth market in Asia – especially for health supplements – 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.”

Coupang, which is based in Seattle and serves millions of customers in Korea, Taiwan, Japan and other markets, helps American businesses open direct sales channels into Asia, allowing them to grow their revenue by reaching new customers. Coupang helped drive the sale of more than $5 billion in U.S. goods and services in overseas markets in 2025, and uses innovative technology and logistics support to deliver an exceptional shopping experience for its customers.

“Coupang is honored to serve as a bridge for thousands of U.S. businesses—from small businesses to iconic brands—connecting them with global markets,” said Bill Anaya, Coupang Vice President. “By leveraging our AI-driven export technology, we’re helping entrepreneurs like BetterBody Foods unlock international revenue streams and create more jobs right here at home.”

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, and accelerating the company’s growth.

Bringing innovation to Korean consumers

The benefits of selling on Coupang are clear:

• High visibility among health-conscious Korean consumers
• Logistics support that ensures rapid delivery, high service quality, and the ability to scale the business
• Innovative AI and technology that enables Coupang to continuously improve on its smooth and seamless export support process for US-based small and medium-size businesses

Jack Burgess-Barker, BetterBody Foods’s VP of Ecommerce, describes the 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,” he said.

In April, BetterBody Foods expanded its Coupang catalog with the launch of its PBfit Protein Bars. With trusted ingredients and a reputation for quality, the PBfit Protein Bar is resonating with Korean fitness enthusiasts and health-conscious shoppers.

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.

A Commitment to Quality, Sourcing, and People

With about 250 employees, BetterBody Foods produces a wide range of healthy, all-natural food products. It operates from a 60,000 square foot production facility in Lindon, Utah and additional sites in Massachusetts and the UK.

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.”

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 healthier food products into more homes and lives – and helping to drive economic growth on both sides of the Pacific.