The Founding Story: From Kitchen to Corporation
Clean Simple Eats (CSE) has a relatable and humble origin story, which began when founders Erika and JJ Peterson, a busy young couple with three small children, found themselves in a health rut. Relying on takeout and frozen meals, they realized their diet was not only affecting their physical health but also contributing to Erika's postpartum depression after her third child. Driven to make a radical change, they began swapping processed foods for fresh, clean ingredients in their own kitchen. This initial change sparked a profound transformation in their physical and mental health.
As their passion for healthy eating grew, so did their desire to share their discoveries with others. What started as an Instagram account for sharing recipes and a personal journey quickly gained traction, and the couple's macro-balanced meal plans and challenges became incredibly popular. This rapid growth proved that what they had was more than just a side hustle—it was a mission. JJ officially joined the business full-time in 2016, bringing his business acumen and strategic thinking to complement Erika's creative vision and community-building skills. Together, they built Clean Simple Eats, LLC, and eventually expanded from digital products into a line of high-quality supplements and food products.
The Expansion into Supplements and Products
A significant milestone for Clean Simple Eats was the launch of its supplement line in 2018. The Petersons were motivated to create products that were not only clean but also genuinely delicious, a rarity in the health supplement market at the time. They focused on using all-natural, high-quality ingredients, avoiding artificial sweeteners, flavors, and colors. This commitment to quality and taste helped them stand out in a crowded market and build a loyal following, often referred to as the "#CSESquad".
Their product line has since expanded significantly, now including items like:
- Protein powders
- Super greens mixes
- Collagen powders
- Protein pancakes and waffle mixes
- Sugar-free syrups
- Nut butters
Each product is developed with the same philosophy: to make healthy eating simple, sustainable, and enjoyable. The company has grown to have more than 175 different product SKUs, which are sold both online and in retail stores across the United States, including a major partnership with The Vitamin Shoppe.
Comparing Clean Simple Eats to Competitors
Clean Simple Eats differentiates itself in the health and wellness market through its unique combination of products, community, and founding story. Here is a comparison with other brands in the sector:
| Feature | Clean Simple Eats | NOW Foods | The Nue Co. |
|---|---|---|---|
| Founded | 2015 | 1968 | 2016 |
| Core Offerings | Supplements (proteins, greens, collagen), meal plans, fitness challenges, recipes | Wide range of supplements (vitamins, minerals, herbs), essential oils, natural foods | Specialized supplements for gut health, stress, sleep, and skin care |
| Founder Story | Personal health journey of a husband-and-wife duo, Erika and JJ Peterson | A family-owned company from the beginning, focused on affordable wellness | Founded by a CEO with a focus on combining science and nature |
| Community Focus | Strong emphasis on the "#CSESquad" community and personal connection | Broad market appeal with a focus on quality assurance | Niche appeal to wellness-oriented consumers seeking targeted solutions |
| Key Differentiator | Delicious taste, all-natural ingredients, macro-balanced recipes, and a strong community | Long-standing reputation for quality and value, diverse product range | Science-backed formulas targeting specific wellness concerns with modern branding |
Growth and Recognition
Clean Simple Eats' success is a testament to the Petersons' vision and their commitment to their customers. The company has seen record growth, supported by a strong social media presence and strategic retail partnerships. Their narrative of personal transformation resonates deeply with consumers looking for genuine solutions rather than just another diet trend. By focusing on creating products that taste good and deliver on their promise, Erika and JJ Peterson have cultivated a loyal customer base that trusts the brand's standards and craves its products.
The brand has also attracted investor attention, including from a private equity firm, Gauge Capital, which has invested in the company to support its continued expansion. This investment helps validate the company's business model and growth potential, positioning it for further success in the competitive health and wellness industry.
The Future of Clean Simple Eats
With a solid foundation built on the Petersons' personal story and commitment to quality, Clean Simple Eats continues to innovate and expand its offerings. The brand's focus on creating delicious, clean, and macro-friendly products, combined with its robust community, sets it apart. The ongoing expansion into new retail channels and development of new products signals a bright future for the company. As the brand grows, the founding couple remains committed to their original mission: to help others elevate their lives through simple, clean food and fitness.
Conclusion
In summary, Clean Simple Eats is a company co-owned and founded by the husband and wife duo, Erika and JJ Peterson. Their journey began as a personal quest for better health in their family kitchen and grew into a successful, nationwide brand offering supplements, meal plans, and recipes. Through a commitment to high-quality, all-natural ingredients and a focus on community, they have created a brand that empowers people to make sustainable, healthy lifestyle changes. Their story demonstrates that a personal passion, when combined with dedication and strategic growth, can lead to a business that not only thrives but also positively impacts the lives of its customers.
Visit the official Clean Simple Eats website to learn more about the brand's story and products.
