By All Means

It’s a good time to be in the business of selling immunity. Minneapolis-based wellness company So Good So You makes plant-based juice shots packed with probiotics that support the immune and digestive system. Each variety is named for the “need’ it addresses: Energy, Sleep, Detox, and the No. 1 seller, Immunity. At the start of 2020, the 2-ounce So Good So You shots were sold at 3,000 stores; now they’re at more than 4,000 stores in 47 states including Target, Publix, and Sprouts. The company, which has the backing of investors, managed to meet and exceed its 2020 sales projections and hit profitability. “What the pandemic has done is accelerate this movement of people understanding that investing proactively and managing their own health pays dividends when it comes to their immunity,” says co-founder Rita Katona. In 2014, she left a corporate job at Target Corp. to start a health and wellness company with her husband Eric Hall, a serial entrepreneur. It started as a cold-pressed juice café called Juice So