MINNEAPOLIS -- So Good So You, the fast-growing Minnesota company that makes wellness shots available nationwide, announced Tuesday that it sold to a private equity firm.

So Good So You didn’t disclose the terms of the Bansk Group’s majority-stake acquisition. But the leader of a local food startup incubator characterized it as likely one of the larger deals for a Minnesota company since Conagra Brands bought Boomchickapop, an Angie’s Artisan Treat’s product created in North Mankato, for $250 million in 2017,

So Good So You’s 1.7 ounce wellness shots come in varieties such as immunity, detox and energy and sell for more than $3 in 10,000-plus stores across the U.S. The company also recently added sparkling energy drinks as a new product, sold at Minneapolis-based national retailer Target.

Co-founder Eric Hall said the company pulled in more than $100 million in revenue in 2025, and the company has reported sales grew fivefold in the past four years. It recently moved manufacturing to a facility in Inver Grove Heights that has already doubled the company’s production capacity to about two million of the shots a week and counting.

Bansk Group is based in New York, but Hall said the transaction won’t reduce his company’s Minnesota presence, which also includes a corporate office in St. Paul.

“Minnesota is our home,” Hall said. “Minnesota is the company’s home. That’s not changing.”

Hall acts as the company’s CEO and co-founder Rita Katona is chief brand officer. They will continue to serve in those roles, own some equity in the company and maintain a seat on the board of directors.

Allison Hohn, the executive director of food startup accelerator Naturally Minnesota, said the company’s sale is a milestone for the community. She called it one of “the larger and most visible deals” in recent memory, and it will “be the first in a handful over the next several years.”

“I think this exit sends a strong signal that entrepreneurs can build, scale and achieve meaningful outcomes right here in Minnesota — especially in food and beverage,” Hohn wrote in an email.

She added the transaction also signals the importance of having an intentionally and strategically built brand and product that align “with broader industry trends” and “consumers’ need.”

Katona said the acquisition feels like sending her “kid off to college.” More than a decade ago, she identified a need in the Twin Cities for a healthy cold-pressed juice product, which led to the company’s founding in 2014.

So Good So You is now classified as a B corporation, which is a business verified as meeting social, environmental, transparency and accountability standards. The wellness shots’ ingredients are sustainably sourced, the company has reported, and contained in eco-friendly packaging made from post-consumer recycled plastics. The founders intentionally made the containers look like medicine bottles because “food is medicine,” as Hall put it.

The company’s sales have increased in recent years as the “better-for-you” food trend has swept through grocery store aisles.

“What today’s consumers are doing is, they’re finding different ways ... to answer how they feel,” Hall said. “We happen to be one of those convenient solutions.”

The shots’ appeal to consumers who do not always eat their fruits and vegetables yet still want balanced nutrition. The ginger-cayenne immunity shot, for example, includes organic orange juice, ginger juice, raw honey, probiotics and cayenne pepper to provide “digestive and immune system support as part of a healthy” diet, the company’s website said.

Back in 2020, Hall signaled the company was ripe for acquisition, saying there is “only so much” So Good So You could do on its “own.”

Now’s the right time, he said, because the company found the right buyer.

For Bansk, the acquisition is the latest of dozens of transactions. Founded in 2019, Bansk has invested more than $30 billion into consumer companies. This firm focuses on personal care, consumer health and household products as well as food and beverage companies.

Under Bansk, the company will keep its B certification, Hall said. The firm is committed to So Good So You’s values and team, he added.

“It’s very easy when you have strong financials and strong growth to have a lot of suitors, shall I say,” Hall said. “But it’s [like] dating, and if you are in a position to be able to say no until you find someone who you feel matches the values of what you have created and will nurture that growth, then the time is right.”

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