Over the past ten years, the international market for dietary supplements has been growing steadily due to the increasing popularity of plant-based nutrition, functional foods, and alternative sources of protein. Spirulina and chlorella, which are types of algae tablet form, are included in that trend. International market research companies estimated the market value of spirulina at several hundred million dollars in 2024. They projected its growth for the next decade. The growth of the market was associated with the rising need for vegan protein sources, clean-label supplements, and nutrient-rich products. Pills containing algae have become increasingly popular among online stores focused on wellness in the US and Asia.
Within that market, ENERGYbits Inc. emerged as a niche American brand focused on algae-based whole-food nutrition products sold directly to consumers. The company was founded in Boston, Massachusetts, in 2010 by Catharine Arnston, a former marketing executive who later entered the health and wellness sector. ENERGYbits produces spirulina and chlorella tablets that are marketed as whole food algae, not dietary supplements. The company’s products are sold primarily online through its own website and e-commerce channels. Over time, the business developed a following among consumers interested in fitness, plant-based nutrition, endurance sports, and wellness trends connected to algae products.
The idea for ENERGYbits emerged after a family health issue in 2008. Arnston has stated that her younger sister was diagnosed with breast cancer and advised by doctors to follow an alkaline-focused diet during treatment.
While researching foods associated with that diet approach, Arnston focused on spirulina and chlorella. These are types of microalgae that are grown and processed for human consumption in several regions worldwide. That research became the starting point for her later work on developing a consumer product built around algae-based nutrition.
She later described algae as a largely overlooked food category in North America despite decades of commercial production in Asia. Arnston subsequently left her corporate marketing career and began researching algae cultivation, nutritional studies, and consumer supplement markets before launching the business.
ENERGYbits entered the market at a time when algae supplements remained relatively specialized in the United States. Spirulina products had existed for years through health food retailers. However, very few brands have focused solely on algae tablets for creating an identity. ENERGYbits created its business model around single-ingredient compressed tablets without any use of binders or fillers. The firm released several brand lines based on either spirulina or chlorella. ENERGYbits became the brand line based on spirulina, while RECOVERYbits was based on chlorella. Later product extensions included VITALITYbits and BEAUTYbits. VITALITYbits brought spirulina and chlorella together in a single tablet. BEAUTYbits used spirulina as its base and positioned around appearance-related nutrition.
In November 2016, Arnston appeared on Season 8, Episode 9 of Shark Tank to present ENERGYbits. She asked for $500,000 in exchange for 5 percent equity. That implied a $10 million valuation. The investors did not invest. They cited concerns about valuation and how the product was positioned in the market.
Regardless, this television appearance made ENERGYbits known to many more people than ever before and became one of the most prominent media appearances for the company. After the episode aired, ENERGYbits received some publicity from wellness magazines, nutrition blogs, and consumer-oriented websites.
Apart from television, the company gained visibility through podcasts, wellness conferences, and online marketing. Arnston spoke at many events about algae nutrition, longevity trends and plant-based food consumption. ENERGYbits did not pursue retail distribution channels and focused on direct-to-consumer selling via subscriptions.
The company has also received industry recognition during its development. In 2014, ENERGYbits was included in BostInno’s “Fifty on Fire” list in the sports and fitness category. The recognition focused on local startups and early-stage companies gaining attention in Boston’s business scene.
In January 2015, Entrepreneur Magazine listed ENERGYbits as runner-up in its Project Grow Contest. The contest highlighted emerging companies and entrepreneurial performance. Both mentions were linked to business visibility and startup activity rather than independent assessment of algae nutrition or scientific claims.
Coverage from trade publications such as FoodNavigator-USA later examined the company within the wider context of algae nutrition and sports supplementation, particularly as plant-based consumer products became more common in the American supplement market.
ENERGYbits is currently continuing its operations as a privately-owned wellness company specializing in spirulina and chlorella tablets sold in the US. The company’s products still remain focused on algae nutrition, which is a range of products that have gradually grown popular, moving from being just a specialty product at health food stores to forming an essential part of modern wellness. The development of the company reflects a growing consumer interest in plant-based products, alternative proteins, and direct-to-consumer health solutions.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any disease. Consult a qualified healthcare professional before making dietary changes.
