Corporate timelines vary across databases: LinkedIn lists Nutr as founded in 2021, while some commercial databases cite 2022.[4] However, trademark records indicate the NUTR mark was used commercially by Turk Industries by 2020–2021, and the company has consistently described its launch year as 2021.[8]

Nutr’s origins are closely linked to Alicia Long’s personal experience with plant-based milk. Having grown up in China where homemade plant-based milk was common, Long later sought alternatives to conventional dairy and commercial plant milks as a working professional.[5] The traditional method of making nut or grain milk—which typically involves soaking ingredients, blending with water, heating, and filtering through a nut-milk bag—was considered inconvenient. Long and her husband, Dane Turk, identified an opportunity to automate this process.[6]

Turk’s engineering background complemented Long’s business and marketing expertise. Turk studied mechanical engineering at Ohio University and contributed over a decade of engineering experience to product development.[7] Long brought experience from technology recruiting, having worked with companies including Google and Amazon.[7] The couple also aimed to reduce household reliance on packaged products by creating a dedicated countertop appliance rather than another standard blender.[5]

Trademark history confirms the brand was commercialising its product around 2020–2021. Turk Industries filed a U.S. trademark application for NUTR in December 2020 covering electric nut-milk makers, and the mark was registered in September 2021.[8]

The Nutr Machine serves as the brand’s signature product. It is a specialised countertop appliance that combines the functions of a blender and heating vessel. Users add water and ingredients such as nuts, oats, seeds, or other plant-based items, select a programme, and allow the machine to process the mixture.[1]

Depending on the model and recipe, Nutr machines can produce:

• Almond milk
• Oat milk
• Cashew milk
• Coconut milk
• Soy milk
• Rice milk
• Other nut, seed, and grain-based beverages
• Smoothies and blended drinks
• Coffee creamers
• Hot chocolate
• Soups and other blended preparations

Early models were differentiated by a compact, single-serving format designed for approximately 350 mL servings. The Nutr Oasis later expanded capacity to approximately 600 mL for larger batches.[2] The company subsequently introduced larger-capacity machines, including a 1,200 mL model capable of preparing soy milk, rice-and-bean drinks, cereal beverages, and other recipes.[1]

Technology

Nutr consolidates grinding, blending, and heating into a single automated process. High-speed blades break down nuts, seeds, or grains while an integrated heating system produces warm or hot beverages when required.[1]

The brand promotes a “no soaking, no straining” concept, claiming users can produce finished plant-based milk in minutes. Current marketing advertises preparation times of under eight minutes for certain recipes, though earlier descriptions cited longer durations depending on the specific model, recipe, and setting.[1]

Nutr’s brand proposition centres on three core pillars: control, convenience, and sustainability.

Ingredient control

Making milk at home allows consumers to select their own nuts, grains, sweeteners, and flavourings. Nutr positions its machines as a way to create fresh beverages without relying on additives, preservatives, gums, or sweeteners often found in commercial plant-based milk products.[1] This proposition focuses primarily on ingredient customisation and freshness rather than universal nutritional superiority.

Convenience

Homemade nut milk has historically required significant preparation and cleanup. Nutr addresses this through one-button operation, integrated heating and blending, and cleaning functions designed to minimise manual labour.[1]

Sustainability

Sustainability is central to Nutr’s branding. By purchasing bulk ingredients and making smaller quantities at home, consumers may reduce the packaging and transportation associated with commercial beverages.[5] The brand uses the slogan “Build a Sustainable World, One Glass of Nut Milk at a Time,” which is a registered trademark of Turk Industries.[8] Environmental benefits are presented as a brand proposition; the actual footprint depends on ingredients, electricity use, sourcing, cleaning habits, and comparison with specific commercial alternatives.

Alicia Long

Alicia Long is co-founder and CEO of Nutr. Her familiarity with homemade plant-based milk inspired the business, and she oversees operations, marketing, and sales.[7] Her background in the technology sector positions the company at the intersection of consumer technology, wellness, food, and sustainability.

Dane Turk

Dane Turk is co-founder and leads product development and engineering. His mechanical engineering background was instrumental in translating the automated nut-milk maker concept into a physical consumer appliance. Business profiles credit him with managing product development, operations, supply chain, and logistics.[2] Long and Turk are married, and their shared personal experiences form a key part of the brand’s origin story.[9]

Nutr operates primarily as a direct-to-consumer (DTC) company, selling machines through its online store while pursuing retail distribution. During its Shark Tank pitch, founders stated that approximately 90% of sales came through the company website, with additional revenue opportunities via flavoured ingredient blends and subscriptions.[6]

The model extends beyond hardware sales to include Nutr Blends, recipes, and complementary products intended to encourage recurring use.[1] This creates a cycle similar to other modern DTC appliance brands: hardware leads to ingredient and accessory purchases, supported by content and community engagement.

Nutr reported significant early traction. An investment campaign document stated the company generated approximately $2.7 million in its first 12 months, sold over 17,000 Nutr Machines, and achieved an average gross margin of roughly 73% during that period.[10] Separate figures from the Shark Tank era indicated $793,000 in 2021 sales with projections for substantially higher revenue in 2022.[6] As these figures derive from different periods and sources, they are not directly comparable measures of current revenue.

Nutr received major public exposure through ABC’s Shark Tank Season 14, Episode 12. The product was presented as a solution for consumers seeking fresh plant-based milk without manual preparation hassles.[6]

The founders entered the Tank seeking:

$500,000 for 5% of the company

This request implied a $10 million valuation.[6] Although the Sharks sampled the milk and discussed taste, market opportunity, and financials, none made a deal with Nutr.[6] Despite this outcome, the appearance provided substantial mainstream exposure and introduced the brand to a wider audience.

Nutr occupies a distinctive space across multiple consumer categories:

• Kitchen appliances: Core product is an electric countertop machine.
• Wellness: Emphasis on homemade, customisable, plant-based beverages.
• Food technology: Automation of traditionally manual food preparation.
• Sustainability: Promotion of reduced dependence on packaged milk.
• Plant-based food: Targeting consumers seeking dairy alternatives.
• Direct-to-consumer commerce: Historical reliance on online sales.

The brand positions itself less as a traditional “milk company” and more as an enabler of home production, summarised by the tagline “Changing the way we milk.”[4]

Nutr’s core audience includes consumers who:

• Prefer plant-based or dairy-free beverages.
• Desire control over ingredients.
• Are interested in wellness and home cooking.
• Wish to experiment with various nut, oat, seed, or grain milks.
• Are concerned about food packaging and waste.
• Enjoy kitchen gadgets and countertop appliances.
• Seek alternatives to repeatedly purchasing cartons of plant milk.

The brand also appeals to existing consumers of specialty milks who view homemade production as a means of customisation and potential cost management.

Originally focused on the compact single-serving Nutr Machine, the company has expanded into larger and more multifunctional appliances. The Nutr Oasis increased capacity to approximately 600 mL and added cold, warm, and hot modes, cleaning functions, soup preparation, and delayed operation.[1]

The introduction of a 1,200 mL automatic plant-based milk maker signals a shift from a niche nut-milk appliance toward a broader multifunctional plant-based beverage and food-preparation category.[1]

As of 2026, public signals regarding Nutr’s corporate status are conflicting. The official website remains online and actively presents products for sale, including larger plant-based milk makers.[1] However, the Better Business Bureau profile currently lists the business as “out of business,” while other databases describe it as active.[3] Consequently, while the Nutr brand’s online storefront appears operational, third-party business records remain inconsistent.

Nutr’s Shark Tank appearance is integral to its public identity. The show framed the company not merely as an appliance manufacturer but as part of a broader movement toward home-produced, plant-based food and sustainable consumption.[6] Notably, Nutr entered the programme with an established consumer product and existing sales rather than an early-stage concept.

The NUTR name is associated with Turk Industries LLC. A U.S. trademark application filed in 2020 covered “electric nut milk makers,” and the word mark was registered on the Principal Register in September 2021.[8] A subsequent 2021 filing confirmed Turk Industries LLC as owner and reiterated use for electric nut-milk makers.[11] The sustainability slogan “Build a Sustainable World, One Glass of Nut Milk at a Time” is also a registered trademark.[8]

Nutr represents a shift toward “food-at-home” technology in consumer products. Rather than selling finished alternative milk, the company provides appliances that enable consumers to become producers. Its primary innovation lies in making plant-based milk preparation sufficiently convenient for daily household use.[1]

The brand synthesises several prominent 2020s trends: plant-based diets, ingredient transparency, sustainability, home cooking, DTC commerce, and smart countertop appliances. Ultimately, Nutr’s proposition is “make your own milk, your way”: providing the appliance, allowing ingredient choice, automating complex steps, and integrating homemade plant-based milk into everyday routine.[1]

1. Nutr – Fresh Plantbased milk, made by you
2. Nutr – Crunchbase Company Profile & Funding
3. Nutr, Inc. and Turk Industries LLC | BBB Business Profile | Better Business Bureau
4. Nutr | LinkedIn
5. The Nutr Machine From ‘Shark Tank’ Helps Make Zero-Waste Non-Dairy Milk
6. Nutr Milk Machine – Shark Tank Blog
7. Nutr | Columbus, OH, USA Startup
8. NUTR Trademark of Turk Industries LLC – Registration Number 6484872 – Serial Number 90361107 :: Justia Trademarks
9. Nutr: Here’s What Happened After Shark Tank
10. b68e8d61c5806a0580859e088a47b892143347fab7acf7eedf20bddb55084f30
11. Application for Nutr