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About Us
Good nutrition has the power to
transform lives.
We didn’t set out to make a blender. We set out to change the way people eat – one nutritious drink at a time. That idea started in a California kitchen in 2003. It now reaches over 100 million people in more than 100 countries.
100M+
Customers
Worldwide
100+
Countries
Reached
20+
Years of
Innovation
Our Story
From infomercial darling to health and wellness
powerhouse.
It all started in 2003 with the advent of the original magic bullet®. This compact, multi-purpose “kitchen magician” went viral before the internet coined the term with its simple “upside-down” design, easy-to-clean parts and accessories, and iconically zany infomercial campaigns. Among the first personal blenders to hit the market, the magic bullet® became one of the fastest-selling kitchen appliances in direct-to-consumer history, accounting for $250 million in revenue during its first 17 months on the market.
Its next evolution, the original nutribullet® launched in 2012, and became the fastest-selling kitchen appliance in U.S. history, moving 16 million units in under three years. Shifting its emphasis from multi-purpose snacks, treats, and cocktails, this new, more powerful model had one goal in mind: nutrient extraction.
Defined as the process of breaking down fruits, vegetables, nuts, seeds, and other wholesome foods into smooth, sippable nutrition, nutrient extraction allows you to quickly and easily prepare whole foods without sacrificing the beneficial fiber, vitamins, or minerals contained within. With its simple design, compact profile, efficient operation, and accessible pricepoint the nutribullet® has brought nutrient extraction to over 100 million kitchen countertops worldwide.
Today, our product line has expanded to include full-size blenders, juicers, baby food makers, and beyond, all designed with the goal of making fresh, wholesome food an easy and effortless part of your day.
Mission
Why we exist
To inspire and enable transformational nutrition for people all around the world — simply, quickly, and without compromise.
We believe everyone deserves access to fresh, nourishing food, and that the biggest barrier isn’t motivation – it’s friction. Too much prep. Too much cleanup. Too much complexity. Our products are designed to streamline it all, making it as easy as possible to make homemade food from real ingredients. In other words, we offer maximum nutrition with minimal effort, so you can spend less time prepping and cleaning, and more time enjoying every delicious moment.
Simple by
design.
Streamlined product design, intuitive operation, convenient accessories, and effortless cleanup – because good habits stick when they’re easy.
Everyday
wellness.
We believe good food is essential to personal wellness and enjoying it should be easy enough to do every day. Whether it’s a superfood smoothie or a decadent bowl of homemade ice cream, our products let you create real food from real ingredients with minimal time, effort, and fuss.
Made for
real life.
Whether you’re meal prepping for the busy week ahead, multitasking while making homemade baby food, or whipping up a protein shake on the go, our product lineup offers solutions for a myriad of lifestyles and personal preferences.
Sustenance
and support.
The story doesn’t end when you take one of our products home. We also offer a whole ecosystem of delicious recipes, nutrition articles, practical tips and tricks, and product hacks to make the most of your nutribullet® at our content hub, nourish by nutribullet™.
Product History
From one blender
to a full nutrition kitchen
Over two decades, nutribullet has grown from a single countertop appliance into a complete nutrition ecosystem – always led by one question: what does the next step in accessible nutrition look like?
-
2003
magic bullet launches
Capital Brands’ first product redefines the personal blender category through direct-response television.
-
2010
nutribullet Baby launches
Purpose-built for parents making whole-food baby food at home.
-
2012
The original nutribullet launches
Positioned not as a blender but as a “nutrition extractor.” Becomes the fastest-selling kitchen appliance in U.S. history.
-
2013
nutribullet Pro launches
A higher-power upgrade from the original nutribullet, aimed at handling tougher ingredients like nuts, seeds, fibrous veggies, and ice in one-to-two portion batches.
-
2019
Expansion into Full-Size Blending
nutribullet® enters into the full-size blending category with the launch of the nutribullet® Blender and nutribullet® Blender Combo.
-
2020
Expansion into juicing
The nutribullet Juicer brings fresh-squeezed extraction to the lineup.
-
2023
nutribullet® Ultra launches
The next evolution of personal blending launches with the ultra sleek, ultra durable, ultra powerful nutribullet™ Ultra.
-
2024
nutribullet Flip launches
A portable blender with a built-in flip-top lid. Recognized with the Red Dot Award for Product Design 2025.
-
2025+
New directions
The Flex Portable Blender, Chill Ice Cream Maker, SmartSense Blender Combo, and a McLaren collaboration expand the lineup into new categories and form factors.
Our Home
Part of something bigger
In 2020, nutribullet® and magic bullet® joined the De’Longhi Group family of brands, alongside De’Longhi, Kenwood, and Braun.
The acquisition expanded our global reach and strengthened our ability to innovate by giving us access to the scale, engineering expertise, and resources of one of the world’s leading appliance companies.
Even as it’s grown, nutribullet® has remained true to its core mission: helping people make healthy choices through simple, accessible nutrition. It’s an ethos that has been with us since the beginning, in 2012, and one that has given us the privilege to serve over 100 million customers in over 100 countries – and counting. We’re thrilled to be on this path, and hope that you continue to join us every vibrant step of the way.
