JJ & Erika Peterson: Building Clean Simple Eats Into A Multi-Million Dollar Wellness Brand With 175+ SKUs

Salt Lake City-based Clean Simple Eats, founded over a decade ago by husband-wife duo Erika and JJ Peterson, has transformed from Instagram recipe sharing to becoming Target's number-one best-selling protein powder brand. What began as Erika's personal journey recovering from postpartum depression through clean eating has evolved into a multi-million dollar wellness company offering over 100 supplements made with clean, all-natural ingredients free from artificial sweeteners, flavors, or colors. After climbing from $30,000 in personal debt by selling digital meal plans, the Petersons entered the supplement space in 2018, with JJ formulating all products. In October 2025, the brand appointed January Digital as its media agency to accelerate growth as it expands from DTC-led operations into wholesale retail presence across major chains.

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