So Good So You, #1 U.S. Wellness Shot Brand (1), Names Seasoned CPG Expert Jennifer Jorgensen CEO

After nationwide Target launch of new product lines and record first half of 2026, SGSY plans next phase of growth as co-founders shift to new roles

MINNEAPOLIS--(BUSINESS WIRE)--So Good So You (“SGSY”), the Minneapolis-based wellness brand best known for its category-leading refrigerated wellness shots and functional beverages, announces the hire of Jennifer Jorgensen, most recently CEO of Back to Nature and a 26-year veteran of General Mills, as Chief Executive Officer.

Bansk Group, a private investment firm focused on building distinctive consumer brands, acquired a majority interest from founders Rita Katona and Eric Hall in May of 2026. Katona and Hall will step into an advisory role and remain on the board of directors while Jorgensen leads the company into its next phase of growth.

The leadership transition follows a standout first half of 2026, headlined by the nationwide launch of SGSY's exclusive to Target Sparkling Energy and Sparkling Mood product lines, which positions SGSY to accelerate under a leader with deep experience scaling beloved consumer brands.

"I’m honored and excited to join the team at So Good So You, and to take this brand to the next level," said Jorgensen. "The strong culture and talent at this incredible company are a powerful competitive advantage, and I am excited to continue to emphasize the company’s mission and lead it through continued growth.”

Jorgensen began her career at Deloitte before joining General Mills, where she spent more than two decades leading businesses across U.S. and international markets at every scale — from emerging businesses to billion-dollar brands including Häagen-Dazs, Cinnamon Toast Crunch, and the Natural / Organic Foods portfolio. Later, as CEO of Back to Nature, she led an aggressive growth turnaround, expanding margins and growing the core business through a modernized brand identity, distribution expansion, and exciting innovation. Under her leadership, Back to Nature became one of the fastest-growing brands in the U.S. cookie and cracker category.

After a 12-year journey building SGSY into a national leader in functional nutrition, co-founders Rita Katona and Eric Hall will shift from day-to-day operations to members of the board of directors and advisors to the leadership team.

"We are thrilled to have Jennifer Jorgensen join So Good So You and lead the brand into its next phase,” said co-founder Rita Katona. “Her experience and passion for better-for-you CPG make her the perfect choice. We grew the SGSY team to almost 100 in the last 12 years, and our family also grew by two. As we step back from day-to-day operations to focus on teaching our kids how to Do More Good Together, we remain committed to supporting So Good So You as board members and advisors to the leadership team.”

So Good So You looks ahead to continued growth under Jorgensen's leadership across its Wellness Shots, Sparkling Energy, and Sparkling Mood lines, building on a strong first half of 2026. Target-exclusive Sparkling Energy, which launched in January, and Sparkling Mood, which debuted in May, have each quickly become top performers in their respective categories reflecting strong consumer demand and significant runway for future expansion.

About So Good So You

So Good So You is the #1 wellness shot brand across total U.S. Multi-Outlet channels, helping people support everyday health with deliciously powerful functional beverages. Founded in Minneapolis, Minnesota, the company blends organic cold-pressed fruits and vegetable juices with functional ingredients like probiotics, vitamins, and adaptogens to create bold, fruit-forward wellness shots made for real life. Built on the belief that wellness should be joyful and accessible, So Good So You focuses on simple ingredients, vibrant flavors, and real functional benefits. Each refrigerated shot is designed to support everyday needs like immunity, digestion, energy, and focus, making it easy to care for your body in one quick sip. As a B Corp certified organization, So Good So You remains deeply committed to its mission as a people and planet-centric company, and is proud to be a female-founded, female-led, and female majority workforce business.

SGSY produces its shots in Minneapolis at its own certified zero-waste facility powered 100% by renewable energy, and operates with a commitment to supporting the health of both people and planet. A three-time Bain Insurgent Brand, So Good So You is one of the fastest growing brands in the functional beverage space, appearing on the Inc. 5000 list of fastest growing companies for six consecutive years.

(1) SPINS Total U.S. MULO L52W ended 05/17/26, Wellness Shots