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Naturalite is a brand on a mission to help one million people lose weight naturally, to make natural, chemical-free food the new standard in America, and to equip individuals and families to reclaim food freedom by growing their own food at home.
In a world surrounded by processed foods and hyped up on diet culture, this is a tall task. But with over 50,000 books sold and thousands of successful weight loss stories, lives are changing and the Naturalite community is growing faster than ever.
It all began with co-founder Jabez el Israel’s personal journey, where he lost 100 pounds, not through restrictive dieting or counting calories, but simply by returning to natural foods.
He found that by consistently choosing products with natural ingredients that his body could recognize, he was able to lose weight as well as discover a more energetic and present life. It was as simple as reading the ingredients.
Looking to share the principles that made his weight loss journey a success, Jabez wrote his first book, Life Matters So Let’s Eat Like It. The guide quickly became a best-seller, with Jabez’s relatable yet educational videos on social media going viral.
Soon after, he wrote two other best-sellers, The Naturalite Family Cookbook (a collection of all-natural recipes from his family) and The More We Grow The More We’ll See Everything We Need Is Free (a guide for those wanting to get started growing their own foods and beneficial plants at home).
In spring 2025, Metacake partnered with Jabez el Israel to co-found a new brand, Naturalite, taking the business that was catching fire on social media and turning it into a fully developed brand with unlimited potential.
The result? 7 figures of revenue in just the first year, a growing community, and a suite of new products in the works.
But first, let’s talk about how we got there. The successful launch of Naturalite was the result of a number of strategic initiatives, including the pillars below.
The Metacake team created all new visuals and creative assets to establish a cohesive brand that reflected Naturalite’s mission, vision, and values. And with that, the term “Naturalite” became even more than a brand name— it became a lifestyle for those who are committed to reading the ingredients and only choosing all-natural, chemical-free, and unprocessed foods.
Once the brand’s identity was established, we built a fully optimized store experience on Shopify so that the organic traffic Jabez’s videos were capturing could not only purchase books from Naturalite, but receive education on the brand, learn more about the mission, feel inspired to join the movement, and even find helpful resources like recommended food swaps, informational blog posts, and more.
Right away, we also dove into strategic vision and tactical implementation for the next steps in Naturalite’s product development. We applied years of experience in R&D as well as expertise in sourcing and manufacturing to creatively brainstorm new products to create under the Naturalite brand. We identified the most impactful ideas to take to market first, and got to work creating and sourcing those new products.
Two products, The Naturalite Guided Weight Loss Planner and The Naturalite Weight Loss Community Membership, were ready for purchase in just a few short months and have already seen great success. Additional products are in the works (hint: stepping outside of the books and planner categories!) with a goal of being launched by early 2026.
To accommodate Naturalite’s rapid growth and ability to scale, Metacake also made moves to oversee business operations at a larger scale.
Within a few months of launch, Naturalite moved fulfillment from in-house to a warehouse and fulfillment facility that is shipping orders in record time. Our team is continuing to oversee the build out and management of all products in Shopify and Amazon managing both FBM and FBA operations. Our team set up complex workflows for digital products, subscriptions and bundles. Additionally, our team oversees the customer service team, migrating to a professional customer service platform and training team members on best practices for increased customer satisfaction, increased revenue, and reduced churn.
Jabez had a strong organic presence when our partnership began. Our goal has been to grow that organic following and traffic while also expanding to other channels.
For paid traffic, we got to work going after branded and non-branded search terms for search engines like Google and Bing, as well as testing paid campaigns on Meta and TikTok, setting up shoppable social posts, and more.
For email marketing, we migrated Naturalite to a more sophisticated ESP (Klaviyo) and built out the email program to contribute as a new organic channel for the brand. Initiatives on this side of the business included list migration and warming, testing email captures for acquiring new leads and growing the list, creating and testing automated flows, and sending multiple email campaigns with relevant content and products each week, as well as venturing into SMS marketing.
Another key area for ensuring the success of this brand launch has been the strategic direction, management, and planning of the promotional and content calendars. For any brand, this is critical to create consistency in traffic and sales all throughout the year. With a newer brand, it’s also important to be testing a variety of offers and messaging to find what resonates and converts best with the audience. Metacake has led the charge for mapping out promotional and offer strategies months in advance in order to hit monthly revenue goals and ensure steady, healthy growth for the business.
The Naturalite brand has evolved into a cohesive, impactful business with stunning wins. The launch of GoNaturalite.com was highly successful, and led to the business’s most successful April and May ever, just one month after launch. Since those record highs, the site also saw consistently strong daily sales each month, leading to 7 figures in the first year.
Another win is a significantly improved average order value. Prior to the founding of Naturalite and Shopify buildout, the business was only able to see significant sales when books were on sale for 50% off. Naturalite is now able to sell consistently with different offers that are much less steep of a discount, leaving more margin for investing in customer experience, product development, and continued business growth. Also boosting average order value are product bundles, with Naturalite’s 3-Book Bundle being the top selling product for the year, far outperforming single book sales thanks to strategic offers and positioning on the new site.
To bring it full circle, the organic reach that was the initial driving force to get the business off the ground has grown 2X since the founding of the Naturalite brand, continuing to foster community and steady traffic to the ecommerce store.
All of this growth, planning, and optimization for the Naturalite brand laid important groundwork for a successful Q4 in 2025. Historically, fall and winter months have not been the business’s strongest season, but with a cohesive brand in place, strategic seasonal messaging, exciting offers, and new products coming soon, that all changed. Naturalite was set up well to establish a new standard for Q4 success and brought in a record-breaking number of new customers to kick off 2026!
For more than 20 years, we’ve helped build hundreds of eCommerce ventures and generated billions in revenue. Our Tennessee heritage brings a down-to-earth, yet innovative perspective to every project. If you’re committed to growing a thriving business and think we could be the right fit, let’s connect.
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