Rita Katona sells immunity, energy, and detoxing in the form of 2-ounce plant-based, probiotic juice shots, but she views her platform in broader terms: “making a positive impact on our body and our planet.” Years at Target taught this entrepreneur how to sell wellness to a mass audience. So Good So You, co-founded in 2014 with husband Eric Hall, was gaining traction heading into the pandemic, but heightened health concerns propelled the startup beyond its 2020 projections. The product, now packaged in biodegradable bottles, is sold in more than 4,500 grocery stores nationwide. Expect to see more of this brand in 2021, thanks to a $14.5 million investment that will be used to accelerate national growth.