The Story Behind Elixir MRE
TOM GIANELLI
Founder of Elixir MRE
Tom Gianelli is an entrepreneur, filmmaker, wellness advocate, and founder of Elixir MRE, a Malibu-based plant nutrition company established in 2003.
Built from a passion for wellness, active living, and functional nutrition, Elixir MRE began with a simple idea:
Create practical plant-based nutrition products designed for real life.
Long before wellness culture became mainstream, Tom was developing organic meal replacements and functional nutrition products inspired by the California coast, fitness culture, outdoor living, and conscious wellness.
What started in a Malibu kitchen eventually evolved into a nationally distributed wellness brand carried in gyms, health stores, and retail locations throughout the United States, including Gold’s Gym Venice Beach and more than 200 retail locations nationwide.
THE STORY BEHIND ELIXIR MRE
Growing up around the culture of Malibu, fitness, surfing, recovery, movement, and entrepreneurship, Tom recognized a gap in the nutrition industry.
Many products on the market felt overcomplicated, heavily processed, or disconnected from the realities of everyday life.
Elixir MRE was created to offer a more practical approach:
clean ingredients, plant-based nutrition, functional simplicity, and products designed to support active lifestyles without unnecessary fillers or inflated marketing.
Over the years, the company continued evolving alongside changing wellness trends while remaining committed to the same core philosophy:
Create honest nutrition products people can genuinely use every day.
A MALIBU-INSPIRED APPROACH
The California coast has always played a major role in shaping the culture behind Elixir MRE.
From early mornings along the Pacific Ocean to long days balancing training, work, creativity, and wellness, the lifestyle surrounding Malibu became deeply connected to the brand’s identity.
That influence can still be seen today throughout the Elixir MRE product line, creative direction, and community.
The company continues focusing on plant-based wellness, active lifestyles, recovery, outdoor culture, and sustainable long-term health practices.
FUNCTIONAL SIMPLICITY
Tom Gianelli built Elixir MRE around the belief that wellness should feel approachable, sustainable, and practical.
Rather than focusing on trends or excessive marketing, the company emphasizes:
Plant-based nutrition
Functional wellness
Convenient daily use
Whole-food ingredients
Active lifestyles
Long-term consistency
This philosophy continues guiding the evolution of Elixir MRE today.
BEYOND WELLNESS
In addition to building Elixir MRE, Tom Gianelli has continued developing creative projects connected to storytelling, film production, entrepreneurship, and wellness culture.
His work reflects a continued focus on creativity, resilience, independent thinking, and building brands rooted in authenticity and lifestyle.
ELIXIR MRE TODAY
Today, Elixir MRE continues serving customers looking for practical plant-based nutrition products designed for active and wellness-focused lifestyles.
Current products include:
Elixir MRE meal replacements
Phoenix Tea wellness tea
Mookie meal cookies
Inspired by Malibu, California.
Built for everyday life.
FUEL YOUR FITNESS
Elixir MRE
Malibu, California
Since 2003