The Turmeric Co

What The Turmeric Co does

The Turmeric Co is a UK-based, London-headquartered direct-to-consumer wellness brand founded in 2018 by former Welsh international footballer Thomas 'Hal' Robson-Kanu. The company produces a range of cold-pressed, high-pressure-processed (HPP) raw turmeric shots, each containing 35g of fresh turmeric root, sold in 7-shot sample packs and 14- or 28-shot boxes across seven formulations (Original, Ginger, Beetroot, Vitamin C & D3, Ashwagandha, Pro-Collagen, and XTRA Ginger). Three registered proprietary technologies underpin the product positioning: BioMax Uptake Blend® (claimed to enhance curcumin absorption by up to 2000% via a black pepper combination), Lipoturm© (a liposomal vitamin C delivery system), and VeCollal® (a patented plant-based collagen alternative that mirrors human Type I collagen). The company holds BRCGS food safety, Vegan Society, Sugarwise, Carbon Neutral, and Royal Osteoporosis Society certifications, and won a Great Taste Award in 2020.

The business operates a subscription-first DTC model on theturmeric.co, offering 20% on recurring orders, with paid membership via The Wellness Club (£14/year) and a free tiered loyalty program (Turmeric Tokens). A second distribution layer exists via a Sainsbury's supermarket listing in the UK (in-store and online) and a B2B wholesale platform (b2b.theturmeric.co). Customer segments span health-conscious general consumers, athletes and fitness enthusiasts, and beauty-and-wellness consumers, with credibility reinforced by partnerships with more than 20 elite sports teams and governing bodies (including Brentford FC, Celtic FC, Everton FC, Leicester Tigers, Sale Sharks, the English Institute of Sport, and British Gymnastics). Marketing is anchored on the founder's authentic recovery story, athlete endorsements, the in-house 'The Root' content blog, and a #TurmericCrew ambassador program. In October 2023 the company closed its second funding round (~$1.2M), and in 2025 it was acquired by AG Barr plc, the UK-listed soft drinks company known for Irn-Bru, marking a strategic exit into a larger FMCG operating company.

Name

The Turmeric Co

Legal name

The Turmeric Co.

Website

https://theturmeric.co

Company type

Private

Founded year

2018

Operating status

Acquired

Headcount range

11–50 employees

Short description

The Turmeric Co is a UK-based DTC wellness brand selling cold-pressed, high-pressure-processed raw turmeric shots across seven formulations, using proprietary BioMax, Lipoturm, and VeCollal technologies to enhance nutrient absorption for health-conscious consumers, athletes, and beauty-wellness buyers.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

akta.pro secondary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Turmeric shots
• Functional beverages
• Cold-pressed supplements
• Sports nutrition products
• Plant-based collagen

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (DTC): The company sells raw turmeric shots directly to consumers through their e-commerce website. Products are available as one-time purchases or via subscription (20% discount). They also offer a membership program (The Wellness Club) at £14/year for additional discounts and perks. Revenue comes from the sale of various shot box variants (7-shot and 14/28-shot boxes) with different formulations targeting immunity, recovery, performance, and skin health.
2. Retail/B2B Distribution: Products are stocked in Sainsbury's supermarkets (both in-store and online) and available via B2B wholesale through their b2b.theturmeric.co platform. This channel provides distribution beyond direct-to-consumer e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Turmeric Co manufactures and sells cold-pressed raw turmeric shots in 60ml bottles, each containing 35g of fresh raw turmeric root, sold through direct-to-consumer e-commerce, retail (Sainsbury's), and B2B wholesale channels. The product line includes seven functional shot formulations targeting immunity, recovery, performance, and skin health, enhanced with proprietary BioMax Uptake Blend, Lipoturm liposomal delivery, and VeCollal plant-based collagen technologies, and preserved using high-pressure processing (HPP).

Product overview

The Turmeric Co is a direct-to-consumer wellness company specializing in raw turmeric-based functional beverages. The core product line consists of seven distinct shot formulations (Original, Ginger, Beetroot, Vitamin C & D3, Ashwagandha, Pro-Collagen, and XTRA Ginger) plus a Mixed Shot Box combining all varieties. All products are cold-pressed, high-pressure processed (HPP) shots containing 35g of fresh raw turmeric root per bottle, enhanced with proprietary BioMax Uptake Blend for up to 2000% increased absorption. The Vitamin C & D3 and Pro-Collagen variants feature additional proprietary delivery technologies (Lipoturm liposomal formula and VeCollal plant-based collagen respectively). The company operates a subscription-first model with 20% recurring discounts, supported by a paid membership program (The Wellness Club), a free rewards system (Turmeric Tokens), and a referral incentive scheme. Sample packs (7 shots) enable trial before full commitment.

Differentiator

Problem solved

Functional benefit

Products and services

• Raw Turmeric Original Shot Box Flagship cold-pressed raw turmeric shot providing 35g of fresh raw turmeric root per 60ml bottle with vitamin C, B6, and magnesium, formulated with BioMax Uptake Blend for enhanced curcumin absorption. Caffeine-free daily nutritional shot for health-conscious consumers.
• Raw Turmeric & Ginger Shot Box Cold-pressed turmeric shot blended with 15% raw ginger root, delivering antioxidants, gingerols, and vitamin C for general wellbeing and recovery. Designed for daily nutritional support with antibacterial and antimicrobial properties.

Quantifiable outcome

• Turmeric absorption increased by up to 2000% with BioMax Uptake Blend®
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

20 partnerships are on record, tiered core.

• Leicester TigerscoreStrategic or Co-development PartnerProfessional rugby union club. Partnership provides players with daily turmeric shots to support health and immune system throughout the season. Mark Davies, Head of Business Development, stated: 'As a professional sports club, we continually strive to provide our team with the best support possible.' Delighted to be partnered again for the 2021/22 season.
• Brentford FCcoreStrategic or Co-development PartnerPremier League football club. Chris Haslam, Head of Athletic Performance: 'We are constantly striving to innovate and improve to achieve significant results. There are multiple strands to achieving peak athletic performance, with nutrition of the utmost importance. We are very excited to partner with The Turmeric Co., whose products will aid our players' daily nutrition as we embark on our season in the Premier League.'
• Everton FCcoreStrategic or Co-development PartnerPremier League football club. Lloyd Parker, Head of Nutrition: 'We are delighted to welcome The Turmeric Co. to the club, not only for the benefit of our players, but also our supporters. The nutritional aspect of these shots is clear for all to see, and we see real lifestyle benefits for the user.'
• Celtic FCcoreStrategic or Co-development PartnerHistoric Scottish football club. Anton McElhone, Head of Sports Science: 'Excellence in terms of nutrition is a crucial element in football in order to assist endurance, recovery as well as general health and performance, so we are pleased to be partnering with a leading organisation in this area.'
• Sale SharkscoreStrategic or Co-development PartnerProfessional rugby union club based in Manchester. Rick Swaby, Head of Strength and Conditioning: 'The range of concentrated shots at The Turmeric Co. have been helping us with our recovery and immune protocols at Sale Sharks. The range offers the strongest measure of raw turmeric on the market.'
• British GymnasticscoreStrategic or Co-development PartnerNational governing body for gymnastics in the UK. Mhairi Keil stated: 'The health and wellbeing of an elite gymnast is paramount to maintaining training consistency, reducing time lost from training due to illness and injury, and optimising competition performance. As part of our health strategy and recovery strategy, we use The Turmeric Co. shots daily to provide a high quality, bioavailable source of curcumin.'
• English Institute of Sport (EIS)coreStrategic or Co-development PartnerUK's national sports institute providing support to elite athletes. Partnership focused on research and increasing understanding of turmeric's impact on performance. Peter Goldsmith stated: 'Our passion and drive is shared by The Turmeric Co., which is why we work closely with Thomas and the team, with a focus on research.' EIS provides nutrition support to over 40 high performance sports.
• Millwall FCcoreStrategic or Co-development PartnerFootball club competing in the Championship. Andrew Stead, Partnerships & Activations Manager: 'We are delighted to partner with The Turmeric Co. The product is industry leading and is vital for the recovery of our First Team squad.' Laurence Bloom, Head of Performance: 'We have been using the raw turmeric shots with our First Team squad this season to help improve both recovery and performance.'
• Rotherham UnitedcoreStrategic or Co-development PartnerFootball club. Ross Burbeary, Performance and Medicine Manager: 'At Rotherham United, we require our players to perform physical outputs in matches that parallel and surpass some of the best teams in Europe. One shot of the Raw Turmeric Vitamin C & D3 shot in the morning along with an original shot in the afternoon is a strategy that works very well for us.'
• Cardiff CitycoreStrategic or Co-development PartnerWelsh football club in the Championship. Carl Serrant, Head of Fitness: 'We are delighted to link up with The Turmeric Co. as a specialist nutrition partner for the club. The Turmeric Co.'s range of naturally sourced shots will undoubtedly aid with recovery.'
• Salford Red DevilscoreStrategic or Co-development PartnerProfessional rugby league club. Gareth Whittaker, Head of Strength & Conditioning: 'The turmeric shots play a vital role within our nutritional strategy at Salford Red Devils. The range of shots The Turmeric Co. provide us with the perfect formula to promote recovery and performance within our athletes.'
• London IrishcoreStrategic or Co-development PartnerProfessional rugby union club. Brian O'Leary, Head of Performance: 'We here at London Irish have been using The Turmeric Co. products since the start of pre-season and these have been very well received by players - especially the Raw Turmeric and Ginger shot. This is a product that we promote during periods of high stress for the players.'
• Swansea CitycoreStrategic or Co-development PartnerWelsh football club. Rebecca Edwards-Symmons, Head of Commercial: 'The Turmeric Co. will aid our players' holistic health and be part of their daily nutrition, and we look forward to working with The Turmeric Co. for the long-term.'
• Plymouth ArgylecoreStrategic or Co-development PartnerFootball club in Devon. James Greenacre, Head of Commercial Operations: 'We are excited to welcome The Turmeric Co. to our list of partners at Argyle, and we look forward to working with them in the coming years. This is a very exciting partnership for us, not least because it provides an instant and tangible benefit for our first team.'
• Haverfordwest County AFCcoreStrategic or Co-development PartnerWelsh football club. Rob Edwards, Chairman: 'We are delighted to be associated with such a respected brand and join the growing list of football clubs taking advantage of this innovative product.'
• St HelenscoreStrategic or Co-development PartnerProfessional rugby league club. Matt Daniels, Head of Strength and Conditioning: 'The inclusion of this highly regarded product as part of the team's performance programme will be great addition. The movement and contact demands of our game means that the properties of the shots will assist players through a very busy fixture schedule.'
• Wigan WarriorscoreStrategic or Co-development PartnerProfessional rugby league club. Darren Marsh, Head of Nutrition: 'We are excited to partner with The Turmeric Co. and to integrate their range of products into our performance programme for the benefit of our players. The Turmeric Co.'s fantastic range of products are used throughout the training week to support recovery.'
• Crystal Palace WomencoreStrategic or Co-development PartnerWomen's football team. Dr. Andrew Greene, Head of Performance: 'The Turmeric Co.'s shots will contribute to our players ability – from active recovery to training and match exertion - and as part of their nutritional planning. This will help them to cope with the demands of the season.'
• Ealing TrailfinderscoreStrategic or Co-development PartnerRugby union club. Rebecca Townsend, Lead Performance Nutritionist: 'The turmeric shots are used daily at the training ground as part of players' nutrition plans. They are great for our players because they contain fresh ingredients.'
• SW7 AcademycoreStrategic or Co-development PartnerElite training academy founded by Sam Warburton OBE (former Welsh rugby captain). Mission is to bring elite level training to the masses. Sam Warburton: 'SW7 Academy's mission is to bring elite level training to the masses, so joining forces with The Turmeric Co. who provide an unrivalled product which will greatly benefit our members health & wellbeing is a fantastic opportunity.'

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• MOJU: UK-based DTC and retail functional-shot brand offering turmeric, ginger, beetroot and immunity shots. Closest direct competitor in the cold-pressed functional-shot category with overlapping UK grocery and sports-channel distribution.
• Press Healthfoods: UK cold-pressed juice and functional-shot brand with a comparable subscription-led DTC model and supermarket listings (e.g. Waitrose, Sainsbury's). Directly comparable in product format, customer base and distribution strategy.
• Tonic Health: UK functional-shot brand producing turmeric, ginger and vitamin shots via DTC e-commerce and retail. Overlaps strongly on product format, customer segments and positioning around immunity and recovery.
• YourZooki: UK-based liposomal supplement brand selling vitamin C, glutathione and turmeric formulations with an emphasis on absorption technology. Directly comparable on the Lipoturm® liposomal-delivery value proposition and absorption-led positioning.
• Aduna: UK wellness brand focused on superfoods, baobab, moringa and functional blends sold DTC and through retailers like Selfridges and Ocado. Comparable in plant-based wellness positioning and premium DTC-plus-retail GTM.
• BetterYou: UK oral and topical supplement brand (turmeric, vitamin D, magnesium) selling through DTC, pharmacies and major retailers. Comparable premium wellness positioning and overlap on turmeric/immunity SKUs.

Broad incumbents

• Pukka Herbs: UK herbal wellness brand (owned by Unilever) selling teas, tinctures and supplements with an emphasis on turmeric and adaptogens. Broader incumbent overlapping on plant-based wellness positioning but with a much wider portfolio.
• Holland & Barrett: UK's largest health-food retailer carrying its own-label and third-party turmeric shots and supplements. Comparable as a customer/retail channel for turmeric-shot products and as a broader incumbent in the wellness space.
• AG Barr: UK-listed soft drinks company (Irn-Bru, Rubicon, Funkin) that acquired The Turmeric Co in 2025. Comparable as the parent strategic and as a broader incumbent in UK functional and soft-drink categories with overlapping distribution.
• Huel: UK-headquartered functional-nutrition brand (meal replacements, bars, powders) selling DTC and through major retailers. Comparable on subscription-led DTC model and UK wellness consumer base, though adjacent rather than directly in shots.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theturmericco

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Turmeric Co