The Turmeric Co
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.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
The Turmeric Co firmographics
Firmographics- 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
The Turmeric Co industry classification
Industry- 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
Where The Turmeric Co is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Turmeric Co business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Mixed Shot Box - 28 Shots |
| Subscription | Monthly | Mixed Shot Box - 14 Shots |
| Subscription | Monthly | Raw Turmeric Vitamin C & D3 Shot Box - 28 Shots |
| Unit Pricing | Pay-as-you-go | 7-Shot Sample Boxes |
| Subscription | Annual | The Wellness Club Membership |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
The Turmeric Co product offering
Product offeringCore 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
Companies that use The Turmeric Co
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles5 records
The Turmeric Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
The Turmeric Co partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- Leicester TigerscoreProfessional 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 FCcorePremier 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 FCcorePremier 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 FCcoreHistoric 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 SharkscoreProfessional 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 GymnasticscoreNational 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)coreUK'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 FCcoreFootball 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 UnitedcoreFootball 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 CitycoreWelsh 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 DevilscoreProfessional 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 IrishcoreProfessional 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 CitycoreWelsh 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 ArgylecoreFootball 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 AFCcoreWelsh 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 HelenscoreProfessional 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 WarriorscoreProfessional 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 WomencoreWomen'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 TrailfinderscoreRugby 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 AcademycoreElite 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
The Turmeric Co competitors and assessment
Company assessmentDirect 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
The Turmeric Co social profiles
Digital presenceThe Turmeric Co compliance and trust
Trust signalCompliance5 records
The Turmeric Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Turmeric Co leadership team
Management profileNumber of profiles
Profiles1 record
The Turmeric Co funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Turmeric Co M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Turmeric Co
What does The Turmeric Co do?
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).
Is The Turmeric Co a public or private company?
The Turmeric Co is a private company. It is classified as corporate owned and is currently acquired.
When was The Turmeric Co founded?
The Turmeric Co was founded in 2018. It employs 11 to 50 people.
Where is The Turmeric Co based?
The Turmeric Co is headquartered in London, United Kingdom, in the Europe region.
How does The Turmeric Co make money?
Two revenue lines are on record. Direct Product Sales (DTC) is the primary driver. The others are retail/B2B Distribution.
Who are The Turmeric Co's main competitors?
Direct peers on record are MOJU, Press Healthfoods, Tonic Health, YourZooki, Aduna and BetterYou. Broad incumbents are Pukka Herbs, Holland & Barrett, AG Barr and Huel.
Does The Turmeric Co have an API?
No public API is recorded for The Turmeric Co.
What industry is The Turmeric Co in?
The Turmeric Co's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAI, Functional Shot Production (Wellness/Immunity/Focus Shots), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 31134 and its SIC code is 2060.