What Wild Nutrition does

Wild Nutrition Limited is a UK-based direct-to-consumer supplement company headquartered in Lewes, East Sussex, founded in 2012 by Henrietta Norton. The company manufactures and sells a portfolio of 60+ nutritional supplements built around its proprietary Food-Grown® technology — a fermentation process using Lactobacillus bulgaricus that integrates nutrients into a food matrix to enhance bioavailability, with five published scientific absorption studies supporting the platform (including a demonstrated 113% improvement in Vitamin D absorption versus standard forms).

The product range spans essential vitamins and minerals (Magnesium, Vitamin D, Iron, Zinc, Vitamin C, Omega 3), targeted women's life-stage formulations (Fertility, Pregnancy + New Mother, Breastfeeding, Perimenopause, Menopause, Endo Support), men's health and fertility lines, children's and teen multivitamins, and condition-specific products for sleep, energy, brain, gut, skin, and joint health. Several formulations feature trademarked proprietary ingredients licensed from specialist suppliers, including SRI-81™ Shatavari, NatureKnit®, Safr'Inside™ Saffron, Mesoporosil®, Sunfiber® PHGG, KSM-66® Ashwagandha, and TurmaForte™. All products are manufactured in the UK to GMP standards with independent third-party batch testing, and the company holds HFMA membership.

The business operates a product-led DTC e-commerce model through wildnutrition.com, shipping to 40+ countries and serving 370,000+ cumulative customers. Revenue mechanics combine one-time purchases with a 30-day Subscribe & Save subscription offering 20% savings, free UK delivery, refillable glass jars, and access to free 15-minute nutritional therapist consultations (nine in-house therapists). Customer acquisition is supported by content marketing (Wild Journal blog, women's health hubs, founder-authored books), quiz-based personalization, paid social, and a practitioner referral community. Pricing per SKU ranges from $16.80 to $90.40, positioning the brand at the premium tier of the UK supplements market.

Name

Wild Nutrition

Legal name

Wild Nutrition Limited

Website

https://wildnutrition.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Wild Nutrition is a UK-based direct-to-consumer supplement brand selling 60+ Food-Grown® vitamins and minerals via owned e-commerce to consumers in 40+ countries, with a subscription model and free nutritional-therapist consultations targeting women's life-stage health, men's health, and general wellness.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industry

Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Food-grown supplements
• Women's health supplements
• Nutritional therapy supplements
• Subscription supplement service
• Natural vitamins minerals

Headquarters

HQ city

Lewes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer supplement sales through owned e-commerce platform (wildnutrition.com). One-time purchase and subscription options available. Subscription model offers 20% discount with 30-day delivery cycles.
2. Subscription Services: Recurring subscription revenue through Subscribe & Save model. Features include free UK delivery, refillable glass jars, 2 free 30-minute consultations per year, and the ability to change or cancel anytime.
3. Consultation Services: Free 15-minute nutritional therapist consultations offered as customer acquisition and support tool. Nine expert nutritional therapists available via phone or video.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Wild Nutrition manufactures and sells a premium range of Food-Grown® nutritional supplements directly to consumers via its own e-commerce website, with a portfolio spanning vitamins, minerals, women's life-stage formulations, men's health, cognitive wellness, gut health, and collagen products. Products are produced in the UK to GMP standards using a proprietary Lactobacillus bulgaricus fermentation process that integrates nutrients into a food matrix for improved bioavailability, and are sold either as one-time purchases or via a Subscribe & Save subscription offering 20% recurring savings, refillable glass jars, and complimentary nutritional therapist consultations.

Product overview

Wild Nutrition is a UK-based supplement company offering a comprehensive portfolio of Food-Grown® nutritional supplements. Their core product line centres on the proprietary Food-Grown® formulation method, which keeps nutrients in their original food form for enhanced bioavailability—supported by five published scientific absorption studies. The portfolio includes essential vitamins and minerals (Magnesium, Vitamin D, Iron, Zinc, Vitamin C, Omega 3, B Vitamins), targeted health solutions (Fertility Support for Women and Men, Pregnancy + New Mother Multi, Breastfeeding Support, Menopause Complex, Perimenopause Complex, Endo Support), cognitive and wellness products (Lion's Mane Plus, KSM-66® Ashwagandha Plus), and gut health solutions (High Fibre Plus, Multi Strain Biotic). The company also offers Collagen 500 Plus with Mesoporosil® for skin health, Organic Protein + Superfood Powder for nutrition, and Vitamin Gummies in various formulations. Products are available individually or through curated bundles and sets, with a subscription service offering 20% savings. The company differentiates through free nutritional therapist consultations and a personalised supplement quiz, supporting customers across women's health, men's health, fertility, pregnancy, and general wellness lifecycle stages.

Differentiator

Problem solved

Functional benefit

Products and services

• Food-Grown® Magnesium Food-Grown® mineral supplement supporting sleep quality, reduction of tiredness and fatigue, and psychological function. Published study cites up to 42 minutes extra sleep per night and a 32% increase in sleep quality with Magnesium supplementation.
• Food-Grown® Pregnancy + New Mother Multi Complete pregnancy and postnatal support supplement for foetal growth and development, hormone support, energy, immunity, and iron levels.
• Food-Grown® Vitamin D Vitamin D supplement with 113% better absorption than standard forms, supporting immune function, bones, and teeth.
• KSM-66® Ashwagandha Plus Premium root-only ashwagandha supplement combined with magnesium for emotional balance, relaxation, and reduced fatigue, using the most scientifically-studied form of ashwagandha.
• Food-Grown® Fertility Support for Women Targeted fertility supplement for women's reproductive health, energy, and hormones supporting fertility and reproduction.
• SRI-81™ Shatavari Plus Women's health supplement featuring SRI-81™ Shatavari extract and Food-Grown® Zinc, supporting fertility, reproduction, postpartum health, and hormonal balance through perimenopause and menopause, backed by five gold-standard scientific studies.
• Food-Grown® Iron Plus Gentle iron supplement with Vitamin C for enhanced absorption, supporting energy levels, cognitive function, and healthy iron levels without digestive discomfort.
• Women's Daily Multi Nutrient Comprehensive daily multivitamin for women supporting hormone balance, energy, immunity, mental resilience, and reduced tiredness with ashwagandha.
• Lion's Mane Plus Brain health supplement combining dual-extract Lion's Mane mushroom with Safr'Inside™ Saffron, L-Theanine, and focus-supporting nutrients for cognitive function, mental performance, and emotional wellbeing.
• High Fibre Plus 7-in-1 fibre supplement blend featuring NatureKnit® and Sunfiber® providing 6g of fermentable fibres, seaweed-derived calcium, and organic ginger for digestive support and everyday energy; low FODMAP certified.
• Multi Strain Biotic Multi-strain probiotic supplement with 8 microbiotic strains, 30 billion CFU, and gastric acid resistance for gut health support.
• Food-Grown® Menopause Complex Comprehensive menopause support supplement for energy, mood, bones, and muscles with holistic hormonal support.
• Food-Grown® Energy Support Comprehensive B vitamin formula supplement for energy metabolism, antioxidant support, hormones, cognition, and immune function.
• Organic Protein + Superfood Powder All-in-one vegan protein and superfood blend with 7 mushrooms and 4 supergreens, certified organic by the Soil Association, for muscles, energy, immunity, and mental wellbeing.
• Collagen 500 Plus Skin health supplement featuring Mesoporosil® delivery technology for firmer, more hydrated skin; published clinical study reported 77% improved skin hydration and 73% firmer skin.
• Food-Grown® Immune Support Immune system support supplement for exercise recovery, antioxidant protection, and fatigue reduction.
• Food-Grown® Perimenopause Complex Targeted perimenopause support supplement for immunity, cognition, mental performance, normal mood, and energy.
• Food-Grown® Breastfeeding Support Daily breastfeeding support supplement for cognitive development, iron levels, immunity, energy, and healthy growth and development.
• Food-Grown® Endo Support Bestselling formula supporting hormone balance, energy, immunity, and endometriosis management.
• Food-Grown® Daily Multi Nutrient for Men Essential daily nutrition for men's energy, immunity, resilience, and healthy testosterone levels.
• Food-Grown® Fertility Support for Men Targeted male fertility supplement for sperm health, vitality, and resilience supporting normal testosterone.
• Food-Grown® Bone + Muscle Support Targeted nutrition supplement for bones, muscles, joints, cartilage, and teeth supporting joint health, bone maintenance, and muscle function.
• Food-Grown® Omega 3 Omega-3 fatty acid supplement for overall health and wellness support.
• Food-Grown® Zinc Plus Zinc supplement nourishing hair, skin, and nails while supporting immunity, cognition, fertility, and hormones.
• Food-Grown® Vitamin C Plus Vitamin C supplement with bioflavonoids helping reduce fatigue while supporting energy metabolism and collagen formation.
• Supplement Bundles & Sets Curated supplement bundles offering savings on complementary products, including fertility duos, menopause support duos, sleep combinations, and breastfeeding support packages.
• Subscribe & Save Subscription Service Monthly supplement subscription offering 20% savings, 30-day delivery cycles, free UK delivery, refillable glass jars on first order with recyclable refills, and access to free 30-minute nutritional therapist consultations; change or cancel anytime.
• The Natural Supplement & Nutrition Guide (book) Nutrition guide book authored by founder Henrietta Norton, sold as a standalone product on wildnutrition.com.
• Your Pregnancy Nutrition Guide (book) Pregnancy nutrition guide book authored by founder Henrietta Norton, sold as a standalone product on wildnutrition.com.

Quantifiable outcome

• 113% better absorption of Food-Grown® Vitamin D vs standard forms (published study, International Journal of Functional Nutrition, 2024)
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Rakuten AdvertisingminorGTM or Marketing PartnerThird-party advertising partner for digital marketing and personalization. Collects personal information (IP addresses, digital identifiers, browsing behavior) for advertising personalization, analytics, and commercial purposes. Data processing partnership for targeted advertising campaigns.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WelleCo: Premium DTC supplement brand focused on women's health, beauty-from-within, and life-stage wellness, founded by Elle Macpherson. Highly comparable on premium women's-health positioning, subscription model, and celebrity/founder-led brand identity.
• Care/of: US DTC personalised vitamin brand offering quiz-based recommendations and subscription. Directly comparable on product-led growth, quiz-based personalisation, and subscription model — though more general wellness vs Wild Nutrition's women's health focus.
• Pure Encapsulations: US practitioner-grade supplement brand emphasising purity, hypoallergenic formulations, and clinical evidence. Closely comparable on premium positioning, science-led marketing, and practitioner channel distribution.
• BetterYou: UK-based premium supplements brand focused on natural, food-state nutrients and transdermal delivery. Highly comparable on target customer (UK health-conscious women), product philosophy (food-form nutrients), and DTC-led positioning.
• Activated Nutrients (formerly Biocare): UK-based practitioner-grade supplement brand specialising in women's health, fertility, and hormonal support. Comparable on UK specialty women's health positioning and practitioner channel emphasis.

Broad incumbents

• MyProtein: Large UK-based DTC sports nutrition and supplements brand owned by THG. Comparable on UK DTC subscription model and digital-first scale, though more skewed to sports nutrition than women's life-stage health.
• Vitabiotics: UK market leader in premium vitamins and supplements (Pregnacare, Wellman, Wellwoman). Closest comparable by category, geography, and mass-market premium positioning, though Vitabiotics is far larger and operates via retail pharmacy in addition to DTC.
• Nature's Bounty: One of the largest global vitamins and supplements manufacturers with broad women's and men's ranges. Sets the competitive ceiling on category scale and pricing benchmarks for premium DTC brands like Wild Nutrition.
• Solgar: Established premium vitamins and minerals brand with broad women's and men's health ranges. Comparable on category and quality positioning, though primarily distributed via health-food retail rather than pure DTC.

Emerging players

• Garden of Life: US organic and food-based supplements brand (now part of Nestlé Health Science) with comparable food-form and clean-label positioning. Comparable on ingredient philosophy (food-grown, organic) and women's health SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wildnutrition
• Facebookfacebook.com/WildNutrition
• Instagraminstagram.com/wildnutritionltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Wild Nutrition