Lifeplan Products
- Company typePrivate
- Founded1983
- HeadquartersLutterworth, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lifeplan Products does
Lifeplan Products Limited is a UK-based manufacturer and seller of vitamins, minerals, and herbal supplements, founded in 1983 in rural Leicestershire and headquartered at 1 Elizabethan Way, Lutterworth. The company produces over 100 supplement SKUs across categories including brain health, heart health, immunity, joint and bone health, gut health, energy, sleep, beauty, and women's health. Its proprietary product platforms include the CardiOat® range (oat beta-glucan formulations carrying an EFSA-approved cholesterol-lowering health claim at 3g per serving) and the TraceSupple™ transparency system for gluten-free products. Manufacturing takes place in-house at the Lutterworth facility, which operates on renewable energy and holds an MHRA pharmaceutical manufacturing licence alongside GMP, Kosher, Vegan Society, and Soil Association certifications.
The business operates a multi-channel go-to-market model. Direct-to-consumer sales run through lifeplan.co.uk with both one-time purchase and a subscription option offering 15% savings on 4- or 8-week billing cycles. Distribution extends to independent UK health food stores built over four decades, major chains including Holland & Barrett, Planet Organic, and Revital, and a B2B trade portal at trade.lifeplan.co.uk. The company also offers contract manufacturing services through an associated entity, Vits Global. Pricing for individual SKUs ranges roughly from £6.99 (Apple Cider Vinegar) to £21.49 (CardiOat High Strength Powder), with free UK mainland delivery above £30.
Lifeplan is a privately held, founder/family-owned limited company (company registration 01843973) with John Knox as Managing Director. It received approximately $697K from the Midlands Engine Investment Fund in April 2018, its only disclosed external funding event. The firm employs 11-50 people and serves primarily UK consumers, though it claims worldwide distribution. No AI, app, or API capabilities are disclosed, and the technology base is centred on nutritional formulation, regulatory compliance, and ingredient transparency rather than software or data products.
Lifeplan Products firmographics
Firmographics- Name
- Lifeplan Products
- Legal name
- Lifeplan Products Limited
- Website
- https://lifeplan.co.uk
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Lifeplan Products industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Vitamins & Minerals (Single Nutrients) (CRADAGAB)
- akta.pro secondary industries
- Herbal & Botanical Supplements (CRADAGAD), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
Keywords
Where Lifeplan Products is headquartered
LocationHeadquarters
- HQ city
- Lutterworth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lifeplan Products business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Direct E-commerce Sales: Consumer direct purchases through lifeplan.co.uk website with one-time purchase and subscription options. Subscription model offers 15% savings with recurring billing.
- Retail Distribution: Products sold through independent health food stores and specialist retailers across the UK.
- Contract Manufacturing: Offers contract manufacturing services through associated company Vits Global.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | One-time purchase vs subscription |
| Unit Pricing | Pay-as-you-go | CardiOat High Strength Powder |
| Unit Pricing | Pay-as-you-go | Standard supplement pricing range |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Lifeplan Products product offering
Product offeringCore offering
Lifeplan Products manufactures and sells over 100 vitamin, mineral, and herbal supplement formulations in capsule, tablet, powder, and topical form, organised by health goal categories such as heart, brain, immunity, joint, gut, and women's health. The company sells these own-brand supplements direct to consumers through its lifeplan.co.uk e-commerce site (with a 15% subscription discount) and through independent health food stores and major UK retailers. Proprietary branded ranges include CardiOat® (EFSA-approved cholesterol-lowering oat beta-glucan products) and TraceSupple™ (transparent gluten-free formulations).
Product overview
Lifeplan Products is a UK-based manufacturer and seller of vitamin, mineral, and herbal supplements founded in 1983. The company offers over 100 supplements across multiple health categories including Brain Health, Heart Health, Immunity, Joint & Bone Health, Gut Health, Energy, Sleep, Beauty, and Women's Health. Core products include CardiOat® (a cholesterol-lowering oat beta-glucan cereal/powder), Memory Complex Plus, Vitamin D3 & K2 with Magnesium, and various botanical supplements. Products are primarily sold as capsules, tablets, and powders in amber glass packaging with recyclable materials. The company operates an e-commerce platform with subscription options and maintains quality certifications including GMP, MHRA pharmaceutical license, Vegan Society, Kosher, and Soil Association approvals.
Differentiator
Problem solved
Functional benefit
Brands
- CardiOat: Cholesterol lowering oat beta glucan based cereal brand featuring products like CardiOat Crispy Hearts and CardiOat High Strength Oat Beta-Glucan powder.
- TraceSupple
Products and services
- Vitamin D3 & K2 with Magnesium
Quantifiable outcome
- 3g oat beta-glucan daily intake proven to lower cholesterol (EFSA approved)
- +2 more outcomes
Companies that use Lifeplan Products
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Lifeplan Products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lifeplan Products partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Lifeplan Products competitors and assessment
Company assessmentDirect peers
- BetterYou: UK specialist supplement brand with strong DTC and health-retail presence across vitamins, minerals, and transdermal delivery. Comparable in size, UK channel mix, and brand-led positioning versus larger heritage players.
- Pharma Nord: Danish-headquartered supplement manufacturer with a strong UK subsidiary selling branded vitamins, minerals, and herbal products through health food retail. Comparable as a research-led, premium-positioned European supplement brand.
- Vitabiotics: UK-headquartered vitamin and supplement manufacturer with broad category coverage including cardiovascular, brain, joint, and women's health. Most direct comparable to Lifeplan in product mix, UK retail footprint, and GMP manufacturing scale.
- Nature's Best: UK supplement manufacturer and contract producer supplying branded and own-label vitamins, minerals, and sports nutrition. Closely comparable manufacturing capability, B2B trade offering, and UK retail distribution model.
- Cytoplan: UK wholefood and supplement manufacturer selling practitioner-grade and consumer SKUs through health food stores. Similar to Lifeplan in UK manufacturing, broad herbal/mineral catalogue, and channel-partner distribution.
- Lamberts Healthcare: UK-based practitioner-grade supplement manufacturer selling through health food stores and pharmacies. Closely comparable in distribution channels, B2B trade model, and broad vitamin/mineral/herbal catalogue.
- Biocare: UK nutritional supplement manufacturer focused on practitioner and health food channels with a broad multivitamin, mineral, and probiotic range. Comparable to Lifeplan in GMP-manufactured UK supplements distributed through independent health stores.
Broad incumbents
- Holland & Barrett: UK's largest health food retailer stocking third-party brands like Lifeplan alongside its own-label range. Comparable as a UK health supplement destination and a key customer, even though it is a retailer rather than a manufacturer.
- Solgar: Global premium vitamin and herbal supplement brand owned by Nestlé Health Science, widely distributed in UK health food and pharmacy channels. Comparable product mix but at significantly larger scale and brand investment.
- Seven Seas: Long-established UK supplement brand owned by Merck KGaA covering vitamins, minerals, and cod liver oil across mass grocery and pharmacy. Overlaps with Lifeplan's vitamin/mineral catalogue but operates at much higher scale and grocery mass-market reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lifeplan Products compliance and trust
Trust signalCompliance7 records
Lifeplan Products financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lifeplan Products leadership team
Management profileNumber of profiles
Profiles1 record
Lifeplan Products funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lifeplan Products 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 Lifeplan Products
What does Lifeplan Products do?
Lifeplan Products manufactures and sells over 100 vitamin, mineral, and herbal supplement formulations in capsule, tablet, powder, and topical form, organised by health goal categories such as heart, brain, immunity, joint, gut, and women's health. The company sells these own-brand supplements direct to consumers through its lifeplan.co.uk e-commerce site (with a 15% subscription discount) and through independent health food stores and major UK retailers. Proprietary branded ranges include CardiOat® (EFSA-approved cholesterol-lowering oat beta-glucan products) and TraceSupple™ (transparent gluten-free formulations).
Is Lifeplan Products a public or private company?
Lifeplan Products is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lifeplan Products founded?
Lifeplan Products was founded in 1983. It employs 11 to 50 people.
Where is Lifeplan Products based?
Lifeplan Products is headquartered in Lutterworth, United Kingdom, in the Europe region.
How does Lifeplan Products make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and contract Manufacturing.
Who are Lifeplan Products's main competitors?
Direct peers on record are BetterYou, Pharma Nord, Vitabiotics, Nature's Best, Cytoplan, Lamberts Healthcare and Biocare. Broad incumbents are Holland & Barrett, Solgar and Seven Seas.
Does Lifeplan Products have an API?
No public API is recorded for Lifeplan Products.
What industry is Lifeplan Products in?
Lifeplan Products's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAB, Vitamins & Minerals (Single Nutrients), with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 2833.