Genuine Health

Name

Genuine Health

Legal name

Genuine Health Inc.

Website

https://genuinehealth.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Natural Health Supplements

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

Keywords

• Natural health supplements
• Probiotic formulas
• Collagen peptides
• Plant-based protein
• Omega-3 fish oils

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online product sales through genuinehealth.com with free shipping on orders over $100 and direct customer relationships
2. Retail Distribution: Sales through health and supplement stores, pharmacies, and grocery outlets

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Genuine Health develops, manufactures, and sells research-based, all-natural dietary supplements spanning five core product lines: green superfood blends (greens+), multi-strain probiotics (5-100 billion CFU), clean collagen peptides (bovine and marine), fermented vegan proteins, and omega-3 fish oils. The company sells directly to consumers through its e-commerce website and through retail partners including health stores, pharmacies, and grocery outlets in the USA and Canada.

Product overview

Genuine Health is a natural health supplement company offering a diversified portfolio of science-based, all-natural supplements organized into five core product lines: (1) Green Foods/Greens+ featuring foundational superfood blends including greens extra energy and original greens formulas with energy-boosting complexes; (2) Probiotics including advanced gut health probiotic, gentle-care, extra-strength, women's daily, women's mood, kids, UTI-preventing, and re-balancing formulations ranging from 5 to 100 billion CFU with multi-strain and delayed-release technologies; (3) Collagen featuring clean collagen (bovine) and marine clean collagen sourced from sustainable, pasture-raised or wild-caught sources; (4) Omega 3 Fish Oils including omega3+ joy for mood enhancement; and (5) Kids Nutrition. The company pioneered fermented supplements with fermented organic vegan proteins+ (the first complete fermented protein) and fermented organic gut superfoods+. All products are non-GMO, free from artificial ingredients, and the company was the first natural health supplement company to achieve B Corp certification. Educational resources are provided through the Genuine Hub blog platform, and personalized product recommendations are available through an AI-powered wellness quiz.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Foods (greens+) Superfood green food supplements providing foundational nutrition from grasses, sea vegetables, fiber sources, botanicals, and superfoods for energy, immune function, and overall nourishment.
• greens extra energy Green superfood blend with added energy-boosting complex containing 34 ingredients including natural caffeine from kola nut and green tea for physical and mental energy.
• clean collagen (bovine) Collagen supplement sourced from pasture-raised, grass-fed USDA cattle providing 10 grams of easily absorbed collagen peptides per serving. Non-GMO, hormone-free, and antibiotic free.
• marine clean collagen Collagen supplement sourced from wild-caught cold-water fish in the North Atlantic providing 10 grams of easily absorbed collagen peptides per serving. Non-GMO.
• fermented organic vegan proteins+ First fermented vegan protein containing 7 plant-based protein sources (hemp, brown rice, pea, mung beans, spirulina, flaxseed, pumpkin) providing 20 grams of highly absorbable protein with gut health benefits from bioactive nutrients and postbiotics.
• advanced gut health probiotic Multi-strain probiotic formula with 15 strains of lactobacilli and bifidobacteria in delayed-release capsules delivering up to 10x bacteria to the gut. Vegan and free of common allergens.
• gentle-care probiotic (15 billion) Daily shelf-stable probiotic providing 15 billion CFU for digestive and immune health support, blister-packaged for humidity resistance.
• women's daily probiotic (50 billion) Daily probiotic formula designed specifically for women's digestive and immune health needs, providing 50 billion CFU.
• women's mood probiotic (50 billion) Probiotic formulation with strains to improve mood, reactions to stress, and sleep quality, containing 50 billion CFU.
• kids probiotic (5 billion) Probiotic supplement designed for children with 5 billion CFU in a lemonade-flavored chewable format.
• UTI preventing probiotic (50 billion) Probiotic formula specifically formulated to help prevent urinary tract infections (UTIs), containing 50 billion CFU.
• re-balancing probiotic (100 billion) Maximum-strength probiotic formula with 100 billion CFU for intensive gut flora rebalancing needs.
• Omega 3 Fish Oils Fresh, pure and high potency fish oils for brain, heart and mood support, third-party tested for contaminants including PCBs, oxidation levels, heavy metals, pesticides and solvents.
• omega3+ joy Mood-enhancing omega-3 supplement containing 2000mg of EPA along with brain-supporting DHA and fish oils for mental wellbeing.
• Kids Nutrition Nutrition supplements specifically formulated for children including probiotics and other kid-friendly formulations made with natural whole food ingredients.
• fermented organic gut superfoods+ Prebiotic superfood made with 22 fully fermented superfoods and prebiotics to nourish healthy gut ecology, providing whole body benefits through bioactive nutrients and postbiotics.

Quantifiable outcome

• Up to 10x more probiotic bacteria delivered to gut with delayed-release capsule technology
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• One Tree PlantedcoreStrategic or Co-development Partner · 1 April 2023Partnership to reforest the Chilotin Plateau in British Columbia devastated by the 2017 Hanceville wildfire. Project employs nearby First Nation communities, providing work, community strengthening, and habitat restoration while improving air quality and restoring natural plant life.
• The Fauna FoundationminorOthers · 1 January 2002Canada's only chimpanzee sanctuary providing compassionate care to chimpanzees rescued from biomedical research facilities and zoos. Since 2002, Genuine Health has donated greens+ to 14 chimps at the sanctuary to support their nutrition and reduce stress.
• David Suzuki FoundationcoreStrategic or Co-development PartnerPartnership to launch the 30x30 Nature Challenge initiative, helping reconnect people with nature by challenging them to spend 30 minutes in nature for 30 days.
• Retail Partners (Health Stores, Pharmacies, Grocery)coreChannel Partner/ Reseller/ DistributorWork with leading health and supplement stores, pharmacies, and grocery outlets for product support, education, and distribution to exceed customer needs and expectations.
• Third-Party LaboratoriescoreTechnology or IntegrationPartnership with third-party laboratories for ingredient and product testing using approved methods vetted worldwide, including AOAC Dumas method and Kjeldahl method for protein content verification.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garden of Life: Organic, non-GMO supplements brand with deep probiotic, greens, and protein portfolios. Closely comparable in product mix (fermented probiotics, plant proteins, greens) and target consumer, now owned by Nestlé Health Science.
• New Chapter: B Corp fermented and whole-food supplements brand (owned by Procter & Gamble) with overlapping probiotics, multivitamins, and women's health portfolio.
• MegaFood: Certified B Corp whole-food supplements brand with strong focus on probiotics, greens, and women's health; comparable science-backed positioning and channel mix.
• Natural Factors: Canadian family-owned natural supplements company with vertically integrated manufacturing and broad portfolio of probiotics, vitamins, and herbal formulas, comparable scale and channel mix.
• Renew Life: Specializes in digestive health and high-CFU probiotics sold through health food stores and pharmacy channels in North America, directly overlapping Genuine Health's core probiotic SKUs.
• Culturelle: Flagship probiotic brand owned by i-Health (Chr. Hansen), competing head-to-head in multi-strain digestive probiotics with similar shelf placement in pharmacies and mass retail.

Regional players

• Bio-K+: Canadian probiotic brand specializing in multi-strain Lactobacillus probiotic drinks and capsules; overlapping core probiotic category with shared North American retail footprint.

Broad incumbents

• Jamieson Wellness: Canada's largest supplements manufacturer (publicly traded on TSX), directly comparable category (vitamins, probiotics, omega-3), distribution through Canadian retail and export markets.

Emerging players

• Orgain: Plant-based protein and nutrition brand with comparable clean-label positioning and protein/collagen product extensions, primarily DTC and grocery distribution in North America.
• Enzymedica: Specialist digestive health brand focused on enzymes and probiotics; directly comparable on the gut-health positioning, with similar health-retail channel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GenuineHealth
• Instagraminstagram.com/genuinehealth
• Xx.com/genuinehealth
• LinkedInlinkedin.com/company/genuine-health

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Genuine Health