Nutra Organics

What Nutra Organics does

Nutra Organics, operating legally as Nutra Naturals Pty Ltd and recently rebranded to Nutra Naturals, is an Australian family-founded wholefood nutrition company established in 1998 and headquartered in Murwillumbah, Northern NSW. The company develops and sells a portfolio of nutritional supplements organized around five core categories: collagen products (Collagen Beauty, Collagen Hot Chocolate, Marine Collagen, and multiple latte variants) featuring licensed VERISOL® Bioactive Collagen Peptides; protein products (Protein Water, Organic Whey Protein, Clean Plant Protein); superfood blends (Super Greens + Reds, Super Gut, Berry Immune, Clean Greens, Acai Berry Blend); bone broths (Beef and Chicken Bone Broth Concentrates, vegetable broths); and children's nutrition (Veggie Hero, Gutsy Gummies, Choc Whiz, Thriving Family protein). The company maintains 52 formulations sourced from over 1,000 ingredients, all third-party tested for heavy metals, glyphosate, pesticides, and 30+ PFAS compounds, and is B-Corp certified.

The technology stack centers on in-house wholefood formulations developed by a team of Naturopaths, Nutritionists, and Food Technologists, leveraging clinically studied licensed ingredients such as VERISOL® collagen peptides and BC30® spore-forming probiotic (Bacillus coagulans GBI-30, 6086). Products target bioavailability and natural nutrient delivery without synthetic additives, with 18+ vitamins and minerals derived from wholefood sources where applicable. Distribution runs through owned Shopify storefronts in Australia (nutraorganics.com.au) and the US (nutranaturals.com), plus a dedicated wholesale portal (nutraorganicswholesale.com.au) and international shipping to multiple countries.

The business model is a hybrid direct-to-consumer e-commerce and wholesale operation priced between approximately $28 and $200 USD per unit, with a Subscribe & Save subscription program offering 15% recurring discounts and a loyalty/rewards program driving repeat purchases. Customer concentration is diffuse across individual consumers, nutritionists/naturopaths recommending products, and families seeking clean-label nutrition for adults and children. Marketing is product-led and community-led, combining a product finder quiz, recipe library, wellness blog, influencer/expert endorsements, and active social media presence on Facebook, Instagram, Pinterest, and TikTok.

Name

Nutra Organics

Legal name

Nutra Naturals Pty Ltd

Website

https://nutraorganics.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutra Organics (now Nutra Naturals) is an Australian family-founded wholefood nutrition company selling collagen, protein, bone broth, superfood blends, and kids' supplements via DTC e-commerce, wholesale, and international channels, serving health-conscious families and individual consumers across Australia, the US, and global markets.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529)

SIC

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

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Bio-based Pharmaceuticals, Nutraceuticals & Specialty Bioactives (EUAAAIAK)

Keywords

• Wholefood nutrition supplements
• Collagen protein powders
• Bone broth concentrates
• Superfood blends
• Kids nutrition products

Headquarters

HQ city

Murwillumbah

HQ country

Australia

HQ region

Oceania

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce website (nutraorganics.com.au) selling wholefood nutrition products directly to consumers. Products include collagen powders, bone broth, protein powders, superfood blends, and kids nutrition.
2. Subscription/Recurring Revenue: Subscribe & Save program offering 15% discount on recurring orders. Customers can set delivery schedules and manage subscriptions, providing predictable recurring revenue and customer retention.
3. Wholesale Distribution: Wholesale portal (nutraorganicswholesale.com.au) for retailers and other businesses to purchase products in bulk for resale.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Nutra Organics (now Nutra Naturals) is an Australian family-founded health food company that manufactures and sells wholefood nutrition supplements directly to consumers. The product portfolio spans five categories: collagen powders (skin, hair, nails, gut support), protein products (whey, plant, protein water), bone broth concentrates, superfood blends (greens, reds, gut support), and kids nutrition products (veggie powders, gummies). Products are developed by an in-house team of Naturopaths, Nutritionists, and Food Technologists and sold primarily through the company's own e-commerce storefront with subscription options.

Product overview

Nutra Organics (now Nutra Naturals) is an Australian family-founded health food company offering a comprehensive portfolio of wholefood nutritional supplements. The product range centers around five core categories: Collagen products (including Collagen Beauty, Collagen Hot Chocolate, and various collagen latte powders) for skin, hair, nails and gut support; Protein products (including Protein Water, Organic Whey Protein, and Clean Plant Protein) for muscle and daily protein support; Superfoods and Super Greens (including Super Greens + Reds, Super Gut, and Berry Immune) for comprehensive nutrition and gut health; Bone Broths (including Beef and Chicken Bone Broth Concentrates) for gut and joint health; and Kids Nutrition (including Veggie Hero and Gutsy Gummies) for children's growth and development. All products are characterized by wholefood ingredients, no synthetics, B Corp certification, and third-party testing for heavy metals and glyphosate. The company offers bundles and subscriptions for convenient replenishment.

Differentiator

Problem solved

Functional benefit

Products and services

• Collagen Beauty Scientifically formulated collagen powder with VERISOL Bioactive Collagen Peptides, plus Vitamin C, Zinc and Silica to support glowing skin, healthy hair and nails, and gut health. Available in original and multiple flavored versions.
• Collagen Joints + Bones Collagen powder with magnesium formulated to support bone health, joint function and structural integrity.
• Marine Collagen Beauty Marine-sourced collagen powder for skin, hair and nail support as an alternative to bovine collagen.
• Collagen Hot Chocolate Naturally delicious, low-sugar hot chocolate with 3000mg collagen, magnesium and premium alkalised cocoa, designed as an evening indulgence. Includes a salted caramel white hot chocolate variant.
• Collagen Matcha Latte Collagen latte powder combining hydrolysed collagen peptides with matcha for calm, focused energy and beauty benefits. Available in original and strawberry matcha flavors.
• Collagen Protein (Collagen Build) Collagen peptides combined with magnesium formulated to support muscle fibers, tendons and ligaments for active individuals.
• Protein Water Light and refreshing protein drink made with hydrolysed collagen peptides and NZ grass fed whey protein isolate, naturally occurring electrolytes and BCAAs to support daily protein intake. Available in lemonade and berry bliss flavors.
• Organic Whey Protein Organic whey protein powder sourced from grass fed cows, supporting muscle growth with naturally occurring BCAAs. Available in vanilla and chocolate flavors.
• Clean Plant Protein Vegan-friendly plant protein powder with 21g protein per serve, free from gluten and dairy.
• Super Greens + Reds Original award-winning daily wholefood multi nutrient blend with 23 greens and reds, 18 vitamins and minerals from wholefoods, plus pre and probiotics for comprehensive everyday wellbeing support. Available in original and watermelon strawberry flavors.
• Super Gut Synbiotic gut health formula combining prebiotics and BC30 probiotic with wholefood ingredients to support gut wellbeing and regularity.
• Clean Greens Greens powder blend formulated for vitality and wellbeing support.
• Acai Berry Blend Organic purple acai powder with refractance drying that preserves antioxidants, polyphenols and omega 3, 6 and 9 fatty acids, containing more than 20x the antioxidants of blueberries.
• Bone Broth Concentrates Concentrated beef and chicken bone broth powders providing multiple cups per jar, designed to support gut health and joint function. Includes Beef Bone Broth Concentrate Natural Beef (39 cups per jar), Chicken Bone Broth Homestyle Original (15 cups per jar), Beef Bone Broth Hearty Original, plus vegetable broth options in Garden Veggie and Miso Ramen flavors.
• Veggie Hero Award-winning kids nutrition powder with a blend of 14 veggies, fruits and super greens containing 18 bioavailable vitamins and minerals from organic wholefoods to support children's growth, immunity and everyday energy.
• Gutsy Gummies Kids gut health gummies with prebiotics for digestive support, available in blueberry, strawberry and mango flavors.
• Berry Immune Award-winning kids immune support powder with berry-rich nutrition to support children's wellbeing and growth.
• Choc Whiz Chocolate omega-3 supplement for kids with brain-boosting benefits and great taste.
• Thriving Family Protein Award-winning family protein powder with 15g protein, pre and probiotics, and 17 essential vitamins and minerals to support the whole family's nutrition needs. Available in Smooth Vanilla and Unflavoured versions.
• Nutrition Bundles Pre-curated product bundles combining multiple Nutra Organics products for combined health outcomes (e.g., Gut + Skin Glow Bundle, 28 Day Gut Reset Bundle, Protein Water Bundle, Collagen Favourites Bundle, Kid's Nutrition Starter Pack).

Quantifiable outcome

• Tested for glyphosate with no detection down to 0.01 parts per million across all 52 formulations
• +2 more outcomes

Named customers2 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

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vital Proteins: Major US-based D2C collagen and wellness supplement brand, best known for collagen peptides in beauty and fitness contexts. Highly comparable to Nutra Organics in product category (collagen-focused supplements), target customer (beauty/wellness consumers), and D2C e-commerce model.
• Ancient Nutrition: D2C bone broth and collagen supplement company founded by Dr. Josh Axe. Direct overlap with Nutra Organics in bone broth concentrates, collagen products, and wholefood nutritional positioning targeting similar health-conscious consumer segments.
• The Beauty Chef: Australian-founded D2C wellness brand specializing in collagen and gut health products (e.g., Beauty Collagen, Gut Primer). Closest regional peer given shared Australian origin, similar beauty-from-within positioning, and overlapping customer demographic of wellness-focused women.
• Sports Research: US-based D2C supplement brand with strong collagen peptide and wellness supplement portfolio. Comparable to Nutra Organics through licensed ingredient strategy (branded collagen peptides), Amazon and D2C sales channels, and similar premium positioning.
• Amazing Grass: D2C greens and superfood supplement brand offering protein powders, greens blends, and wholefood nutrition products. Directly comparable to Nutra Organics' Super Greens + Reds range, Protein Water, and Thriving Family product categories, targeting health-conscious families and active lifestyle consumers.
• Four Sigmatic: D2C mushroom coffee and superfood supplement brand with strong content marketing and subscription model. Comparable to Nutra Organics in D2C e-commerce focus, subscription revenue, content-driven growth strategy, and wellness positioning targeting health-conscious consumers.
• MaryRuth Organics: D2C organic liquid supplement and gummy brand with strong family-focused positioning including children's products. Highly comparable to Nutra Organics' Kids Nutrition category (Veggie Hero, Gutsy Gummies), wholefood positioning, and multi-generational family wellness market.

Broad incumbents

• Garden of Life: Established US organic supplement brand (now Nestlé Health Science subsidiary) offering broad portfolio of wholefood vitamins, proteins, and probiotics. Comparable product categories to Nutra Organics but significantly larger scale, broader retail distribution, and corporate backing, making it an incumbent benchmark.

Emerging players

• Ora Organic: Plant-based organic supplement D2C brand focused on vegan protein, greens, and wholefood nutrition. Comparable to Nutra Organics' Clean Plant Protein and Super Greens product lines with similar organic certification, clean-label positioning, and target health-conscious consumer segment.

Regional players

• Amazonia: Australian plant-based protein and wellness supplement brand offering protein powders, collagen, and functional blends. Regional peer sharing the Australian market with Nutra Organics, with overlapping product categories and similar health-conscious target audience, though primarily Australia-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NutraOrganics
• Instagraminstagram.com/nutranaturals
• Pinterestpinterest.com.au/nutranaturals
• TikToktiktok.com/@nutranaturals
• Xx.com/nutraorganics

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Nutra Organics