Vital Planet
Vital Planet is a US direct-to-consumer supplement company that formulates and sells science-based probiotics, fiber, omega-3, and gut-health products for humans and pets via its Shopify storefront and a retail partner network.
- Company typePrivate
- Founded2015
- HeadquartersPalm Harbor, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vital Planet does
Vital Planet is a US-based, privately-held direct-to-consumer company that formulates and sells science-based digestive health supplements, primarily probiotics, for both humans and pets. Founded around 2015 and headquartered in Palm Harbor, Florida, the company sells through a Shopify-powered e-commerce storefront (vitalplanet.com) and a network of independent retail partners accessible via a store locator. Its portfolio spans the Vital Flora sub-brand (Women's Daily Probiotic, Women 55+ Probiotic, Advanced Biome, Intense Care Vaginal/Urinary), Vital Fiber (organic multi-source fiber), Vital Gut Renew (L-Glutamine, aloe vera, N-Acetyl D-Glucosamine blend), Vital Omega-3 Fish Oil, and a small pet health line (Vital Dog Daily Multivitamin Powder, Calm Soft Chews).
The company's core technology centers on time-release capsule delivery designed to protect probiotics through stomach acid, combined with high-strain diversity, organic prebiotic co-formulation, and high CFU potency. Its flagship, the refrigerated Advanced Biome probiotic, is backed by over 16,000 five-star reviews, the most prominent brand-trust signal in the dataset. Revenue is generated primarily through subscription/auto-delivery, supplemented by one-time DTC purchases and indirect sales via retail partners.
Vital Planet serves primarily consumer health buyers—women across life stages, general adults, and pet owners—with a secondary focus on adults aged 55+. Geographic scope is limited to the United States. The business appears founder-led (Brenda Watson, ND, a NYT-bestselling author and digestive health educator, alongside co-founder and president Chris Hillary), with no disclosed institutional investment, M&A activity, external funding rounds, or regulatory actions on record.
Vital Planet firmographics
Firmographics- Name
- Vital Planet
- Legal name
- Vital Planet, LLC
- Website
- https://vitalplanet.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vital Planet is a US direct-to-consumer supplement company that formulates and sells science-based probiotics, fiber, omega-3, and gut-health products for humans and pets via its Shopify storefront and a retail partner network.
- Ownership category
- akta.pro rank
Vital Planet industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Pet and Pet Supplies Retailers (45991), Food (Health) Supplement Retailers (456191)
- SIC
- Biological Products, (No Disgnostic Substances) (2836)
- akta.pro primary industry
- Probiotics, Prebiotics & Postbiotics (Direct-Fed Microbials) (AFADALAE)
Keywords
Where Vital Planet is headquartered
LocationHeadquarters
- HQ city
- Palm Harbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vital Planet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of probiotic and digestive health supplements through the company's e-commerce website.
- Subscription/Recurring Orders: Automatic recurring delivery model with customer-controlled subscription management, allowing skip, pause, reschedule, or cancel before billing date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Vital Flora Women's Daily Probiotic |
| Subscription | Monthly | Vital Flora Women 55+ Probiotic |
| Subscription | Monthly | Vital Fiber |
| Subscription | Monthly | Vital Gut Renew |
| Subscription | Monthly | Vital Omega-3 Fish Oil |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Vital Planet product offering
Product offeringCore offering
Vital Planet sells natural probiotic, digestive health, fiber, omega-3, and pet wellness supplements through its direct-to-consumer e-commerce storefront and a network of independent retail partners. Its flagship Advanced Biome refrigerated probiotic uses proprietary time-release capsule technology and multi-strain formulations combined with organic prebiotics, targeting Loss of Microbial Diversity (LOMD) in human and pet consumers.
Product overview
Vital Planet is a digestive health supplement company offering a focused portfolio of probiotic, fiber, and omega-3 products under the Vital Flora and Vital sub-brands. The core product line centers on high-potency probiotic supplements (Advanced Biome, Women's Daily, Women 55+, Intense Care Vaginal/Urinary) featuring multi-strain diversity, time-release capsules, and organic prebiotics. Supporting products include Vital Fiber (organic multi-source fiber), Vital Gut Renew (clinically-studied gut repair formula with L-Glutamine and aloe vera), and Vital Omega-3 Fish Oil. The company also offers pet health products including Vital Dog Daily Multivitamin Powder and Calm Soft Chews. All formulations emphasize science-based ingredients, certified quality standards, and transparency in ingredient listing.
Differentiator
Problem solved
Functional benefit
Brands
- Vital Flora: Probiotic supplement line including Women's Daily Probiotic, Women 55+ Probiotic, and Advanced Biome variants.
- Vital Fiber
- Vital Gut Renew
- Vital Omega
- Vital Dog
Products and services
- Vital Flora Advanced Biome Probiotic (Refrigerated) Frozen/refrigerated high-potency multi-strain probiotic with time-release capsule technology and organic prebiotics, positioned as the company's flagship SKU for supporting gut microbiome diversity and combating Loss of Microbial Diversity (LOMD).
- Vital Flora Women's Daily Probiotic Daily women's probiotic delivering 60 billion live cultures and 7 prebiotics to support digestive and immune health, sold via monthly subscription.
- Vital Flora Women 55+ Probiotic Age-targeted probiotic supplement formulated for women 55+ to support digestive and immune health with strain composition selected for older adults.
- Intense Care Vaginal pH + Urinary Probiotic Specialty probiotic formula designed to support vaginal pH balance and urinary tract health, with multiple customers reporting multi-bottle recurring use.
- Vital Fiber Organic dietary fiber supplement offered in flax, pea, and hemp varieties to support digestive regularity and gut health, available on a monthly subscription.
- Prebiotic Fiber 35 Prebiotic fiber supplement providing 35 grams of prebiotic fiber per serving, positioned as a key nutritional supplement for gut health.
- Vital Gut Renew Clinically-studied gut repair powder featuring L-Glutamine for intestinal barrier support, organic cold-processed aloe vera for digestive comfort, and N-Acetyl D-Glucosamine for mucosal protection.
- Vital Omega-3 Fish Oil Omega-3 fish oil supplement providing essential fatty acids for overall health support, marketed as ultra potent, powerful, and pure.
- Vital Dog Daily Multivitamin Powder Daily multivitamin powder formulated for dogs to support overall canine health and wellness, designed for palatability and sold on monthly subscription.
- Calm Soft Chews Soft-chew calming supplement for dogs formulated to support relaxation and reduce anxiety, with customer testimonials reporting multi-year recurring use.
Quantifiable outcome
- Over 16,000+ 5-star reviews for Advanced Biome probiotic formula
Companies that use Vital Planet
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Vital Planet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Vital Planet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopifycoreShopify powers the Vital Planet e-commerce website, enabling the online storefront, payment processing, subscription management, and customer data handling for the direct-to-consumer business.
Scale indicators1 record
Expansion highlights4 records
Vital Planet competitors and assessment
Company assessmentDirect peers
- Renew Life: Specialty digestive wellness brand focused on probiotics, fiber, and cleanses; directly comparable to Vital Planet's Vital Fiber, probiotics, and digestive aids portfolio with strong retail presence.
- Culturelle: One of the most recognized DTC and retail probiotic brands in the U.S., competing head-to-head with Vital Flora across digestive, women's, and immune support SKUs with similar multi-strain positioning and broad retail distribution.
- Garden of Life: Nestlé Health Science-owned premium supplement brand offering a broad probiotics and digestive health portfolio including refrigerated formulations, closely matching Vital Planet's refrigerated Advanced Biome positioning and organic/whole-food narrative.
- PetHonesty: Leading DTC pet supplement brand covering multivitamins, calming chews, and digestive health for dogs; directly comparable to Vital Planet's Vital Dog Daily Multivitamin and Calm Soft Chews line.
- Thorne: Premium science-based supplement brand spanning probiotics, gut health, omega-3, and specialty nutrition; competes with Vital Planet's premium clinically-studied positioning across practitioner and DTC channels.
- Align Probiotics: Procter & Gamble-owned digestive probiotic brand competing for the same digestive-health consumer; overlaps with Vital Flora's core Advanced Biome and Women's Daily use cases and benefits from substantially larger marketing budgets.
- Physician's Choice: Digitally-native DTC probiotics and digestive health brand with similar high-CFU multi-strain formulations and Amazon-first distribution, competing for the same health-conscious online buyer as Vital Planet.
Emerging players
- Seed Health: Venture-backed DTC probiotic brand with proprietary strain technology and subscription model; targets the same science-forward consumer as Vital Planet but with a much larger capital base for marketing and R&D.
- Native Pet: Fast-growing DTC pet supplement brand focused on gut health, probiotics, and functional chews for dogs; emerging direct competitor to Vital Planet's pet health vertical with venture backing.
Broad incumbents
- NOW Foods: Large incumbent supplement manufacturer offering extensive probiotic, fiber, omega-3, and digestive enzyme lines at value price points, providing the broadest competitive overlap with Vital Planet's full product range.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Vital Planet social profiles
Digital presenceVital Planet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vital Planet leadership team
Management profileNumber of profiles
Profiles2 records
Vital Planet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vital Planet 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 Vital Planet
What does Vital Planet do?
Vital Planet sells natural probiotic, digestive health, fiber, omega-3, and pet wellness supplements through its direct-to-consumer e-commerce storefront and a network of independent retail partners. Its flagship Advanced Biome refrigerated probiotic uses proprietary time-release capsule technology and multi-strain formulations combined with organic prebiotics, targeting Loss of Microbial Diversity (LOMD) in human and pet consumers.
Is Vital Planet a public or private company?
Vital Planet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vital Planet founded?
Vital Planet was founded in 2015. It employs 11 to 50 people.
Where is Vital Planet based?
Vital Planet is headquartered in Palm Harbor, United States, in the North America region.
How does Vital Planet make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Recurring Orders.
Who are Vital Planet's main competitors?
Direct peers on record are Renew Life, Culturelle, Garden of Life, PetHonesty, Thorne, Align Probiotics and Physician's Choice. Emerging players are Seed Health and Native Pet. NOW Foods is listed as a broad incumbent.
Does Vital Planet have an API?
No public API is recorded for Vital Planet.
What industry is Vital Planet in?
Vital Planet's product category is Dietary Supplements. Its primary akta.pro industry code is AFADALAE, Probiotics, Prebiotics & Postbiotics (Direct-Fed Microbials). Its NAICS code is 45991 and its SIC code is 2836.