SupHerb

What SupHerb does

SupHerb, legally Ambrosia SupHerb Ltd. (אמברוזיה סופהרב בע"מ), is an Israeli privately-held manufacturer and direct-to-consumer retailer of nutritional supplements founded in 1994 and headquartered in Netanya, with manufacturing operations at a domestic facility in the Nof HaGalil industrial zone. Its portfolio spans vitamins, minerals, probiotics, herbal extracts, omega-3 formulations, and specialty lifestyle products targeting general consumers, pregnant and breastfeeding women, men's health, children and infants, seniors, and beauty-from-within users. Flagship technical differentiators include the world-patented "Tab In Gum" (תאב אין גאם) chewable delivery system, liposomal encapsulation technology claimed to enhance bioavailability, BCM-95 curcumin liquid gel positioned at 1,000% higher bioavailability versus standard curcumin, and patented ingredients such as Ester-C non-acidic Vitamin C and Ferrochel iron.

The business is fundamentally a vertically integrated supplements brand: SupHerb produces its formulations in-house under "Blue and White" (Israeli-made) positioning and sells through a proprietary e-commerce storefront at supherb.co.il, factory self-pickup, and Israeli pharmacy and health-store retail channels, with parallel English- and Russian-language storefronts at supherbshop.com targeting diaspora consumers. The company derives revenue from one-time unit-priced product sales (range approximately ₪16.5 to ₪376.1 per SKU), with free delivery over ₪199 and a standard ₪29.90 delivery fee below that threshold. The full product catalog — including Recharge, Bio 25 and Bio 55 LR probiotics, Magnesium Bisglycinate/TrioMag/Max 550, Omega 3 PRO 980, Curcumin BCM-95 Liquid Gel, Liposomal Iron, Vitamin C&D with Zinc, Good DAY/Good NIGHT, Ester-C, Prenatal, Multi-Vitamin for Men, Beauty 360, Ashwagandha, and others — is organized into category and lifestyle-segment landing pages covering digestion, women's, men's, children's, seniors, vegan, athletes, and Kosher users.

Go-to-market is consumer-brand-led rather than enterprise sales. The company operates an active digital presence (YouTube, Facebook @israel.supherb, Instagram @supherb_il), blog content marketing, an email newsletter, celebrity brand ambassadors (Yarden Vizel, Daniela Douek, Liel Eliyahu, Shani Fedder, Kim Gefson, Timor Galer), and a strategic co-branded partnership with Maccabi Tel Aviv. It holds Kosher certification including for Passover, complies with Israeli Ministry of Health dietary supplement regulation, and operates approximately 11–50 employees per firmographic data, with leadership comprising co-founders Eitan Markovits (CEO) and Alex Maor, plus CIO Vardit Shmuel-Kadosh. No funding rounds, acquisitions, or external investors are disclosed.

Name

SupHerb

Legal name

Ambrosia SupHerb Ltd. (אמברוזיה סופהרב בע"מ)

Website

https://supherb.co.il

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

SupHerb is an Israeli nutritional supplement manufacturer and retailer producing vitamins, minerals, probiotics, herbal extracts, liposomal and patented "Tab In Gum" formulations for Israeli consumers across general, prenatal, men's, children's, seniors, and beauty life stages. It sells via proprietary e-commerce, pharmacy and health-store distribution, and is led by co-founder-CEO Eitan Markovits.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Men’s Health Supplements (Testosterone, Prostate, Vitality) (CRADAGAL)

Keywords

• Dietary supplements
• Vitamin supplements
• Nutritional supplements
• Probiotic supplements
• Herbal extracts

Headquarters

HQ city

Netanya

HQ country

Israel

HQ region

Middle East

Offices2 records

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 Product Sales: SupHerb generates revenue through direct-to-consumer sales of nutritional supplements via its e-commerce website and physical retail/pharmacy distribution channels across Israel.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SupHerb develops, manufactures, and sells branded nutritional supplements — including vitamins, minerals, probiotics, omega-3 fatty acids, herbal extracts, and specialty formulations — to Israeli consumers through its own e-commerce storefront, factory pickup, and pharmacy distribution. The portfolio is differentiated by proprietary delivery technologies (Tab in Gum, liposomal encapsulation), high-bioavailability formulations (BCM-95 curcumin, Ester-C), and targeted lines for pregnancy, children, seniors, athletes, and beauty-from-within use.

Product overview

SupHerb is an Israeli dietary supplements company offering a comprehensive portfolio of nutritional supplements, vitamins, minerals, probiotics, liposomal formulations, and herbal extracts. The product line includes core formulations (Recharge with curcumin/magnesium/Q10, probiotics like Bio 25 and Bio 55 LR, Beauty 360, Omega 3 supplements), specialized sub-brands (Tab In Gum with world-patent gum delivery technology, Prenatal vitamins for pregnancy), targeted products for specific demographics (women, men, children, seniors), and condition-specific offerings (sports nutrition, winter wellness, digestive health, beauty care). The company emphasizes scientific formulation, natural ingredients, and quality manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Tab In Gum: A revolutionary line of nutritional supplements in gum format, featuring a global patent for delivery technology. Includes vitamins and supplements in a chewable form.
• BEAUTY CARE

Products and services

• Recharge Liquid gel supplement combining curcumin, magnesium, and Coenzyme Q10 with enhanced bioavailability, marketed for general adult wellness and recovery.
• Tab In Gum line Sub-brand of dietary supplements delivered in chewable gum format using a world-patented delivery system, releasing active ingredients within 60-120 seconds of chewing without heating or added sugar. Includes formats such as Multi Hair Tab in Gum and Iron 30mg with Vitamin C Tab in Gum.
• Prenatal Multi-vitamin for Pregnant Women Multi-vitamin and mineral supplement for pregnant and nursing women, available in tablet and Tab In Gum formats to address compliance issues such as nausea during pregnancy.
• Bio 25 Probiotic Advanced multi-strain probiotic delivering 11 bacterial strains at 25 billion bacteria per capsule for gut health and microbiome support.
• Bio 55 LR Probiotic Probiotic featuring L. Rhamnosus at 55 billion bacteria across 10 strains for advanced digestive and immune support.
• Bio Kid Drops Probiotic Probiotic drops for infants and children formulated with the researched BB-12 strain to support gut health and immunity during early development.
• Magnesium Bisglycinate Magnesium supplement in bisglycinate form for improved absorption, targeted at consumers seeking better bioavailability than oxide forms.
• Magnesium TrioMag Complex magnesium supplement combining citrate, taurate, and bisglycinate forms for multi-pathway magnesium support.
• Magnesium MAX 550 High-dose magnesium complex combining oxide and citrate forms delivering 550mg of magnesium per capsule.
• Beauty 360 Multi-benefit beauty supplement supporting hair, skin, and nails in a single daily formula, positioned within the BEAUTY CARE sub-brand.
• Multi Hair Plus Women Hair-focused supplement for women combining amino acids, vitamins, minerals, and MSM to support hair growth and strength.
• Multi-Vitamin for Men Multi-vitamin and mineral supplement formulated for men, enriched with Coenzyme Q10, antioxidants, and Korean ginseng extract.
• Omega 3 PRO 980 High-dose omega-3 supplement in soft gel capsules delivering 980mg concentration for cardiovascular and cognitive health.
• Curcumin BCM-95 Liquid Gel Liquid gel curcumin formulation based on BCM-95 technology with claimed 1,000% higher bioavailability than standard curcumin.
• Liposomal Iron Iron bisglycinate supplement delivered via liposomal technology for enhanced absorption and reduced gastrointestinal side effects.
• Vitamin C&D with Zinc Combined Vitamin C, Vitamin D, and zinc supplement in a single capsule for immune support.
• Good DAY Plant-based daytime formula featuring patented saffron and B vitamins for daytime wellness and mood support.
• Good NIGHT Plant-based formula for nighttime use supporting sleep quality.
• Ester-C Non-Acidic 1,000mg Patented non-acidic Vitamin C formula with Super-C complex for enhanced absorption and gastric tolerability.
• Iron Complex with Ferrochel Iron supplement based on the Ferrochel patent, combined with Vitamin B12 and folic acid for anemia and deficiency support.
• Vitamin D Drops 1,000 IU Vitamin D3 drops delivering 1,000 IU per drop for pediatric and adult bone and immune support.
• Ashwagandha Ashwagandha herbal supplement for stress support and physiological balance.

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Maccabi Tel Aviv (מכבי ת"א)coreStrategic or Co-development PartnerSupHerb X Maccabi Tel Aviv partnership providing sports nutrition supplements to the basketball team. Brand collaboration featuring team branding and co-branded products for athletes.
• Yarden Vizel (ירדן ויזל)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Yarden Vizel co-branded content and products.
• Daniela Douek (דניאלה דואק)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Daniela Douek co-branded content and products.
• Liel Eliyahu (ליאל אלי)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Liel Eliyahu co-branded content and products.
• Shani Fedder (שני פדר)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Shani Fedder co-branded content and products.
• Kim Gefson (קים גפסון)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Kim Gefson co-branded content and products.
• Timor Galer (תימור גלר)minorGTM or Marketing PartnerCelebrity brand ambassador partnership featuring SupHerb X Timor Galer co-branded content and products.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• New Chapter: Mid-sized US supplement brand (owned by Procter & Gamble) with a comparable positioning around science-backed, natural formulations across multiple life-stage categories. Comparable product breadth and similar premium/heritage brand strategy make it a close parallel to SupHerb at larger scale.
• Garden of Life: US supplement brand (owned by Nestlé Health Science) offering vitamins, probiotics, herbs, and condition-specific formulations with emphasis on natural ingredients and certifications. Comparable product portfolio structure and demographic segmentation to SupHerb.
• Solgar: Global premium supplement manufacturer (owned by Nestlé Health Science) with broad vitamin, mineral, and specialty supplement portfolio. Comparable positioning around premium formulations, Kosher certifications, and multi-channel distribution.
• Nature's Way: Established US supplement brand with deep herbal, vitamin, and probiotic range similar to SupHerb's category mix. Comparable brand heritage (decades in market), ingredient-quality positioning, and mass-market distribution approach.
• NOW Foods: Large family-owned US supplement manufacturer with vertically integrated production and a similarly broad multi-category portfolio (vitamins, minerals, probiotics, herbs). Comparable in being privately held with internal manufacturing and a value-to-premium tier mix.

Broad incumbents

• Nature's Bounty: One of the largest global supplement manufacturers with a multi-brand portfolio (Nature's Bounty, Sundown, Osteo Bi-Flex). Competes broadly across the same vitamins and specialty supplement categories as SupHerb, with much greater scale and distribution.
• Centrum (Haleon): Multivitamin market leader owned by Haleon (post-GSK consumer healthcare spin-off). Direct overlap with SupHerb's multivitamin category and demographic segmentation (men, women, children, seniors) at a global scale.
• Herbalife: Global nutrition and supplement company with broad product portfolio across vitamins, protein, and weight management. Comparable in multi-category supplement positioning and consumer-direct marketing emphasis, though distributed via network-marketing channels rather than pharmacy retail.

Emerging players

• Life Extension: US-based premium supplement brand focused on clinically validated formulations in healthy aging, longevity, and specialty categories. Comparable to SupHerb's higher-end products (Pycnogenol, BCM-95 Curcumin, Recharge) targeting biohacker and health-optimization consumers.

Regional players

• Altman Mark (אלטמן מארק): Israeli vitamin and supplement manufacturer with overlapping distribution through Israeli pharmacies and health stores. Direct regional peer given SupHerb's Israel-only geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SupherbIsrael/videos
• Facebookfacebook.com/israel.supherb
• Instagraminstagram.com/supherb_il
• LinkedInlinkedin.com/company/ambrosia-supherb-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 SupHerb