Yumi

What Yumi does

Yumi (legal entity Yumi Health Ltd) is a UK-based direct-to-consumer brand that formulates, markets, and sells chewable vitamin and supplement gummies. Founded in 2017 and registered in London (86-90 Paul Street, EC2A 4NE) with operational and fulfillment hubs in Manchester and Nottingham, the company sells seven core SKUs across three health categories — sleep and relaxation (Bedtime 5-HTP, Snooze Magnesium Glycinate), daily wellness (Wellness Ashwagandha, All Day Energy Multivitamin), and health and beauty (Gut Health Probiotic, Lean & Detox Apple Cider Vinegar, Hair Skin & Nails Biotin) — plus six curated bundles priced £26-£40. The core formulation is pectin-based (vegan, gluten-free, palm oil free) using natural fruit-derived colours and flavours and evidence-based active ingredients at clinically relevant dosages (e.g., 1.2g ashwagandha 30:1 extract, magnesium glycinate, 5-HTP from Griffonia seed, triple-strain probiotics, 1000mg apple cider vinegar). Products are manufactured to FSA good manufacturing practices standards.

The business operates as a single-channel DTC brand through a Shopify-powered storefront (yuminutrition.com), with revenue generated from one-time purchases and a monthly subscription tier offering a 10% discount and free UK delivery. Customer acquisition relies on content marketing (an extensive blog with credentialed expert contributors including nutritionist Riya Lakhani-Kanji and sleep coach Nicky Blakeman), organic social media (@yuminutrition on Instagram and X), email marketing with a 10% first-order incentive, and verified reviews (3,466 reviews averaging 4.50/5 on Judge.me; Trustpilot "Excellent"). Distribution uses a multi-courier UK network (EVRi, Royal Mail, DPD) with international shipping via Royal Mail to 18+ countries across Europe, North America, APAC, and the Middle East, though subscription billing is currently UK-only.

The company claims to have served over 100,000 customers with 100K+ bottles sold and self-describes as one of the UK's fastest growing chewable vitamin companies. Ownership is private and bootstrapped with no disclosed external investors or funding rounds; warehouse operations are outsourced to Prolog Fulfilment in Nottingham. Primary customers are health-conscious UK adults seeking alternatives to pill-based supplements, with secondary segments including adults seeking sleep and digestive support, busy professionals, beauty-focused buyers, and parents of children aged 5+. Pricing positions individual SKUs at £14.39-£17.99 and bundles at £26.08-£39.57, with a blended subscription discount of 10%.

Name

Yumi

Legal name

Yumi Health Ltd

Website

https://yuminutrition.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Yumi is a UK-based direct-to-consumer brand selling vegan, gluten-free, and palm oil free chewable vitamin gummies (sleep, wellness, gut, beauty) through a Shopify storefront and monthly subscription, serving health-conscious UK and international consumers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Chewable vitamin gummies
• Plant-based supplements
• Vegan wellness products
• Subscription vitamins
• Nutritional supplements

Headquarters

HQ city

Salford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of individual gummy products and bundle combinations. Products range from £14.39-£17.99 for individual items and £26.08-£39.57 for bundles. Customers purchase directly through the website.
2. Subscription Revenue: Monthly recurring subscription model offering 10% discount on all products plus free delivery. Subscribers can pause, skip, or cancel anytime. Orders auto-renew monthly from signup date. Subscriptions limited to UK addresses only.
3. First Month Free for Returning Subscribers: Special promotional offer for returning customers restarting subscriptions, combining first month free with standard 10% recurring discount and free delivery benefits.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Yumi Nutrition develops, manufactures, and sells chewable vitamin and supplement gummies in a direct-to-consumer model. The product line covers seven core SKUs across sleep, stress, gut health, beauty, energy, and metabolism categories, plus six curated bundles. All formulations are vegan, gluten-free, palm oil free, and produced using pectin-based gummy technology with natural fruit-derived colours and flavours.

Product overview

Yumi is a UK-based direct-to-consumer chewable vitamin gummy brand offering a portfolio of seven core supplement products across three health categories: sleep (Bedtime 5-HTP, Snooze Magnesium), wellness (Wellness Ashwagandha, All Day Energy Multivitamin), and beauty/digestion (Gut Health Probiotic, Lean & Detox Apple Cider Vinegar, Hair Skin & Nails). The products are positioned as pleasant-tasting, easy-to-take alternatives to traditional tablets, with all formulas being vegan, gluten-free, and palm oil free. Yumi also offers six curated bundle products that combine complementary gummies for targeted wellness routines (sleep, calm, gut health, beauty, and craving control). Products are sold via subscription or one-time purchase through their Shopify-powered e-commerce store, with UK and international shipping through EVRi, Royal Mail, and DPD couriers.

Differentiator

Problem solved

Functional benefit

Products and services

• Bedtime 5-HTP Griffonia Seed Sleep support gummies using 5-HTP from Griffonia seed combined with Passiflora extract to support natural sleep cycles, help minds unwind, and promote restful sleep without grogginess. For adults seeking natural sleep support.
• Snooze Magnesium Glycinate Sleep support gummies combining magnesium glycinate with lemon balm and chamomile extracts to support relaxation, calm the nervous system, and promote deeper sleep quality. Blueberry flavour, for adults experiencing sleep difficulties.
• Wellness Ashwagandha Daily stress support gummies delivering 1.2g of ashwagandha root extract per serving standardised to 3% withanolides, supporting calm, balance, and stress response. Elderberry flavour, for adults managing daily stress.
• Gut Health Probiotic Probiotic gummies delivering Lactobacillus paracasei and Lactobacillus salivarius bacterial cultures with calcium to support digestive balance, reduce bloating, and maintain gut microbiome health. Strawberry flavour, for adults with digestive concerns.
• Lean & Detox Apple Cider Vinegar Metabolism and digestion support gummies delivering 1000mg of apple cider vinegar per serving combined with vitamin B12 and folic acid in a palatable gummy format without the sharp liquid taste. Apple flavour, for adults seeking metabolism support.
• Hair, Skin & Nails Biotin Beauty support gummies combining biotin, zinc, and vitamin C to support normal hair growth, strong nails, and skin collagen formation. Berry flavour, for adults seeking beauty-from-within nutrition.
• All Day Energy Multivitamin Daily multivitamin gummies delivering essential vitamins and minerals including B vitamins, vitamin C, vitamin D, and vitamin A to support energy metabolism, reduce fatigue, and support immune function. Orange flavour, for adults seeking daily nutritional support.
• Happy Gut Bundle Bundle combining Gut Health Probiotic and Lean & Detox Apple Cider Vinegar gummies for comprehensive digestive support, targeting bloating, gut balance, and metabolism. Priced at £27.88.
• Calm Bundle Bundle combining Bedtime 5-HTP and Wellness Ashwagandha gummies for stress relief and sleep support, targeting evening relaxation and mental calm. Priced at £27.88.
• Craving Control Bundle Bundle combining Lean & Detox Apple Cider Vinegar and Wellness Ashwagandha gummies for metabolism support and stress balance. Priced at £26.98.
• Daily Glow Bundle Comprehensive beauty and wellness bundle combining Hair Skin & Nails, Gut Health Probiotic, and Lean & Detox Apple Cider Vinegar gummies for holistic glow-from-within support. Priced at £39.57.
• Inside & Out Bundle Bundle combining Hair Skin & Nails and Wellness Ashwagandha gummies for internal and external beauty support, including collagen production and stress balance. Priced at £26.08.
• Sleep Superstar Bundle Sleep optimization bundle combining Bedtime 5-HTP and Snooze Magnesium gummies for comprehensive sleep support targeting sleep onset and quality. Priced at £28.78.

Quantifiable outcome

• Over 100,000 customers served
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• EVRicoreChannel Partner/ Reseller/ DistributorUK courier partner providing next day and two-day delivery services. Orders before 4pm despatched same day. Part of the delivery infrastructure enabling Yumi's direct-to-consumer shipping model.
• Royal MailcoreChannel Partner/ Reseller/ DistributorUK courier partner providing 1st and 2nd class delivery options. Also handles international shipping via Royal Mail International service. Core delivery partner for UK and global orders.
• DPDminorChannel Partner/ Reseller/ DistributorPremium next day delivery option for UK customers willing to pay higher shipping rate (£5.99). Free on orders over £100. Provides delivery choice and flexibility.
• ShopifycoreTechnology or IntegrationE-commerce platform powering yuminutrition.com online store. Enables product listings, shopping cart, checkout, subscription management, and customer accounts. Yumi Health Ltd is powered by Shopify.
• Prolog FulfilmentcoreOthersThird-party logistics partner handling warehouse operations and returns processing. Located in Nottingham at Phase 1, Little Oak Drive, Sherwood Park, Annesley. Processes customer returns and order fulfillment.

Scale indicators6 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Olly: Olly is a US-based DTC brand offering flavoured, gummy-form vitamins and supplements (sleep, beauty, multivitamin) — virtually identical format and target consumer to Yumi. Now owned by Unilever, providing a well-funded benchmark for Yumi's category positioning.
• SmartyPants Vitamins: SmartyPants is a leading US premium gummy vitamin DTC brand (adults, kids, prenatal) sold via subscription and retail, now part of Nestlé Health Science. Direct comparable on format (gummy), model (DTC + subscription), and ingredient philosophy (clean label, third-party tested).
• Ritual: Ritual is a US-based DTC essentials/vitamin brand with subscription-led growth, clean-label positioning, and science-forward marketing. While its format is capsules rather than gummies, its DTC subscription model, millennial/Gen-X target, and traceability/clean-ingredient positioning are highly comparable to Yumi's GTM motion.
• AG1 (Athletic Greens): AG1 is a premium DTC greens/nutrition supplement sold almost exclusively via subscription on its own website — a near-perfect analogue of Yumi's DTC + subscription GTM model, despite format difference (powder vs gummy). Both target wellness-conscious consumers with subscription retention.

Broad incumbents

• Vitabiotics: Vitabiotics is the UK's #1 vitamin company by sales, with a broad portfolio (Wellman, Wellwoman, Pregnacare) sold across UK retail and DTC. Same category (UK-branded vitamins/supplements) but traditional tablet formats and mass-retail-led distribution, making it a benchmark for the UK branded supplement opportunity Yumi is pursuing.
• Centrum (Haleon): Centrum, owned by Haleon (formerly GSK Consumer Healthcare), is the world's largest multivitamin brand distributed across mass retail and pharmacy. Broad incumbent comparison for category leadership, scale, and the retail distribution model Yumi does not yet access.
• Holland & Barrett: Holland & Barrett is the UK's largest health & wellness retailer, stocking its own-brand supplements alongside third-party brands. A potential retail channel partner and direct category competitor via its private-label gummy range, comparable on UK consumer base and clean-label positioning.
• Nature Made (Otsuka Pharmaceutical): Nature Made is one of the largest US supplement brands (vitamins, fish oil, multiminerals) sold primarily via retail/pharmacy. Comparable on category (mass-market vitamins) and ingredient philosophy (USP-verified, science-backed), representing the broad incumbent model Yumi contrasts with.

Regional players

• BetterYou: BetterYou is a UK-based premium supplement brand specialising in oral spray and topical formats (alternative to pills/gummies). Comparable on UK base, DTC + retail distribution, and clean-label positioning, but differentiated by delivery format and focused more on B2B/pharmacy than Yumi's consumer-DTC model.

Emerging players

• Heights: Heights is a UK-based DTC braincare/supplement subscription brand targeting smart, wellness-conscious adults. Comparable on DTC + subscription GTM, UK origin, clean-label positioning, and content-led acquisition, though focused on nootropics/cognition rather than Yumi's broad wellness categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/yuminutrition
• Instagraminstagram.com/yuminutrition
• Facebookfacebook.com/yuminutrition

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Yumi