What Vitakruid does

Vitakruid BV is a Dutch direct-to-consumer nutritional supplement brand founded in 2000 and headquartered in Hoofddorp, Netherlands, operating the storefronts vitakruid.nl (Netherlands), vitakruid.be (Belgium), and vitaherb.de (Germany). The company develops and sells a broad portfolio of vitamins, minerals, omega-3 fish and algae oils, magnesium complexes in multiple bioavailable forms (taurate, bisglycinate, malate, L-threonate), multivitamins segmented by life stage and gender (Multi Dag & Nacht HD/Vrouw/Man/Mama/Junior/50+), beauty supplements (collagen, silica, BeautyComplex), and a sports nutrition line (whey and vegan proteins, creatine, BCAA, pre-workout). Its core technical differentiator is the use of highly bioavailable and biologically active nutrient forms rather than cheaper alternatives, combined with NZVT anti-doping certification for its sports products.

Vitakruid's go-to-market is product-led: a suite of interactive online tools (a general Vitaminetest lasting 3–15 minutes, plus targeted B12/C/D/Magnesium/Omega-3/Sport/Beauty/Mama/Neurotransmitter tests, and BMI/calorie/protein calculators) acts as the top-of-funnel acquisition mechanism, feeding users into the e-commerce storefront with personalized recommendations and an option for free advisor follow-up (~9-hour response time). The company earns revenue primarily through one-time and subscription purchases of its supplements (products typically priced €15–€40), with a loyalty program (Vitakruid Rewards) that issues credits per euro spent. A secondary channel distributes through 300+ orthomolecular therapists and retail points of sale across the Benelux and Germany, and Vitakruid is the official nutrition supplier to AFC Ajax through 2028.

The business serves consumer segments including general health-conscious adults, athletes (including NZVT-certified users), women in preconception/pregnancy/postpartum, the 50+ cohort, beauty-focused consumers, and pediatric/maternal sub-lines. Customer trust is anchored by Thuiswinkel Waarborg certification (9.5/10 over 2,459 reviews), a Kiyoh rating of 9.3/10, Website van het Jaar 2023, Great Place to Work recognition, and a 901-article Knowledge Bank authored by credentialed nutrition and movement-science staff. The company is privately held, has no disclosed funding rounds, and operates with 11–50 employees from an energy-positive A++++ headquarters.

Name

Vitakruid

Legal name

Vitakruid BV

Website

https://vitakruid.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitakruid is a privately held Dutch nutritional supplement brand that sells highly bioavailable vitamins, minerals, omega-3, beauty, and sports supplements directly to consumers across the Netherlands, Belgium, and Germany via owned e-commerce storefronts, a 300+ therapist/retail network, and an AJAX sports partnership, using personalized online vitamin tests as its primary acquisition lever.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

Keywords

• Nutritional supplements
• Vitamins and minerals
• Omega-3 fish oil
• Sports nutrition
• Beauty supplements

Headquarters

HQ city

Hoofddorp

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Online Retail Sales: Vitakruid sells supplements directly to consumers through its e-commerce storefronts (vitakruid.nl, vitakruid.be, vitaherb.de). Customers can purchase individual products, bundles, or subscribe for recurring deliveries. The primary revenue stream is one-time and subscription-based product purchases with prices ranging from approximately €15 to €40+ per product.
2. Subscription/Abonnement: Customers can set up recurring product subscriptions managed through their online account. Subscription management is available in the customer dashboard.
3. Wholesale to Therapists and Retailers: Vitakruid distributes through a network of orthomolecular therapists and retail stores across the Netherlands, Belgium, and Germany. Products are available at over 300+ listed points of sale by city.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Vitakruid is a Dutch nutritional supplement brand that develops, formulates, and sells its own range of vitamins, minerals, omega-3 fatty acids, sports nutrition, beauty, and maternal/child supplements. Products are formulated with highly bioavailable nutrient forms and are sold primarily through owned e-commerce storefronts (vitakruid.nl, vitakruid.be, vitaherb.de), with additional distribution via a network of orthomolecular therapists and retail points of sale.

Product overview

Vitakruid is a Dutch nutritional supplement brand offering a comprehensive portfolio of vitamins, minerals, and specialized supplements. The product line centers on multivitamin formulas (Multi Dag & Nacht series for men, women, mothers, and children), standalone vitamins (A, B-complex, B12, C, D, E, K), magnesium supplements in various highly absorbable forms (Elite Complex, Bisglycinaat, Tauraat, Malaat, L-Threonaat), omega-3 fish oil and vegan algae oil products, beauty supplements (Beauté Collageen, SilSolutions, BeautyComplex), sports nutrition (whey and vegan proteins, creatine, pre/post-workout formulas, BCAA), and maternal/child health products (prenatal vitamins, calcium, iron, probiotics for babies). The company also provides interactive digital tools including vitamin deficiency tests, BMI/calorie/protein calculators, and personalized advisor consultations to guide customer supplement choices. The product portfolio is designed around health goals including beauty, immunity, pregnancy, sports performance, weight management, and general wellness.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi Dag & Nacht HD Day and night multivitamin formula providing comprehensive vitamin and mineral coverage with different formulations for daytime and nighttime use, targeted at adults seeking general nutritional support.
• Multi Dag & Nacht Vrouw Gender-specific multivitamin formula designed for women with tailored nutrient support delivered via separate daytime and nighttime capsules. Priced at €29.90 for 2 x 30 tablets.
• Multi Dag & Nacht Man Gender-specific multivitamin formula designed for men, providing tailored nutrient support with day and night capsules.
• Multi Dag & Nacht Mama Prenatal and postnatal multivitamin supplement for mothers during pregnancy and breastfeeding.
• Multi Dag & Nacht Junior Children's multivitamin supplement designed for growing children and youth.
• Magnesium Elite⁶ Complex High-absorption magnesium complex combining six different forms for optimal bioavailability and broad health benefits.
• Magnesium 150 Bisglycinaat Highly bioavailable magnesium bisglycinate supplement at 150mg dose, formulated to be gentle on the stomach.
• Visolie 1400 TG met D3 Fish oil supplement providing 1400mg omega-3 triglycerides combined with vitamin D3 for cardiovascular, bone, and general health support.
• Visolie 1800 TG Mama High-potency omega-3 fish oil supplement formulated for pregnant and nursing mothers.
• Vegan Omega-3 1000 TG Plant-based omega-3 supplement derived from algae oil, providing 1000mg triglycerides per serving for vegan and vegetarian consumers.
• B12 5000 mcg Adenosylcobalamine High-dose vitamin B12 supplement using the adenosylcobalamin form for energy and neurological support.
• Vitamine D3 & K2 Combined vitamin D3 and K2 supplement for bone health and calcium metabolism support.
• Beauté Collageen Complex Collagen beauty complex supplement formulated to support skin, hair, and nail health from within.
• SilSolutions Silicon-based liquid beauty supplement supporting hair, skin, and nails, priced at €26.90 for 500ml.
• BeautyComplex Comprehensive beauty formula combining nine nutrients including zinc, keratin, hyaluronic acid, selenium, MSM, biotin, vitamins B3, C, and copper, priced at approximately €0.49 per day.
• Collageen Solugel Poeder 99% pure collagen powder with added vitamin C and D for skin elasticity and joint support, priced at €22.90 for 250g.
• Elite Whey Protein Premium whey protein supplement for muscle recovery and sports nutrition.
• Vegan Protein Fava Bean & Soy Isolate Plant-based protein supplement combining fava bean and soy isolate for muscle building and recovery.
• Elite Creatine Complex Advanced creatine formula designed for athletes and sports performance.
• Elite Pre Workout Man Pre-workout supplement formulated for male athletes to enhance training performance.
• Elite Pre Workout Vrouw Pre-workout supplement formulated for female athletes to enhance training performance.
• Clear Whey Isolate Light and refreshing clear whey protein isolate drink for post-workout recovery.
• BCAA 4:1:1 Branched-chain amino acid supplement with a 4:1:1 ratio for muscle recovery.
• Calcium 1000 Mama Calcium supplement providing 1000mg for bone health during pregnancy and breastfeeding.
• IJzer Bisglycinaat Mama Highly bioavailable iron bisglycinate supplement for pregnancy and postpartum support.
• Symflora Baby Probiotic supplement designed specifically for infants and babies.
• Postpartum Mama Postnatal recovery supplement for mothers after childbirth.
• Weerstand Duo Immune system support bundle combining vitamin C and D3 & K2 supplements.
• Overgang Bundel Menopause support bundle tailored to women's needs during hormonal transition.
• Vegan Bundel Supplement bundle with nutrients suitable for a vegan lifestyle.
• Lever Detox Bundel Liver health support bundle with detoxifying supplements.

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AFC AjaxcoreGTM or Marketing Partner · 1 January 2028Vitakruid is the Official Nutrition Supplier of AFC Ajax (Dutch professional football club) through 2028. The partnership includes supply of sports nutrition products including NZVT-certified supplements for athletes, with visible branding (AJAX Official Nutrition Supplier logo on the website footer) and cross-promotion.
• KiyohminorGTM or Marketing PartnerKiyoh is a third-party review platform displaying Vitakruid's customer satisfaction score (9.3/10 based on 2,459 reviews). Kiyoh reviews are prominently integrated across the website and serve as social proof for new customer acquisition.
• Thuiswinkel.orgcoreGTM or Marketing PartnerThuiswinkel.org is the Dutch e-commerce association that issues the Thuiswinkel Waarborg (quality mark for safe online shopping). Vitakruid BV holds this certification with a score of 9.5/10. The certification badge is prominently displayed to build consumer trust and validate secure payment and reliable delivery.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: Holland & Barrett is a large international health retailer with a Dutch online storefront selling vitamins, supplements, and sports nutrition. Comparable to Vitakruid as a multi-category D2C supplement retailer, though with a much broader mass-market assortment and brand portfolio.
• Solgar: Solgar is a global premium vitamin and supplement brand with established distribution in the Netherlands. Comparable to Vitakruid in premium positioning, focus on quality and bioavailability, and Dutch consumer reach through e-commerce and practitioner channels.
• Lucovitaal: Lucovitaal is a long-established Dutch supplement brand selling vitamins, minerals, and specialty supplements via retail and e-commerce. Comparable to Vitakruid in product category and Dutch consumer focus, though with broader mass-market distribution rather than therapist-led positioning.
• Davitamon: Davitamon is one of the most recognized mass-market Dutch vitamin brands, distributed widely through retail and pharmacy channels. Comparable to Vitakruid's general multivitamin range and Dutch consumer base, though positioned as a mass-market incumbent rather than premium orthomolecular specialist.

Direct peers

• New Care Supplements: New Care is a Dutch supplement brand offering vitamins, minerals, and specialty supplements directly to consumers via its own online store. Comparable to Vitakruid in D2C e-commerce model, Dutch market focus, and supplement category breadth.
• Bonusan: Bonusan is a Dutch orthomolecular supplement brand with a strong therapist and practitioner distribution channel alongside its own online store. Directly comparable to Vitakruid's therapist-network-led model and premium supplement positioning.
• Vitals: Vitals is a Dutch supplement brand selling a broad range of vitamins, minerals, and specialized formulations directly to Dutch consumers via its own e-commerce site. Highly comparable to Vitakruid in product breadth, D2C positioning, and bioavailable-form emphasis within the Benelux market.
• Naturasan: Naturasan is a Dutch online-only supplement retailer selling a curated range of vitamins, minerals, and specialty supplements to health-conscious consumers. Closely comparable to Vitakruid in online-only distribution, Dutch consumer target, and broad-spectrum product portfolio.
• Orthica: Orthica is a Dutch orthomolecular supplement brand focused on practitioner-grade vitamins and minerals, with a comparable therapist distribution model in the Netherlands. Overlaps with Vitakruid on target customer (orthomolecular therapists), product category, and scientific-formulation positioning.
• Springfield Nutraceuticals: Springfield Nutraceuticals is a Dutch supplement company selling branded vitamins and specialty formulations through its own e-commerce channels. Comparable to Vitakruid in product mix, D2C orientation, and Dutch origin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vitakruid

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Vitakruid