Form Nutrition
Form Nutrition is a London-based plant-based nutrition company that develops and sells vegan protein powders, meal replacements, and supplements direct-to-consumer in the UK and US, with additional distribution through premium retailers including Equinox, Mr Porter, and Net-a-Porter.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Form Nutrition does
Form Nutrition is a London-based plant-based nutrition company founded in 2017 by Damian Soong (CEO), Natalia Bojanic (Brand Director), and Pete O'Donoghue (Head of Operations) and registered as Find Form Ltd. The company develops and sells a portfolio of vegan protein powders (Performance Protein, Superblend, Pureblend), a nutritionally complete meal replacement (Peakblend), and a capsules and supplements line spanning cognitive enhancement (Edge, Boost), sleep (ZZZZs), daily nutrition (Multi), and beauty (Radiant), with Form Creatine and Form Protein Bar added in 2024. Core technology centres on organic multi-source plant protein blends (pea protein isolate, brown rice protein, pumpkin seed protein) delivering a complete amino acid profile, combined with branded functional ingredients (Coll-egan vegan collagen support, Vita-algae D vegan D3, BioPerine for bioavailability, Lycobeads lycopene, AstraGin, DigeZyme digestive enzymes) and EN-certified compostable packaging.
Form generates revenue through a direct-to-consumer e-commerce model (separate UK/EU and US storefronts with a subscription tier offering 15-20% savings) augmented by selective premium retail distribution through Equinox, Vitamin Shoppe, Mr Porter, Net-a-Porter, Browns, Source Bulk Foods, and Healf. The company is B Corporation certified (since 2019), Informed Sport certified, vegan/gluten-free/dairy-free certified, and conducts published UKAS-accredited heavy metal testing, which collectively form the basis of its premium, trust-led positioning. The product line is sold at unit prices of approximately £19-£49 (UK) and $29-$64 (US), with the customer base described as 100,000+ consumers across the UK, US, Ireland, and selected international markets.
Form's commercial and operational footprint is anchored in a single London headquarters (Great Western Studios, 65 Alfred Rd), a small visible team, and a US-focused growth strategy. The brand is supported by an in-house content platform (inForm) featuring an Ask Dr. Adam series anchored by Head of Nutrition Dr. Adam Collins of the University of Surrey, and by a Form Feeding Fund linked to the Bansang Hospital Appeal in The Gambia, which ties each product purchase to a charitable contribution. The company is privately held with no disclosed institutional funding, parent company, or controlling external entity, and operates with no disclosed revenue, headcount, or burn figures.
Form Nutrition firmographics
Firmographics- Name
- Form Nutrition
- Legal name
- Find Form Ltd
- Website
- https://formnutrition.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Form Nutrition is a London-based plant-based nutrition company that develops and sells vegan protein powders, meal replacements, and supplements direct-to-consumer in the UK and US, with additional distribution through premium retailers including Equinox, Mr Porter, and Net-a-Porter.
- Ownership category
- akta.pro rank
Form Nutrition industry classification
Industry- Product category
- Plant-Based Nutrition Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Form Nutrition is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Form Nutrition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through owned e-commerce websites (formnutrition.com for UK/EU and formnutrition.com/us for US markets). Products sold as one-time purchases or through subscription model offering 15-20% savings. Revenue generated from protein powders, capsules/supplements, accessories, and bundles.
- Retail Distribution: Products sold through third-party retail stockists including Equinox gyms, Vitamin Shoppe, Mr Porter, Net-a-Porter, Browns, and Source Bulk Foods. Revenue generated through wholesale relationships with these retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Performance Protein Vegan Powder - 520g (13 servings) |
| Unit Pricing | Pay-as-you-go | Pureblend Protein - 520g (13 servings) |
| Unit Pricing | Pay-as-you-go | Superblend Protein - 520g (13 servings) |
| Unit Pricing | Pay-as-you-go | Peakblend Vegan Meal Replacement - 1.3kg |
| Unit Pricing | Pay-as-you-go | Multi Vegan Multivitamin - 60 capsules |
| Unit Pricing | Pay-as-you-go | ZZZZs Natural Sleep Supplement - 60 capsules |
| Unit Pricing | Pay-as-you-go | Boost Focus Capsules - 30 capsules |
| Unit Pricing | Pay-as-you-go | Edge Focus Capsules - 60 capsules |
| Unit Pricing | Pay-as-you-go | Radiant Hair, Skin and Nails - 60 capsules |
| Unit Pricing | Pay-as-you-go | Form Protein Bar - 12 x 50g bars |
| Unit Pricing | Pay-as-you-go | Form Insulated Stainless Steel Shaker |
| Unit Pricing | Pay-as-you-go | Form Creatine - 450g (90 servings) |
| Subscription | Monthly | Subscription Model |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels7 records
Form Nutrition product offering
Product offeringCore offering
Form Nutrition is a plant-based nutrition brand that formulates, manufactures, and sells vegan protein powders (Performance Protein, Superblend, Pureblend, Peakblend), a vegan protein bar, micronised creatine, and a range of vegan capsules and supplements covering focus (Edge, Boost), sleep (ZZZZs), multivitamins (Multi), and beauty (Radiant). The line is supported by accessories such as an insulated stainless steel shaker. Products are sold direct-to-consumer via UK/EU and US e-commerce storefronts, supported by a subscribe-and-save model, and are also distributed through premium third-party retailers and gyms.
Product overview
Form Nutrition is a plant-based nutrition company offering a portfolio of vegan protein powders, capsules and supplements, and accessories. The core product line includes Performance Protein (post-workout powder with 30g protein), Superblend Protein (protein with greens and superfoods), Pureblend Protein (unflavoured protein), and Peakblend (nutritionally complete meal replacement). Recent additions include Form Protein Bar and Form Creatine. The capsules and supplements range covers cognitive enhancement (Edge, Boost), sleep support (ZZZZs), daily nutrition (Multi), and beauty (Radiant). The company also offers accessories including an insulated stainless steel shaker. All products are formulated for vegans, with most being gluten-free, dairy-free, and free from artificial ingredients.
Differentiator
Problem solved
Functional benefit
Brands
- inForm: Educational content platform featuring articles on nutrition, body, mind, life, design, courses, and vegan recipe guides
- Form Creatine
- Form Protein Bar
- Performance Protein
- Pureblend Protein
- Superblend Protein
- Peakblend
- Edge
- Boost
- ZZZZs
- Multi
- Radiant
- Form Feeding Fund
Products and services
- Performance Protein – Vegan Protein Powder Award-winning post-workout vegan protein powder delivering 30g of plant-based protein per serving with 5g BCAAs, curcumin, and DigeZyme digestive enzymes; available in Chocolate Peanut, Chocolate Hazelnut, Tiramisu, Banoffee, and Vanilla flavours and Informed Sport certified for competitive athletes.
- Superblend Protein – Protein and Greens Vegan protein powder combining 20g of plant-based protein with 12 fruits and vegetables, fibre, prebiotics, and adaptogens including maca and spirulina, designed for daily nutrition alongside greens and superfoods.
- Pureblend Protein – Unflavoured Protein Unflavoured, unsweetened plant-based multi-source vegan protein designed for use in smoothies, cooking, and baking.
- Peakblend – Vegan Meal Replacement Nutritionally complete plant-based meal replacement with 34g protein, 26 vitamins and minerals, omega-3s, ashwagandha, and gut-health ingredients including MicrobiomeX and SynBalance.
- Form Protein Bar Vegan protein bar delivering 15g of protein per bar, low in carbohydrates and sugar and high in fibre; available in Chocolate Peanut and Chocolate Salted Caramel flavours in 12 x 50g multi-pack.
- Form Creatine – Micronised Creatine Monohydrate Highly micronised 100% pure creatine monohydrate in 450g (90 servings) format, positioned for strength, recovery, and cognitive performance.
- Edge – Focus Capsules Daily cognitive-enhancer capsules combining Bacopa Monnieri, Alpha GPC, Ginkgo Biloba, Phosphatidylserine, B vitamins, and BioPerine for focus and brain function.
- Boost – Focus and Pre-Workout Capsules Focus and pre-workout capsules delivering a calming energy boost through synergistic Caffeine and L-Theanine, with CDP-Choline and Euphoria Longan fruit extract.
- ZZZZs – Natural Sleep Supplement Natural sleep supplement combining 5-HTP from Griffonia seed with calming amino acids L-Glycine and L-Theanine, plus Magnesium and Zinc for restorative sleep.
- Multi – Vegan Multivitamin Daily vegan multivitamin capsules combining vegan omega-3 from DHA, VitaCholine choline, Vita-algae D vegan Vitamin D3, and AstraGin for enhanced nutrient absorption.
- Radiant – Hair, Skin and Nails Beauty supplement capsules featuring the proprietary Coll-egan vegan collagen support ingredient, plus antioxidant vitamins A, C and E, Lycobeads lycopene, Verbasnol, Astaxanthin, Hyaluronic Acid, and Resveratrol for skin, hair and nails.
- Form Insulated Stainless Steel Shaker Double-insulated stainless steel shaker bottle that keeps drinks cold for up to 12 hours, available in Graphite Grey and Seagrass Green.
Quantifiable outcome
- Over 100,000 customers and growing with consistently high review ratings (4.5-4.9 stars across products)
- +2 more outcomes
Companies that use Form Nutrition
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Form Nutrition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Form Nutrition partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- Bansang Hospital AppealcoreCharitable partnership supporting Bansang Hospital in The Gambia through the Form Feeding Fund. With every product purchased, customers help provide food, pharmaceuticals and transport for patients at the hospital that serves 600,000 people in Central and Upper River Region.
- EquinoxcorePremium fitness gym chain retail partnership in US market. Form products available for purchase at Equinox locations.
- Vitamin ShoppecoreSpecialty health and supplement retailer stocking Form products in US market.
- Mr PorterflagshipLuxury fashion retailer featuring wellness products including Form protein powders in US and UK markets.
- Net-a-PorterflagshipGlobal luxury fashion e-commerce platform featuring wellness and health supplement category with Form products.
- Browns FashioncoreUK-based luxury fashion retailer and boutique carrying Form wellness products.
- Source Bulk FoodscoreBulk foods and health food retailer operating in Australia and potentially other regions.
- HealfminorInternational stockist serving Rest of World customers outside UK and US markets.
- ALS LaboratoriescoreUKAS-accredited testing laboratory (No. 1282) conducting heavy metal testing on Form finished products to verify safety levels.
- One Scientific LtdcoreUKAS-accredited testing laboratory (No. 2048) conducting independent heavy metal testing on Form products for quality assurance.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Form Nutrition competitors and assessment
Company assessmentDirect peers
- Hunter & Gather Foods: UK-based natural and keto/paleo food brand with plant-based and clean-ingredient positioning. Direct peer on UK DTC food supplements, premium pricing, and the health-conscious consumer Form targets.
- Myvegan (MyProtein): Plant-based protein and nutrition line from Myprotein. Direct competitor in vegan protein powders and supplements at scale, often at lower price points across the same DTC-plus-retail channels.
- Orgain: Plant-based protein powders, shakes and nutrition products targeted at health-conscious consumers and clean-label shoppers. Closely comparable on organic positioning, protein focus, and DTC-plus-retail GTM.
- Vega: Plant-based premium protein powder, smoothie and nutrition brand owned by Danone. Direct competitor in plant-based protein powders, meal replacements, and on-the-go plant-based nutrition across DTC and retail channels.
- Ritual: Direct-to-consumer supplement brand known for clean, traceable multivitamins and women's health. Comparable on premium DTC positioning, transparency (heavy metal testing), and ingredient-citation approach Form also leverages.
- PhD Nutrition: UK sports-nutrition brand spanning protein powders, performance formulas and supplements. Comparable on performance/protein positioning, athlete-oriented customers, and UK retail/wholesale distribution.
- Pulsin: UK-based plant-based nutrition brand selling protein powders, bars, and snack bites. Direct competitor in the UK natural and specialty channel with comparable price-tier and clean-label positioning.
- Aloha (Aloha Protein): Plant-based protein bars and powders with clean-ingredient positioning. Direct competitor in plant-protein formats, premium DTC pricing, and natural-channel retail (e.g., Whole Foods).
Emerging players
- Clean Simple Eats: DTC plant-based protein and nutrition brand with clean-ingredient lineup and tests-high social proof. Comparable premium positioning to Form and overlapping on target audience of fitness-oriented women, though US-centric.
Broad incumbents
- Garden of Life (Nestlé Health Science): Certified-organic and plant-based nutrition brand owned by Nestlé Health Science. A larger incumbent with broader supplement and protein portfolio overlapping with Form's clean-ingredient, organic positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Form Nutrition social profiles
Digital presenceForm Nutrition compliance and trust
Trust signalCompliance8 records
Form Nutrition financial estimates
Financial estimateRevenue estimate
Valuation estimate
Form Nutrition leadership team
Management profileNumber of profiles
Profiles7 records
Form Nutrition funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Form Nutrition 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 Form Nutrition
What does Form Nutrition do?
Form Nutrition is a plant-based nutrition brand that formulates, manufactures, and sells vegan protein powders (Performance Protein, Superblend, Pureblend, Peakblend), a vegan protein bar, micronised creatine, and a range of vegan capsules and supplements covering focus (Edge, Boost), sleep (ZZZZs), multivitamins (Multi), and beauty (Radiant). The line is supported by accessories such as an insulated stainless steel shaker. Products are sold direct-to-consumer via UK/EU and US e-commerce storefronts, supported by a subscribe-and-save model, and are also distributed through premium third-party retailers and gyms.
Is Form Nutrition a public or private company?
Form Nutrition is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Form Nutrition founded?
Form Nutrition was founded in 2017. It employs 1 to 10 people.
Where is Form Nutrition based?
Form Nutrition is headquartered in London, United Kingdom, in the Europe region.
How does Form Nutrition make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Form Nutrition's main competitors?
Direct peers on record are Hunter & Gather Foods, Myvegan (MyProtein), Orgain, Vega, Ritual, PhD Nutrition, Pulsin and Aloha (Aloha Protein). Clean Simple Eats is listed as an emerging player. Garden of Life (Nestlé Health Science) is listed as a broad incumbent.
Does Form Nutrition have an API?
No public API is recorded for Form Nutrition.
What industry is Form Nutrition in?
Form Nutrition's product category is Plant-Based Nutrition Supplements. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2090.