AOV

What AOV does

AOV is a privately held Dutch nutritional supplement brand operating under MCO Health B.V. and headquartered in Almere, Netherlands. Founded in 1986, the company offers more than 165 food supplements organized across 12 numbered categories (100 Multivitamins and Minerals, 200 Vitamin B, 300 Vitamin C, 400 Other Vitamins, 500 Minerals, 600 Amino Acids, 700 Fatty Acids, 800 Phytotherapeutics, 900 Antioxidants, 1000 Complex Preparations, 1100 Other Supplements, and 1200 Biotics). The portfolio spans single-nutrient products such as 315 Vitamine C 1000 mg and 421 Vitamine D3 & K2, as well as targeted complex formulations including 1018 Stressnorm, 1027 Schildkliernorm, 1032 Weerstandcomplex, and 1030 Paddenstoelencomplex.

AOV's product technology centers on bioavailability and purity: minerals are bound to organic molecules (citrate, bisglycinate, picolinate, malate, taurate), selenium is delivered as seleno-L-methionine, and approximately 80% of SKUs use plant-based vegacaps to minimize excipients, with products free from artificial colors, fragrances, and flavors. Full-spectrum mushroom extracts draw on multiple growth phases, and vegan Vitamin D3 is sourced from algae to serve plant-based consumers.

The business model is direct-to-consumer, with unit-priced one-off purchases ranging from roughly €10.50 to €50.95 distributed through the aov.nl e-commerce platform, independent Dutch health retailers (findable via the on-site store locator), a partner platform (Foodsupplements.eu), and a dedicated B2B portal for healthcare professionals (AOV voor professionals) that provides scientific background, downloadable materials, and event invitations. The professional channel serves as a recommendation funnel into consumer demand. AOV is owned or affiliated with Nestlé based on the accessibility statement on its website, though the precise ownership structure is not formally disclosed.

Name

AOV

Legal name

MCO Health B.V.

Website

https://aov.nl

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

AOV is a Dutch nutritional supplement brand under MCO Health B.V. selling 165+ vitamins, minerals, and complex formulations direct-to-consumers in the Netherlands via e-commerce, retail, and a healthcare-professional portal.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Food Manufacturing (311)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Herbal & Botanical Supplements (CRADAGAD), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Nutritional supplements
• Vitamins and minerals
• Plant-based capsules
• Dietary supplements
• Food supplements

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales: AOV generates revenue through the direct sale of nutritional supplements to consumers and healthcare professionals via their e-commerce platform and physical retail locations throughout the Netherlands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

AOV develops, manufactures, and distributes a portfolio of over 165 nutritional supplements organized into 12 product lines covering multivitamins and minerals, B-vitamins, vitamin C, other vitamins (D3, E, K2), individual minerals, amino acids, fatty acids, phytotherapeutics, antioxidants, targeted complex preparations, and biotic formulations. The company emphasizes pure formulations using plant-based vegacaps (80% of products) and organic mineral binding forms for improved bioavailability, marketed through its own Dutch e-commerce site, physical retail partners across the Netherlands, and a dedicated professional portal for healthcare providers.

Product overview

AOV is a Dutch nutritional supplement company offering over 165 food supplements organized into 12 product lines: 100 Multivitamins and Minerals, 200 Vitamin B, 300 Vitamin C (ascorbic acid), 400 Other Vitamins, 500 Minerals, 600 Amino Acids, 700 Fatty Acids, 800 Phytotherapeutics, 900 Antioxidants, 1000 Complex Preparations, 1100 Other Supplements, and 1200 Biotics. The portfolio includes both single-nutrient supplements (like individual minerals and vitamins) and complex preparations targeting specific health areas (such as the 1000 series: Slaapnorm for sleep, Schildkliernorm for thyroid, Stressnorm for stress, and Weerstandcomplex for immune support). Products are available in multiple formats including vegacaps (plant-based capsules), tablets, and liquid drops/powders. The company emphasizes pure supplements using plant-based capsules with minimal excipients, free from artificial colors, flavors, and fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• 100 Multivitaminen en mineralen (Multivitamins and Minerals line) Daily multivitamin and mineral supplements designed to complement daily food intake and address potential nutritional gaps for general health-conscious consumers.
• 200 Vitamine B (Vitamin B line) Vitamin B supplements including B1, B2, B3, B5, B6, B11 (folic acid), and B12 for consumers seeking energy metabolism support and fatigue reduction.
• 300 Vitamine C (ascorbinezuur) line Vitamin C supplements available in ascorbic acid, calcium ascorbate, magnesium ascorbate, and ascorbyl palmitate forms, delivered as vegacaps, tablets, or powders, for immune system support and fatigue reduction.
• 400 Overige vitamines (Other Vitamins line) Other vitamins including vitamin D3, vitamin E, and vitamin D3+K2 combinations for bone support, immune function, and cell protection.
• 500 Mineralen (Minerals line) Mineral supplements including magnesium, selenium, zinc, iron, copper, iodine, potassium, and calcium products using organic binding forms for enhanced bioavailability.
• 600 Aminozuren (Amino Acids line) Amino acid supplements including L-Glutamine Complex and NAC-Complex for cell and tissue formation and immune support.
• 700 Vetzuren (Fatty Acids line) Fatty acid supplements for consumers seeking essential fatty acid intake support.
• 800 Fytotherapeutica (Phytotherapeutics line) Phytotherapeutic supplements including standardized herbal extracts for targeted health support.
• 900 Antioxidanten (Antioxidants line) Antioxidant supplements for cell protection against oxidative damage from free radicals, pollution, and sunlight.
• 1000 Complexpreparaten (Complex Preparations line) Complex preparations targeting specific body areas and health concerns, including Sleep Complex (Slaapnorm), Thyroid Complex (Schildkliernorm), Stress Complex (Stressnorm), and Resistance Complex (Weerstandcomplex).
• 1100 Overige supplementen (Other Supplements line) Other supplements including liver support (Levernorm) and hair support (Haarnorm) products.
• 1200 Biotica (Biotics line) Biotic supplements including probiotic formulations for digestive and gut health support.
• 523 Selenium & Vitamine E 60 vegacaps containing 100 mcg amino acid-bound selenium (seleno-l-methionine) and 300 IU natural vitamin E (D-alpha-tocopherol) as antioxidants to protect against free radicals, pollution, and sunlight. Dosage: 1x daily 1 vegacap. Priced at €30.50.
• 1027 Schildkliernorm (Thyroid Complex) 60 vegacaps providing comprehensive thyroid support with iodine, selenium, zinc, L-tyrosine, and herbal extracts including ashwagandha, coleus, turmeric, and guggul. Dosage: 1x daily 2 vegacaps. Priced at €35.95.
• 1032 Weerstandcomplex (Immune Resistance Complex) Immune support complex with 11 nutrients including vitamins C and D, zinc, quercetin, elderberry, and maitake mushroom. Dosage: 1x daily 2 vegacaps. Priced at €30.50.
• 1018 Stressnorm (Stress Complex) 60 vegacaps with B-vitamins (B12, folic acid) for mental balance, containing rhodiola extract and lemon balm for mental exertion support. Dosage: 3x daily 1 vegacap. Priced at €32.95.
• 513 Magnesium Bisglycinaat & Citraat 180 tablets of organic magnesium bound to glycine and citrate (300 mg per daily dose of 2 tablets) for energy, muscle, and bone support. Priced at €50.95.
• 315 Vitamine C 1000 mg 60 tablets with 1,000 mg vitamin C (ascorbic acid) per tablet, combined with bioflavonoids and rosehip powder for immune system support. Dosage: 1-2x daily 1 tablet. Priced at €12.95.
• 421 Vitamine D3 & K2 60 vegacaps combining natural vitamin D3 (25 mcg/1000 IU) and vitamin K2 (45 mcg menachinon-7) for bone support, bone formation, and blood clotting. Priced at €32.95.
• 424 Vegan D3 Druppels (Vegan Vitamin D3 Drops) Vegan vitamin D3 liquid drops sourced from algae, delivering 25 mcg per daily dose of 5 drops, suitable for vegans and vegetarians.
• AOV voor professionals (Professional Portal) Dedicated professional channel for healthcare providers (therapists, pharmacists, practitioners) offering scientific background information, downloadable supplement guides and price lists, plus access to professional education events such as Knowledge Days and webinars.

Quantifiable outcome

• Over 165 different nutritional supplements offered across 12 categories
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pharma Nord: Pharma Nord is a Danish-headquartered supplement manufacturer with significant Benelux distribution, focusing on bioavailable mineral forms and condition-specific products — comparable to AOV's emphasis on organic mineral binding (citrate, bisglycinate) and bioavailability differentiation.
• Lucovitaal: Lucovitaal is a Dutch mass-market supplement brand distributed via drugstores and supermarkets, offering vitamins and condition-specific products — competing for the same Dutch retail shelf space and end-consumer as AOV but at a lower price tier.
• Holland & Barrett: Holland & Barrett is a UK-origin health retailer with a substantial Benelux store network and own-brand supplements — competing with AOV both as a retailer of competing brands and as an own-label supplier of comparable vitamins, minerals, and condition products.
• Bonusan: Bonusan is a Dutch nutritional supplement brand offering a broad portfolio of vitamins, minerals, herbal extracts and complex preparations through D2C and health store channels — directly comparable to AOV's 165+ SKU, multi-category Dutch supplement strategy.
• Vitals: Vitals is a Netherlands-based supplement brand with a wide portfolio of vitamins, minerals, herbal extracts, and complex formulas sold online and through health stores — directly comparable to AOV in target customer, channel mix, and product depth.
• Vitalplus: Vitalplus is a Dutch supplement brand offering vitamins, minerals and specialty formulations via e-commerce and retail — closely mirroring AOV's D2C + physical-store distribution model in the Netherlands.
• Orthica: Orthica is a Netherlands-based supplement manufacturer with a comparable range of vitamins, minerals, and condition-specific complexes sold through Dutch pharmacies and health stores — overlapping directly with AOV's product breadth and channel mix.
• New Care: New Care is a Dutch nutritional supplement brand offering vitamins, minerals, and specialty preparations through D2C and Dutch retail — competing in the same horizontal segments (immunity, energy, sleep, stress) as AOV's Complexpreparaten line.
• Davitamon: Davitamon is a well-known Dutch supplement brand owned by Haleon, sold primarily through Dutch drugstores and supermarkets — overlapping with AOV in the vitamin and mineral category and competing for the same mainstream Dutch health-conscious consumer.

Broad incumbents

• Nestlé Health Science: Nestlé Health Science is the global health-focused arm of AOV's parent company Nestlé — provides strategic context, capital, and potential scale-up pathway for AOV's Benelux supplement business, while itself operating across a much broader nutritional therapeutics portfolio globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aov-orthomoleculaire-voedingssupplementen-b-v-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 AOV