What Nutri Advanced does

Nutri Advanced is a UK-based supplier of vitamins, minerals, probiotics, fish oils, and herbal supplements, founded in 1981 and headquartered in Whaley Bridge. The company operates as a brand under Metagenics UK Ltd following its acquisition by Metagenics, with products now sold through the metagenics.co.uk e-commerce platform and a parallel metagenics.ie storefront serving the Republic of Ireland. Its portfolio spans core lines such as the UltraFlora probiotic range, MegaMag and MetaRelax magnesium formulations, OmegaGenics and Eskimo-3 fish oils, PhytoMulti, MetaActive, and the HerWellness Perimenopause range, with typical unit prices in the £14.99-£29.99 band. Notable product-adjacent assets include the proprietary Healthnotes database (a content reference for drug interactions, health conditions, supplements, and botanical medicine) and a Health Assessment Quiz used to drive personalized recommendations.

The business runs a dual-channel go-to-market: a direct-to-consumer e-commerce site with subscribe-and-save, free first-class delivery, and a 60-day returns policy, alongside a dedicated health professional portal offering trade pricing, practitioner-exclusive SKUs, education resources, webinars, and clinic tools for verified nutritionists, naturopaths, and wellness practitioners. Marketing is executed through content marketing, organic social (Instagram, Facebook, LinkedIn), email, and Trustpilot-driven social proof (4.8/5). The company is in the process of or has achieved B Corp certification, supporting a sustainability and quality positioning.

Revenue mechanics are unit-based DTC sales augmented by a subscription program and B2B trade accounts; no revenue figures are disclosed and headcount sits in the 11-50 range. The company is a UK-focused specialist VMS retailer, with no public listing, no funding rounds disclosed, and no public AI or platform technology stack beyond standard e-commerce, payments (PayPal, Mastercard, Maestro, Verified by Visa), and Trustpilot integration.

Name

Nutri Advanced

Legal name

Metagenics UK Ltd

Website

https://nutriadvanced.co.uk

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutri Advanced is a UK specialist vitamins, minerals, and supplements retailer, operating as a Metagenics brand, that sells practitioner-grade nutritional supplements to both health professionals and direct consumers via e-commerce and a trade portal.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Food And Kindred Products (2000)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Nutritional supplements
• Vitamin supplements
• Probiotic supplements
• Fish oil supplements
• Practitioner supplements

Headquarters

HQ city

Whaley Bridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Nutritional Supplement Sales: Direct-to-consumer and health professional sales of vitamins, minerals, probiotics, fish oils, and herbal supplements through e-commerce platform. Product lines span health concerns including gut health, immunity, menopause, stress/sleep, and general wellness.
2. Subscribe & Save Program: Subscription model offering recurring deliveries of supplements with potential for customer retention and predictable revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Nutri Advanced develops and sells practitioner-grade nutritional supplements — vitamins, minerals, probiotics, fish oils, and herbal formulations — to health professionals and end consumers in the UK and Ireland via its own e-commerce platform (metagenics.co.uk) and a dedicated Practitioner Hub. The range includes branded lines such as UltraFlora, MegaMag, MetaRelax, MetaActive, PhytoMulti, OmegaGenics, Eskimo-3, and HerWellness, supported by a Subscribe & Save subscription service and a Healthnotes evidence database.

Product overview

Nutri Advanced operates as a premium vitamins, minerals, and supplements (VMS) brand now integrated under Metagenics UK Ltd. The company offers a portfolio of science-backed nutritional supplements spanning core categories including probiotics (UltraFlora® Range), magnesium formulations (MegaMag® and MetaRelax® lines), omega-3 fish oils (OmegaGenics® and Eskimo-3 ranges), multivitamins (Multi Essentials, PhytoMulti®), and targeted condition-specific products (HerWellness™ Perimenopause, MetaActive Rapid). The product architecture consists of core best-selling formulations supplemented by sub-brand variants (chewables, powders, sachets) and bundling programs. A proprietary practitioner resource, the Healthnotes® Database, provides drug interaction and health condition reference information. The company also offers a subscription service (Subscribe & Save) and health professional accounts for verified practitioners, creating a dual-channel distribution model targeting both direct-to-consumer and professional healthcare practitioner markets.

Differentiator

Problem solved

Functional benefit

Products and services

• UltraFlora Fibre Probiotic fibre supplement in 14-sachet format designed to support digestive and gut health for consumers seeking practitioner-grade products.
• UltraFlora Complete For Women Comprehensive probiotic formulation specifically designed to support women's digestive health and vaginal microbiota balance.
• MegaMag Calm Powder Magnesium-based powder supplement formulated to support calm and relaxation.
• MegaMag 10 in 1 Chews Multi-benefit magnesium chewable supplement combining 10 key ingredients in a convenient chew format.
• MegaMag Muscle Powder Magnesium powder supplement designed to support muscle function and recovery.
• MegaMag Night Powder Magnesium powder supplement formulated to support sleep quality and nighttime relaxation.
• Magnesium Glycinate Tablets Highly bioavailable magnesium supplement in tablet form, the company's top-selling product with 381 customer reviews.
• MetaRelax No. 1 Doctor-Recommended Magnesium Supplement formulated to support stress relief and relaxation, available in 90-tablet format.
• MetaRelax Night Tablets Sleep-support formulation of MetaRelax designed to promote restful sleep in a 30-tablet pack.
• MetaActive Rapid Fast-acting cognitive and energy support supplement in 30-capsule format for mental performance.
• OmegaGenics High Strength Omega-3 Fish Oil Capsules High-potency fish oil omega-3 supplement providing EPA and DHA fatty acids for cardiovascular and brain health.
• Probiotic Plus Broad-spectrum probiotic supplement in 60-capsule format supporting digestive and immune health.
• Multi Essentials For Women 50+ Comprehensive multivitamin formulated specifically for women over 50 to address age-related nutritional needs.
• Vitamin D3 with K2 Drops Liquid vitamin D3 supplement combined with vitamin K2 for optimal bone health absorption.
• Vitamin D3 with K2 Chewable Chewable variant of the vitamin D3 and K2 combination supplement offering an alternative delivery format.
• PhytoMulti Multi-nutrient supplement featuring standardised plant extracts and phytonutrients for comprehensive nutritional support, in a 30-tablet pack.
• HerWellness Perimenopause Targeted supplement addressing hormonal changes and symptoms during perimenopause, in a 30-tablet pack.
• Subscribe & Save Subscription service offering recurring monthly deliveries of supplements with savings versus one-off purchases.
• Wellness Essentials Bundles Curated bundles of complementary supplements offering 20% savings versus individual purchase, targeted at specific health outcomes.
• Health Professional Account Verified trade account programme for qualified health professionals providing access to restricted content, practitioner-exclusive products, trade pricing, education resources, webinars, and clinical tools.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Higher Nature: Higher Nature is a UK-based supplement brand selling vitamins, minerals, and condition-specific formulations via DTC e-commerce and practitioner channels. Comparable in product breadth, UK consumer focus, and premium practitioner-grade positioning.
• Solgar: Solgar is a global premium supplement brand with a strong UK presence, offering vitamins, minerals, and condition-specific formulations to both health professionals and consumers. Comparable in product positioning, premium quality standards, and dual-channel distribution.
• Cytoplan: Cytoplan is a UK practitioner-grade nutritional supplement company selling directly to nutritionists, naturopaths, and consumers via its own e-commerce site. Comparable in target market, practitioner-channel focus, and product category range.
• Lamberts Healthcare: Lamberts Healthcare is a UK-based vitamins, minerals, and herbal supplements brand sold through health professionals and direct channels. Closely comparable in product portfolio (vitamins, minerals, fish oils, condition-specific formulas) and practitioner-channel go-to-market.
• BioCare: BioCare is a UK-based practitioner-grade supplement brand offering vitamins, minerals, probiotics, and condition-specific formulations to health professionals and consumers. Direct competitor with overlapping dual-channel (B2B practitioner plus DTC e-commerce) model in the same UK market.
• Igennus Healthcare Nutrition: Igennus is a UK supplement brand specializing in omega-3s and condition-specific formulations sold direct to consumers and practitioners. Comparable in specialist supplement positioning, scientific evidence-based formulations, and UK market focus.
• Nature's Best: Nature's Best is a UK vitamin, mineral, and supplement brand selling via its own e-commerce platform and through health professionals. Comparable in product range (multivitamins, omega-3s, probiotics) and practitioner-plus-DTC distribution model.

Regional players

• Thorne: Thorne is a US-based practitioner-grade supplement brand serving health professionals and consumers with premium formulations and proprietary content resources. Comparable in practitioner-grade positioning and content-led differentiation, though primarily US-focused.
• Pure Encapsulations: Pure Encapsulations is a premium practitioner-grade supplement brand owned by Nestlé Health Science, distributing primarily to health professionals. Comparable in practitioner-only positioning and premium hypoallergenic formulations, though US-rooted with growing UK presence.

Broad incumbents

• Holland & Barrett: Holland & Barrett is the dominant UK high-street health food and supplement retailer, offering vitamins, minerals, and condition-specific products across own-label and third-party brands. Comparable as a supplement sales channel in the UK market, though broader portfolio and mass-market positioning differ from Nutri Advanced's practitioner-grade niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nutriadvanced
• LinkedInlinkedin.com/company/nutri-advanced-ltd
• Instagraminstagram.com/metagenics_UK
• Xx.com/NutriAdvanced

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Nutri Advanced