NothingFishy
NothingFishy is a UK-based, direct-to-consumer supplement company selling vegan, algae-derived Omega 3, Vitamin D3, Marine Magnesium, Sea Moss, and a proprietary plant-based collagen (VeCollal®) to health-conscious consumers and vegans via a subscription e-commerce storefront.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What NothingFishy does
NothingFishy is a UK-based, direct-to-consumer health supplement company founded in 2015 that produces vegan, algae-derived alternatives to fish-based omega-3 and other nutrient products. Its core portfolio consists of five supplements: Algae Omega 3 (DHA from schizochytrium microalgae suspended in Vitamin E), Algae Vitamin D3 (1000 IU per softgel from algae oil), Marine Magnesium (150mg per capsule sourced from seawater), Irish Sea Moss (1000mg per capsule blended with Bladderwrack, Burdock Root, and Black Pepper), and Complete Collagen (powered by VeCollal®, a proprietary biomimetic plant-based collagen designed to replicate human Type I collagen amino acid composition, with clinical claims including 32.9% wrinkle reduction in 8 weeks). The company also offers bundles, themed starter packs, a Digital 7-Day Wellness Pack, refill accessories, and gift cards.
The business is built around a subscription/refill model with a 25% discount on recurring deliveries, supplemented by one-time purchases and bundles offering up to 40% savings. Acquisition is content-led through a 50+ article blog, a personalized health-concern quiz, email capture, and organic social on Facebook and Instagram. Products are sold exclusively through the company's own e-commerce storefront with global shipping and free UK delivery over £35, with no third-party retail or marketplace presence disclosed. NothingFishy has built a 145,000+ cumulative customer base with a reported 4.9/5 rating, and certifications from VeganLife, Natural Health, and Vegan Food & Living. A 2025 partnership with SeaTrees channels a portion of profits into ocean conservation (mangrove, kelp, and seagrass restoration), reinforcing the ocean-friendly positioning of the algae-sourcing thesis.
The organization is lean (1-10 employees), privately held with no disclosed funding rounds, and is operated with a single named Registered Nutritionist advisor (Shona Wilkinson, 14+ years of supplement formulation experience). Manufacturing and packaging are kept in the UK. The differentiation thesis rests on bypassing the fish supply chain entirely, controlling algae sourcing from controlled pools (eliminating ocean toxins and oxidation issues), and using patented/proprietary fermentation technology for plant-based collagen.
NothingFishy firmographics
Firmographics- Name
- NothingFishy
- Legal name
- NothingFishy
- Website
- https://nothingfishy.co
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NothingFishy is a UK-based, direct-to-consumer supplement company selling vegan, algae-derived Omega 3, Vitamin D3, Marine Magnesium, Sea Moss, and a proprietary plant-based collagen (VeCollal®) to health-conscious consumers and vegans via a subscription e-commerce storefront.
- Ownership category
- akta.pro rank
NothingFishy industry classification
Industry- Product category
- Vegan Nutritional Supplements
- akta.pro primary industry
- Live Feed & Hatchery Inputs Production (Artemia, Rotifers, Copepods, Microalgae Cultures) (AFAEAKAJ)
Keywords
Where NothingFishy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
NothingFishy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of individual supplements and bundles through e-commerce storefront. Products include Omega-3, Vitamin D3, Marine Magnesium, Sea Moss, Complete Collagen, and curated starter packs/bundles.
- Subscription/Refill Service: Recurring monthly or bi-monthly deliveries with 25% discount. Customers receive eco-friendly refill bags for postbox delivery, reusable glass jar with first order. Flexible skip, pause, or cancel anytime.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Single product subscription - 25% savings |
| Subscription | Monthly | Complete Collagen subscription tiers |
| Subscription | Monthly | Omega 3 subscription - 34% off |
| Subscription | Monthly | Vitamin D3 subscription - 35% off |
| Subscription | Monthly | Sea Moss - subscription available |
| Subscription | Pay-as-you-go | Bundle discounts |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels7 records
NothingFishy product offering
Product offeringCore offering
NothingFishy is a UK-based direct-to-consumer brand that formulates, sells, and ships vegan, algae-derived dietary supplements. The product range includes Algae Omega-3 (DHA), Algae Vitamin D3, Marine Magnesium (sourced from seawater), Irish Sea Moss, and a proprietary plant-based biomimetic collagen called Complete Collagen (VeCollal®), sold individually, in themed starter packs, or in discounted bundles on a one-time or recurring subscription basis.
Product overview
NothingFishy is a UK-based vegan supplement company offering a range of algae-derived health supplements. The product portfolio centers on five core supplements: Algae Omega 3 (DHA from algae for heart, brain, and eye health), Algae Vitamin D3 (plant-based D3 for immunity and bone health), Complete Collagen (world's first plant-based biomimetic collagen with VeCollal for skin, hair, nails, and joints), Marine Magnesium (seawater-derived for energy, sleep, and recovery), and Irish Sea Moss (nutrient-rich seaweed for gut, skin, and thyroid health). These core products are offered individually and bundled together in various combinations including the Complete Wellness Bundle, Vitality Boost Bundle, and four themed Starter Packs (Health Essentials Pack, Repair & Renew Skin Pack, Joint and Recovery Pack, and Immunity & Energy Pack). The company also offers a Digital 7-Day Wellness Pack, supplement accessories like glass jars, and gift cards. All products are plant-based, vegan, and sustainably packaged.
Differentiator
Problem solved
Functional benefit
Products and services
- Algae Omega 3 Vegan omega-3 supplement derived from schizochytrium algae oil, providing DHA for heart, brain, and eye health. Each softgel contains 200mg DHA suspended in Vitamin E. Targets vegans, plant-based eaters, and consumers seeking sustainable fish-free omega-3.
- Algae Vitamin D3 Plant-based vitamin D3 supplement derived from algae oil, providing 1000 IU per softgel for immune system support and healthy bones, teeth, and muscles. Suitable for vegans.
- Complete Collagen World's first plant-based collagen supplement powered by VeCollal®, a biomimetic collagen that replicates human Type I collagen amino acid composition. Available in Mango and Natural flavors, designed for skin, hair, nails, and joint support.
- Marine Magnesium Magnesium supplement sourced from seawater off the Irish coast, providing 150mg per capsule for energy, sleep, recovery, and support for over 300 bodily processes. Highly absorbable and gentle on the gut.
- Irish Sea Moss Nutrient-rich seaweed supplement containing 1000mg Irish Sea Moss per capsule combined with Bladderwrack, Burdock Root, and Black Pepper for gut, skin, thyroid, and immune health.
- Complete Wellness Bundle Comprehensive bundle combining Omega-3, Complete Collagen, Marine Magnesium, Sea Moss, and Vitamin D3 supplements at 40% savings for full-body wellness support.
- Vitality Boost Bundle Bundle of Omega-3 and Marine Magnesium supplements for energy, sleep, and recovery support.
- Health Essentials Pack Starter bundle combining Omega-3 and Vitamin D3 for heart, brain, immune health, and everyday wellbeing support.
- Repair & Renew Skin Pack Skin-focused bundle combining Complete Collagen and Vitamin D3 for skin health, structural strength, and visible results in 8 weeks.
- Joint and Recovery Pack Bundle of Complete Collagen and Omega-3 for joint mobility, connective tissue strength, and post-exercise recovery support.
- Immunity & Energy Pack Winter-focused bundle combining Omega-3, Vitamin D3, and Marine Magnesium for immune resilience, energy, and muscle comfort.
- Omega 3 Multi-Pack Multi-pack option for Algae Omega 3 supplements offering savings on a 3-month supply.
- Digital 7-Day Wellness Pack Digital wellness program providing a structured 7-day wellness routine.
- Gift Card Digital gift cards available for purchase to gift NothingFishy supplements to others.
Quantifiable outcome
- 32.9% reduction in fine lines and wrinkles after 8 weeks of Complete Collagen
- +5 more outcomes
Companies that use NothingFishy
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
NothingFishy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
NothingFishy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SeaTreescoreOcean conservation charity partnership focused on marine ecosystem restoration. NothingFishy donates a portion of profits to support Seatrees' work planting and protecting blue-carbon ecosystems including mangroves, kelp forests, and seagrass. Every purchase funds real restoration verified and community-led. Partnership aligns with company's ocean-sourced ingredients philosophy and commitment to protecting marine environments.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
NothingFishy competitors and assessment
Company assessmentDirect peers
- Care/of: Care/of runs a personalized vitamin DTC business with a quiz-based recommendation flow and monthly subscription delivery. Directly mirrors NothingFishy's quiz-to-subscription funnel and bundle-style personalization strategy in the same consumer supplement category.
- Ritual: Ritual is a DTC subscription supplement brand offering essential nutrients with clinically-backed formulations and refillable subscription mechanics. Closely comparable to NothingFishy on subscription model, quiz-driven onboarding, and direct e-commerce go-to-market with transparent ingredient positioning.
- Athletic Greens / AG1: AG1 is a globally distributed DTC greens and supplements subscription brand. Comparable on subscription mechanics, high-LTV funnel, and broad-content marketing strategy in the daily-supplements category.
- Ovega-3: Ovega-3 sells algae-sourced DHA Omega-3 supplements, the head-to-head product and category competitor to NothingFishy's Algae Omega-3. Same microalgae-Schizochytrium value proposition of skipping the fish intermediary for vegan consumers.
- iwi life: iwi life produces algae-sourced Omega-3 and other plant-based supplements targeting vegans and sustainability-minded consumers. Comparable on algae sourcing technology, plant-based positioning, and DTC subscription model.
Broad incumbents
- Olly: Olly is a mass-market gummy and capsule supplement brand owned by Unilever. Comparable on DTC-plus-retail supplement positioning with a similar demographic (lifestyle, wellness, millennial-leaning consumers), though broader portfolio and mainstream rather than vegan-pure.
- Nordic Naturals: Nordic Naturals is the dominant fish-based Omega-3 brand and has expanded into algal Omega-3 (algae DHA) SKUs. Closely comparable on the Omega-3 category (especially via its plant-based line) and consumer health/wellness positioning, though with much broader retail distribution.
- Garden of Life / mykind Organics: Garden of Life operates a broad plant-based and organic supplement portfolio with mykind Organics as a vegan/plant-based sub-line. Comparable on plant-based, organic-certified positioning, though distributed across mass retail rather than purely DTC.
Emerging players
- Performance Lab: Performance Lab offers plant-based and sustainably sourced supplements with a subscription-led DTC model. Comparable on premium plant-based formulation philosophy, EU/global shipping posture, and minimalist subscription funnel similar to NothingFishy's.
- WelleCo: WelleCo is a plant-based supplements and super-elixir brand targeting beauty-from-within and collagen wellness. Comparable on plant-based, beauty-and-aging consumer segment and subscription/DTC mechanics, particularly versus NothingFishy's Complete Collagen with VeCollal.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
NothingFishy social profiles
Digital presenceNothingFishy financial estimates
Financial estimateRevenue estimate
Valuation estimate
NothingFishy leadership team
Management profileNumber of profiles
Profiles1 record
NothingFishy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NothingFishy 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 NothingFishy
What does NothingFishy do?
NothingFishy is a UK-based direct-to-consumer brand that formulates, sells, and ships vegan, algae-derived dietary supplements. The product range includes Algae Omega-3 (DHA), Algae Vitamin D3, Marine Magnesium (sourced from seawater), Irish Sea Moss, and a proprietary plant-based biomimetic collagen called Complete Collagen (VeCollal®), sold individually, in themed starter packs, or in discounted bundles on a one-time or recurring subscription basis.
Is NothingFishy a public or private company?
NothingFishy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NothingFishy founded?
NothingFishy was founded in 2015. It employs 1 to 10 people.
Where is NothingFishy based?
NothingFishy is headquartered in London, United Kingdom, in the Europe region.
How does NothingFishy make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Refill Service.
Who are NothingFishy's main competitors?
Direct peers on record are Care/of, Ritual, Athletic Greens / AG1, Ovega-3 and iwi life. Broad incumbents are Olly, Nordic Naturals and Garden of Life / mykind Organics. Emerging players are Performance Lab and WelleCo.
Does NothingFishy have an API?
No public API is recorded for NothingFishy.
What industry is NothingFishy in?
NothingFishy's product category is Vegan Nutritional Supplements. Its primary akta.pro industry code is AFAEAKAJ, Live Feed & Hatchery Inputs Production (Artemia, Rotifers, Copepods, Microalgae Cultures).