Aguulp

What Aguulp does

Aguulp is a UK-based direct-to-consumer liquid health supplement company co-founded by the UK rapper and TV personality Professor Green (Stephen Manderson) alongside Kevin Godlington, headquartered in Mersham, United Kingdom, and founded in 2020. The company designs, manufactures, and sells liposomal-formulated liquid supplements organised across five health categories: gut, brain, immunity, recovery, and sleep, with the hero product being aguulp for gut, a prebiotic liquid that the company says improved participants' gut health by 27% in a clinical trial. All products share a patented liposomal delivery technology intended to maximise nutrient absorption and to allow multiple supplements to be taken together without ingredient interaction. The company also sells at-home gut health diagnostic kits (Functional at £100, Advanced at £130) that feed a test-to-product recommendation loop.

Aguulp's commercial model is centred on its own e-commerce storefront, aguulp.com, where customers can purchase individual SKUs at £25–£40 (one-off) or buy in monthly auto-renewing subscriptions offering at least £5 monthly savings; dual packs are priced at £60 and trio packs at £100. Distribution is multi-channel but UK-domestic: an Aguulp Wholesale programme for retailers, an Aguulp for Workplace wellness channel for employers, and a Blue Light Card discount partnership for NHS and emergency-services staff. Customers are largely individual UK consumers self-selecting by symptom (bloating, constipation, IBS, anxiety, focus, recovery, immunity, sleep), with marketing driven by Professor Green's celebrity profile, editorial coverage in UK press (Evening Standard, Vogue, Independent, Daily Mail, Happiful), a 'Diary of a CEO' media-property endorsement, Instagram and a private 'Aguulpers' Facebook community, an affiliate programme, and a referral and rewards scheme. The company discloses no venture capital, private equity, or institutional investor involvement.

The available evidence indicates a small operation (1–10 employees) with no disclosed funding, no acquirer or parent entity, and no international expansion signal. Critically, the company website is currently displaying a 'not taking orders right now' notice, which represents a material operational status event that any investor or counterparty should validate before relying on the operating profile described above.

Name

Aguulp

Legal name

Aguulp

Website

https://aguulp.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Aguulp is a UK-based direct-to-consumer brand that designs and sells liposomal liquid health supplements across gut, brain, immunity, recovery, and sleep categories, plus at-home gut health diagnostic tests, primarily to individual UK consumers via its own website, subscription, wholesale, and workplace wellness channels.

Ownership category

akta.pro rank

Product category

Liquid Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

akta.pro industry

PRIMARYCRADAGAF

Probiotics & Digestive Health Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAMAE

Digestive Health OTC (Antacids, Laxatives, Anti-diarrheals, Probiotics OTC)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Health & Hygiene OTC Consumer Goods (First Aid, Oral Care, Personal Health)

SECONDARYEUAAAIAK

Bio-based Pharmaceuticals, Nutraceuticals & Specialty Bioactives

Energy, Utilities & Environment/Bioenergy, Natural Gas & Biomass/Biorefining & Bio-based Chemicals (Co-products, Bioproducts)

Keywords

• Liquid dietary supplements
• Liposomal delivery technology
• Gut health supplements
• D2C supplement brand
• At-home gut health tests

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer (D2C) E-commerce: Aguulp sells its full range of liquid health supplements directly to consumers through its e-commerce website (aguulp.com). Customers can purchase individual products, bundles, and multi-product packs. Revenue is generated through one-off purchases and subscription orders.
2. Subscription (Monthly Auto-Renew): Customers can subscribe to monthly deliveries of any Aguulp supplement. Subscriptions offer at least £5 savings per month compared to one-off purchases. Subscriptions auto-renew each month and customers can amend, pause, or cancel at any time with no fees. This provides predictable recurring revenue.
3. Wholesale: Aguulp sells products in bulk through its wholesale programme (Aguulp Wholesale), targeting retail and business customers who wish to stock or distribute Aguulp products.
4. Workplace and Blue Light Card Partnerships: Aguulp offers dedicated programmes for workplace wellness (Aguulp for Workplace) and Blue Light Card discounts, enabling bulk purchases or discounted access for specific customer groups.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Aguulp develops, manufactures, and sells liquid dietary supplements formulated with patented liposomal delivery technology. Its product range covers gut, brain, immunity, recovery, and sleep, supported by at-home gut health diagnostic tests and bundled product packs, sold primarily through its UK-manufactured, direct-to-consumer e-commerce storefront with subscription and one-off purchasing options.

Product overview

Aguulp is a UK-based liquid health supplement company offering a portfolio of liposomal-formulated supplements. The core products include aguulp for gut (prebiotic), aguulp for biome (probiotic), aguulp for brain, aguulp for immunity, aguulp for recovery, and aguulp for sleep. All products use patented liposomal technology for maximum absorption. The company also offers at-home gut health test kits (Advanced Gut Health Test at £130 and Functional Gut Health Test at £100), and various bundle options including dual packs (Gut & Brain, Gut & Immunity, Brain & Recovery) and trio packs. Products are organized by health focus areas: for gut, for brain, for immunity, for recovery, and for sleep. Individual supplements start at £35, with bundles starting at £60 and trio packs at £100.

Differentiator

Problem solved

Functional benefit

Products and services

• aguulp for gut (Gut Prebiotic) Liquid prebiotic supplement containing prebiotics (inulin, GOS, FOS), L-glutamine, vitamins C and D, zinc, and marine collagen, formulated to support optimal gut health and digestive function for consumers with gut-related concerns.
• aguulp for biome (Gut Probiotic) Liquid probiotic supplement containing 50 billion friendly bacteria combined with prebiotics, designed to boost the gut microbiome for consumers seeking targeted probiotic support.
• aguulp for brain Liquid cognitive-supporting supplement with essential vitamins and minerals that support brain functions such as memory and focus for individuals looking to optimise cognitive performance and reduce anxiety.
• aguulp for immunity Liquid immunity multivitamin supplement packed with vitamins and nutrients that support the immune system's natural functions for consumers seeking immune support.
• aguulp for recovery Liquid post-workout supplement containing milk thistle and electrolytes designed to help restore and recharge the body after physical activity for fitness-minded and health-conscious consumers.
• aguulp for sleep Liquid sleep support supplement containing soothing lemon balm and chamomile extracts designed to encourage better night's rest for individuals seeking improved sleep quality.
• Advanced Gut Health Test At-home advanced gut health test kit providing detailed analysis of gut health status, priced at £130, for consumers seeking in-depth diagnostic input before selecting supplements.
• Functional Gut Health Test At-home gut health test kit providing scientific gut health analysis, priced at £100, for consumers seeking functional diagnostic input before selecting supplements.
• Gut & Probiotic Dual Pack (Gut Synbiotic) Combined bundle of the aguulp for gut supplement and aguulp for biome probiotic for a comprehensive gut health intervention, for consumers seeking both prebiotic and probiotic support together.
• Gut & Brain Dual Pack Dual pack combining the gut and brain supplements to support the gut-brain axis and improve physical and mental health, for consumers seeking combined digestive and cognitive support.
• Gut & Immunity Dual Pack Dual pack combining the gut and immunity supplements, leveraging the connection between gut health and immune function for consumers seeking both digestive and immune support.
• Brain & Recovery Dual Pack Dual pack combining the brain focus supplement and muscle recovery supplement for comprehensive physical and mental performance support, for consumers seeking both cognitive and post-workout support.
• Gut, Brain & Immunity Trio Pack Trio pack containing gut, brain, and immunity supplements for comprehensive physical and mental health optimisation, for consumers seeking a multi-benefit supplement bundle.
• Aguulp Wholesale Programme Bulk wholesale purchasing programme enabling UK retailers and distributors to stock and resell the full Aguulp supplement range.
• Aguulp for Workplace Workplace wellness programme offering bulk or discounted access to Aguulp supplements for employers and organisations purchasing on behalf of employees.

Quantifiable outcome

• 27% improvement in gut health for trial participants using Aguulp for gut

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Care/of: Personalised vitamin and supplement brand with a quiz-driven product recommendation flow. Comparable in DTC subscription model, personalisation-led onboarding, and ingestible supplement category.
• Symprove: UK-based water-based probiotic supplement brand focused on gut health. Directly comparable to Aguulp's gut-health positioning, clinical-evidence-led marketing, and UK D2C plus pharmacy/wholesale distribution model.
• Optibac Probiotics: UK-based probiotic and supplement specialist selling strains-targeted formulations direct to consumers. Comparable in category focus (probiotics/digestive health), UK D2C model, and emphasis on clinical evidence to differentiate.
• Bio-Kult: UK-based live bacteria supplement brand sold via DTC, pharmacy, and wholesale. Comparable in UK base, probiotic/gut-health focus, and multi-channel distribution (own site, pharmacy, wholesale).
• Yourbiology: DTC gut-health and probiotic supplement brand sold via subscription. Comparable to Aguulp in gut-health positioning, subscription GTM, and DTC e-commerce distribution.
• AG1 (Athletic Greens): Global daily greens/nutrition drink brand sold primarily via subscription. Comparable to Aguulp in single-routine daily-dose liquid format, subscription-first GTM, premium positioning, and clinical/ingredient-led marketing.
• Heights: UK-based DTC smart-supplement brand for braincare founded by Dan Murray-Sherwin and Stephanie Sherwen. Closely comparable to Aguulp in being a premium UK DTC subscription supplement brand targeting cognitive and gut health with curated, evidence-led formulations.
• The Nue Co. Premium science-led wellness brand offering ingestible supplements across gut, sleep, skin, and mood. Comparable to Aguulp in DTC positioning, multi-category ingestible portfolio, science-backed marketing, and premium price points.
• Ritual: DTC multivitamin and supplement brand focused on traceability, clinical evidence, and subscription. Comparable in evidence-led marketing, subscription model, premium pricing, and symptom/category-based merchandising.

Emerging players

• Hum Nutrition: DTC 'inside-out' beauty and wellness supplement brand with a focus on personalised regimens. Comparable in DTC ingestible supplements, category-spanning portfolio (skin, gut, mood), and target on health-conscious female consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/aguulpersgutsupport
• Instagraminstagram.com/aguulp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Aguulp