Healthy Supplies
Healthy Supplies is a UK-based e-commerce retailer of organic, vegan, gluten-free, and specialty health food products serving individual UK consumers and a secondary wholesale/trade segment, operating from Lancing, West Sussex since 2009.
- Company typePrivate
- Founded2009
- HeadquartersLancing, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Healthy Supplies does
Healthy Supplies is a UK-based online health food retailer operating under the legal entity Healthy Supplies Ltd, a private limited company incorporated in England (company number 6960233) and headquartered at 35 Chartwell Road, Lancing Business Park, Lancing BN15 8TU. Founded in 2009, the company runs a direct-to-consumer e-commerce storefront at healthysupplies.co.uk and serves two customer segments: individual UK consumers seeking organic, vegan, gluten-free, and specialty dietary products, and trade/wholesale business customers purchasing bulk ingredients for resale or food service. The platform covers over 100 product categories spanning nuts, seeds, grains, cereals, dried fruits, pulses, pantry staples, beverages, chilled products, health and beauty, and home and pet supplies, with delivery across the whole of the UK and a free-delivery threshold of £49 per order.
The technology layer is a conventional e-commerce platform with category-based browsing, account management, wishlists, order tracking, referral functionality, and standard payment integrations (Mastercard, Visa, American Express); no proprietary platform components or AI features are evident. Product strategy combines third-party brands — including Rude Health, Freee by Doves Farm, Biona, Lizi's, Alara, Amisa, Bio&Me, Keto Hana, Naturya, DJ&A, Infinity Foods, and Raw Gorilla — with an own-label bulk and packaged range branded 'Sussex Wholefoods'. Several product lines carry third-party certifications including Soil Association Organic, Coeliac UK, Vegan, Kosher, and Halal, which function as compliance and trust markers.
The revenue model is one-time transactional retail via the own storefront, supplemented by a dedicated trade/wholesale channel offering bulk quantities of 5–20kg at trade pricing. Customer acquisition is driven primarily by organic search and category browsing, with email newsletter sign-ups offering 10% off first orders, a Refer-a-Friend programme, content marketing through recipes and articles, and multi-platform social presence (Facebook, X, Instagram, Pinterest, TikTok). The firm has accumulated 38,145+ Trustpilot reviews rated 'Excellent', and through a Verdn partnership has channelled £52,864.41 to environmental causes — though that partner is now closing operations, leaving the sustainability angle temporarily without an obvious successor initiative.
Healthy Supplies firmographics
Firmographics- Name
- Healthy Supplies
- Legal name
- Healthy Supplies Ltd
- Website
- https://healthysupplies.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Healthy Supplies is a UK-based e-commerce retailer of organic, vegan, gluten-free, and specialty health food products serving individual UK consumers and a secondary wholesale/trade segment, operating from Lancing, West Sussex since 2009.
- Ownership category
- akta.pro rank
Healthy Supplies industry classification
Industry- Product category
- Online Health Food Retail
- NAICS
- All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529), Food (Health) Supplement Retailers (456191)
- SIC
- Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
- akta.pro secondary industries
- Health Food & Supplement Stores (CRAHAEAC), Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where Healthy Supplies is headquartered
LocationHeadquarters
- HQ city
- Lancing
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Healthy Supplies business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Online Retail Sales: Direct retail sales of health food products through online storefront. One-time purchase model with per-transaction pricing. Bulk/wholesale pricing available for trade customers.
- Wholesale/Trade Sales: Dedicated trade/ingredients section for business customers purchasing in bulk quantities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
| Unit Pricing | Pay-as-you-go | Wholesale/trade bulk pricing for business customers |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Healthy Supplies product offering
Product offeringCore offering
Healthy Supplies operates an online health food superstore in the UK selling organic, vegan, gluten-free, and specialty dietary food products including nuts, seeds, grains, dried fruits, cereals, pantry staples, drinks, chilled goods, supplements, and beauty/household items. The company serves individual consumers through direct e-commerce and offers bulk/wholesale pricing for trade customers such as health food shops, cafes, and food manufacturers. It also sells under its own-label brand Sussex Wholefoods and distributes certified products from brands like Rude Health, Biona, Freee by Doves Farm, Infinity Foods, and others.
Product overview
Healthy Supplies is a UK-based online health food superstore offering a comprehensive e-commerce platform with multiple product categories and own-brand/sub-brand offerings. The product portfolio centers around health-focused foods including nuts, seeds, grains, cereals, dried fruits, pulses, pantry staples, beverages, and chilled products, complemented by beauty, health supplements, and household essentials. Key branded product lines include Sussex Wholefoods (own-label bulk/packaged foods), Rude Health (organic drinks and cereals), Freee by Doves Farm (gluten-free products), Biona (organic foods), and Bulk (large-format wholesale quantities). The company operates primarily as an online retailer with UK delivery, offering trade/wholesale accounts for businesses and gift voucher options for consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Trade/Wholesale Service Dedicated wholesale and trade purchasing service for UK businesses (health food shops, cafes, restaurants, food manufacturers), providing bulk quantities of health food ingredients at trade pricing with a dedicated trade account enquiry option and large-format pack sizes of 5kg–20kg.
- Gift Vouchers Digital gift vouchers available for purchase through the website, allowing customers to gift the Healthy Supplies product range to friends and family.
Quantifiable outcome
- 38,145+ customer reviews on Trustpilot
- +1 more outcomes
Companies that use Healthy Supplies
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Healthy Supplies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Healthy Supplies partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VerdnminorGreen technology partnership focused on environmental donations. Healthy Supplies partnered with Verdn to make transparent environmental donations with customers, showing exactly how purchases made an impact. Over £52,864.41 was donated to vital environmental causes. Verdn is soon closing operations, marking the end of this partnership chapter.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Healthy Supplies competitors and assessment
Company assessmentMarket position
Strengths3 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Healthy Supplies social profiles
Digital presenceHealthy Supplies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Healthy Supplies leadership team
Management profileNumber of profiles
Healthy Supplies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Healthy Supplies 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 Healthy Supplies
What does Healthy Supplies do?
Healthy Supplies operates an online health food superstore in the UK selling organic, vegan, gluten-free, and specialty dietary food products including nuts, seeds, grains, dried fruits, cereals, pantry staples, drinks, chilled goods, supplements, and beauty/household items. The company serves individual consumers through direct e-commerce and offers bulk/wholesale pricing for trade customers such as health food shops, cafes, and food manufacturers. It also sells under its own-label brand Sussex Wholefoods and distributes certified products from brands like Rude Health, Biona, Freee by Doves Farm, Infinity Foods, and others.
Is Healthy Supplies a public or private company?
Healthy Supplies is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Healthy Supplies founded?
Healthy Supplies was founded in 2009. It employs 11 to 50 people.
Where is Healthy Supplies based?
Healthy Supplies is headquartered in Lancing, United Kingdom, in the Europe region.
How does Healthy Supplies make money?
Two revenue lines are on record. Online Retail Sales are the primary driver. The others are wholesale/Trade Sales.
Does Healthy Supplies have an API?
No public API is recorded for Healthy Supplies.
What industry is Healthy Supplies in?
Healthy Supplies's product category is Online Health Food Retail. Its primary akta.pro industry code is CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet), with a secondary code of CRAHAEAC, Health Food & Supplement Stores. Its NAICS code is 445298 and its SIC code is 5140.