Nutrition Coalition

What Nutrition Coalition does

Nutrition Coalition Inc. (NCI), founded in 1982 and headquartered in Fargo, North Dakota, is the exclusive authorized distributor of Willard's Water products — a concentrated water additive built on patented 'Micelle Catalyst Technology' developed by Dr. John W. Willard. The core product line consists of three concentrate variants (ULTIMATE Dark, CLEAR, and DARK, the latter formerly marketed as Triple X/XXX), supplemented by accessory SKUs including Aqua Gel and Chinota Gel for hair care, an 8-oz mist bottle, and PlantCatalyst for gardening and crop applications. NCI's stated functional benefits center on improved nutrient assimilation, more efficient cellular waste removal, and free-radical scavenging, with the company also promoting pet and livestock use cases.

The business operates a pure direct-to-consumer model with no retail or third-party reseller presence: sales flow exclusively through the willardswater.com e-commerce storefront (payment processing via Authorize.Net) and a phone-order line at 1-800-447-4793 staffed by live representatives. Marketing is content-driven — a blog with 74+ health-and-wellness articles, a monthly email newsletter, and a Facebook page — positioning the product as a complement to healthy nutrition and lifestyle rather than a medical treatment (the site carries standard FDA-not-evaluated disclaimers). NCI is privately held, founder/owner-operated, with no disclosed venture capital or private equity backing, 11–50 employees, and a single PO-box headquarters that also serves as the primary distribution point.

Revenue mechanics are not publicly disclosed; pricing for individual SKUs is hidden behind the e-commerce checkout flow, and unit volumes, subscription counts, and revenue bands are not reported. The company's moat rests on contractual exclusivity to the Willard technology and 40+ years of continuous market presence. Geographic scope is effectively United States–only, with a regulatory carve-out preventing livestock-feed sales into Iowa.

Name

Nutrition Coalition

Legal name

Nutrition Coalition Inc.

Website

https://willardswater.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutrition Coalition Inc. is the exclusive distributor of Willard's Water concentrate products — a patented micelle-catalyst water additive sold direct-to-consumer through its e-commerce site and phone line to health-conscious individuals, pet owners, and hobbyist gardeners in the United States.

Ownership category

akta.pro rank

Product category

Health & Wellness Supplements

NAICS

Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Beverages (2080)

akta.pro primary industry

Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF)

akta.pro secondary industries

Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Beverage Concentrates, Syrups & Mixers Wholesale (AFAIAGAF)

Keywords

• Water concentrate products
• Health supplements
• Nutrient absorption products
• Hair care gels
• Plant growth additives

Headquarters

HQ city

Fargo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: Sale of Willard's Water concentrate products (Ultimate Dark, Clear, Dark/XXX versions), gels (Aqua Gel, Chinota Gel), and PlantCatalyst for gardening. Revenue generated through e-commerce website and phone orders with payment via credit card through Authorize.Net.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Nutrition Coalition Inc. is the exclusive distributor of Dr. John W. Willard's Water products, a line of concentrated water additives based on patented micelle catalyst technology. The company sells three Willard's Water variants (ULTIMATE Dark, CLEAR, and DARK/formerly Triple X) intended to improve nutrient assimilation and cellular waste elimination, along with companion products including Aqua Gel and Chinota Gel for hair care and PlantCatalyst for gardening and crop use. All products are sold directly to consumers through the company's own e-commerce site and phone ordering.

Product overview

Nutrition Coalition Inc. is a direct distributor of Dr. John W. Willard's water products, operating since 1982. The core product line consists of Willard's Water in three variants: ULTIMATE Dark (the most popular and Dr. Willard's preferred version), CLEAR, and DARK (formerly called Triple X or XXX). These are concentrated water additives that act as vehicles for improved nutrient absorption and waste elimination in the body. The product portfolio also includes companion products: Aqua Gel and Chinota Gel for hair care applications, and PlantCatalyst for gardening and agricultural use. The products are distributed in various sizes including 8-oz bottles and gallon containers. NCI is the only distributor authorized by Dr. Willard to distribute the Ultimate version.

Differentiator

Problem solved

Functional benefit

Products and services

• Willard's Water ULTIMATE Dark A concentrated water additive regarded by Dr. Willard as the best of the three formulations; acts as a vehicle to carry nutrients into body cells and carry waste away. Sold as a concentrate to be diluted (1/4 to 1/2 teaspoon per 8 oz of non-carbonated liquid) for individual consumers focused on nutrient absorption and detoxification.
• Willard's Water CLEAR A clear concentrated water additive designed to improve nutrient assimilation and waste elimination; diluted at 1/4 to 1/2 teaspoon per 8 oz of liquid. One of three Willard's Water versions developed by Dr. Willard and distributed exclusively by NCI.
• Willard's Water DARK (formerly Triple X/XXX) The original darker variant of Willard's Water concentrate, formerly known as Triple X/XXX; intended for improved nutrient absorption. Diluted at approximately 3/4 teaspoon per 8 oz of liquid (or 2 oz concentrate per gallon).
• Willard's Water Aqua Gel A hair care gel product used in combination with Willard's Water spray for thicker, more manageable, and healthier-looking hair. Sold to individual consumers through NCI's e-commerce store.
• Willard's Water Chinota Gel An alternative hair gel product made with Willard's Water for hair styling and improved hair health, used in conjunction with Willard's Water spray. Sold to individual consumers through NCI's e-commerce store.
• PlantCatalyst A gardening and crop additive made with Willard's Water, designed to help plants grow larger produce, fuller plants and flowers, and develop better stress tolerance in gardens and crop applications. Sold to consumers and small growers.
• Willard's Water 8-oz Mist Bottle A small spray bottle for convenient application of diluted Willard's Water, particularly marketed for hair care use alongside the Aqua Gel and Chinota Gel products.

Quantifiable outcome

• Studies show Willard's Water significantly increases the body's ability to absorb essential vitamins and nutrients
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• LMNT: LMNT sells electrolyte drink mixes as concentrates for hydration and wellness — competing head-to-head with Willard's Water in the vitamin/mineral-fortified water additive category via direct-to-consumer e-commerce.
• Cure Hydration: Cure sells electrolyte hydration powders as a water additive for wellness consumers — same DTC hydration concentrate category, similar health-conscious buyer persona.
• Nuun Hydration: Nuun sells effervescent electrolyte and vitamin drink tablets that dissolve in water — directly comparable to Willard's Water as a functional water additive/concentrate targeting hydration and nutrient delivery for health-conscious consumers.
• Liquid IV: Liquid IV's Hydration Multiplier is a powder concentrate added to water for electrolyte and nutrient absorption — same functional beverage concentrate category as Willard's Water, sold DTC and through retail.
• DripDrop ORS: DripDrop offers oral rehydration solution concentrates emphasizing electrolyte absorption and cellular hydration — overlaps directly with Willard's Water's 'improved nutrient assimilation' positioning.

Emerging players

• Skratch Labs: Skratch Labs makes hydration sport drink mixes added to water — overlaps with Willard's Water as a functional water additive, though skewed toward athletic/endurance use cases.

Broad incumbents

• Essentia Water: Essentia produces ionized/enhanced bottled water marketed for hydration and wellness — a larger incumbent in the enhanced water category that NCI's Willard's Water concentrate competes against as a DIY alternative.
• Herbalife: Herbalife is a global nutrition and wellness brand selling meal-replacement shakes and nutritional concentrates — a broad incumbent that competes for the same health-conscious consumer via a similar direct-selling/DTC model.
• Shaklee: Shaklee is a long-established direct-selling wellness brand offering nutrition concentrates and supplements — comparable as a multi-decade MLM/DTC wellness brand competing for the same health-conscious consumer wallet share.
• Melaleuca: Melaleuca is a large direct-selling wellness brand selling nutritional supplements and wellness concentrates — comparable in DTC go-to-market model and health-conscious consumer focus, though at much greater scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/nutrition-coalition

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 Nutrition Coalition