Detox Trading

What Detox Trading does

Detox Trading is a privately held, family-owned UK e-commerce retailer specialising in organic superfoods, nutritional supplements, and natural wellness products. Founded in 2007 by Amida and headquartered in Buckfastleigh, Devon, the company operates as a pure-play direct-to-consumer online store at www.detoxtrading.co.uk, supplemented by a wholesale channel for health shops, spas, clinics, and retailers, and an affiliate program for marketing partners. Its catalogue spans 566+ SKUs across seven core categories — Superfoods, Supplements, Mushroom Powders, Ayurvedic & Chinese Medicines, Detox & Beauty, Food & Drinks, and Veg/Fruit & Nuts — with a curation emphasis on Soil Association certified, wild-harvested, and laboratory-tested organic ingredients.

The storefront is built on a standard WooCommerce-based e-commerce platform with no proprietary technology disclosed; the differentiation lies in product curation, organic certification, and educational content (blog, wellness-goal navigation, staff picks) rather than in underlying technology. Pricing is unit-based with size variations (£3–£500+ per SKU), volume discounts (10% off orders over £250, 15% off over £500), and free UK shipping on orders over £60. The company has 1–10 employees, no external institutional investment, and operates exclusively within the UK domestic market. It carries both proprietary branded products and curated third-party brands such as Bristol Fungarium, Earth Hug, Vigouroots, MycoTonics, Happy Butter, B4Life, and GoodHealth, with no own manufacturing, no app, no API, and no disclosed AI or data capabilities.

Name

Detox Trading

Legal name

Detox Trading Ltd

Website

https://detoxtrading.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Detox Trading is a family-owned UK e-commerce retailer founded in 2007 that sells 566+ organic superfoods, supplements, mushroom extracts, and Ayurvedic products direct-to-consumer via its WooCommerce website, with a wholesale channel and affiliate program.

Ownership category

akta.pro rank

Product category

Organic Health Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Food and Beverage Retailers (445), Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Organic superfoods retail
• Nutritional supplements
• Ayurvedic chinese herbs
• Functional mushroom products
• Natural detox products

Headquarters

HQ city

Buckfastleigh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from selling organic superfoods, supplements, and wellness products directly to consumers through their e-commerce website. Products include superfoods, mushroom powders, Ayurvedic products, supplements, and food/drink items. Additional revenue from wholesale channel for business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Detox Trading is an online retailer that curates and sells 600+ organic superfoods, nutritional supplements, Ayurvedic and Chinese herbal remedies, functional mushroom products, detox clays, and natural personal care items directly to UK consumers via its WooCommerce storefront. The company also supplies a wholesale channel to businesses such as health shops, spas, clinics, and retailers, and operates an affiliate referral program for marketing partners.

Product overview

Detox Trading is a family-owned UK organic superfood and health supplement e-commerce retailer founded in 2007, based in Devon. The company offers a curated portfolio of 566+ products across seven main categories: Superfoods (85 products including Supergreens & Algae, Superfood Blends, Protein Powders), Supplements (90 products including tinctures, capsules, and extracts), Mushrooms (functional adaptogenic varieties and extracts), Ayurvedic & Chinese Medicines, Food & Drinks (including coconut products, sweeteners, teas, seaweeds), Detox & Beauty (40 products including clays, personal care), and Vegetables, Fruits & Nuts (48 products). The company sells both proprietary branded products and third-party brands (Bristol Fungarium, Earth Hug, Vigouroots, MycoTonics, Happy Butter, B4Life, GoodHealth), with a focus on organic, wild-harvested, and Soil Association certified products. Additional services include nutritionist consultations, wholesale options, and affiliate program.

Differentiator

Problem solved

Functional benefit

Products and services

• Superfoods Curated category of 85 organic superfood products covering Supergreens & Algae, Superfood Blends, and Organic Protein Powders aimed at UK consumers seeking plant-based nutrition, detoxification support, and functional wellness ingredients.
• Supplements Curated category of 90 supplement products including tinctures, capsules, and extracts across body support, everyday wellbeing, lifestyle support, and brain support sub-categories for UK consumers seeking targeted nutritional support.
• Mushroom Powders Curated category of functional adaptogenic mushroom products including blends (Mushroom Mega Blend, Mushroom Coffee Blend) and single-species powders/tinctures (Cordyceps, Lions Mane, Reishi, Chaga) plus Bristol Fungarium extracts for UK consumers seeking immune support, mental wellness, and traditional Chinese medicine-style 'Qi' support.
• Ayurvedic & Chinese Medicines Curated category of traditional Ayurvedic and Chinese herbal remedies — including He Shou Wu, Horny Goat Weed, Astragalus, Schisandra, Ashwagandha KSM-66 and regular, Shilajit, Gotu Kola, and Boswellia — for UK consumers interested in traditional botanical health practices.
• Detox & Beauty Curated category of 40 natural skincare and detox products covering detoxifying clays (Bentonite, Zeolite, Activated Charcoal), personal care items (Magnesium Butter, Castor Oil, deodorants), and dental care for UK consumers seeking natural beauty and cleansing routines.
• Food & Drinks Curated category of wellness-oriented food and beverage products spanning coconut products (MCT Oil, Coconut Flour), natural sweeteners (Xylitol, Agave, Yacon), tea and drink blends (Sleepy Tea, Mushroom Hot Chocolate, Matcha), seaweeds (Irish Moss, Dulse, Kelp), and oils/spices (Turmeric, Cinnamon, Celtic Sea Salt).
• Veg, Fruit & Nuts Curated category of 48 plant-based edible products covering Seeds & Nuts (Sour Cherries, Pumpkin Seeds, Sea Buckthorn), Dried Fruits & Berries (Black Mulberries, Golden Berries, Goji Berries), and Fruit & Vegetable Powders (Mangosteen, Blueberry, Camu Camu, Acai).
• Wholesale Supply Program A dedicated wholesale purchasing program enabling UK health shops, spas, clinics, and retailers to buy Detox Trading's organic superfoods and supplements at separate wholesale pricing and account terms for resale to their end customers.
• Affiliate Program An affiliate marketing program accessible via /affiliate-area/ that lets partners promote Detox Trading products and earn referral commissions on resulting sales.
• Nutrition Consultation Service A one-to-one consultation service with Detox Trading's in-house nutritionist, accessed through the /nutrition-consultation/ page on the company website, helping UK customers select appropriate supplements for their health goals.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Aduna: UK-founded superfood brand focused on African ingredients such as baobab and moringa. Comparable to Detox Trading's curated superfoods catalog and wellness positioning, though with a narrower geographic and ingredient focus.
• Bristol Fungarium: UK-based mushroom extract and tincture producer whose products are stocked by Detox Trading. Directly comparable in functional mushroom category (Reishi, Lion's Mane, Cordyceps) and in UK organic positioning.

Direct peers

• Naturya: UK specialist brand and online retailer of superfoods including chia seeds, cacao, maca, and goji berries. Directly comparable product categories and wellness positioning to Detox Trading's superfood and supplement assortment.
• Bulk Powders: UK-direct-to-consumer sports nutrition and supplement brand selling proteins, vitamins, and superfoods online. Highly comparable in e-commerce GTM, target demographic (health-conscious UK consumers), and product overlap in powders, blends, and supplements.
• Indigo Herbs: UK-based online retailer of herbs, superfoods, and natural supplements with strong focus on organic and wild-crafted products. Closely comparable in catalog breadth, e-commerce model, and Soil Association-style quality positioning.
• Pukka Herbs: UK-based herbal tea and wellness supplement brand with strong organic credentials and broad UK distribution. Comparable in organic certification-led positioning and overlap with Detox Trading's Ayurvedic, Chinese medicine, and adaptogenic ranges.
• Planet Organic: UK-based organic and natural food retailer with both physical stores and online sales. Competes directly with Detox Trading in organic superfoods, supplements, and clean-label wellness products targeting similar health-conscious UK consumers.
• Superfood UK: UK online specialist retailer of superfoods, protein powders, and natural supplements with a similar curated, organic-led positioning to Detox Trading. Comparable in product mix, e-commerce-only GTM, and target wellness consumer.

Broad incumbents

• Holland & Barrett: UK's largest health food and supplement retailer operating both online and via a large high-street store estate. Overlaps directly with Detox Trading's superfood, supplement, and wellness product categories, but at vastly greater scale and with broader assortment.

Regional players

• The Health Store: UK-focused online retailer of natural health foods, supplements, and organic groceries. Comparable in direct-to-consumer e-commerce model and product overlap with Detox Trading's superfoods and supplements assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DetoxTrading
• Facebookfacebook.com/detoxtrading

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Detox Trading