Altruvita

What Altruvita does

AltruVita is a UK-based, not-for-profit dietary supplement company founded in 2015 and operated by Profbiotics Limited (Company No. 08419471). The company is headquartered at 2 Harley Street, London, with a registered office on Finchley Road, and was created after one of its founders recovered from a life-threatening illness through evidence-based nutritional and gut-health interventions. Products are organized into three ranges — Essentials (vitamins, minerals, multivitamin), Specialist (premium botanicals such as Curcumin and Xanthohumol, plus CoQ10), and Digestive Health (gut-focused formulations, including the flagship clinically trialled Healthy Gut, the 9-herbal SIBO Complex+, and the 10-strain ProfBiotics Complex+). The core technology centers on clinically researched ingredients and proprietary formulation choices, notably CurcuWIN curcumin with claimed 46x higher absorption than standard curcumin, low-caffeine green tea extract, and a 9-herbal antimicrobial blend; Healthy Gut is the only natural IBS supplement backed by a randomized, double-blind, placebo-controlled clinical trial (n=78, -54.84 IBS-SSS vs +0.3 placebo).

The business model is direct-to-consumer e-commerce via altruvita.com, with one-time purchase and a Subscribe & Save subscription that offers a 20% discount, free UK delivery, and a complimentary glass jar. Pricing per unit ranges from £9.95 (Vitamin D3 1000IU) to £34.95 (SIBO Complex+), with most SKUs priced between £15 and £30. The company monetizes primarily through consumer subscription recurrences and one-time D2C sales, supported by free 15-minute nutritionist consultations, an interactive health quiz, content marketing, and a professional partner program for health practitioners via BANT. Customer segments include UK adults with gut health conditions (IBS, SIBO, chronic bloating), general wellness consumers, and specialized health consumers (anti-inflammatory, menopause). All products are formulated under a Medical and Nutrition Advisory Board led by Professor Martyn Caplin (gastroenterologist, Royal Free Hospital), with profits reinvested into ingredients and clinical research rather than distributed to shareholders.

Name

Altruvita

Legal name

Profbiotics Limited

Website

https://altruvita.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

AltruVita is a UK not-for-profit supplement brand (Profbiotics Limited, founded 2015) selling clinically trialled gut-health products (Healthy Gut, SIBO Complex+, ProfBiotics Complex+) plus vitamins and botanicals via DTC e-commerce subscriptions to UK consumers and health practitioners.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Gut Health & Digestive Nutrition (IBS, GERD, Elimination Diets) (HSADAFAH)

Keywords

• Dietary supplements
• Gut health products
• Probiotic supplements
• Herbal antimicrobials
• Clinical nutrition supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of supplements through e-commerce website. Products include gut health supplements, vitamins, minerals, and botanical extracts sold directly to consumers.
2. Subscription (Subscribe & Save): Recurring monthly deliveries with 20% discount, free glass jar, and free UK delivery. Customers can pause, skip, or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels12 records

Core offering

AltruVita manufactures and sells evidence-based dietary supplements directly to consumers via its UK e-commerce website, with a flagship gut health range (Healthy Gut, SIBO Complex+, ProfBiotics Complex+), an essentials range of vitamins and minerals, and a specialist range of botanical extracts. Products are sold as one-time purchases or through a recurring Subscribe & Save subscription with a 20% discount, supported by free 15-minute nutrition consultations and a health quiz. The Healthy Gut supplement is differentiated by a randomised, double-blind, placebo-controlled clinical trial showing significant IBS symptom reduction, and the company reinvests profits back into ingredients and clinical research as a not-for-profit.

Product overview

AltruVita is a UK-based not-for-profit supplement company offering three product ranges: Essentials Range (vitamins and minerals for everyday health), Specialist Range (premium formulations and botanical extracts), and Digestive Health Range (formulations designed by medical and nutrition experts for gut health). The Digestive Health Range includes a 2-step protocol: Step 1 is SIBO Complex+ (herbal antimicrobial supplement targeting SIBO bacteria), followed by Step 2 with ProfBiotics Complex+ (probiotic to restore healthy gut microbiome). The flagship product is Healthy Gut (HG01), a clinically trialled IBS supplement featuring CurcuWIN, green tea extract, and Vitamin D3. Additional products span immunity support (Vitamin C, Vitamin D3), anti-inflammatory support (Curcumin, Xanthohumol), energy (CoQ10, Magnesium), and general wellness (Multivitamin). All products are formulated by a medical and nutrition advisory team led by Professor Martyn Caplin, with profits reinvested into clinical research.

Differentiator

Problem solved

Functional benefit

Products and services

• Healthy Gut (HG01) A clinically trialled herbal supplement combining CurcuWIN (highly absorbable curcumin), low-caffeine green tea extract, and Vitamin D3. Formulated to support digestive comfort and reduce IBS-D symptom severity. Backed by a randomised, double-blind, placebo-controlled clinical trial showing significant symptom reduction.
• SIBO Complex+ A herbal antimicrobial supplement featuring 9 powerful herbs (oregano, berberine, ginger, sage, lemon balm, thyme, stinging nettle, hop extract, olive leaf). Designed as Step 1 of a 2-step SIBO protocol to target bacterial growth and relieve SIBO symptoms. Marketed as an alternative to antibiotics for SIBO treatment.
• ProfBiotics Complex+ A 10-strain probiotic supplement designed as Step 2 of the SIBO protocol, to be taken after completing SIBO Complex+. Formulated to help maintain a healthy gut microbiome and restore beneficial bacteria following SIBO treatment.
• Vitamin D3 1000IU Vitamin D3 supplement providing 1000IU per capsule, sourced from cholecalciferol. Supports normal immune function and bone health. Part of the Essentials Range for everyday health support.
• Curcumin Turmeric Extract+ Anti-inflammatory supplement containing curcumin extract from turmeric root. Formulated with enhanced bioavailability to support digestive comfort and reduce inflammation. Part of the Anti-inflammatory Support collection.
• Xanthohumol Hop Extract+ A botanical supplement containing xanthohumol from hop extract, formulated for anti-inflammatory support. Part of the Specialist Range targeting specific health conditions.
• CoQ10 250mg + B Complex Energy support supplement combining Coenzyme Q10 (250mg) with B Complex vitamins. Designed to support energy levels, cellular function, and overall vitality. Part of the Energy and Exercise collection.
• Magnesium 100% Magnesium supplement formulated for enhanced body absorption. Supports muscle function, energy levels, and sleep quality. Part of the Essentials Range.
• Multivitamin 100% Chewable multivitamin supplement providing 100% of essential daily vitamins. Designed for ease of use with a strawberry flavour. Part of the Essentials Range.
• Vitamin C 1000mg Vitamin C supplement providing 1000mg per capsule. Supports immune function and overall health. Part of the Immunity Support collection.
• Glass Jar Refillable Storage A reusable airtight glass jar for storing supplements. Offered free with new subscriptions, designed to keep supplements fresh and organized.

Quantifiable outcome

• Healthy Gut reduced IBS-SSS by -54.84 points (target: -50 points) vs +0.3 for placebo in 78-participant double-blind trial
• +3 more outcomes

Named customers5 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

Partnerships

Five partnerships are on record, tiered core and minor.

• The Functional Gut CliniccoreStrategic or Co-development PartnerPartnership with The Functional Gut Clinic, the UK's leading gut health clinic, for conducting the Healthy Gut (HG01) clinical trial. The clinic carried out the randomized, double-blind, placebo-controlled trial with 78 adult participants with moderate-to-severe IBS-D. Also partnered for SIBO breath test kits to help distinguish between SIBO and other gastrointestinal conditions.
• Natural ProductsminorOthersPartner organization in the natural products industry
• Natural DispensaryminorOthersPartner in the natural health dispensary network
• Nutrition NetworkminorGTM or Marketing PartnerFounded by Kate Cook, Harley Street nutritionist; provides professional nutrition training and education; AltruVita evidence-backed range recommended
• BANT (British Association for Nutrition and Lifestyle Medicine)minorGTM or Marketing PartnerBANT is the leading professional body for nutritional therapy. AltruVita is a BANT member company.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Solgar: Global premium vitamins, minerals and supplement brand with broad UK distribution across health-food retail and pharmacy. Overlaps with AltruVita's Essentials and Specialist ranges as a broader portfolio incumbent rather than a gut-health specialist.
• Pure Encapsulations (Nestlé Health Science): Practitioner-grade supplement brand owned by Nestlé Health Science, offering evidence-based formulations via health professionals. Comparable evidence-based premium positioning but with a much broader portfolio and global distribution.
• Holland & Barrett: UK's largest health-food and supplement retailer with own-label gut-health and probiotic ranges. While a retailer rather than a single-brand peer, it competes directly with AltruVita's premium DTC positioning for the same UK natural-first consumer.

Direct peers

• Seed Health: US-based DTC probiotic subscription brand with clinically studied multi-strain formulations and a strong science-led brand narrative. Closely comparable DTC subscription model, science-led marketing, and gut-health category focus to AltruVita.
• BetterYou: UK premium supplement brand offering vitamin, mineral and specialist formulations via DTC and health retail. Comparable as a UK premium DTC supplement operator with condition-specific product extensions alongside AltruVita's Essentials and Specialist ranges.
• Bio-Kult: UK-based probiotic supplement brand owned by Protexin, offering multi-strain probiotics and gut-health products through DTC and pharmacy channels. Direct competitor to AltruVita's ProfBiotics Complex+ and Healthy Gut in the UK evidence-based probiotics category.
• Optibac Probiotics: UK specialist probiotics brand selling strain-specific supplements directly to consumers with strong practitioner endorsements and clinical research. Closely comparable DTC model and condition-specific positioning to AltruVita's gut-health range.
• Alflorex: PrecisionBiotic brand (Bifidobacterium longum 35624) marketed for IBS symptom relief with clinical evidence. Directly comparable evidence-led positioning for IBS-D consumers in the UK and EU, competing for the same clinical-trust-led buyer.
• Symprove: UK-based water-based probiotic brand targeting IBS, SIBO and gut health with clinical evidence and practitioner recommendations. Directly comparable to AltruVita's SIBO/IBS evidence-led positioning and DTC subscription model.

Others

• The Functional Gut Clinic: UK's leading gut-health diagnostic clinic and AltruVita's R&D partner for the HG01 clinical trial. Not a competitor but a strategic ecosystem participant that anchors AltruVita's clinical credibility and SIBO breath test partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AltruvitaSupplements
• Facebookfacebook.com/Altruvita
• Instagraminstagram.com/altruvita_supplements
• TikToktiktok.com/@altruvita
• Xx.com/AltruvitaHealth
• LinkedInlinkedin.com/company/altruvita

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 Altruvita