What Vegums does

Vegums, trading as Flump Ltd (UK private limited company, registered 2018 in St Helens), manufactures and sells vegan gummy vitamin and supplement SKUs targeted primarily at plant-based consumers and the broader health-conscious public. The portfolio spans seven core adult products (Multivit For Vegans, Sugar-Free A-Z Multivitamin, Super Iron Gummies, Fish-Free Omega-3 from Schizochytrium algae, Wholefruit Probiotic with Bacillus subtilis, Wholefruit Vitamin C, plus an Omega-3 + Vitamin C duo), extended into a Kids Range for ages 3+ and four themed bundles (Essentials, Wellness, Family Value, Pregnancy). The core technology is a plant-based pectin gummy delivery system with real fruit flavors and natural colors, packaged in home-compostable pouches made from paper, eucalyptus fibre, cassava and corn starch; manufacturing is GMP-certified with third-party batch testing.

Co-founders John Rushton and Abdul are both GPhC-registered pharmacists who formulate every product at clinically effective doses, an attribute used as a primary credibility lever across marketing and trade channels. The Vegan Society sunflower trademark certification covers the full range, providing third-party vegan validation displayed on packaging. Distribution is multi-channel: a Shopify-powered DTC store driving a subscription model (20-21% savings, monthly billing, pause/skip/cancel) complemented by retail listings in Boots nationwide, Amazon UK, and a growing base of independent health stores (e.g., Peace With The Wild, Plastic Freedom) served via a dedicated [email protected] wholesale program. Pricing for individual SKUs runs £13-£20/month on subscription and bundles range from £39 to £64/month.

Reach is described as 100,000+ cumulative customers since launch. Marketing is product-led, leaning on taste, pharmacist credibility, plastic-free sustainability positioning (with a tree planted per review), and content/SEO around vegan nutrition topics. Email, organic social (Instagram, Facebook, TikTok), a Refer a Friend program (£5 store credit, capped at £100), and verified reviews via Okendo form the core funnel, with content marketing targeting informational searches on vegan supplementation. The UK vegan supplement market is cited as growing 15% year-over-year, providing a tailwind for the company's horizontal persona approach (vegans, families, pregnant women, general health-conscious).

Name

Vegums

Legal name

Flump Ltd

Website

https://vegums.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Vegums, a UK-based DTC brand (founded 2018), manufactures vegan gummy vitamin and supplement SKUs formulated by GPhC-registered pharmacist co-founders, certified by the Vegan Society, and packaged in plastic-free compostable pouches. The company sells primarily through a Shopify subscription model with retail distribution via Boots and Amazon UK.

Ownership category

akta.pro rank

Product category

Vegan Dietary Supplements

NAICS

Nonchocolate Confectionery Manufacturing (311340), Sugar and Confectionery Product Manufacturing (3113)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Vegan supplements
• Gummy vitamins
• Plant-based nutrition
• Dietary supplements
• Algae omega-3

Headquarters

HQ city

St. Helens

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Subscription Revenue: Monthly subscription deliveries with 20-21% savings versus one-time purchases. Subscribers receive products monthly through letterbox-friendly packaging. Flexibility to pause, skip, or cancel anytime without phone calls. Subscriber rewards include free taster bags and credits from box 2 onwards.
2. One-Time Product Sales: Single-purchase orders for non-subscribers. Products available individually or as bundles at full retail price.
3. Wholesale/Trade Sales: Bulk orders to retail partners including Boots, Amazon, and independent health stores. Trade enquiries managed through dedicated [email protected] contact.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Vegums designs, manufactures and sells vegan gummy dietary supplements — including multivitamins, iron, omega-3 from algae, probiotic and vitamin C — formulated by GPhC-registered pharmacist founders at clinically effective doses, certified by the Vegan Society, and packaged in plastic-free home-compostable materials. Products are sold individually and in themed bundles (Essentials, Wellness, Family, Pregnancy) via the company's own website on a subscription or one-time basis, and through Boots, Amazon UK and independent health stores.

Product overview

Vegums is a vegan gummy vitamin company operating as a single product line with multiple SKUs and bundle configurations. The portfolio centers on seven core individual supplements: Multivit For Vegans, Super Iron Gummies, Sugar-Free A-Z Multivitamin, Fish-Free Omega-3 Gummies, Wholefruit Probiotic, Wholefruit Vitamin C, and a dedicated Kids Range. These products are available individually and bundled into themed collections including the Essentials Bundle (Iron + Multivit + Omega-3), Wellness Bundle (all 5 core products), Family Value Bundle (designed for 2 adults + 2 children), Pregnancy Bundle, Iron + Vitamin C Duo, and seasonal promotional bundles like the Summer Starter Kit. All products are formulated by GPhC-registered pharmacists, certified vegan by the Vegan Society, and delivered via subscription with plastic-free packaging.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 30-day money-back guarantee reduces purchase risk
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The Vegan SocietycoreStrategic or Co-development PartnerProducts certified by The Vegan Society with official sunflower trademark. Certification requires no animal-derived ingredients and no animal testing at any production stage. Vegan suitability built into every formulation from the beginning. Partnership provides credibility and market differentiation for vegan consumers.
• BootscoreChannel Partner/ Reseller/ DistributorMajor UK pharmacy chain stocks Vegums in stores nationwide and via Boots.com. Retail placement provides physical retail credibility and access to Boots' customer base of health-conscious shoppers. Testimonial from Sarah M., Buyer at Independent Health Store Bristol, cited as 'Great sell-through on the iron gummies'.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace presence on Amazon UK providing online distribution and access to Prime customers. Part of multi-channel retail strategy alongside own e-commerce and Boots.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: UK's largest health and wellness retailer with strong own-brand vegan supplement range. Comparable as both a retail channel and a competitor (own-label vegan gummies), and a logical next-step distribution partner for Vegums.
• Centrum: Mass-market multivitamin brand (Haleon) with broad omni-channel UK presence. Represents the mainstream incumbent Vegums competes against for general health-conscious shoppers and pharmacy shelf space.
• Nature's Way: Established US-based supplement brand with vegan ranges and gummy SKUs. Comparable on product format and vegan plant-based positioning, and a useful benchmark for international expansion and brand-extension strategy.
• Olly: P&G-owned gummy vitamin and supplement brand with broad mass-market positioning. Comparable on gummy format and women/family-targeted SKUs, though positioned as a mainstream rather than specialist vegan brand.

Direct peers

• BetterYou: UK premium supplement brand with vegan ranges and innovative delivery formats (oral sprays, gummies) sold through Boots, Holland & Barrett, and independent pharmacies. Direct competitor in the UK vegan/wellness supplement shelf space.
• Unbeelievable Health: UK-based vegan supplement brand selling algae-based omega-3, B12, and multivitamins via DTC and retail. Directly comparable in target consumer (vegans) and product mix (algae omega-3, plant-based vitamins).
• Bearhugs: UK DTC gummy vitamin brand offering vegan-friendly chewable supplements with similar subscription and bundle-based positioning. Closest direct competitor in the UK vegan gummy niche.

Emerging players

• SmartyPants Vitamins: US-based DTC gummy vitamin brand with strong subscription model and family/kids positioning. Comparable on gummy format, subscription economics, and family bundle strategy, though US-focused rather than UK.
• Ritual: US DTC essential vitamins brand with vegan, traceable-ingredient, and sustainable-packaging positioning. Comparable on pharmacist-equivalent formulation rigour, vegan credentials, and sustainability narrative, though non-gummy format.

Regional players

• Cytoplan: UK wholefood and vegan supplement brand with practitioner-channel distribution. Comparable on vegan credentials and UK focus, though more practitioner-oriented versus Vegums' consumer DTC model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vegums
• Instagraminstagram.com/vegums/?hl=en
• TikToktiktok.com/@vegums?lang=en
• Xx.com/vegums
• LinkedInlinkedin.com/company/vegums

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Vegums