Nutrition Direct

What Nutrition Direct does

Nutrition Direct is a privately held, direct-to-consumer e-commerce company founded in 2004 and headquartered at 6200 N. Bay Ridge Ave., Milwaukee, WI. It operates a single Shopify storefront (nutritiondirect.us) selling specialized medical nutrition supplements, with all prices including shipping and handling and volume discounts available for case purchases. The company reports 1-10 employees, has no disclosed external funding, and serves customers in the United States only.

The product portfolio centers on liquid predigested proteins (PreProtein 15G, Proteinex, LPS Critical Care, LPS Sugar-Free, DPP Dipeptide Power, Pro-Stat Sugar-Free AWC, Pro-Stat Renal Care), renal-specific multivitamins (Nephronex, Apetigen-Plus B-Complex), fiber supplements (Liquid Fiber Flow, Fibrex with Probiotics, Nana Flakes, Prebiotic Nana Flakes+), iron supplements (Hematex, Vegan Iron Drops for Women, Vegan High Potency Iron), and adjacent urinary/bladder products (UTI-Stat, Cran-B-PAC, Rejoice Plus). The underlying technology is formulation-based rather than software-based: hydrolyzed collagen and whey proteins broken down to amino acids, sugar-free and renal-friendly compositions with controlled phosphorus, potassium, and sodium, and liquid delivery positioned to deliver a claimed 98% absorption rate versus pills or powders. The PreProtein brand has been on the market for over 40 years and Proteinex for over 30 years; both are described as trusted by national hospital systems, dialysis facilities, bariatric surgery providers, doctors, and registered dietitians.

The business model is unit-priced, pay-as-you-go e-commerce with one-time purchases and case-volume discounts, plus institutional pull-through via clinician recommendations. Marketing relies on the website storefront, social sharing buttons, email via customer accounts, and free shipping as the primary conversion lever. Customers are segmented into renal patients (primary), bariatric surgery patients, wound care patients, chronic illness patients (cancer, HIV/AIDS, dysphagia), general wellness/elderly users, and women with iron deficiency. Strategic priorities signaled by recent product additions include broadening into women's iron deficiency and deepening the wound care vertical, with no evidence of geographic, channel, or capital structure change.

Name

Nutrition Direct

Legal name

Nutrition Direct

Website

https://nutritiondirect.us

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Nutrition Direct is a privately held Milwaukee-based direct-to-consumer e-commerce company that sells specialized liquid protein, renal vitamin, fiber, and iron supplements primarily to renal, dialysis, bariatric, and wound care patients in the United States.

Ownership category

akta.pro rank

Product category

Medical Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)

akta.pro secondary industries

Renal Nutrition & Kidney Dietetics Services (HLAKAHAL), Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA), Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

Keywords

• Liquid protein supplements
• Renal nutrition products
• Dialysis patient supplements
• Wound care nutrition
• Bariatric nutritional supplements

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time and recurring purchase of nutritional supplements through e-commerce storefront. Products include liquid proteins, renal vitamins, fiber supplements, and specialized medical nutrition. All prices include free shipping and handling. Volume discounts available for case purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Nutrition Direct is a direct-to-consumer e-commerce retailer that sells specialized nutritional supplements — including liquid proteins (PreProtein, Proteinex, LPS), renal vitamins (Nephronex), fiber supplements (Liquid Fiber Flow, Fibrex, Nana Flakes), iron supplements (Vegan Iron Drops, Vegan High Potency Iron, Hematex), wound-care nutrition (DPP Dipeptide Power, Pro-Stat), and bladder/urinary products (Rejoice Plus, UTI-Stat, Cran-B-PAC). Products are formulated for renal/dialysis patients, bariatric surgery patients, wound-care patients, and individuals with specific dietary deficiencies, and are sold online with free shipping.

Product overview

Nutrition Direct is a direct-to-consumer e-commerce company specializing in nutritional supplements for renal patients and individuals with specific dietary needs. The product portfolio centers on liquid protein supplements (PreProtein, Proteinex, LPS, Pro-Stat), fiber supplements (Liquid Fiber Flow, Fibrex, Nana Flakes), iron supplements (Hematex, Vegan Iron Drops, Vegan High Potency Iron), B-complex vitamins (Apetigen, Nephronex), and specialized health products (UTI-Stat, Cran-B-PAC, Rejoice Plus, DPP Dipeptide Power). Products are primarily liquid formulations designed for rapid absorption and are formulated to meet the specific needs of dialysis patients, bariatric surgery patients, diabetic individuals, and those with wound care needs. The company offers free shipping on all purchases and has been serving patients for over 20 years.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 98% absorption rate for liquid supplements vs pills, powders, or capsules
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fresenius Kabi: Global clinical nutrition and infusion company with parenteral and enteral feeds. Overlaps in clinical nutrition for renal and chronic care patients through hospital channels.
• B. Braun: Diversified medical products and clinical nutrition company (Nutriflex, etc.). Adjacent incumbent in clinical feeding and disease-specific nutrition with comparable customer base.
• Nutricia (Danone): Specialist medical nutrition business of Danone with renal and disease-specific formulas. Comparable in addressing renal and chronic disease nutritional needs via clinical channels.
• Nestle Health Science: Medical nutrition division of Nestle with renal (Novasource Renal) and peptide-based (Peptamen) products. Competitor in the same hospital and patient nutrition categories.
• Abbott Nutrition: Major medical nutrition incumbent with renal products (Nepro, Suplena) and a broad portfolio including Ensure, PediaSure, and Juven. Overlaps in the renal and wound care categories at significantly greater scale.

Direct peers

• Kate Farms: Plant-based medical nutrition formulas for chronic conditions including renal, oncology, and wound care. Directly comparable medical nutrition portfolio sold to similar healthcare-provider and patient channels.
• Medtrition: Medical nutrition company focused on protein-dense, wound healing, and renal products. Closely comparable in target patient populations and product format.
• Hormel Health Labs: Specialty nutrition subsidiary of Hormel producing protein and disease-specific supplements for healthcare facilities. Direct peer in medical-grade liquid protein and fortified nutrition.
• ProSource (gelatein): Specialty liquid protein and wound healing nutrition brand (ProSource/Gelatein). Direct competitor in concentrated liquid protein supplements for chronic and post-acute care.

Emerging players

• Functional Formularies: Whole-food, plant-based medical nutrition formulas for chronic and acute conditions. Smaller-scale peer overlapping in the medical food category with similar D2C and clinical channel strategies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Direct