Specialty Nutrition

What Specialty Nutrition does

Specialty Nutrition Group, Inc., operating as Specialty Nutrition Consulting, is a privately held Fort Lauderdale-area nutrition consulting and brand-building firm founded in 2002 by CEO Greg Horn. The company specializes in commercializing what it terms 'Effective Nutrition' — nutritional technologies with intellectual property protection, clinical evidence of efficacy, and authentic origins — operating at the intersection of food and pharmaceuticals. It serves two primary customer segments: large consumer products and nutrition companies (e.g., Reckitt, Pfizer Consumer Healthcare, Designs for Health, Garden of Life) seeking co-development partners to rapidly bring clinically validated products to market, and academic institutions and individual inventors seeking commercialization pathways for nutrition research.

The company's technology foundation is anchored by a proprietary micelle delivery system used in its flagship MedVitál Bio-Resveratrol product, which is clinically shown to deliver 10x bioavailability versus standard resveratrol supplements and demonstrated 95% closure of diabetic foot ulcers versus 50% for placebo in a 2016 study with Örebro University Hospital. The firm also operates the F1RST family of wholly owned brands (MedVitál, Purpose Nutrition, SatisFive, Sea-Thin) and has a deep portfolio history of creating or co-founding category-defining products including Mega Men, Preventive Nutrition, Pro Performance, fucoTHIN, Celsius, Attune, and Corazonas.

The business model combines strategic advisory and consulting services (professional services revenue across IP evaluation, clinical design, regulatory strategy, brand creation, and go-to-market support) with brand licensing and product sales (royalties and direct revenue from owned brands distributed through GNC stores, Creating Wellness centers, and dedicated e-commerce). Co-founder Greg Horn's parallel Partner role at William Hood & Company and co-founding of Nutrition Capital Network provide ecosystem positioning that drives inbound advisory mandates. The firm is founder-owned and operated, with no institutional investors or parent company identified, and added Dr. Alejandra Gratson as Managing Partner in May 2026 to deepen its R&D advisory bench.

Name

Specialty Nutrition

Legal name

Specialty Nutrition Group, Inc.

Website

https://specialtynutrition.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Nutrition Consulting Services

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Other Snack Food Manufacturing (311919), Other Specialty Food Retailers (44529)

SIC

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

akta.pro primary industry

Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

Keywords

• Nutrition consulting services
• Nutraceutical commercialization
• Brand development consulting
• Nutritional product development
• Dietary supplements

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Advisory and Consulting Services: The company provides strategic advisory services to nutrition companies, academic institutions, and individual inventors, helping them commercialize nutrition innovations. Services include intellectual property evaluation and protection, product development, regulatory strategy, and brand creation.
2. Brand Licensing and Product Sales: Through the F1RST family of brands including MedVitál, Purpose, and SatisFive, the company commercializes its own patented nutritional technologies. MedVitál Bio-Resveratrol is sold at GNC stores across the United States.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Specialty Nutrition is a nutrition consulting and brand-building firm that commercializes innovative, IP-protected nutritional and health-promoting technologies. The company acts as a co-development partner with consumer products companies, academic institutions, and individual inventors, providing strategic advisory, intellectual property evaluation, product development, regulatory strategy, brand creation, and go-to-market support across food, beverage, VMS, and medical foods categories. It also operates its own F1RST family of brands including MedVitál, Purpose, and SatisFive.

Product overview

Specialty Nutrition is a nutrition consulting and brand-building firm that commercializes innovative, IP-protected nutritional and health-promoting technologies. The company operates the F1RST® family of brands, which includes MedVitál products (Mediterranean diet-based supplements like MedVitál Bio-Resveratrol® with proprietary micelle delivery technology), Purpose Nutrition premium ingredient products, and SatisFive for appetite control. The company has created from scratch branded consumer food and nutrition products including GNC Live Well, Garden of Life, Celsius, Brand New Brands (Attune, Corazonas, Dreamerz), STRONG Research, Purpose Nutrition, PureVia, Earthwise, HALO Purely for Pets, Eco Foods, and World of Green. The portfolio spans dietary supplements, functional foods and beverages, sports nutrition, natural health products, sustainability resources, and pet nutrition, generating over $3.6 billion in current annual retail sales. Services include strategic advisory, IP evaluation, clinical design, brand creation, regulatory strategy, and go-to-market support.

Differentiator

Problem solved

Functional benefit

Brands

• F1RST: Family of brands including signature F1RST product line, MedVitál products based on Mediterranean diet science, Purpose product line of premium ingredients, and SatisFive for appetite control.
• MedVitál
• Purpose Nutrition
• SatisFive
• Sea-Thin

Products and services

• Specialty Nutrition Consulting A nutrition consulting and brand-building service focused on commercializing innovative, IP-protected nutritional and health-promoting technologies. Acts as co-development partner with consumer products companies to rapidly commercialize nutrition innovations across food, beverage, VMS, and medical foods categories.
• MedVitál Bio-Resveratrol A patented trans-resveratrol-lycopene combination supplement featuring proprietary micelle delivery technology for 10x enhanced absorption compared to regular resveratrol. Clinically shown to achieve 95% closure of diabetic foot ulcers in 60 days compared to 50% with placebo. Sold at GNC stores across the United States.
• F1RST Family of Brands A family of brands formulated using ingredients validated by first-hand science in controlled clinical trials, featuring the exact ingredient form and amount tested in clinical trials. Includes MedVitál, Purpose, and SatisFive sub-brands.
• Purpose Nutrition A natural, holistic and science-based nutrition system based on the insights of Dr. Patrick Gentempo. Sold in 300+ Creating Wellness centers and online through a dedicated website.
• Sea-Thin A patented, non-stimulant thermogenic product commercialized by Specialty Nutrition Group.
• Living Well: Six Pillars for Living Your Best Life A book by Greg Horn detailing Six Pillars for Living Your Best Life: Thinking Well, Eating Well, Moving Well, Sleeping Well, Hosting Well, and Staying Well. Available in paperback ($16.95) and hard cover ($29.95) through Amazon.com, BarnesandNoble.com, and bookstores.

Quantifiable outcome

• 95% closure of diabetic foot ulcers in 60 days with MedVitál Bio-Resveratrol t-RSV treatment compared to 50% with placebo
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• William Hood & CompanycoreStrategic or Co-development PartnerGreg Horn serves as Partner at William Hood & Company, a differentiated industry-focused investment banking firm covering the nutrition sector. This partnership enables Specialty Nutrition to maintain deep connections with the nutrition investment and M&A ecosystem.
• Nutrition Capital NetworkcoreStrategic or Co-development PartnerCo-founded by Greg Horn along with nutrition industry leaders Grant Ferrier, Tom Aarts and Steve Allen. Nutrition Capital Network connects growing nutrition companies with sources of capital through several events annually.
• Leading Nutrition and Pharmaceutical CompaniescoreStrategic or Co-development PartnerWorks in partnership with leading nutrition and pharmaceutical companies as co-development partner to rapidly commercialize nutrition innovations across food, beverage, VMS and medical foods categories.
• Academic and Research InstitutionsminorStrategic or Co-development PartnerRepresents academic institutions and individual inventors to find new applications for their inventions and create Effective Nutrition brands for commercial market launch.
• Private Capital FirmsminorStrategic or Co-development PartnerPartners with private capital firms to develop strategies and launch strategic initiatives in the nutrition sector.
• Orebro University Hospital and School of Health and Medical SciencesminorStrategic or Co-development PartnerConducted the clinical trial comparing MedVitál Bio-Resveratrol placebo to treatment groups, showing significant reduction in diabetic foot ulcers. Study published in International Scholarly Research Notes Endocrinology.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Garden of Life: Premium nutrition supplements company now owned by Nestlé Health Science. Directly comparable as a science-based nutrition brand in similar channels; Specialty Nutrition led its successful turnaround 2005-2007, creating multiple category-leading product lines.
• Designs for Health: Professional-grade nutrition supplements company serving healthcare practitioners. Directly comparable in clinical-grade, science-based nutrition positioning. Dr. Alejandra Gratson previously served as SVP of R&D at Designs for Health before joining Specialty Nutrition.
• Standard Process: Whole food nutrient solutions company serving healthcare professionals with clinically-validated nutrition products. Directly comparable in clinical-grade nutrition supplements distributed through practitioner and specialty channels.
• Brand New Brands: Functional food and beverage brand incubator co-founded by Greg Horn. Directly comparable as a brand-building platform creating science-backed consumer products in the same Effective Nutrition category as Specialty Nutrition.
• Celsius Holdings: Functional beverage company specializing in clinically-validated fitness drinks. Specialty Nutrition co-created Celsius as the world's first calorie-burning soda with clinical proof of efficacy, making it a directly comparable functional nutrition brand.
• William Hood & Company: Differentiated industry-focused investment banking firm covering the nutrition sector. Directly comparable as a nutrition-focused advisory firm where Greg Horn serves as Partner, indicating overlap in deal sourcing and advisory capabilities.
• Nutrition Capital Network: Network and events platform connecting nutrition companies with capital sources. Directly comparable as a nutrition industry connector co-founded by Greg Horn, with overlapping relationships across the nutrition investment ecosystem.
• Attune Foods: Probiotic and digestive health foods company. Specialty Nutrition co-founded Attune Foods as one of the first probiotic foods companies, making it a directly comparable functional food brand with science-backed positioning.

Broad incumbents

• USANA Health Sciences: Public nutrition and supplement company focused on science-based vitamins and personal care products. Broadly comparable as an established player in premium nutrition supplements with similar science-driven positioning but global scale.
• Herbalife Nutrition: Global nutrition company with multi-billion revenue and broad product portfolio across weight management, sports nutrition, and dietary supplements. Broadly comparable as an established player in the same nutrition industry but operating at much larger scale with a direct-selling model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/specialtynutrition
• LinkedInlinkedin.com/company/speciality-nutrition-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Specialty Nutrition