Complan

What Complan does

Complan is a UK-based nutritional supplement brand that produces fortified drink powders sold to adults with nutritional gaps and to older children. The portfolio centres on the heritage Complan Original SKU plus a Mix at Home range offered in four flavours, with each serving formulated to deliver 26 vitamins and minerals alongside protein positioned for muscle maintenance and growth. The brand traces its origins to 1896, giving it over 125 years of UK heritage.

The business operates as a brand unit within Nutricia Ltd, which is itself a subsidiary of Danone SA, rather than as a standalone company. Distribution is multi-channel and UK-focused, with listings across major grocery multiples (Tesco, Morrisons, Asda, Waitrose), health and beauty chains (Boots, Superdrug) and online (Amazon). Marketing activity includes a 2026 brand-ambassador partnership with cricketer Vaibhav Sooryavanshi, signalling outreach beyond the brand's traditional core audience.

Commercially, Complan makes money through packaged-consumer-goods sales at retail price points across grocery, pharmacy and e-commerce channels. The operating footprint is intentionally lean (headcount disclosed at 1-10), consistent with a brand-stewardship role inside a larger multinational nutrition group rather than an independent P&L. There is no disclosed AI, software or platform component to the product; competitive advantage rests on formulation, brand heritage, and retailer distribution.

Name

Complan

Legal name

Nutricia Ltd

Website

https://complan.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Complan is a UK heritage nutritional supplement brand owned by Nutricia (Danone), selling fortified drink powders — Complan Original and a four-flavour Mix at Home line — to adults with nutritional gaps and older children via major UK grocery, pharmacy and online retailers.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

Keywords

• Nutritional supplements
• Vitamin mineral drinks
• Meal replacement powders
• Fortified beverage sachets
• Dietary supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Complan generates revenue through the sale of nutritional drink powders and supplements to consumers via retail and pharmacy channels in the UK market.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Complan manufactures and sells powdered nutritional supplement drink products containing 26 vitamins and minerals plus protein, designed as supplementary nutrition for adults with low appetite or inadequate dietary intake. The product range includes Complan Original, a versatile neutral-flavored powder usable as a drink or milk substitute, and the Mix at Home Drinks line of four flavored sachets (Strawberry, Banana, Chocolate, Vanilla). Products are sold through UK supermarkets, pharmacies, and online retailers.

Product overview

Complan is a nutritional supplement product line consisting of two main offerings: Complan Original (a versatile neutral-flavored powder that can be consumed as a drink or used as a milk substitute) and the Mix at Home Drinks range (four flavored variants including Summer Strawberry, Delicious Banana, Rich Chocolate, and Velvety Vanilla, sold as single-serve sachets). Both product lines provide 26 vitamins and minerals and protein for muscle growth and maintenance, designed for adults with low appetite or those seeking supplementary nutrition. The products are suitable for vegetarians (but not vegans) and are available through major UK retailers including Tesco, Morrisons, Asda, Waitrose, Boots, Superdrug, and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Complan Original: Versatile neutral drink that can be enjoyed as a delicious drink or used like milk throughout the day to add fortification to meals
• Mix at Home Drinks

Products and services

• Complan Original A versatile neutral-flavored nutritional drink powder that can be enjoyed as a beverage or used as a milk substitute throughout the day. Fortified with protein for muscle growth and maintenance plus 26 vitamins and minerals including B vitamins that reduce tiredness and fatigue. Designed for adults seeking supplementary nutrition.
• Summer Strawberry Sachets A refreshing strawberry-flavored nutritional drink in single-serve sachets. Contains protein for muscle maintenance and 26 vitamins and minerals. Simple to prepare with water or milk. Part of the Mix at Home Drinks range for adults seeking supplementary nutrition.
• Delicious Banana Sachets A sumptuously sweet banana-flavored nutritional drink in convenient sachets. Fortified with protein for muscle growth and maintenance and 26 vitamins and minerals including vitamin C, zinc, and iron for immune support.
• Rich Chocolate Sachets A tempting chocolate-flavored nutritional drink with protein for muscle maintenance and 26 vitamins and minerals. Can be enjoyed warm or as a cool drink. Part of the Mix at Home Drinks range.
• Velvety Vanilla Sachets A delicately sweet vanilla-flavored nutritional drink with protein contributing to muscle growth and maintenance, plus 26 vitamins and minerals including calcium and vitamin D for bone health. Part of the Mix at Home Drinks range.

Quantifiable outcome

• Contains 26 vitamins and minerals per serving
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Vaibhav SooryavanshiminorGTM or Marketing Partner · 1 January 2026Complan signed the 15-year-old cricketer as a brand ambassador. Vaibhav Sooryavanshi became the youngest IPL debutant and one of the youngest centurions in men's T20 cricket, representing growth and progression for young audiences. The partnership is designed to leverage his rising popularity and relatability to youth demographics.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• MyProtein: MyProtein is a major UK-based sports nutrition and supplement brand offering protein powders and meal replacement shakes - directly competing for the adult nutritional supplementation and protein shake occasions that Complan targets, with much broader product range and direct-to-consumer strength.
• Ovaltine: Ovaltine is a powdered nutritional drink mix sold in UK retail with fortified vitamins and minerals - a direct comparable to Complan in format (powder), channel (supermarkets), and use case (nutritional beverage at home).
• Maximuscle: Maximuscle is a UK sports nutrition brand offering protein shakes and meal replacement products - directly competing with Complan in protein-fortified nutritional supplementation category, with strong gym/fitness positioning.
• Horlicks: Horlicks is a powdered nutritional malt-based drink with similar positioning to Complan - providing vitamins and minerals in a powdered format, sold through UK retail and targeting adults and families seeking supplementary nutrition. Direct category competitor in UK powdered nutritional supplements.
• Milo (Nestlé): Milo is a global powdered nutritional drink mix (owned by Nestlé) competing in similar powdered nutritional beverage category - relevant comparable for format, fortification claims, and mass-market nutritional drink positioning.

Emerging players

• Huel: Huel is a UK-based modern nutritional supplement/meal replacement brand offering powdered formats with comprehensive vitamins and minerals - competing with Complan for the same adult nutritional supplementation consumer but with broader SKU range and digital-first positioning.

Broad incumbents

• Nesquik (Nestlé): Nesquik is a Nestlé powdered nutritional drink mix targeting similar family nutrition occasions - relevant peer for understanding how major CPG companies operate powdered nutritional beverage brands at UK retail.
• Aptamil: Aptamil is a Nutricia (Danone) sister brand operating in adjacent nutritional categories (infant nutrition) within the same parent portfolio - relevant peer for understanding Danone's UK nutrition strategy and operational infrastructure backing Complan.
• Centrum (Haleon/GSK): Centrum is a major vitamin and mineral supplement brand (formerly Pfizer, now Haleon) competing in the broader adult nutritional supplementation category - relevant incumbent peer for vitamin/mineral fortification positioning.
• Supradyn (Bayer): Supradyn is a Bayer multivitamin and nutritional supplement brand offering comprehensive vitamin and mineral formulations - relevant incumbent comparable for the 26-vitamins-and-minerals positioning that Complan emphasizes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/complan-limited

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 Complan