SuperNutrition

What SuperNutrition does

SuperNutrition, founded in 1977 and headquartered in Oakland, California, is a dietary supplements brand that markets and sells a broad portfolio of nutritional products including multivitamins (the SimplyOne line for men, women, and 50+ consumers), organic whole food formulations, amino acid powders (L-citrulline, taurine, leucine-enriched EAA), organic mushroom complexes (Lion's Mane, Chaga, Cordyceps, Maitake, Shiitake and multi-mushroom blends), collagen peptides in unflavored, vanilla, and chocolate variants, plus specialty formulas for cognition (Think Support), joint health (glucosamine/chondroitin/MSM), cardiovascular support (Plant Sterols & Policosanol), immune health (Super Immune and Super Immune+ with glutathione and beta-glucan), liver support (Milk Thistle Phytosome), blood sugar balance (Cinnamon Extract), and pediatric respiratory support (Kid's Liquid Bronchial Ease). Delivery formats span veggie capsules, tablets, chewables, powders, and liquids.

The operating model is that of a private-label or house brand: products are distributed exclusively through iHerb's online marketplace, which reaches customers in 180+ countries and offers autoship/subscribe, customer reviews, and iHerb's rewards program. SuperNutrition participates in iHerb's iTested third-party quality verification program — products are tested every six months by ABC Testing, Eurofins, and Alkemist, with standards drawn from ABC, AHPA, DHSEA, GOED, ISO, UNPA, USP, and US FDA guidelines for supplement facts accuracy, clean label, microbial analysis, and heavy metals.

Commercial mechanics are unit-priced pay-as-you-go at the SKU level, with prices ranging from approximately $6.82 for entry-level multivitamins to $63.46 for premium whole food formulations. The company is privately held, for-profit, with 1-10 employees and no disclosed revenue, funding history, ownership structure beyond the apparent iHerb relationship, or external investors. No M&A, partnership, leadership, or regulatory actions are documented in the source material beyond the iHerb exclusive distribution and the iTested certification program.

Name

SuperNutrition

Website

https://supernutritionusa.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1–10 employees

Short description

SuperNutrition is a private-label dietary supplements brand, headquartered in Oakland, California and founded in 1977, that markets a broad portfolio of multivitamins, amino acids, mushroom complexes, collagen, and specialty formulas exclusively through iHerb's online marketplace to consumers in 180+ countries.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (4242)

SIC

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

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industry

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

Keywords

• Dietary supplements
• Multivitamin tablets
• Amino acid powders
• Mushroom complex supplements
• Collagen peptides

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Pricing tiers

Distribution channels1 record

Marketing channels1 record

Core offering

SuperNutrition is an iHerb private-label dietary supplements brand selling whole food-based multivitamins, amino acid powders, organic mushroom complexes, collagen peptides, and specialty immune, cognitive, cardiovascular, and children's wellness formulas. The product range spans budget chewable multivitamins through premium comprehensive formulas, marketed exclusively through iHerb's global e-commerce marketplace.

Product overview

SuperNutrition is a dietary supplements brand sold through iHerb, offering a diverse portfolio of nutritional supplements. The product lineup includes: amino acid powders (L-Citrulline, Taurine, Leucine Enriched EAA); organic mushroom complex products (Lion's Mane, Shiitake, Chaga, Maitake, Cordyceps, and Multi-Mushroom blends with ginger); the SimplyOne multivitamin line for adults and seniors (men's, women's, and 50+ formulations in both tablet and chewable forms); Super Immune and Super Immune+ immune support multivitamins; organic whole food multivitamins for men and women; specialty formulas including Milk Thistle Phytosome, Cinnamon Extract, Glucosamine/Chondroitin/MSM, Think Support cognitive formula, Collagen Peptides ( unflavored, vanilla, chocolate), Collagen Creamer, Oregano Oil, and Seasonal Botanical Complex; and children's products including Perfect Kid's multivitamin and Kid's Liquid Bronchial Ease. The brand also offers Plant Sterols & Policosanol Complex for cardiovascular support. The products span multiple delivery formats including veggie capsules, tablets, chewables, powders, and liquids.

Differentiator

Problem solved

Functional benefit

Brands

• SimplyOne: Multivitamin product line including SimplyOne Men's Multivitamin, SimplyOne 50+ Women Multivitamin, SimplyOne Whole Food Multivitamin, SimplyOne Perfect Kid's Multivitamin

Products and services

• SimplyOne Men's Multivitamin + Supporting Herbs, Wild-Berry, 30 Chewable Tablets Complete chewable multivitamin with supporting herbs, vitamin A, vitamin C, organic whole food, and botanical blend in wild-berry flavor, targeted at adult men for daily nutritional supplementation.
• SimplyOne 50+ Women Multivitamin + Super Complexes, 90 Tablets Age-targeted multivitamin formulated for women 50+ with super complexes in tablet form for daily nutritional supplementation.
• SimplyOne Whole Food Multivitamin, 90 Tablets Whole food-based multivitamin with vitamins A and C, minerals, and enzymes in tablet form for general daily supplementation.
• SimplyOne Women Multivitamin + Super Complexes, 90 Tablets Complete multivitamin with super complexes for women in tablet form for daily nutritional supplementation.
• Organic Whole Food Men's Multivitamin, 120 Tablets Premium organic whole food multivitamin for men containing organic amla, sunflower, moringa, and shiitake extracts in tablet form.
• Organic Whole Food Women's Multivitamin, 120 Tablets Premium organic whole food multivitamin for women containing vitamin A and organic amla, sunflower, and moringa extracts in tablet form.
• Organic Whole Food Women's 40+ Multivitamin, 60 Tablets Age-targeted premium organic whole food multivitamin for women over 40 with organic amla, sunflower, moringa, and shiitake extracts.
• Super Immune Multivitamin with Glutathione, 60 Tablets High-potency immune-strengthening multivitamin containing glutathione, vitamins, minerals, and herbs in tablet form for immune support.
• Super Immune+ Multivitamin, 240 Veggie Capsules Comprehensive immune-supporting multivitamin with vitamin C, vitamin D, and beta-glucan in an iron-free 240-veggie-capsule formula.
• Women's Multivitamin with Super Herb, Flower, Blue-Green Algae, and Spice Complexes, Iron-Free, 240 Veggie Capsules Comprehensive women's multivitamin combining herb, flower, super blue-green algae, and spice complexes in an iron-free 240-veggie-capsule format.
• Multivitamins with L-Cysteine, MSM, Vitamin A, and Biotin, 180 Tablets Multivitamin formula combining L-cysteine, MSM, vitamin A, and biotin in 180 tablets, targeted at hair, skin, and nail support.
• L-Citrulline Powder, Unflavored, 10.58 oz (300 g) L-Citrulline amino acid supplement in unflavored powder form for cardiovascular and exercise performance support.
• Taurine Powder, Unflavored, 7.05 oz (200 g) Taurine amino acid supplement in unflavored powder form supporting cardiovascular health and antioxidant function.
• Leucine Enriched Essential Amino Acids, Unflavored, 10.58 oz (300 g) Essential amino acid powder blend enriched with L-Leucine, L-Lysine, L-Threonine, and L-Isoleucine for muscle support.
• Organic Lion's Mane Mushroom + Ginger, 60 Veggie Capsules Organic lion's mane mushroom supplement combined with ginger in vegetarian capsules for cognitive and immune support.
• Organic Mushroom Complex + Ginger, 60 Veggie Capsules Blend of organic mushroom varieties with ginger in vegetarian capsules for comprehensive wellness support.
• Organic Shiitake Mushroom + Ginger, 60 Veggie Capsules Organic shiitake mushroom supplement with ginger in vegetarian capsules with organic pullulan and organic rice hull concentrate, for immune support.
• Organic Chaga Mushroom + Ginger, 60 Veggie Capsules Organic chaga mushroom supplement with ginger in vegetarian capsules for antioxidant support.
• Organic Maitake Mushroom + Ginger, 60 Veggie Capsules Organic maitake mushroom supplement with ginger in vegetarian capsules for immune support.
• Organic Cordyceps Mushroom + Ginger, 60 Veggie Capsules Organic cordyceps mushroom supplement with ginger in vegetarian capsules for energy and stamina support.
• Collagen Peptides, Unflavored, 9.88 oz (280 g) Unflavored collagen peptide powder for skin, joint, and connective tissue support.
• Collagen Peptides, Vanilla, 10.4 oz (295 g) Vanilla-flavored collagen peptide powder for skin, joint, and connective tissue support.
• Collagen Peptides, Chocolate, 13.33 oz (378 g) Chocolate-flavored collagen peptide powder for skin, joint, and connective tissue support.
• Collagen Creamer with Hydrolyzed 1 & 3, Calcium, Protein, and Iron, Vanilla, 8.46 oz (240 g) Vanilla collagen creamer combining hydrolyzed collagen types 1 and 3, calcium, protein, and iron.
• Think Support with Ginkgo Biloba, Skullcap, Gotu Kola, Bacopa and Enzymes, 180 Veggie Capsules Cognitive support formula combining ginkgo biloba, skullcap, gotu kola, bacopa, and enzymes in 180 vegetarian capsules for brain and cognitive function support.
• Glucosamine, Chondroitin, & MSM with Potassium and Vitamin C, 240 Veggie Capsules Joint support formula combining glucosamine, chondroitin, MSM, potassium, and vitamin C in 240 vegetarian capsules.
• Plant Sterols & Policosanol Complex with Folate, Guggul Extract, Soy Germ Extract, and Oat Bran, 180 Tablets Cardiovascular support formula combining plant sterols, policosanol, folate, guggul extract, soy germ extract, and oat bran in 180 tablets.
• Milk Thistle Phytosome, 160 mg, 60 Veggie Capsules Milk thistle phytosome supplement delivering 160 mg per capsule in 60 vegetarian capsules for liver support and detoxification.
• Cinnamon Extract, 60 Veggie Capsules (250 mg per Capsule) Cinnamon extract supplement at 250 mg per vegetarian capsule for blood sugar balance support.
• Oregano Oil, 40 mg, 2 fl oz (59 ml) Concentrated oregano oil liquid supplement at 40 mg per dose in a 2 fl oz bottle for immune and respiratory support.
• Seasonal Botanical Complex with Quercetin, Bromelain, Vitamin C, Turmeric and Ginger, 180 Tablets Seasonal support formula combining quercetin, bromelain, vitamin C, turmeric, and ginger in 180 tablets.
• Kid's Liquid Bronchial Ease, Cherry, 1 fl oz (30 ml) Alcohol-free children's respiratory support liquid combining lovage root, fresh yerba santa leaf, licorice root, and mullein leaf in cherry flavor.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• NOW Foods: One of the largest natural products companies in the U.S., offering vitamins, supplements, sports nutrition, and essential fatty acids across multiple formats. Highly comparable to SuperNutrition in product breadth, channel mix (mass e-commerce and retail), and target consumer.
• Nature's Way: Established herbal and nutritional supplement brand with multivitamins, immune, and specialty condition products sold through major e-commerce and natural retail channels. Comparable in product mix, target consumer, and format variety.
• Garden of Life: Whole-food and certified-organic supplement brand with multivitamins, probiotics, protein powders, and condition-specific formulas. Closely comparable to SuperNutrition's organic whole-food multivitamin positioning and broad SKU strategy.
• Doctor's Best: Science-based supplement brand offering vitamins, minerals, amino acids (including L-Citrulline), and condition-specific formulas. Directly comparable to SuperNutrition's amino acid and specialty supplement offerings.
• Thorne: Premium dietary supplement brand offering multivitamins, sports nutrition, and condition-specific formulas with strong practitioner and direct-to-consumer channels. Comparable in format diversity (capsules, powders, liquids) and category depth.
• Jarrow Formulas: Specialty supplement brand covering multivitamins, amino acids, probiotics, and cognitive/immune formulas. Comparable in product breadth and emphasis on specific condition support and ingredient quality.
• Solgar: Long-established vitamin and mineral supplement brand with multivitamins and specialty formulas distributed globally through health food and e-commerce channels. Comparable to SuperNutrition's heritage, channel mix, and category focus.
• Vital Proteins: Specialty collagen and wellness supplement brand with broad e-commerce distribution. Comparable to SuperNutrition's collagen peptide line and similar positioning around beauty/joint/wellness outcomes.
• Life Extension: Premium supplement brand with broad multivitamin and condition-specific lineups (immune, cognitive, cardiovascular, joint) targeting health-conscious adults. Highly comparable to SuperNutrition's SimplyOne and specialty supplement portfolio.

Broad incumbents

• iHerb: Global online retailer of vitamins, supplements, and natural products operating across 180+ countries. Not a competitor in product but the platform/parent that hosts and distributes SuperNutrition; relevant for understanding channel economics and platform dependencies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Super_Nutrition

Compliance1 record

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 SuperNutrition