Optisan AS
Optisan AS is a privately held Norwegian company that sells SulforaPlus, an organic dietary supplement delivering bioavailable sulforaphane from whole freeze-dried broccoli sprouts, directly to health-conscious consumers in Norway via e-commerce and health retail chains, with expansion into Sweden under the DiaOpt brand.
- Company typePrivate
- Founded2014
- HeadquartersOslo, Norway
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Optisan AS does
Optisan AS is a privately held Norwegian company headquartered in Oslo (visiting address at Unity Arena, Fornebu) that develops and sells SulforaPlus, an organic dietary supplement built around whole freeze-dried broccoli sprouts delivering bioavailable sulforaphane. The core technology relies on preserving the myrosinase enzyme during freeze-drying and protecting glucoraphanin via vacuum packaging and air-tight capsules, so that sulforaphane is activated upon ingestion even in consumers whose gut flora do not produce myrosinase naturally. Each daily dose (2 capsules) is positioned as equivalent to 100 g of fresh broccoli sprouts, with batch-level laboratory testing published on the company's website.
The product is sold through a direct-to-consumer e-commerce store (sulforaplus.no) anchored by a non-binding subscription delivering 2 bottles every 2 months at 947 NOK, with a one-time purchase option at 649 NOK per bottle and a 79 NOK introductory registration offer. Distribution is supplemented by physical presence in Norwegian health retail chains including Sunkost, Life, Røtter, and Økohjertet, and the company has launched in Sweden under the separate DiaOpt brand at diaopt.se with a reformulated product substituting chromium for selenium. The company is founder-led by CEO Svein Bognar, with no disclosed external funding, headcount, or financial metrics. Marketing is content-driven, anchored in 3,400+ cited peer-reviewed studies on sulforaphane, recurring podcast appearances, and earned media coverage in outlets including VG, NRK, Helsemagasinet VOF, and Danish DR.
The customer base is a long tail of health-conscious adults in Norway (and selectively Sweden) seeking benefits spanning sleep, energy, inflammation, detoxification, metabolic, and anti-aging support, with named testimonial customers including retirees, a personal trainer, and a BJJ fighter. Operational partnerships include Stripe for payments, Posten Norge for delivery, and a strategic credibility linkage to Johns Hopkins research on Nrf2 activation, including the institution's July 2023 patent application for sulforaphane use against COVID-19 and coronaviruses.
Optisan AS firmographics
Firmographics- Name
- Optisan AS
- Legal name
- Optisan AS
- Website
- https://sulforaplus.no
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Optisan AS is a privately held Norwegian company that sells SulforaPlus, an organic dietary supplement delivering bioavailable sulforaphane from whole freeze-dried broccoli sprouts, directly to health-conscious consumers in Norway via e-commerce and health retail chains, with expansion into Sweden under the DiaOpt brand.
- Ownership category
- akta.pro rank
Optisan AS industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Optisan AS is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Optisan AS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Subscription Revenue: SulforaPlus operates primarily on a subscription model where customers receive 2 bottles every 2 months. Subscribers save 20% compared to one-time purchase and there is no binding contract. The subscription is the main recurring revenue driver.
- One-Time Product Sales: Single glass purchases are available for customers who prefer not to commit to a subscription. Each glass contains 60 capsules.
- Retail Distribution: Products are sold through health retail chains in Norway (Sunkost, Life, Røtter, Økohjertet) and in Sweden under the brand name DiaOpt (with added chromium instead of selenium).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Subscription Package - 947 NOK per 2 months |
| One time/ perpetual license | Pay-as-you-go | Single Glass - 649 NOK |
| Subscription | Multi-year contract | Introduction Offer - 79 NOK registration |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Optisan AS product offering
Product offeringCore offering
Optisan AS manufactures and sells SulforaPlus, an organic Norwegian dietary supplement made from whole freeze-dried broccoli sprouts, delivering 6–10 mg of bioavailable sulforaphane per daily two-capsule dose. The product preserves the natural myrosinase enzyme so sulforaphane activates upon ingestion and is sold direct-to-consumer via the company's e-commerce subscription as well as through health retail chains in Norway (and Sweden under the DiaOpt brand).
Product overview
Optisan AS offers a single unified product: SulforaPlus, an organic dietary supplement derived from whole freeze-dried broccoli sprouts. The product provides a concentrated, bioavailable form of sulforaphane with naturally occurring myrosinase enzyme to ensure optimal activation in the body. SulforaPlus is sold through subscription (auto-delivery every two months) and one-time purchase via the company's e-commerce platform, as well as through Nordic health food retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- SulforaPlus SulforaPlus is an organic Norwegian dietary supplement of whole freeze-dried broccoli sprouts providing 6–10 mg of bioavailable sulforaphane per daily two-capsule dose, sold via subscription and one-time purchase to health-conscious adults seeking support for detox, immunity, sleep, energy, anti-aging, blood sugar regulation, and inflammation.
- DiaOpt (Sweden market) DiaOpt is the Swedish variant of Optisan's broccoli-sprout supplement, formulated with added chromium in place of selenium and sold directly to Swedish consumers via the diaopt.se e-commerce storefront.
Quantifiable outcome
- Published over 3,400 peer-reviewed research articles on sulforaphane
- +3 more outcomes
Companies that use Optisan AS
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles1 record
Optisan AS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Optisan AS partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Johns Hopkins Technology VenturescoreSulforafan was discovered by pharmacologist Paul Talalay at Johns Hopkins in 1992. Johns Hopkins Technology Ventures filed a patent application in July 2023 for the use of sulforafan to treat COVID-19 and other coronavirus infections. The company leverages this research as a key credibility anchor for SulforaPlus, highlighting sulforafan's Nrf2-activating properties and 3,400+ published studies.
- Swedish diaopt.seminorSulforaPlus is sold in Sweden under the brand name 'DiaOpt' at diaopt.se, with the same product formulation but with chromium added instead of selenium. This is a separate sales channel for the Swedish market.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Optisan AS competitors and assessment
Company assessmentDirect peers
- Doctor's Best: Sells a sulforaphane supplement (Sulforaphane Glucosinolate) marketed on bioavailability and Nrf2 activation. Same botanical/sulforaphane category, comparable capsule format, and similar science-led positioning.
- Source Naturals: Brands and sells broccoli sprout extracts and sulforaphane-related supplements through natural product retail channels. Direct competitor in the botanical supplement aisle with overlapping product format.
- Jarrow Formulas: US-based supplement brand selling broccoli seed extract and sulforaphane products (e.g., BroccoMax). Directly competes in the same sulforaphane-from-broccoli category with overlapping functional claims.
Broad incumbents
- NOW Foods: Large US supplement manufacturer and brand offering a broad portfolio including broccoli-related products. Competes indirectly through sheer scale, distribution reach, and price competitiveness.
- Life Extension: Established US supplement brand built on longevity, anti-aging, and clinical research. Overlaps with SulforaPlus's positioning around Nrf2, oxidative stress, and healthy aging.
- Thorne: Premium US supplement brand positioned on quality, testing, and practitioner channels. Comparable on premium botanical positioning, batch testing transparency, and clinical/health-professional marketing.
- Pure Encapsulations: Premium practitioner-channel supplement brand emphasizing purity and hypoallergenic formulations. Comparable on quality assurance messaging and clinical/professional positioning.
Emerging players
- Designs for Health: US practitioner-channel supplement brand focused on clinical efficacy and practitioner education. Comparable on science-led branding and emphasis on functional benefits supported by research.
Regional players
- Pharma Nord: Danish supplement manufacturer and brand with strong Nordic/European retail distribution and research-based positioning. Comparable on scientific credibility and Nordic health-retail channel presence.
- New Nordic: Swedish-headquartered Nordic supplement brand with herbal/botanical product lines (e.g., Active Liver, Hair Volume). Closest Scandinavian analog in terms of regional retail presence and category mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Optisan AS social profiles
Digital presenceOptisan AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Optisan AS leadership team
Management profileNumber of profiles
Profiles1 record
Optisan AS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Optisan AS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Optisan AS
What does Optisan AS do?
Optisan AS manufactures and sells SulforaPlus, an organic Norwegian dietary supplement made from whole freeze-dried broccoli sprouts, delivering 6–10 mg of bioavailable sulforaphane per daily two-capsule dose. The product preserves the natural myrosinase enzyme so sulforaphane activates upon ingestion and is sold direct-to-consumer via the company's e-commerce subscription as well as through health retail chains in Norway (and Sweden under the DiaOpt brand).
Is Optisan AS a public or private company?
Optisan AS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Optisan AS founded?
Optisan AS was founded in 2014. It employs 1 to 10 people.
Where is Optisan AS based?
Optisan AS is headquartered in Oslo, Norway, in the Europe region.
How does Optisan AS make money?
Three revenue lines are on record. Subscription Revenue is the primary driver. The others are one-Time Product Sales and retail Distribution.
Who are Optisan AS's main competitors?
Direct peers on record are Doctor's Best, Source Naturals and Jarrow Formulas. Broad incumbents are NOW Foods, Life Extension, Thorne and Pure Encapsulations. Designs for Health is listed as an emerging player. Regional players are Pharma Nord and New Nordic.
Does Optisan AS have an API?
No public API is recorded for Optisan AS.
What industry is Optisan AS in?
Optisan AS's product category is Dietary Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 2833.