What K2 Vitamin does

K2 Vitamin is a Norwegian dietary supplement company that sells a single daily tablet formulation combining vitamin K2 (as menaquinone-7/MK-7, 200 µg), vitamin D3 (10 µg), vitamin B1 (1.1 mg) and selenium (55 µg), marketed for bone health, immune function, muscle function and heart function. The product is operated under the legal entity Nordic Healthy Living AS, founded in 2005 and headquartered on Lysaker in Oslo, Norway, and is sold exclusively direct-to-consumer via the company's own Norwegian e-commerce site k2vitamin.no. No retail, pharmacy or marketplace distribution is in use, and there are no additional SKUs or product variants.

The business runs on a recurring subscription model with a low-friction acquisition offer: a 30-tablet trial pack for 79 NOK postage, followed by an automatic quarterly delivery of 90 tablets at 818 NOK plus 79 NOK postage (897 NOK total), with no binding period and the ability to cancel at any time. Customer service is delivered by phone and an online 'Min Side' portal during business hours. Marketing is content-led via the company website and email newsletter, emphasizing the Nordic context — long dark winters and limited sunlight — as the rationale for daily supplementation.

K2 Vitamin self-describes as Norway's largest supplier of vitamin K2 supplements, claims more than 200,000 customers served since 2005, and reports a 4.7/5 customer satisfaction score. The company is privately held, is not publicly traded, has no disclosed funding rounds, no acquisitions or mergers, no mobile app, and no AI/technology capabilities beyond a Wix storefront with standard cookie-based analytics. Its data processing is handled by TG Montgomery AS, which acts as the named data controller (behandlingsansvarlig). The company holds Trygg e-Handel certification, subjecting it to Norwegian Consumer Complaints Board rulings.

Name

K2 Vitamin

Legal name

Nordic Healthy Living AS

Website

https://k2vitamin.no

Company type

Private

Founded year

2005

Operating status

Operating

Short description

K2 Vitamin (Nordic Healthy Living AS) is a privately held Norwegian D2C company that sells a single subscription-based daily supplement tablet combining vitamins K2, D3, B1 and selenium to Norwegian consumers via k2vitamin.no.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Vitamins (A, B-Complex, C, D, E, K; Premixes) (AFAJAKAA), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Vitamin K2 supplements
• Dietary supplements
• Subscription health products
• Combined vitamin tablets
• Norwegian wellness supplements

Headquarters

HQ city

Lysaker, Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Subscription-based Dietary Supplement Sales: Primary revenue from recurring subscription sales of K2 Vitamin dietary supplements. Customers receive automatic deliveries every 3 months (90 tablets) at 818 kr + 79 kr postage = 897 kr total. The company uses a land-and-expand model with a low-friction entry point (30-day trial for 79 kr postage) to acquire customers before converting to recurring subscriptions. No binding period or purchase obligations, customers can cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

K2 Vitamin sells a single Norwegian-manufactured daily dietary supplement tablet that combines four active ingredients: Vitamin K2 (as menaquinone-7/MK-7, 200 µg), Vitamin D3 (cholecalciferol, 10 µg), Vitamin B1 (thiamine hydrochloride, 1.1 mg) and selenium (sodium selenate, 55 µg). The product is offered exclusively on a subscription basis through the k2vitamin.no website, starting with a 30-day trial pack and continuing with automatic quarterly deliveries.

Product overview

K2 Vitamin is a single unified product — a Norwegian daily dietary supplement sold exclusively via subscription by Nordic Healthy Living AS. The product combines four active ingredients (Vitamin K2 as menaquinone-7, Vitamin D3, Vitamin B1, and selenium) in one daily tablet, designed to support bone health, immune function, normal muscle function, and normal heart function. There are no add-on modules, sub-products, or platform variants — the same formulation is offered as a subscription with a free trial starter pack followed by automatic quarterly deliveries.

Differentiator

Problem solved

Functional benefit

Products and services

• K2 Vitamin dietary supplement subscription A Norwegian-manufactured daily dietary supplement tablet combining Vitamin K2 as menaquinone-7 (200 µg), Vitamin D3 (10 µg), Vitamin B1 (1.1 mg) and selenium (55 µg), sold to Norwegian consumers via a subscription model starting with a 30-day trial and continuing with automatic quarterly deliveries of 90 tablets for 818 kr + 79 kr shipping per quarter.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• TG Montgomery AScoreOthersTG Montgomery AS is the treatment responsible for processing personal data collected through k2vitamin.no according to the privacy policy. The company handles personal data for delivering goods and services, improving services, analyzing market trends, and providing personalized marketing. They also handle data retention for up to 7 years after customer relationship ends.

Scale indicators4 records

Recent moves4 records

Direct peers

• Care/of: Personalized DTC vitamin subscription brand acquired by Bayer. Comparable as a subscription-based supplement business using a low-friction trial entry and recurring delivery model similar to K2 Vitamin's acquisition funnel.
• Ritual: US-based DTC multivitamin subscription brand selling direct to consumers online. Comparable as a digitally-native, subscription-based supplement company targeting health-conscious consumers with a single daily multivitamin-style proposition.
• Nordic Naturals: Norwegian-origin omega-3 and supplement brand now distributed globally via retail and DTC channels. Comparable as a Norwegian-anchored supplement brand leveraging Nordic provenance and natural-product positioning.
• New Nordic: Scandinavian-headquartered supplement brand selling herbal, vitamin and lifestyle supplements through DTC and retail channels across the Nordics. Most directly comparable due to shared Nordic consumer base, supplement category, and multi-product line that K2 Vitamin could expand into.
• Pharma Nord: Danish supplement manufacturer specializing in vitamins, minerals, and Q10 sold across Europe with strong Nordic distribution. Comparable as a Nordic-region specialist supplement company with branded, scientifically-positioned single-nutrient and combination products.

Broad incumbents

• Life Extension: Established US-based supplement company with broad vitamin and K2/D3 product line sold via DTC and some international channels. Comparable as a major vitamin K2+D3 category incumbent with deeper product portfolio and resources K2 Vitamin lacks.
• Blackmores: Asia-Pacific vitamin and supplement incumbent with multi-category portfolio including bone health and vitamin D. Comparable as a broad-line supplement incumbent whose category mix overlaps with K2 Vitamin's positioning.
• NOW Foods: Large US-based supplement manufacturer and brand offering K2, D3, B-complex, and selenium as standalone and combo SKUs. Comparable as a category supplier whose commoditized K2+D3 products compete on price and availability.

Emerging players

• AG1 (Athletic Greens): High-growth DTC daily-nutrition subscription brand combining multiple nutrients in a single daily serving. Comparable business model (DTC subscription, single combined daily product, low trial entry) targeting health-conscious consumers.
• Hims & Hers Health: DTC subscription health platform including vitamins and supplements sold direct to consumers. Comparable as a subscription-driven health/wellness DTC brand applying similar low-friction acquisition and recurring-revenue tactics.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tg-montgomery-as

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 K2 Vitamin