bonusan

What bonusan does

Bonusan is a private Dutch nutritional supplement company founded in 1966, headquartered operationally at its Numansdorp production facility in the Netherlands and commercially in Xàvia (Alicante), Spain, under the legal entity Bonusan España SL. The company develops and manufactures in-house a portfolio of professional-grade dietary supplements spanning vitamins (B-complex, B12 active forms, D3, K2VITAL), minerals (magnesium, calcium, iron, zinc, selenium, iodine, MSM), standardized botanical extracts (Valeriana, Melissa, Griffonia 5-HTP, ashwagandha, rhodiola, ginkgo), and condition-specific formulations (Menopausia Balance, Fórmula Inmune Lactoferrina, Osteonyl Expert, Relaxonyl Expert, Fórmula Dormir & Descansar, Flavoxan). Production is fully controlled at the Numansdorp facility under FSSC 22000 certification, with proprietary branded ingredient forms including Quatrefolic folate, K2VITAL MK-7, and Vita-algae D3 from lichen. The portfolio is positioned around science-based formulations, standardized active-compound percentages, and a five-pillar health philosophy.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce via country-specific websites (Spain, Netherlands, Belgium, Germany), a professional healthcare channel with a dedicated B2B portal and the SSB (Servicio de Suplementación Bonusan) digital prescription tool that links practitioner recommendations to patient orders, an authorized retail partner network carrying the 'Especialista Reconocido' quality label, and a wholesale distribution layer (Actibios, Naturlíder, Bedar, Gasana, Feliu Badaló, Provinat, Riberdiet, Dietética Vallecana, and a Canary Islands distributor). Pricing is unit-level pay-as-you-go at €11-€57 per item with volume discounts (2-5% at €100-€300+) and free shipping above €50. The professional channel earns wholesale margins plus commissions on SSB-generated patient orders.

Bonusan claims 120 years of brand heritage, more than 15,000 health professionals endorsing the products across Europe, a 4.7/5 Trustpilot rating from 6,000+ reviews, and 25,000+ newsletter subscribers. Strategic partners include Natura Foundation (core training and education partner) and Lifestyle4Health, while recent activity includes the 2025 launch of Colágeno Tripeptido Complex, 2024 launches of Menopausia Balance and Fórmula Inmune Lactoferrina, and reformulations of Osteonyl Expert, Omega-3 DHA Forte, Aceite de Hígado de Pescado Forte, and Complejo de Hierro. Revenue, funding, ownership structure, and management team are not publicly disclosed.

Name

bonusan

Legal name

Bonusan España SL

Website

https://bonusan.es

Company type

Private

Founded year

1966

Operating status

Operating

Short description

Bonusan is a private Dutch nutritional supplement manufacturer founded in 1966 that produces in-house at its Numansdorp facility and sells through DTC e-commerce, a professional healthcare channel with the SSB digital prescription tool, and authorized wholesale and retail partners across Spain, the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Nutritional supplements
• Dietary supplements
• Herbal extracts
• Professional supplements
• Vitamin minerals

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Bonusan sells finished supplement products directly to end consumers through its online store (bonusan.es). Consumers can purchase individual products or bundles at listed retail prices, with free shipping for orders over €50. Discounts by quantity apply for orders exceeding €100 (2%), €150 (4%), and €300 (5%).
2. Professional Healthcare Channel: Healthcare professionals purchase Bonusan products at discounted wholesale prices via their registered business accounts. Professionals can also create digital prescriptions for patients who order through the Bonusan platform, with professionals earning commissions on patient SSB orders.
3. Wholesale Distribution: Bonusan supplies products to authorized wholesale distributors and selected retail partners who resell to end consumers in Spain and across Europe.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bonusan develops, manufactures in-house at its Numansdorp (Netherlands) facility, and sells science-based nutritional supplements including vitamins, minerals, standardized botanical extracts, and specialized formulations targeting sleep, stress, hormonal balance, bone health, immune support, and general wellness. Products are sold directly to consumers via bonusan.es e-commerce and through a professional healthcare channel featuring wholesale pricing and a digital prescription service (SSB) used by 15,000+ health professionals across Europe.

Product overview

Bonusan is a professional nutritional supplement company offering a comprehensive portfolio of high-quality supplements developed since 1966. The product range includes minerals (magnesium, calcium, iron, zinc, selenium, iodine, MSM), vitamins (multivitamins, B-complex, B12, D3, C, E, K), herbal extracts (valerian, lemon balm, griffonia, ashwagandha, ginkgo, rhodiola, turmeric), and specialized formulations. Key product lines include Menopausia Balance for hormonal support, Fórmula Inmune Lactoferrina for immune health, B12 active complexes in various dosages and forms (sublingual and tablet), sleep and relaxation formulas (Valeriana-Melisa, Fórmula Dormir & Descansar, Relaxonyl Expert), bone health solutions (Osteonyl Expert with Aquamin), and antioxidant supplements (Flavoxan). Products are manufactured in-house in Numansdorp, Netherlands, with scientific formulation and are sold across multiple European markets (Spain, Netherlands, Belgium, Germany). The company offers bundled products like the Pack Sueño y Relajación combining daytime and nighttime formulas. Bonusan distributes through health professionals, selected partners, and direct-to-consumer e-commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• Menopausia Balance A formula for menopausal women containing red clover and sage for gentle symptom relief such as hot flashes, plus hops, maca, and dong quai for comprehensive herbal support. 60 capsules. For women in menopause seeking hormonal symptom relief.
• Fórmula Inmune Lactoferrina Immune support formula with lactoferrin, vitamin C, and echinacea. Helps maintain normal immune system function. 30 capsules. For adults seeking immune system reinforcement.
• Vitamina B12 activa 1000 Complex

Quantifiable outcome

• Trusted by more than 15,000 health professionals across Europe
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Natura FoundationcoreStrategic or Co-development PartnerNatura Foundation is a key training and education partner for Bonusan. Health professionals discover Bonusan through Natura Foundation's training programs and subsequently recommend Bonusan products to their clients. This partnership serves as a primary professional referral channel.
• Lifestyle4HealthminorStrategic or Co-development PartnerLifestyle4Health is a lifestyle health organization. Bonusan partners with Lifestyle4Health to promote lifestyle-based prevention approaches, aligning with Bonusan's five-pillars philosophy of health.
• ActibiosminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 932 660 300 / [email protected].
• NaturlíderminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 915 171 822 / [email protected].
• BedarminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 946 714 223 / [email protected].
• Gasana Salud y NutriciónminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 986 493 620 / [email protected].
• Feliu BadalóminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 937 299 895 / [email protected].
• Productos Vida Natural (Provinat)minorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 918 845 475 / [email protected].
• RiberdietminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 965 063 308 / [email protected].
• Dietética VallecanaminorChannel Partner/ Reseller/ DistributorAuthorized wholesale distributor for Bonusan professional products in Spain. Contact: 914 786 113 / [email protected].
• Elvira Díaz Almeida (Canary Islands)minorChannel Partner/ Reseller/ DistributorAuthorized distributor for Bonusan professional products serving the Canary Islands. Contact: 922 401 960 / [email protected].

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lamberts Healthcare: UK-based professional supplement brand selling practitioner-grade vitamins, minerals, and herbal extracts through health professionals and DTC. Closely comparable to Bonusan in channel mix (HCP-led with retail DTC), formulation style (standardized extracts, bioavailable forms), and European professional positioning.
• Thorne: US-based practitioner-channel supplement company selling science-backed, premium formulations through HCPs and DTC. Directly comparable to Bonusan in positioning (science-led, professional-recommended, premium pricing) and product depth across stress, sleep, and metabolic health.
• BioCare: UK professional supplement brand distributing practitioner-only nutritional products via HCPs with a DTC arm. Mirrors Bonusan's professional-led model, standardized-extract approach, and emphasis on bioavailable nutrient forms.
• Viridian Nutrition: UK-based ethical supplement brand focused on high-quality, bioavailable nutrients with a practitioner and DTC channel. Comparable in formulation philosophy (active forms, minimal excipients), premium pricing, and HCP endorsement model.
• Nutri Advanced: UK practitioner-only supplement brand distributing through health professionals and DTC. Closely comparable to Bonusan in HCP-channel focus, condition-specific formulations, and emphasis on bioavailable nutrient forms.
• Higher Nature: UK-based supplement brand combining nutritional and herbal formulations with an HCP and DTC channel. Comparable in positioning (natural, condition-targeted), SKU breadth across stress/sleep/hormonal health, and European specialist-brand identity.

Broad incumbents

• Solgar: Long-established US/global vitamin and mineral supplement brand distributed through health food stores, pharmacies, and DTC. Overlaps Bonusan in vitamins/minerals and specialty-condition categories, but operates at much broader geographic and category scale.
• NOW Foods: Large US-based supplement manufacturer with an extensive vitamins, minerals, herbal, and specialty-condition portfolio sold globally. Comparable category overlap but operates at substantially greater scale and breadth than Bonusan.
• Metagenics: Global practitioner-channel supplement and medical-food brand. Overlaps with Bonusan in HCP-led distribution, science-based positioning, and condition-specific formulations, but at materially larger scale and broader category coverage.
• Bioglan: Established Australian supplement brand with broad vitamin, mineral, omega-3, and specialty-condition lines distributed via pharmacy and DTC. Comparable product portfolio and condition-led positioning, though distributed primarily outside Bonusan's core European markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 bonusan