Form Nutrition Teams with Orlando Bloom, Launches Into the US

PRNewsfoto/Form Nutrition

Science-backed supplement brands are reinventing the vitamin aisle.

What’s happening: British supplement and protein startup Form Nutrition announced its expansion into the US while naming actor Orlando Bloom as Chief Wellness Officer.

The brand’s ingestible products are marketed to help consumers reach specific wellness goals, including better sleep, enhanced cognitive function, and radiant skin.

Why it matters: Almost 80% of Americans and 38% of Britons take vitamins daily, and despite differing attitudes on trust and efficacy, the practice has become a daily ritual for most.

  • 93% of Europeans have taken a dietary supplement in the past year, with 76% of 18–24-year-olds believing they’re necessary.
  • Globally, 39% of consumers are more likely to buy a healthy lifestyle product if its health claims are based on research or scientific data.
  • In the US, 74% of consumers are concerned supplement claims aren’t backed by trustworthy research, while 27% don’t feel confident they’re taking the right products for specific goals.

Pill Pushers

As the global wellness supplements market hurtles towards $500B, Form joins a contingent of brands pushing supplements as a daily measure for preventative health.

  • Enhancing the mind, body, and skin, British-born brand The Nue Co. has scaled to the Middle East, Canada, Australia, Asia and the US, where it partnered with retailer Sephora.
  • Leveraging science and smart formulas to create tailored supplement plans, the UK’s Vitl secured £6.2M last year to scale internationally.
  • Braincare supplement startup Heights doubled down on science-led product innovation, recently launching probiotics that target the gut-brain axis.
  • UK-based Feel recently launched its high-performance, subscription products in Germany and Austria following a £10M investment round last autumn.

Sensing a crescendo, German DTC vitamins brand Sunday Natural is reportedly exploring a sale that could fetch €600–800M. Bolstering sales and positive customer acquisition, US-based DTC vitamin sellers are entering retail, with Ritual entering Target and Bayer-owned Care/of stocking Sam’s Club.

Takeaway: Bringing science and transparency to the supplementation space is enabling brands to differentiate themselves through credibility.

But, to further address the main pain points of the industry––retention and loyalty––the disruptors will need to persuade consumers their products are truly a supplement to a long, healthy life, and not a quick fix.