Personalised Supplement Brand Bioniq Adds $15M

Bioniq

Bioniq is doubling down on US expansion.

What’s happening: The British personalised supplement brand raised $15M to scale up in the US, home to 50% of its 100K consumers, as well as in the Middle East.

Building on its presence in 60 countries, the company will expand diagnostic partnerships while developing a corporate platform for medical, wellness and athletic organisations.

Fast track. Leveraging AI to assess bloodwork or questionnaire results across 50 parameters, Bioniq customises a needs-based formula with antioxidants, vitamins, minerals, phytonutrients and amino acids.

Founded in 2019 and bolstered by its acquisition of precision supplement brand LOEWI in 2022, Bioniq’s growth strategy has been driven by high-profile partnerships across industries.

Trusted by health institutions from the European Medical Centre to Lanserhof, and elite sports organisations like UFC, the brand recently joined forces with Saudi Arabia’s Al Borg Diagnostics as a wedge into the Gulf region’s healthcare market.

Daily dose. Pitched to reach ~$48B by 2028, personalised nutrition is gaining.

  • Healthy eating app Lifesum acquired nutrigenomics startup LYKON, adding DTC diagnostics to its platform.
  • Precision supplement producer Elo Health raised $10M and partnered with UK-based Nourished on personalised 3D gummy supplements.
  • Using surveys or at-home tests, Viome, Vitl and Aurea recommend branded products.

Takeaway: Leaping from biohacking and athletics into the mainstream, consumers are demanding everyday performance. For Bioniq and others, proving hyper-personalisation works could translate to daily, life-long business.

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