LONDON, United Kingdom — Food grown supplement brand Wild Nutrition has launched a vegan protein and superfood blend as it continues to build momentum in the fast-growing supplement market.
The intelligent formulation, which combines vegan protein, super greens and mushrooms, has been designed to support individuals both physically and mentally by giving the body the nutrients it needs. According to Co-founder and Nutrition Director Henrietta Norton, she believes the product is “the antidote to modern life”.
“These last 18 months have been exhausting for many — physically and psychologically. And despite this, the demands of life continue and without the right scaffolding, which can leave us feeling depleted and burnt out,” Norton told Welltodo.
“I wanted to create a product that harnesses some of nature’s most nutrient-dense foods to provide natural energy and resilience to help us all weather the twists and turns that we are experiencing. There are many protein products on the market, but we wanted to create something more, more than just protein and more holistic in its formulation. We wanted to combine quality organic, synthetic-free and sustainably sourced protein, adaptogenic mushrooms and super greens at doses that make a difference,” she added.
Like all of the brand’s products, Norton’s latest formulation uses only food-grown nutrients — a process by which nutrients are grown within food to improve both absorption and efficacy — an approach she argues not only facilitates deeper, longer results but one that has also enabled Wild Nutrition to build differentiated value in a largely confusing and fragmented market.
Since being founded in 2013 by Norton and her husband, the British startup has cemented itself as a leader in the supplement category, last year generating run rate sales of £5 million and subsequently piquing the interest of investment firm Piper, which pumped £5 million into the company.
Thanks to its disruptive and transparent approach, the brand has also bagged partnerships with premium high street retailers including Selfridges, Harrods, Wholefoods and Planet Organic. Its online sales, meanwhile, have grown by 124% over the last year — in particular via its monthly subscriptions.
“Thankfully today’s customer is informed, intelligent and savvier to marketing hype — reading labels, asking questions and checking environmental impact. Similar to the food industry, we are waking up to the difference between highly processed foods (despite the natural claims on the packaging) to more wholesome nutrient-rich foods that our body craves,” explained Norton in response to the brand’s success.
By embodying the same level of discernment for quality and a drive to create better, this she credits, as a key factor in the brand’s ability to tap into the motivations and values of the modern wellness consumer.
And Piper agrees. As Founding Partner Libby Gibson explained at the time of its investment into the brand: “It’s been great to hear their customers talk about just how life-changing their supplements have been and how strongly they believe in Wild Nutrition as a brand, describing it as caring, reliable and honest and as a result well placed to help look after the whole family at every life stage.”
By developing innovative and effective products like its vegan protein and superfood blend, Wild Nutrition continues to push for category-wide change in the way ingredients are used in supplement formulations.
This, as well as the brand’s commitment to being part of a movement to uphold positive change in the wellness industry — in terms of transparency, integrity and environmental responsibility — is what it hopes will continue to set it apart from its growing competition.