The UK-based model sells a nine-strong vary of capsule dietary supplements, largely centered on supporting ladies’s precedence well being objectives, starting from sleep and anxiousness assist by means of to joint well being and UTI management.
Whereas top quality, science-backed components have at all times been prime precedence, the model’s co-founder Dan Waterfall-Chapman stated there’s a spectrum of bioavailability consciousness throughout customers and there’s growing consideration to this amongst savvy customers.
“We’re seeing lots of people asking in regards to the absorption of our dietary supplements, desirous to understand how a lot of the energetic ingredient their physique is definitely getting,” the entrepreneur instructed NutraIngredients. “We’ve seen the excellent job manufacturers like Valerie have achieved with liposomal know-how to enhance absorption of vitamins and that is very efficient, however it tends to come back with the next worth level.
We wish to enable clients to get essentially the most out of our full vary of merchandise by means of a common drink.”
Set to enter the market this summer time, the workforce has developed a patent-pending ready-to-mix powder method which might be taken alongside different dietary supplements, main to higher nutrient absorption.
Model evolution
Dan co-founded the corporate with spouse and fellow advertising and marketing knowledgeable, Toni, who had lengthy suffered from insomnia.
“She had tried taking all types of various medicines and dietary supplements however we couldn’t discover an efficient, long-term, pure possibility,” he stated.
Eager to create a greater answer, the couple spoke to researchers, nutritionists, producers and different nutraceutical consultants, and developed their flagship sleep assist complement Sleepee.
The capsules comprise 11 key components, together with passionflower, magnesium, CherryPURE cherry extract, L-Tryptophan, lion’s mane mushroom and lemon balm, plus nutritional vitamins and minerals.
Drawing on their earlier e-commerce and advertising and marketing experience, the duo rapidly grew gross sales on-line. They discovered their key market demographic was older females and began to obtain requests for merchandise focusing on different well being issues resembling joint well being and menopause.
The couple then launched a second line, that includes a joint well being product, named Flexee, containing Ovomet eggshell membrane, alongside MSM, glucosamine, turmeric, Boswellia and black pepper, which has change into their best-seller.
Since then, the vary has been prolonged to incorporate collagen, multivitamin, anxiousness assist and vegan omega-3 merchandise, and extra.
Breaking the bladder taboo
With a view to get nearer to their clients, the workforce not too long ago opened a retail outlet in Tub, Somerset, with TV presenter and ladies’s well being advocate Cherry Healey main the official unveiling.
Dan stated the model is in dialog with a few feminine celebrities to endorse its merchandise, beginning with Healey, showcasing its Flowee bladder assist complement.
“UTIs aren’t an attractive topic, and so they aren’t one thing individuals focus on brazenly, however they have an effect on so many ladies, and there are such a lot of who really feel sidelined and let down by their GPs,” he stated.
“Healey did a social media put up on the subject of UTIs which gained 1.9 million views with a great deal of ladies commenting in regards to the poor care they’ve obtained. We hope that having a celeb endorsement for our product will assist give the subject the eye it deserves.”
The usual course of remedy prescribed by medical doctors is antibiotics, he stated, however this isn’t a long-term answer and results in poorer intestine well being in addition to contributing to the worldwide problem of antibiotic resistance.
Extracted’s answer accommodates pumpkin seed extract, soy isoflavones and cranberry extract in a powdered drink format.
“D-Mannose has been proven to be extraordinarily efficient in supporting bladder well being, however the issue is the dose required means taking enormous horse-size drugs,” Dan stated. “We wish to present the ingredient in an efficacious dose in a drink format, alongside particular micro organism which assist vaginal flora, in addition to cranberry extract.”
