Wild Nutrition

Wild Nutrition was founded in 2013 by husband-and-wife team Henrietta and Charlie Norton

Natural health supplements brand Wild Nutrition has secured a £5m investment from PE house Piper.

Founded in 2013 by husband-and-wife team Henrietta and Charlie Norton, the business’ supplements are ethically and sustainably formulated by an in-house team using high-quality and fully traceable ingredients.

Its products are available in the likes of Planet Organic, Whole Foods, Harrods, Selfridges and independent health food stores and pharmacies across the UK.

A consumer shift to DTC throughout the Covid pandemic also boosted the online business, with sales through its own website up 124% in the past year.

Based in East Sussex, Wild Nutrition employs 28 staff and is led by CEO Chris Dodson, who joined from Google. The current chairman is Steve Clark, a founding investor, who is on the board of global jewellery brand Monica Vinader and also chairman of Bremont Watch Company.

Piper, which specialises in backing fmcg brands, including the likes of Mindful Chef and Proper, has taken a significant minority stake in the business.

Its investment will allow Wild Nutrition to strengthen its team, bring out a range of new products, drive online growth further in the UK and expand internationally.

Henrietta Norton said: “We’re incredibly excited to have partnered with Piper for the next stage of the Wild Nutrition journey. They are very much aligned with our ongoing mission to transform the lives of our customers through better nutrition.

“Together with their fantastic team we will further drive the business in supporting consumer health by providing the very best products with expert nutritional advice.”

The market for supplements is fast-growing, with almost 35 million people in the UK taking supplements, and more than 30% of the public now taking a food supplement for the first time since the pandemic hit, according to the Health Food Manufacturers’ Association.

Wild Nutrition’s core formulation, Food-Grown, is trademarked in the UK, US, Australia, EU and parts of Asia.

Piper founding partner Libby Gibson added: “At Piper, we know that consumers want to take more control over their health, increasingly online – a trend that Covid has accelerated.

“In a market filled with poor quality products, Wild Nutrition’s Food-Grown supplements are a unique way of delivering efficacy while remaining completely natural, sustainable and ethical. 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.”