Wild Nutrition

Wild Nutrition was founded in 2013 by husband-and-wife team Henrietta and Charlie Norton, and the origin story here is personal rather than purely commercial. Henrietta had spent years working as a formulator for some of Europe’s largest food supplement brands, and along the way she was also managing her own long battle with endometriosis. The more she saw from inside the industry, the less she could recommend any of it; by her own account, something like 95% of the supplement market was built on synthetic, artificially processed ingredients that weren’t actually close to how the body absorbs nutrition. So she and Charlie set out to build something different: what they called Food-Grown® supplements, formulated to stay as close to their original food form as possible, with no synthetic fillers or binders.

Henrietta brought real credentials to the table: more than a decade running women’s health clinics, plus a career formulating for major supplement brands, and that clinical background shaped the company’s whole approach. Rather than launching with a broad, generic product line, Wild Nutrition built formulations around specific life stages and health challenges: fertility, hormonal health, energy, gut health, sleep, immunity, and stress. The brand also backed its Food-Grown® claims with actual research, running five published absorption studies on ingredients like vitamin C, zinc, selenium, and vitamin D to show the formulations were genuinely being absorbed and retained by the body, not just marketed as “natural.”

Growth followed a fairly deliberate path. The company took on a £5 million investment in 2021, the same year it became a certified B Corp, a certification that mattered to the brand’s identity as much as any funding round, given how central “ethical, sustainable sourcing” was to its pitch from the start. By that point, Wild Nutrition had positioned itself as a challenger in the UK’s roughly £20 billion wellness market, with a subscription-based online model and free 1:1 nutritional consultations offered to customers from day one, a feature that’s remained part of the brand ever since. Today, the products are stocked in more than 50 countries.

What’s stayed consistent since 2013 is the framing: Wild Nutrition doesn’t just present itself as a supplement company but as a resource built specifically around women’s nutritional health, at every life stage from puberty through post-menopause, led by the same formulator whose personal frustration started the whole thing.