Heights

Heights is a London, UK-based consumer supplements company selling a range of daily formulas for brain, body and gut health directly to consumers online. Its product line includes Vitals⁺, a multivitamin with 20 nutrients including blueberry extract and an omega-3 coating; Biotic⁺, a probiotic combining seven bacterial strains with zinc; Magnesium⁺, based on magnesium glycinate; Thrive⁺, containing a NAD⁺ precursor and CoQ10; Calmer⁺, a herbal relaxation formula; and Hydrate⁺, an electrolyte drink. Products are sold as 30-day supplies (for example Vitals⁺ and Biotic⁺ at £40 and Magnesium⁺ at £20 per month) with bundle discounts of up to 20%.

The company positions its formulas around delayed-release capsule technology, bioavailable ingredient forms, and vegan formulations free from fillers, allergens, GMOs and colourants. Heights states it invests in independent in vivo and in vitro research: an eight-week placebo-controlled trial of Biotic⁺ in 33 healthy participants, a 12-week third-party study of Vitals⁺ in 32 healthy people (and a 12-week double-blind randomised placebo-controlled trial reported for Vitals⁺), and a 14-day trial of Calmer⁺ with 88 members of its community "Heights Lab". A scientific advisory board and staff include neuroscientist Dr Tara Swart, consultant dietitian Sophie Medlin, Dr Harry Jarrett as Director of Science & Research, physiologist Oliver Patrick as Chief Wellbeing Officer, and academics from Ulster University, the University of Exeter, UEA and NNEdPro. Heights is a certified B Corp and describes itself as the official performance supplement supplier to the BWT Alpine Formula 1 Team, with formulas batch-tested and Informed Sport certified.

Founding story

Co-founders Dan Murray-Serter and Joel Freeman, who are close friends, each experienced health problems — Murray-Serter with insomnia, anxiety and burnout, and Freeman with stress-related gastrointestinal issues — and were guided by medical professionals toward nutrition-based approaches. After a dietitian recommended DHA omega-3, a B-vitamin complex and blueberry extract, Murray-Serter reported his sleep improving within weeks, prompting the pair to read scientific literature on nutrition and mental health and to launch a newsletter, "The Sunday Supplement", translating the research for a general audience. As the subscriber base grew, they concluded that consumers needed simpler, correctly dosed, additive-free supplements rather than a cupboard of separate products, and partnered with neuroscientist Dr Tara Swart and consultant dietitian Sophie Medlin to develop Vitals⁺, the company's first product; Biotic⁺ followed as the second.

Business model

Direct-to-consumer sale of branded supplements through the company's own e-commerce sites, with single products priced per 30-day supply and a subscription-style "build your routine" bundling offer providing up to 20% savings.

Product sales of monthly supplement supplies (e.g. £40 for a 30-day supply of Vitals⁺ or Biotic⁺, £20 for Magnesium⁺), with discounts for customers who bundle multiple products into a routine.

Traction

Company sites cite more than 150,000 customers, a 4.8/5 average rating from over 14,000 reviews, and product-level review counts of 6,271 for Vitals⁺, 2,639 for Biotic⁺ and 1,827 for Magnesium⁺. Heights states it won Condé Nast Traveller Beauty Awards 2026 recognition in wellness and was voted top product in sleep, magnesium, multivitamin and electrolyte drink categories.

Latest developments

The current product range spans Vitals⁺, Biotic⁺, Magnesium⁺, Thrive⁺, Calmer⁺, Hydrate⁺ and Bloom, alongside multi-product bundles. Heights promotes its role as official performance supplement supplier to the BWT Alpine Formula 1 Team and cites a Condé Nast Traveller Beauty Awards 2026 win in wellness, plus trial results for Calmer⁺ from a 14-day study with 88 Heights Lab members.