VITL
4 known investors
Vitl creates personalized nutritional supplements using smart technology and scientific research, tailored to individual customer needs. The company produces science-backed vitamins with clean ingredients and high absorption for the consumer health market.
Also known as Vitl
Founders & leadership
Investors · 4
Company profile
researched Aug 2026Vitl is a consumer nutrition company that produces personalised vitamin and supplement packs together with at-home nutrition testing. Customers complete an online health quiz covering goals, diet, lifestyle and how they feel, and can additionally supply DNA and blood test results; Vitl then formulates a custom supplement pack that is delivered monthly on a subscription basis.
Alongside personalised formulas, the company sells individual products including Daily Biotic (nine clinically studied probiotic strains), Hair, Skin & Nails, Immune Support, Omega 3 fish oil, Rise & Energise, Sweet Sleep and vegan Vitamin D3 softgels, priced from £5.45 to £13.99 on subscription. Testing products include a free health quiz, a DNA test covering genetic predispositions and a vitamin blood test that also measures cholesterol levels.
Formulations are stated to be non-GMO and free from gluten, artificial colours, preservatives and bulking agents, with vegan and vegetarian options, and use forms such as methylated folate in place of standard folic acid. A medical advisory board covering nutrition, genetics, dietetics and general medicine reviews recommendations and formulations.
Business model
Direct-to-consumer e-commerce, centred on monthly recurring subscriptions for personalised supplement packs and individual supplement products, with one-off or add-on sales of DNA and vitamin blood tests. Free UK delivery is offered on subscriptions.
Product sales and monthly subscriptions; listed subscription prices for single products range from £5.45 (Immune Support, Vitamin D) to £13.99 (Daily Biotic).
▸Full profile — market position, technology, go-to-market, geography
Market position
Operates in the personalised nutrition and consumer supplement market, combining supplement subscriptions with at-home diagnostic testing.
Personalisation based on layered inputs — quiz responses plus genetic and blood biomarker data — rather than quiz data alone; emphasis on bioavailable nutrient forms and research-backed doses, accredited laboratory partners, an expert medical advisory board, and a stated position in favour of stricter supplement industry regulation.
Technology
An online health quiz that captures goals, diet, lifestyle and self-reported wellbeing is combined with at-home DNA testing and vitamin blood testing to generate individual supplement formulas. Blood testing is carried out at a UKAS-accredited and CQC-registered UK facility, and DNA testing through an Illumina Propel-Certified Service Provider in Europe.
Go-to-market
Customer acquisition through a free online health quiz that produces personalised diet and supplement recommendations, supported by Trustpilot customer reviews and press placements, converting into monthly supplement subscriptions.
Consumers seeking personalised nutrition and supplement regimes, including vegan and vegetarian customers, primarily in the United Kingdom.
Geography
Products priced in pounds sterling with free UK delivery for subscriptions; blood testing facility in the UK and DNA testing provider in Europe.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Competitors · 1
by search overlap
Companies competing with VITL for the same Google search keywords, organic and paid, via search-intersection analysis.
▸Research sources · 1
primary sources listed
- VITLvitl.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does VITL do?
- Vitl sells personalised supplements alongside at-home DNA and blood nutrition tests, primarily to UK consumers.
- Who founded VITL?
- VITL was founded by Jonathan Ralph.
- Who are VITL's investors?
- VITL's investors include Channel 4 Ventures, Redbus Ventures, Samos Investments, True..