Ancient Nutrition Company Profile

Background

Mission and Vision: Ancient Nutrition is dedicated to restoring health, strength, and vitality by providing history's healthiest whole food nutrients to the modern world. The company believes that the human body was built for high performance and aims to bridge the gap between traditional nutritional principles and contemporary dietary practices.

Founding and Leadership: Established in 2016, Ancient Nutrition was co-founded by Jordan Rubin and Dr. Josh Axe.

Jordan Rubin: A recognized natural health expert and product innovator, Rubin is the New York Times bestselling author of "The Maker’s Diet" and founder of Garden of Life, a leading brand in the U.S. natural supplement industry.

Dr. Josh Axe: A certified doctor of natural medicine, chiropractor, and clinical nutritionist, Dr. Axe is the founder of DrAxe.com, a prominent natural health website with over 17 million monthly visitors.

Key Strategic Focus

Core Objectives: Ancient Nutrition focuses on delivering real food and nutritional products formulated to provide ancient nutrients in modern, convenient forms. The company aims to transform the health of individuals by offering high-quality supplements informed by ancient wisdom and modern science.

Product Specialization: The company's product portfolio includes:

Bone Broth Protein: A line of protein supplements derived from bone broth, offering the benefits of homemade bone broth in an easy-to-mix form.

Multi Collagen Protein: Supplements providing multiple types of collagen to support skin, joint, and gut health.

Essential Oils: A range of essential oils designed for various health and wellness applications.

Keto Products: Products formulated to support ketogenic diets, including MCT powders and keto-friendly protein supplements.

Target Markets: Ancient Nutrition targets health-conscious consumers seeking natural and organic supplements, particularly those interested in paleo, ketogenic, and collagen-based products. The company distributes its products through various channels, including Whole Foods Market, Sprouts, specialty retailers nationwide, and online platforms.

Financials and Funding

Funding History: In March 2018, Ancient Nutrition secured a $103 million strategic minority investment led by VMG Partners, with significant participation from Hillhouse Capital, ICONIQ Capital, and over 100 individual investors. This investment marked the company's first external funding and was intended to accelerate growth through enhanced social media outreach, in-store demonstrations, and support for direct-to-consumer e-commerce.

Revenue and Growth: As of 2024, Ancient Nutrition's estimated annual revenue is approximately $45.3 million, with a revenue per employee of $290,250. The company experienced a 266% compound annual growth rate from 2013 to 2017, contributing over 40% to the total category growth in protein, collagen, and gut health products during that period.

Technological Platform and Innovation

Proprietary Technologies: Ancient Nutrition has developed unique formulations that combine traditional ingredients with modern scientific methods. For instance, their Bone Broth Protein supplements are designed to deliver the benefits of homemade bone broth in a convenient powder form.

Scientific Methodologies: The company employs advanced processing techniques to ensure the preservation of nutrients in their products. This includes the use of fermentation and sprouting methods to enhance bioavailability and efficacy.

Leadership Team

Jordan Rubin: Founder & CEO

Background: Founder of Garden of Life and author of "The Maker’s Diet."

Role: Oversees company strategy, product innovation, and regenerative agriculture initiatives.

Dr. Josh Axe: Founder

Background: Founder of DrAxe.com and certified doctor of natural medicine.

Role: Focuses on product development and educational outreach.

Competitor Profile

Market Insights and Dynamics: The health and wellness supplement market has seen significant growth, with increasing consumer interest in natural and organic products. Trends such as the popularity of ketogenic diets and collagen supplementation have driven demand in this sector.

Competitor Analysis: Ancient Nutrition faces competition from several key players:

Vital Proteins: Specializes in collagen-based products and has a strong presence in the health supplement market.

Garden of Life: Offers a wide range of organic supplements and has an established reputation in the industry.

Orgain: Provides organic plant-based protein powders and nutritional shakes, catering to health-conscious consumers.

The Protein Works: A British brand offering protein shakes, meal replacements, and supplements, primarily operating online.

Quest Nutrition: Known for protein bars and snacks, acquired by The Simply Good Foods Company in 2019.

Strategic Collaborations and Partnerships

Investor Network: The 2018 funding round included investments from notable individuals such as Jillian Michaels, Ido Leffler (Co-Founder of Brandless.com), and Gary Hirshberg (Co-Founder and Chairman of Stonyfield Farm). These partnerships have provided strategic guidance and expanded the company's reach in the health and wellness industry.

Operational Insights

Sustainability Initiatives: Ancient Nutrition has committed to becoming carbon negative by 2024 through its R.A.N.C.H. Project (Regenerative Agriculture, Nutrition & Climate Health). This initiative includes planting one million food-bearing trees, reducing company-produced plastic and waste by 25%, and supporting regenerative agriculture practices on company-owned farms in Missouri and Tennessee.

Strategic Opportunities and Future Directions

Product Expansion: Ancient Nutrition plans to continue expanding its product lines, particularly in the areas of ketogenic and collagen-based supplements, to meet growing consumer demand.

Market Penetration: The company aims to increase its presence in both online and brick-and-mortar retail channels, with a goal of being available in 50,000 to 100,000 stores.

Sustainability Goals: By June 2024, Ancient Nutrition aims to:

Plant one million superfood-bearing perennial trees, bushes, vines, and shrubs.

Transform 5,000,000 pounds of food waste into feed and seed.

Achieve carbon-negative status through offsets and regenerative agricultural initiatives.

Reduce company-produced plastic and waste by a minimum of 25% while transitioning to more sustainable packaging and marketing materials.

Continue supporting the non-profit organization Mully Children’s Family to help end poverty, hunger, homelessness, and human trafficking, while planting trees to fight climate change.