Is Natural Nutrients Still in Business? (2026 Update)
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Look for Natural Nutrients on AmazonFull story →Natural Nutrients brought its supplements range into the Den in series 15, with founders Liam Sheriff and Craig Newbigin after one hundred thousand pounds for forty percent of the business.
Older reporting describes the brand as still trading directly through its own site.
Selling Transparency As Much As Supplements
The pitch reportedly leaned hard on ingredient transparency, a pointed contrast in a supplements category regularly accused of vague labelling and filler ingredients, and it appears to have landed well enough with the panel that Peter Jones and Tej Lalvani both put money behind it.
Forty percent for a hundred thousand pounds is a meaningful chunk of a young company, the kind of split that usually reflects a founder team prioritising the cash and the credibility of the backers over holding onto control.
The Later Picture
Accounts describe the founders using the show's exposure to relaunch with improved packaging and branding, continuing to sell supplements direct to customers rather than scaling into major retail.
That is a smaller footprint than some of its Den classmates ended up with, though selling direct carries margins that a supermarket listing would immediately squeeze.