Bone broth and ‘keto’ specialist Ancient Nutrition enters healthcare practitioner channel
The brand Ancient Nutrition is known for its on-trend supplements featuring the hottest ingredients in the health and wellness sector, such as bone broth-derived protein and collagen.
On Natural Partners Fullscript's platform, the company will offer 17 of its products, including Bone Broth Protein, Multi Collagen Protein Powder, Men’s and Women’s Fermented Multi-Vitamins, and KetoFIRE (capsules which contain Beta-Hydroxybutyrate, an exogenous ketone).
Jordan Weaver, healthcare practitioner channel marketing at Ancient Nutrition, told us that "Ancient Nutrition has been partnering with Healthcare Practitioners since its inception, but this is the first time we have partnered with national online supplement dispensary."
"We have always valued the relationship practitioners have with their patients and offer wholesale pricing and support for all qualifying practitioners."
"The important role a healthcare practitioner plays in the overall health journey of an individual patient is hard to overstate," said Dr. Josh Axe, founder of Ancient Nutrition in a press release.
Sales, distribution bolstered by consumer interest in all things ‘ancient’
From ‘paleo’ to ‘grain-free’, there’s been a trend of nourishing oneself in a way that our primal ancestors might have done, namely low in grains and other crops that needed sophisticated cultivation and more reliance on ingredients that could be hunted or scavenged, like animal meats, bones, cartilage, and more.
This trend is behind Ancient Nutrition’s rapid growth in the past few years. In March, it secured a $103 million investment led by VMG Partners, with contributions coming from Hillhouse Capital and a co-investor group of more than 100 other industry veterans, influencers, and individuals.
The exogenous ketones particularly, marketed to help consumers eating a very low-carb diet to stay into ketosis (a state where the body burns fat for energy in the absence of carbohydrates), have attracted a mind-boggling level of consumer interest that could be as much as three times that of the already well-established paleo diet, Jordin Rubin, CEO and co-founder of Ancient Nutrition told our sister site FoodNavigator-USA in March.
Rubin said that the investment will help the company increase consumer outreach programs and to educate the public about the benefits of products in which Ancient Nutrition specializes in.
“When dealing with emerging trends like bone broth, collagen and keto it takes a fair amount of effort to get those concepts into the consciousness of middle America,” Rubin said.
On this latest partnership with a healthcare practitioner channel platform, Dr. Axe added: "Ancient Nutrition is proud to partner with Natural Partners Fullscript in this important step towards connecting transformative products that make a difference with healthcare practitioners who change people's lives every day."
