Health firm Nourished wins Selfridges brief

A fledgling health supplements company launched in Birmingham last year has secured its first retail launch with high-end department store Selfridges.

Nourished has agreed a deal to stock its 3D-printed vitamin products in the group’s London branch as well as on the retailer’s website.

The company launched just over a year ago from a warehouse in Digbeth where it produces ‘stacked’ multi-vitamin gummy tablets which are manufactured bespoke to each individual’s requirements.

Customers fill in an online lifestyle questionnaire about key issues such as sleeping patterns, diet, exercise habits and goals and are then recommended a combination of seven different vitamins and nutrients from a choice of 28.

The products are now on sale at Selfridges in Oxford Street with plans to roll them out to the department store chain’s three other UK sites including in Birmingham’s Bullring.

Founder Melissa Snover said: “We are unbelievably proud to join forces with a business who hold the same vision for the future as ourselves.

“At Nourished, our aim is to provide personalised health to all while making our mark and doing our part for the sustainability of our planet.”

Since launching, Nourished has secured a £2 million funding round from a group of investors and grown the team to 44 staff, with projected turnover of £1.5million this year.

The new partnership is part of Selfridges’ green drive which is aiming to make sure more of its products come from sustainable sources.

The vitamin stacks, which are suitable for vegans, come in plastic-free, home-compostable packaging and almost all of the ingredients are sourced within the UK.