ANS Start-Up Stars: Nootro Labs talks setting up and scaling a nutraceutical manufacturing business

Headquartered in Pershore, Worcestershire, its 10,000-square-foot, purpose-built facility handles a variety of manufacturing processes, from oils and capsules to bulk powders and topicals.

It is one of a handful of manufacturers in the UK with an AA rated BRC certification (a food safety accreditation), and it is the only manufacturer with this grade in the CBD and nootropic sector in the world.

After being named one of NutraIngredient’s Start-Up Stars, Cary Holmes, co-founder and CEO of Nootropic Labs, shared how his company has rapidly become a trusted and ethical supplement manufacturer, reportedly generating £2 million in annual sales. He also reveals plans to soon launch his own brand of affordable but effective nutritional supplements.

“At the heart of Nootro Labs is the belief that effective, clean supplementation should be accessible to everyone,” he said. “We’re not just here to manufacture, we’re here to raise the standard in an industry that desperately needs it.”

NutraIngredients (NI): Can you tell me a bit about your background and how Nootro got its start?

Cary Holmes (CH): I had been in the manufacturing business for a few years before I set up Nootro. I worked for a number of manufacturers and brands, with one company essentially leaving me close to bankruptcy. After feeling used and discarded, I realized I couldn’t leave my family’s future in the hands of someone else anymore. So, in September 2020, I sat down with my partner Stacey, and we carefully analyzed the supplement landscape and built Nootro’s strategy.

We launched in 2021, using our life savings. Soon after, we raised money from a small group of investors and got going. Within nine months, we outgrew our first location, and with the support of our investors, we moved to Pershore where we built a custom facility.

NI: What products do you manufacture and what types of client do you work with?

CH: We create a range of vitamin, nootropic, CBD, herbal and adaptogenic supplements from oils and powders to capsules and gummies. Our clients include CBD FX, a CBD oil company, FourFive, a sport wellness business, and Tilray, a Canadian cannabis company.

As well as the manufacturing side, I also develop recipes for our clients. The reason for this is that I know a lot of new companies can’t afford an innovator. It also creates long-term relationships, as our clients are free to use my recipes so long as they use us as their manufacturer.

NI: Can you tell me about some of the challenges you have faced as a start-up?

CH: One of the biggest challenges we have faced as a company was getting our BRC certification while trading. It’s a very demanding process, but it felt vital to have it. With the industry being so unregulated, for me, it wasn’t a ‘nice to have’, it was imperative.

However, we now have an AA grade certification, the highest standard you can get, and I’m extremely proud of that.

NI: What sets Nootro apart from other manufacturers?

CH: As well as our BRC accreditation, we are the only manufacturer in Europe to have our own novel foods dossier. We are also Soil Association certified and Informed Sport certified.

We also try and make supplements which are conducive to the wellness industry. Over the years, I noticed a litany of sugar-coated products filled with excipients, which doesn’t exactly fit hand in glove with wellness. We always try to avoid sugar and artificial sweeteners where we can, replacing it with ingredients such as date extract, monk fruit, honey and agave nectar to naturally sweeten our products. Of course, this depends on the budget and requirements of the client, but we always try and avoid it where possible.

As regulation catches up to consumer expectations, manufacturers who’ve already invested in compliance, ethics and innovation—like us—will lead the next generation of trusted supplement brands.

NI: How has your business grown since launch?

CH: We have over 30 clients now and will soon open another large manufacturing site in Tenbury Wells. Today, we have 14 employees, but by the end of this year, we will have a minimum of 20 workers, with extra for night shifts.

We’re also building a team culture that values precision, transparency and continuous improvement. Our staff don’t just follow procedures; they care deeply about quality and are encouraged to contribute ideas that move us forward.

As a result of this growth, we are hoping to start up our own brand of finished products. It will be a non-competing range that will give us more stability and allow us to move away from solely relying on our clients. The range of no-frills, no-gimmicks, high-integrity supplements will be sold under the brand name ‘Nootro Labs Essentials’. The launch is designed to stabilize our revenue, increase our purchasing power and give us direct consumer insight.

NI: What accomplishment are you most proud of to date?

CH: Our first sale is something I’ll never forget—driving home from work sobbing my eyes out over the fact that somebody believed in me, Tilray of all people. Now, I’ve managed to raise millions in sales as a kid with no degree, no formal education and no wealthy parents. That’s my greatest achievement.

Now, it’s incredible to see some products that we’ve worked on become best sellers with popular retailers. We’ve also managed to help some of our clients improve their formulations and shelf life while also reducing the cost per unit.

Starting your own business puts lots of pressure on you to deliver, there is nowhere to hide. Our success to date is purely down to a solid grasp of the industry coupled with sheer hard work. I come from an impoverished background, and my mum has passed down a workhorse mentality. I’m hungry, I’m driven and I’m incredibly passionate. I will go above and beyond to succeed. I believe in letting results and numbers do the talking, and I am very proud of our achievements to date, but I am keen to go much, much further.

That being said, my partner Stacey deserves a lot of the credit for our success. She has overseen two lab builds and BRC implementation. I couldn’t have done it without her.

NI: What advice do you have for other start-ups?

CH: As a start-up, you need to plan for the future and know exactly where you want to go. If you know what you need to achieve, how long it is going to take and how much it is going to cost, then you can provision for it. Measure twice, cut once—this is the best way to run a business.

It’s also important to have someone on board who you respect but can challenge your thinking. You need to speak to someone who has done what you want to do, and also be modest enough to take their feedback onboard. Never be predetermined by your own ideas.

This transcript has been edited for clarity and brevity.