With 50 years of combined experience in the supplements industry, co-founders Graham Winn, Dominic Winn and Colin Salter launched Yutrients last month with a platform that allows customers to either self-formulate or use an AI questionnaire to create a tailored blend from a library of more than 200 raw ingredients.
Backed by a £500,000 pre-seed round, the team believes its agile micro-blending system could help shape the next era of personalized nutrition—accurately dispensing pure raw actives across custom formulations.
That personalization extends to the daily dose itself. Because each customer’s daily blend may require different quantities of powder, every subscriber receives a digital precision weighing spoon to measure out their individual dose.
Here, Yutrients CEO Graham Winn explains the thinking behind the startup and the guardrails required when consolidating large supplement stacks into a single personalized powder.
NI+: What problem were you trying to solve when you founded Yutrients?
Graham Winn: The core problem is personalizing supplement routines into one easy-to-use, one-a-day powder. Health-conscious consumers taking multiple single-ingredient supplements daily face a frustrating trade-off: They either buy off-the-shelf multinutrients with rigid, sub-optimal dosages and unwanted fillers, or they manage a shelf full of individual bottles.
We founded Yutrients to give users ultimate control over their daily supplement stack while eliminating pill fatigue. By providing 100% pure active ingredients from our database of over 200 raw materials without fillers, binders, or artificial flavorings, we give consumers a way to consolidate their daily routine into a single, clean, custom-tailored powder blend to use in their daily juicing or shake routine.
And because we have the ability to source any additional requested ingredients not already in our library, the options really are limitless.
NI+: What has uptake been like since launch?
GW: It is early days, but engagement and early feedback have been exceptionally strong, particularly among experienced supplement users looking for total transparency and control. Our ability to replicate a multi-bottle routine into one single pure powder blend has generated high excitement from experienced supplement takers as well as practitioner nutritionists.
NI+: What is your initial audience demographic and who will you target?
GW: Yutrients can be taken by anyone who takes multiple supplements for their health and well-being. However, initial results show a core demographic consisting of experienced, health-conscious consumers aged 25 to 50—including biohackers, sports enthusiasts and functional wellness enthusiasts who already take multiple daily supplements and demand total control over what enters their body.
We are also getting approached by wellness practitioners who are interested in finding a one-stop solution for all their clients’ supplement requirements.
NI+: How do you deal with ingredients with challenging flavors?
GW: We take a completely transparent approach: We deliver 100% pure active ingredients with no added flavors, sweeteners or masking agents.
Because each customer’s formula is unique, rather than trying to hide earthy notes under artificial, one-size-fits-all flavor systems, we empower the user to integrate their unflavored blend naturally into their daily diet.
We are currently building an AI-driven recipe engine that analyzes the specific chemical and organoleptic profile of a user’s formula to recommend optimal drink or food recipe carriers—such as specific fruit smoothies, juices or yogurts—that naturally complement or neutralize raw ingredient taste profiles.
NI+: How do you ensure your formulations are scientifically backed and offer effective doses?
GW: We give users total flexibility, but we anchor that control within robust guardrails. Every raw material in our database has been scrutinized by our team of product experts. Whether a user builds a stack from scratch or consolidates an existing routine, our system flags dosage thresholds if they are exceeded.
NI+: How do you validate that your recommendations are appropriate for each user and that the doses are safe?
GW: Safety guardrails are built directly into our platform so we ensure our formulations never exceed scientifically established upper safe levels across all selected ingredients.
Our formulation engine also takes into consideration how ingredients interact together, as well as how they might interact with other medications.
And for ongoing quality assurance, formulations with complex active profiles undergo continuous review and monitoring by our product experts as part of our ongoing quality standards.
NI+: From your user data so far, can you tell us about any emerging ingredients or health targets of interest?
GW: Even in our beta stage, our user data highlights strong emerging trends.
We’ve seen demand for GLP-1 support stacks—targeted active nutrition supporting lean muscle retention (essential amino acids, creatine) and gut barrier integrity for individuals on weight-loss medications.
There’s been a shift away from high-caffeine energy supplements toward clean cognitive stacks, including nootropics like L-theanine, rhodiola and phosphatidylserine, without hidden excipients.
We also see a high interest in mitochondrial and cellular health through strong demand for raw, unflavored longevity compounds like NMN precursors, CoQ10 and specialized polyphenols.
NI+: What is the monthly price tag, and what is your marketing strategy?
GW: The price varies depending on the raw materials in the blend but most have a monthly price tag of around £50 to £75.
Our direct-to-consumer strategy is to educate supplement takers on the benefits of using our service over standard industry pre-blended formulas, framing Yutrients as the ultimate stack consolidation tool.
We also partner with health practitioners, nutritionists and trainers who want complete control over prescribing custom, pure ingredient routines to their clients.
And we build community online through content showing how to integrate raw active powders seamlessly into daily nutrition.
NI+: How does the service utilize AI?
GW: We have an AI questionnaire to guide people looking for advice on what to include in their personalized supplement. We also have the AI recipe engine which generates personalized drink or food pairings to help users consume their pure vitamins and minerals based on the taste and solubility profile of their custom blend.
We use Shopify MCP Connection which is integrated with major AI platforms for future agentic search.
And within supply chain management, we can do materials and stock forecasting using AI tools for replenishment driven by our MRP system.
NI+: What would be your advice to anyone else considering building a startup in this industry?
GW: Don’t compromise on purity or operational rigor for short-term convenience. Personalized nutrition is an incredible space, but trust and transparency are everything.
If you claim to offer custom nutrition, ensure you give consumers genuine control, uncompromising ingredient purity and bulletproof safety guardrails. Build a solid supply chain first—the marketing follows naturally when the product truly works.
