Min Vitamix, a Swedish personalized nutrition company, provides vitamins and minerals tailored to each customer based on lifestyle assessments and blood tests.
For founder and CEO Gary Waller, the idea for the company came from a period of poor health, when he was prescribed a nutritional supplement to address an imbalance. However, Waller noticed that the dosage remained unchanged, even when he began to see improvements.
“I thought, ‘Surely the dosage should be amended based on my latest results?’” he said. “I didn’t want to be taking too much of a supplement I might no longer need, and I was also aware of the harm of over-taking certain supplements.”
Through this experience, Waller created Min Vitamix in 2024 to address this “one-size-fits-all” approach, particularly in the supplement industry, which, he added, often markets a single pill as able to address everyone’s nutrient imbalances.
By comparison, the company creates a standard formula containing up to 33 active ingredients, and bespoke formulations containing up to 80 ingredients. All of these ingredients can be personalized to the microgram, which Waller said effectively provides millions of different combinations.
The formulations are produced at the company’s in-house laboratory in Sweden.
The custom formulations are based on a lifestyle questionnaire covering diet, stress, sleep and overall wellness, which can be combined with a blood test to determine levels of vitamins and minerals.
Waller outlined that the company’s workflows and production systems can be “copied and pasted” into different regions. The company currently has its headquarters and laboratory in Sweden, but he foresees setting up a similar system, first in the UK and then potentially other regions, depending on demand.
Testing the approach
To assess the potential benefits of personalized micronutrient supplementation, external researchers carried out a three-month study of 16 healthy women, with funding support from Almi, the Swedish state-owned business development company.
The participants, who were active and aged 18-33, received personalized Min Vitamix formulations built from blood biomarkers and a lifestyle questionnaire, Waller explained. These were linked to improved vitamin D and folate levels (p = 0.0087 and p = 0.0073, respectively). Eleven of the 16 women completed the protocol, of whom 91% saw increases in both nutrients. Vitamin B12 levels trended upward, rising in 73% of participants, though the change was not reported as statistically significant.
LDL cholesterol fell significantly (p = 0.024), with 73% of participants showing a decrease, while liver, thyroid, glucose and immune markers remained within reference ranges. The authors noted self-reported benefits including better sleep (63%), as well as improvements in skin, hair and nails, exercise performance, and mood and stress resilience (each 56%).
The authors acknowledged the study’s limitations, including its small sample size and short duration, and noted that summer sun exposure could have contributed to the rise in vitamin D.
“The women in our first study were semi-professional footballers…already deemed healthy,” said Waller. “They were training three times a week and were all relatively fit, more so than the average person, and we showed vast improvements in their health after taking our personalized supplements.”
A second study of 20 women aged 25 to 45, building on what was learned from the first, has just started, with a readout expected in 2027, he added.
Adjusting doses over time
According to Waller, one of Min Vitamix’s differentiating features is that customers who continue taking the supplements can be retested over time, with their formulation and doses adjusted based on their latest results or their health experts’ requests.
He sees this approach as complementary to the growing number of consumers using AI chatbots to analyze their blood test results and estimate possible deficiencies.
Once a test is taken and analyzed, “The problem still persists, so you need a product to meet those needs,” he said. “What good is the information if you don’t have the product there to act on it? It’s like me giving you the lottery numbers and you not buying a ticket.”
