Sometimes the best ideas spring from adversity, and that was certainly true of Wild Nutrition, which was co-founded by Henrietta Norton and her husband Charlie, after Henrietta managed to cure her own health issues.Suffering from endometriosis, the nutritionist had been told she would be unable to have children, but used her knowledge to treat herself and prove the doctors wrong, going on to have three healthy sons.
“Hen came up with the idea of formulating products to go alongside her first book, which was about endometriosis,” explains Charlie. “We looked at it from the perspective of what was already on the market, and found it wasn’t particularly strong.”“The more I understood what was going into products, the more at odds it seemed with my nutritional training,” Henrietta adds. “It seemed a contradiction to put synthetic and highly processed ingredients into something that was being labelled as healthy. When I was asked by my publisher to recommend some supplement brands, I realised there was nothing I wanted to recommend.”
Instead, the couple decided to develop their own range. After several months, they found an American source of high-grade nutrients which had been grown in live food, making them easy for the body to assimilate, and effective at lower levels of dosage. In 2013, they launched Wild Nutrition from their garden shed in Plumpton – and the company still manufactures all its products in East Sussex.“We started with three different formulations,” Henrietta says, “but things grew very rapidly and organically, and we soon realised we needed to add more products”
From the three original complexes designed to support women’s hormonal health, the brand has since expanded to include bespoke ranges for men, women, children and teenagers, with a total of 57 different products now available. “About 82 per cent of our customers are women,” notes Charlie, “but the gap between male and female self-care is narrowing, and we definitely have a strong male customer base. Men are becoming much more mindful about health, and we are catering for that. To have one multi-vitamin that’s the same for everyone is crazy, as we all have different requirements.”
Henrietta agrees. “Our ethos is about looking at the person and the body as a whole, so formulations are very much curated to suit the individual. It’s a 360-degree approach to wellness.”
Part of that personalised service includes free ten-minute consultations with the company’s on-line nutritionist, while more in-depth half-hour appointments can be booked at Wild Nutrition’s Friday clinic. “Right from the start, we wanted to empower all of our customers to understand their health better and improve it,” Henrietta says, “so it is about offering education through information, as well as the best quality products. We look at the whole person, not the illness. Everyone needs to know how important it is to look after themselves. It’s then a question of working out what is right for you.”