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The wellness industry is showing no signs of slowing down, with British consumers forecasted to spend an average of £487 per year on wellness products by 2022, according to The Telegraph.
Among the companies bringing key innovations to the wellness space in recent years is Personalised, the brand making customisable supplements accessible and affordable to consumers across the country. Their protein blends and vitamin sachets are tailored to the specific needs and goals of each customer, and validated by nutritionists.
We sat down with co-founder Sam Zappi to learn more about the future of supplements and why the wellness market is about to start a whole new chapter.
What is Personalised’s vision?
We want everyone to reach their health, fitness and wellbeing goals and help unlock their true potential – we’re doing that by leveraging technology and experts to create products that give consumers exactly what they need to make that happen. We believe that good health starts with building the right habits and we promote a proactive approach, by focusing on preventing health problems, rather than trying to pick up the pieces later on.
How did the company first start, what was the inspiration behind it?
My co-founder and I both found it hard to find supplements that complimented our lifestyle. Trying to decipher the small print on the back of tubs in Boots really wasn’t our vibe. We wanted to tap into the right knowledge and support without having to read a million blogs written by people we weren’t even sure we could trust. We had different health goals but we both came from sporting backgrounds and we wanted to feel as healthy now as we did back then. Most importantly, we wanted the solution to be convenient, and that’s really where the idea started.
How is Personalised providing something new and needed in the supplements market?
The supplements industry is sleeping at the wheel. There is a huge market for tailored, personalised wellness and at the moment, it’s not being served at an accessible price point. We intend to disrupt and redefine the supplements space by providing transparency, guidance and convenience without compromising on price.
What has growth looked like to date?
From January 2019 to 2020, we were busy with our first year of trading, and testing our concept which was exclusively in the protein powder category at the time. This allowed us to understand our customers’ behaviours and needs, and collect their feedback to help refine our offering and plan for the next phase of growth.
Following that, we launched our new brand alongside our marketing campaigns, which helped us reach 45,000 followers on Instagram, one of the largest social followings for a supplements brand. In March 2020, after we took the time to rebuild our website and brand and launch an entirely new product category, we saw a huge uptick in sales, with YOY revenue reaching 1093% growth. Our revenues very quickly hit between £35,000 and £45,000 a month, paired with an increase in community numbers across our social platforms and mailing lists. Our Trustpilot reviews have now overtaken many of our competitors even though we are one of the newer companies on the scene.
What are the immediate short term goals for the business and how will this fundraise help achieve them?
Our goals will be to keep scaling the orders which means buying more and more stock. We’ll also be expanding our core team and really focusing on bringing more exposure to the brand. On the technical front, we will be kicking off our app build in-house to help our customers stay in control of their health routine, all from their device.
We’ll be continuing to develop our product as well, by adding collagen, nootropics and cbd into our range as well rolling out our testing kits value proposition. Once the UK is driving our target revenues, the US expansion plan will be underway.
What’s one health/supplement trick that’s changed your life?
My immunity pack, I swear by it – never had a cold in years.
What’s one piece of advice you’d give to someone new to wellness?
Start by building a routine that fits in with your lifestyle, and stick to it. You need to follow the simple rule of three Rs: remind, routine and reward. Consistency is important in the long-term, no matter what goals you’re trying to achieve.
To find out more about Personalised, check out the pitch.