Tonic Health makes max strength no sugar supplements to deliver real and tangible Immune health.
Business overview
Location | London, United Kingdom |
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Social media | |
Website | www.tonichealth.co/ |
Sectors | Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 12174856 |
Incorporation date | 27 Aug 2019 |
Investment summary
Business highlights
- 4.4X revenue growth Q1 2023 vs Q1 2022*
- Popular social brand: 70 million views in the last 10 months
- 4,000 distribution points incl. Tesco, Sainsbury’s et al
- Walmart USA listing confirmed for 200+ stores
Key features
Idea
Introduction
Did you know that recommended daily dose of your vitamin was originally designed over 70 years ago only to prevent a deficiency… not give you optimal health? We spend approximately £123bn globally on health supplements a year…
…Yet according to a study taken in 2018 by Forthwithlife, over 74% of us still have a Vitamin D deficiency that effects our health and immune system.
So at Tonic, we make real nutrition which means, maximum strength doses, without the sugar and junk ingredients and at affordable prices.

Our range of 5 vitamin drinks have been informed by external scientific research, to help address customer nutrition needs at different stages:
1. General health & well-being.
2. Strengthen the immune system for prevention.
3. Fuel the immune systems in times of need.
Yet the supplement industry is crowded and confusing. So we aim to help people, by creating a social media content platform to encourage people to be healthier. This has driven over 70 million views in the last 10 months.
Substantial accomplishments to date
- First profitable month in January 2023! This was our biggest month ever across all channels (Retail, D2C, & Amazon) with over £113k revenue.*
- Listed in over 4,000 distribution points including Tesco, Sainsbury’s, H&B, Wh Smith, Ocado, and Victoria Health.
- Have secured a major US retailer launch going live in June which will list our full range and NPD in a further 1600 distribution points.
- Rate of sale outselling leading competitors such as Centrum and Redoxon in some of our product ranges in Tesco & Sainsbury's**
- Built a community of over 300,000 followers across our socials and newsletter. Having delivered an average of 7 million views per month on social media.

-Raised over £1m to date from an exceptional team of investors including an ex-president of Unilever and the founder of New Look.
Monetisation strategy
Tonic’s Omni-channel distribution strategy allowed us to deliver profitable revenue* in the month of Jan 2023 in the UK, which we believe will make us resilient to market headwinds::
- Retail, Health, Pharmacy
- Direct-to-consumer; website and Amazon.
With our rate of sale performing in retail and low customer acquisition costs online, we believe we are in a strong position to scale the business rapidly in both the UK & USA.
What’s down the line? We have 4x new lines launching this year in the USA and UK which we expect to drive growth into the brand as we apply our popular principles to additional categories like Kids.

Use of proceeds
We’ve got a great product which our customers love, and a superb team focused on driving our mission forward. Working on our proven model, your investment will go into four key areas to help drive growth.
1. New market investment
Support the US Launch in our first major retailer.
2. Team growth
Build out the team to support our growth.
3. Growth and Marketing
Continue building brand awareness & audience
4. Stock Investments
Plan to begin developing Tonic’s first hay fever product
*Based on unaudited management accounts
** Based on Nielsen data of Sainsbury’s supermarket on a weighted distribution basis showing last 6 Weeks data to January 31st 2023.
Key Information
Share Classes
The company currently has 2 classes of shares, A Ordinary and B Ordinary. All investors in this round, including Seedrs investors, will be receiving A Ordinary shares.
Seedrs investors will receive A shares which have preferential rights over B shares. The founder has B shares which is a lower class and ensures all major business decisions need to go to the A shareholders for a vote.
Material Debt
The company has the following outstanding loans:
1. £32,500 bounce back loan at an interest rate of 2% per annum. The loan is to be repaid in December 2026
2. £80,000 Wayflyer Advance DAC loan at an interest rate of 6%. The loan is to be repaid in monthly instalments until it is fully repaid in July 2023.
The funds raised from this investment round will not be used to repay these loans.
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