Hope Williams and Matt Leadbeater, founders of OtherNature. Photo / Provided
A new Kiwi supplement company centered around medicinal mushrooms is just weeks away from hitting the market.
The OtherNature nutraceutical subscription brand has been in development for over two years and is the result
investment of $250,000.
OtherNature’s first product, which uses mushroom ingredients such as lion’s mane as well as native New Zealand ingredients such as sea kelp, was developed to support brain health.
The company will operate on a subscription model starting Oct. 10, charging customers $75 a jar for a 30-day supply and offering subscribers a 15% discount on top-ups.
OtherNature was founded by Kiwi Hope Williams and Toronto-born Matt Leadbeater, who have a background in marketing and advertising.
The couple have spent the past 10 years living abroad, mostly in London, and recently returned to New Zealand.
“We’re thrilled and think this is going to really resonate. We know the trends are here and we’ve formulated this product to support deep focus, mental clarity and long-term cognitive health,” Leadbeater told the Herald.
“We’ve spent our careers supporting great global brands and their growth, and we’ve both always wanted to create our own brand and apply the lessons we’ve learned from our careers,” Williams said.
Williams had a curiosity for wellness and was always on the lookout for natural alternatives, which led her to start the company, which uses ingredients commonly used as treatments for various conditions in Asia, he said. she stated.
The duo came up with the idea for OtherNature while living in London.
“We saw a lack of balance and a disconnection from a more natural way of life that tended to negatively affect physical and mental health, and we saw this in our friends as well.”
She said this imbalance manifests in many ways, including anxiety, high stress and insomnia.
“In those times, we found ourselves looking for cures.”
Williams started working on OtherNature in late 2020, and Leadbeater got involved the following year. They have been working full-time on the company for almost a year and have spent almost two years fine-tuning the supplement formulations.
The company is part of two start-up incubators; Te Ōhaka – New Zealand Center for Growth and Innovation and ThincLab, a program run by the University of Canterbury.
After launching in New Zealand, OtherNature plans to expand to Britain and Australia.
In the long term, he wants to grow by offering topical products.
“Our primary focus is to have a B2C model or e-commerce strategy because we want to focus on growing a subscription base,” Williams said.
“Supplements have a very low retention rate in the space – it’s around 30% – and so we want to focus on growing that retention and turning a consumer good into a SaaS-like model where people buy by subscription,” Wilson said. .
“We knew this huge opportunity existed for the health of people and the planet, and we couldn’t find any brand that really resonated with us, which kickstarted the project.”
According to Big View research.
Mushroom products that support immune health have benefited since the start of the Covid-19 pandemic, with great interest from food, beverage and nutritional supplement manufacturers.
The industry is expected to grow by 9.5% per year between 2022 and 2028.