Five families
Named for what they do, not what’s in them. A customer knows they sleep badly. They don’t know they need magnesium glycinate.
Sleep & Recovery
Glycine, magnesium and ashwagandha at doses used in trials.
Immunity & Defence
Four single-purpose formulas, no blends, no elderberry theatre.
Strength & Performance
Creatine, whey, electrolytes and collagen — all unflavoured or barely.
Focus & Cognition
Caffeine stated on the front. Theanine, tyrosine, methylated Bs.
Daily Foundations
The everyday four, including a multi that prints all 24 actives.