Ancient Nutrition

Overview

Ancient Nutrition is a superfood and supplement brand founded in 2016 by Jordan Rubin (founder of Garden of Life) and Dr. Josh Axe (health influencer). The brand is known for its bone broth protein, collagen products, and commitment to regenerative organic farming.

In January 2025, Ancient Nutrition was acquired by Wellful, Inc., a portfolio company of Kainos Capital.

Key Facts

• Founded: 2016
• Founders: Jordan Rubin, Dr. Josh Axe
• Headquarters: Nashville, Tennessee
• CEO: Colt Morton
• Parent Company: Wellful, Inc. (since January 2025)
• Previous Investors: VMG Partners, Hillhouse Capital ($103M)
• DSLD Products: 387 products
• E-commerce Ranking:
  • Amazon: #10 by total reviews (1,296,296 reviews)

Corporate History

Ownership Structure

Kainos Capital (Private Equity)
│   • Growth equity firm
│   • Focus: Consumer brands
│
└── Wellful, Inc.
    │   • "Largest independent VMS platform in North America"
    │   • Omni-channel health & wellness
    │
    ├── Ancient Nutrition (acquired Jan 2025)
    │   │   • CEO: Colt Morton
    │   │   • Founded: 2016
    │   │   • Focus: Superfoods, collagen, bone broth
    │   │
    │   └── Ancient Nutrition® Brand
    │       ├── Bone Broth Protein
    │       ├── Multi Collagen Protein
    │       ├── Supergreens
    │       └── Probiotics/Vitamins
    │
    ├── Nugenix (men's health)
    ├── Peptiva (probiotics)
    ├── Instaflex (joint health)
    ├── Jenny Craig (weight loss)
    └── Nutrisystem (weight loss)

Founders

Jordan Rubin (Co-Founder & CEO)

• Background: Founded Garden of Life in 2000 while battling Crohn’s disease
• Previous Exit: Sold Garden of Life to Atrium (later Nestlé) for $2.3B
• Passion: Regenerative organic farming
• Farms: Operates 4,000+ Certified Regenerative Organic acres

Dr. Josh Axe (Co-Founder & CVO)

• Background: Doctor of Natural Medicine, certified nutrition specialist
• Influence: Major health media presence (draxe.com)
• Role: Chief Vision Officer

Brand Portfolio

Main Brand: Ancient Nutrition

DSLD Brand ID: 2126 Products: 387

Core product categories:

• Bone Broth Protein: Signature product line
• Multi Collagen Protein: Collagen peptides
• Supergreens: Superfood blends
• Probiotics: SBO (Soil-Based Organisms)
• Vitamins & Minerals: Targeted supplements

Product Philosophy

Core Principles

1. “Saving the World with Super Foods”: Company mission
2. Regenerative Organic: 4,000+ certified acres
3. Clean Label: Free from GMOs, gluten, dairy, soy, grains, nuts
4. Ancient Wisdom: Traditional food-based nutrition
5. Dr. Axe Expertise: Formulated with clinical insights

Signature Products

• Bone Broth Protein: 20g protein from bone broth
• Multi Collagen Protein: 5 types of collagen
• SBO Probiotics: Soil-based organisms
• Supergreens: Organic superfood blend

Market Position

Competitive Advantages

1. Founder Credibility: Jordan Rubin (Garden of Life founder)
2. Influencer Partnership: Dr. Josh Axe’s health platform
3. Regenerative Organic: Differentiated sourcing
4. Bone Broth Pioneer: Category leadership
5. Wellful Resources: Part of largest independent VMS platform

E-commerce Performance

Investment History

Sister Brands (Wellful Portfolio)

Related Companies

Competitors

Data Sources

1. Ancient Nutrition Official Website
2. BusinessWire - Wellful Acquisition
3. Fortune - $103M Funding
4. Crunchbase - Ancient Nutrition
5. DSLD Database (brand_id: 2126, 387 products)

Generated by DogTag System | Last verified: 2025-12-20