From clicks to counters: how Novomins scaled a start-up into an international health brand

A London-based gummy supplement brand has scaled from its direct-to-consumer beginnings to hit the shelves of major retailers, unlocking growth finance as it expands into Europe and Australia.

Read time: 5 mins  Added: 08/06/26

A bottling line in a factory for Novomins gummy supplements.

Healthy beginnings

When Novomins launched in 2020, it entered a competitive supplements market, yet one that had changed little in how products were designed, packaged or experienced by consumers. Founded by dental surgeon Dr Peter McQuillan and cancer researcher Akil Memishi, the business was built on a simple insight: while consumers were increasingly conscious of their personal health and wellbeing, many supplements were hard to trust, unappealing to take and disconnected from everyday routines.

Novomins co-founders Dr Peter McQuillan and Akil Memishi

Novomins co-founders Dr Peter McQuillan and Akil Memishi

Drawing on their clinical backgrounds, Peter and Akil set out to do things differently. Novomins focused on developing products informed by healthcare expertise, with formulations designed to align with established nutritional science rather than trends alone, and supported by in house regulatory specialists. “We launched Novomins because we felt the supplements aisle hadn’t really changed. As healthcare professionals, we knew there was a better way – creating science backed gummies that people would actually enjoy taking and build into their daily routines,” Peter and Akil explain.

Their aim of creating vitamin and mineral gummies that were enjoyable, accessible and grounded in clinical expertise delivered early traction through direct-to-consumer online sales, where the brand quickly built a loyal customer base and refined its offering using real time feedback. As the brand built momentum, that early traction evolved into nationwide demand. In 2025, six Novomins gummies were consumed every second in the UK, with one bottle sold every 10 seconds, according to company data.1

But success brought a new challenge. With demand growing rapidly and customer expectations evolving, Novomins needed to scale responsibly, establish a physical retail presence and expand into international markets – while retaining the agility and ambition that had driven its initial growth. To take the next step, the business needed financing that matched both its pace of progress and its long-term vision.

Their aim of creating vitamin and mineral gummies that were enjoyable, accessible and grounded in clinical expertise delivered early traction through direct-to-consumer online sales, where the brand quickly built a loyal customer base and refined its offering using real time feedback. As the brand built momentum, that early traction evolved into nationwide demand. In 2025, six Novomins gummies were consumed every second in the UK, with one bottle sold every 10 seconds, according to company data.1

But success brought a new challenge. With demand growing rapidly and customer expectations evolving, Novomins needed to scale responsibly, establish a physical retail presence and expand into international markets – while retaining the agility and ambition that had driven its initial growth. To take the next step, the business needed financing that matched both its pace of progress and its long-term vision.

A prescription for growth

Novomins secured a financing package with Lloyds designed to accelerate long-term strategic priorities rather than simply fuel short-term growth. This backing enabled the business to move decisively from an online-only model and gain an established retail presence.

Today, Novomins products are stocked nationwide in Boots, Superdrug and Holland & Barrett, bringing its gummies directly into customers’ daily shopping habits through approximately 20,000 retail distribution points – reflecting the breadth of its product range and national footprint. Internally, growth has been just as significant as the business has expanded its team to around 35 employees, bringing in new expertise to support operations, innovation and international distribution.

At the same time, Novomins has continued to invest in new product development, regulation and quality – ensuring expansion never comes at the expense of credibility. “Securing listings with Boots, Superdrug and Holland & Barrett was a huge moment for us,” say Peter and Akil. “It shows customers are looking for cleaner, smarter and more accessible options.”

This momentum has also carried Novomins beyond the UK. With Lloyds’ support, the brand has accelerated its international expansion across Europe and Australia, securing listings in 550 Chemist Warehouse stores and becoming the first UK vitamin challenger brand to launch in Australia since the 1990s.2 “Novomins has achieved in a few short years what many brands take a decade to accomplish,” says Stephen Clements, Relationship Director at Lloyds. “Growing rapidly, securing national retailer listings and breaking into highly competitive international markets is no small feat,” he adds.

For Peter and Akil, Lloyds’ support provided the platform for the founders to scale at speed, while retaining control and focus.

The backing we’ve received from Lloyds has given us the confidence and flexibility to move quickly – accelerating our retail rollout and international growth without compromising our ambitions.

Dr Peter McQuillan and Akil Memishi Co-founders, Novomins

Fit for the future

As Novomins accelerated its expansion into major retailers and overseas markets, Lloyds worked closely with the business to support this next step, according to Stephen: “Peter and Akil have built a science led brand with real momentum, and it’s been a pleasure to back a business that is moving decisively – expanding into major retailers and overseas markets while building a long term, sustainable platform for growth.”

Looking ahead, Novomins is focused on sustained, responsible growth. The business plans to continue expanding its product range, informed by customer insight and supported by in house regulatory experts and healthcare professionals. Geographically, the brand is targeting further international markets, building on the foundations laid in Europe and Australia. For Novomins, each expansion is approached with care, ensuring products meet local regulatory standards while maintaining the scientific credibility that defines the brand.

As Novomins continues its growth journey Lloyds remains equipped to support every stage of its ambition – online, on the high street and overseas.

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1 Novomins volumes sales data, previous 12 months from week commencing 9th January 2026. 

2 The last UK vitamin brand to enter the Australian market via TGA registration without a local sponsor was Vitabiotics.

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