Onform Raises €600,000 Led by Wayflyer Co-Founder to Revolutionise the Supplement Industry
Investment supports the launch of their science-backed, comprehensive food supplement formulated as the most diverse, nutrient-rich food combination on the market.
Dublin, Ireland – 8th January 2025 – Onform, a functional nutrition startup, has raised €600,000 in funding led by Jack Pierse, co-founder of unicorn e-commerce funding platform, Wayflyer. The investment will enable the launch of Onform’s flagship product, a category-defining food supplement for brain, gut, and overall health, designed to complement and enhance the meals people eat every day. Alan Metcalfe, former FULFIL Nutrition Managing Director who led the business to acquisition by Ferrero, joins as Non-Executive Director.
Onform's mission is to revolutionise everyday nutrition. Traditional supplements require significant changes in behaviour, adding complexity and inconvenience to already busy lives. In contrast, Onform offers a vibrant blend of whole food pieces combined with natural powders that deliver a microbiome and nutrient boost designed to be seamlessly added to and enhance everyday meals. Each daily single-serve sachet delivers bold flavours, diverse textures, and over 30 active ingredients.
“Having analysed thousands of e-commerce brands, it’s clear that supplements companies have all the right ingredients for building a sustainable, profitable business - strong margins, repeat customers and a huge market. It’s also a space ripe for disruption.” Said Jack Pierse. “When you look at the market leading brands, their products tend to taste flat or synthetic—it’s a problem that hasn’t really been solved over time. Onform isn’t just going to redefine this category—it’s defining an entirely new one. Not only do its products deliver huge nutritional value, but they taste better than anything on the market and can be easily added to your favourite meals. I can’t imagine two better people than Simon and Ali to scale this business.”
Comprehensive, Science-Backed Formula
Onform’s formula, which includes over 30 active ingredients, features 20+ plants, 3g of fibre, 7 strains of probiotics, omega-3 DHA, and over 100% recommended daily intake of 11 key vitamins and minerals. Made entirely from natural, plant-based ingredients, designed to deliver comprehensive nutrition in one serving.
Addressing the Nutritional Gap
Less than 10% of adults meet the minimum intake of all essential nutrients from their diet alone. Though 80% of people rely on supplements like multivitamins, probiotics, and omega-3s, they are left navigating a maze of options, often requiring many different products to meet their needs—both complex and costly.
“The supplement industry is unnecessarily overwhelming and outdated,” said Onform Co-Founder and CEO, Ali Milne. “We’ve created something entirely different—simple yet comprehensive nutrition that fits into daily life, enhances food, elevates the eating experience, and eliminates the need for pills or shakes—with an unparalleled scientifically-backed nutrient profile. It’s simple, effective, and designed for how people actually live.”
The Growing Market Opportunity
The global wellness industry, valued at $7 trillion and now four times larger than the pharmaceutical market, represents one of the fastest-growing sectors globally. Within it, the $200 billion supplement market is fragmented and ripe for disruption. Functional nutrition is emerging as a key area of growth, and Onform bridges the gap between supplements and food, redefining this category with a scalable solution tailored for a modern, health-conscious world. Positioned to rival market leaders like AG1, Onform is primed to lead the next wave of growth in this space.
Onform’s Founders: Driven By Key Consumer Insights
Onform’s founders Ali Milne and Simon Bastable, previously developed technology to analyse diets, nutritional intake, and behaviours. This work uncovered a significant gap in how people meet their nutritional needs through diet alone and key barriers to existing supplements—complexity, inefficiency, and a lack of integration with daily life. Building on these insights, they spent two years collaborating with scientific experts in neuroscience, nutrition, and food science to develop a formula that delivers proven, research-backed nutrient amounts for maximum health benefits and efficacy.
Onform’s Business Model: Reaching Consumers and Businesses
Onform will operate on a direct-to-consumer subscription model, ideally suited to the supplement industry. As consumers increasingly seek convenience, consistency, and simplicity in their health routines, subscriptions make it easy to integrate Onform into daily life, fostering long-term customer loyalty and habit formation.
Additionally, Onform sees a significant opportunity to partner with businesses aiming to offer meaningful wellness benefits. By incorporating Onform into corporate wellness programmes, companies can offer their teams an effective solution that supports long-term health—helping to position themselves as forward-thinking employers who prioritise employee well-being.
“Onform represents the next evolution in functional food,” said Alan Metcalfe. “Consumers are actively trying to improve their diets, but taking shakes, pills and powders adds complexity and takes the joy out of nutrition. Onform delivers a food-based, science-backed solution that seamlessly integrates into daily life, and is primed to lead in the rapidly growing wellness industry.”
Launch Plans and Early Access
Onform is gearing up for a targeted launch in early 2025—their flagship product will be available to buy through their website. Interested individuals can sign up for early access at www.getonform.co to be the first to try a product redefining everyday health.
About Onform
Onform is a functional nutrition company on a mission to redefine everyday health. Launching in early 2025, its flagship product integrates seamlessly into meals, providing comprehensive, science-backed nutrition that eliminates the need for multiple supplements. Onform combines innovation, practicality, and high-quality ingredients to help consumers achieve optimal health.
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