Developing New Approaches
We build evidence-led supplement brands to meet under-served health needs. We do this in close partnership with suppliers and distributors to deliver exceptional value to all.
Three kinds of partner.
Ingredient suppliers & manufacturers
Ingredient processors and contract manufacturers. What we buy, our specifications, forecast volumes, and the path from trial runs to long-term agreements.
/expertsHealth experts
Clinicians, researchers and creators who teach health. Our claims ledger, evidence briefs and batch results. What we say, what we deliberately don’t, and an open invitation to tell us where we’re wrong.
/distributionDistributors & pharmacies
Our standards, documentation and product pipeline. Register interest now; full product files follow as each line launches.
Three new approaches to how people buy health.
Customers mainly shop online
Brands are now discovered in feeds and bought in a click. Volume follows whoever earns attention and keeps trust online, and building that audience is what we do for our partners.
Customers demand provably natural ingredients
Shoppers read labels and prefer ingredients they recognise, from sources they can trace. Traceable, tested ingredients from trusted partners are what let us prove it.
Customers ask AI first
Customers research with AI tools before they buy and arrive informed. Brands built on documented evidence hold up when customers, experts and buyers check, which protects everyone in the chain.
Demand that lasts is built on trust.
| Practice | Old approach | New approach by D.NA |
|---|---|---|
| Formulation | Stock blend from a manufacturer’s catalogue, with a new label | Written specification for a specific need, with a reason for every ingredient and limit |
| Safety | Each product formulated as if it were the only one taken; side effects an afterthought | Tolerability and nutrient ceilings designed in, with the whole daily routine in mind and stated on the pack |
| Certification | Supplier’s certificate for the raw material only | Finished-product testing on every batch, with results kept on file |
| Sourcing | Anonymous bulk, bought on price | Traceable to processor and lot |
| Claims | Written by marketing | Every claim logged with its evidence and reviewed by a Harvard-trained scientist before use |
| Distribution | Look-alike products pushed onto shelves, hoping for demand | Brands launched with an audience, batch records and a full product file, then scaled with distribution partners |
Products first. Platform behind.
Whole-food iron from freeze-dried New Zealand beef spleen.
Seekingingredients · co-packing · distribution In development Vitameats by DNAMeat vitamins: New Zealand organ blends designed for specific needs and life stages.
Seekingingredients · co-packing · distribution Partner programme Co-Lab by DNADevelop great products together with creators who already have a trusted health audience.
Seekingcreators · clinician-creators · podcastersMore brands follow on the same platform. Suppliers with an ingredient and a need in mind: talk to us.
A scientist and a farmer.
Catlin Powers, ScD
Public health scientist trained at Harvard School of Public Health, where she earned her doctorate and later lectured. Catlin led a five-year field study on household energy and health, then co-founded a company to turn the findings into a product sold internationally.
Full profile
Brian Monahan
Farmer and entrepreneur. Since 2013 Brian has co-led Mangaroa Farms, a regenerative cattle and sheep farm and community food hub near Wellington. Before farming, he co-founded Inflection in Silicon Valley.
Full profileLet’s talk.
Or, email us at HELLO@D.NA