Natural Wellbeing

WM-casestudy_Natural_WellbeingSector: Healthcare

Location: Kings Norton, Birmingham

International Trade Adviser: Jane Matty

DIT services used: Overseas Market Introduction Service, Passport to Export programme, Tradeshow Access Programme

Snapshot – impact of DIT support

  • new overseas partners and distributors appointed
  • new business won worth £13m over the next 5 years


Natural Wellbeing Ltd is part of the NutraHealth Plc group, the largest manufacturer of vitamins, minerals and dietary food supplements in the UK. This year NutraHealth was awarded The Queen’s Award for Enterprise, in the International Trade category, recognising its substantial commercial success around the world. The Award is the most prestigious accolade for British businesses and winning companies are invited to a reception at Buckingham Palace.

The business challenge

Since 2012 NutraHealth’s turnover has risen from £38m to £47m and it sells to 70 countries. Darren Lister, Business Development Director at Natural Wellbeing, explains that the company “looked at developing that by incorporating strategic platforms for international development in different continents. The key focus was to enhance the distribution into existing markets, but also to target major primary international markets.”

How DIT has helped

Lister calls DIT “instrumental in helping to drive and deliver the growth platform that we’ve achieved.” The company has benefited from DIT programmes including Passport to Export “which has been helpful for all of our team at different levels of the business and has proven to be popular and very effective.” Jane Matty, International Trade Adviser, has found Lister to be “very proactive in taking forward DIT’s advice and using the support of the British Embassies overseas to find potential partners in key target markets, which has led to a growth in international sales. Natural Wellbeing has linked into funding for major overseas tradeshows in markets such as Dubai, Switzerland, South Africa and the US, to meet these potential partners and fully promote its product range.”

Natural Wellbeing has found success throughout the Far East through DIT support, and across the total group 60 new staff have been taken on in the last 12 months. 25% of business is now export driven and international sales have grown considerably in the last few years. Lister sees exporting as “absolutely key - the UK is very important for sustainability, but the future lifeblood of any business is export sales and that is where the key growth is coming from.” He advises businesses to start selling overseas and to “work very closely with DIT and use the skillset and the resources that we have available to us.” With recognition at the highest level for exporting success, NutraHealth and Natural Wellbeing look set to continue to grow across the globe.