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Our underlying thesis:
As modern humans, we have immense potential locked inside our DNA, but because our environment no longer provides the right inputs, e.g. foods are less nutrient dense, sedentary indoor lifestyles, chemicals that disturb our microbiome etc. – most of us never get to access that potential.
By compensating for the inputs we are missing, we can tap into this natural potential, allowing us to feel and perform better than the norm.
→ Just by returning to baseline, we become superhuman by modern standards.
Our mission: to make achieving this as easy & seamless as possible.
We want to change the way people think about supplementation and performance nutrition. We see a world where people live effortlessly at their full natural potential, without turning their back on modern life, and without having to rely on complex artificial routines or dozens of synthetic products.
This makes OMNI¹ perfect for anyone with a naturalistic worldview who wants to feel & perform their best.
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A simpler, more natural way to supplement: we help people unlock their peak natural state every single day without relying on stacks of supplements or synthetic isolated nutrients.
→ What peak natural state means:
… by modern standards = a superhuman.
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Primary customer: High-performing women, 25-45 y/o, with an ancestral/natural mindset who have already done the work to understand what optimal nutrition looks like, are already spending significant money on natural supplements, are frustrated by the cost and complexity of doing it properly. They are motivated primarily by adding nutrient density and simplifying their supplement routine rather than fixing a specific health crisis. They are not sick. They are optimizers who want to stop thinking about their supplement stack and just feel their absolute best every day.
Secondary customer: same but male 25-35
→ Positioning & Market Insights → Customer ICPs
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OMNI¹ is a daily performance supplement that returns modern humans to our natural peak state by adding back the true superfoods and natural ingredients missing in the modern world.
Every ingredient/ingredient group has a specific purpose in the formula:
| Ingredients | Function |
|---|---|
| Grass-fed beef organs, wild berries, organic fruits, kelp, cacao | → add back broad nutrient density, including B-vitamins, Minerals, Vitamin C, Antioxidants |
| Grass fed collagen, bone & marrow | → provide building blocks for gut, bone, joints, skin |
| Grass-fed colostrum | → restore gut integrity, support immune function |
| Soil-based bacteria | → rebalance microbiome + compensate for missing daily interaction with soil & nature |
| Coconut water, Mineral Sea Salt, Magnesium | → add back minerals/electrolytes |
| Bee pollen & propolis | → support natural healing |
| Adaptogens & functional mushrooms | → supercharge cognition & focus, endurance, resilience |
Key features:
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Only these things matter right now. That's it.