Persona Nutrition, traditionally known for its supplement subscription business, has established a white-labeling program to create deeper, ‘stickier’ relationships with customers.
The personalized nutrition company offers a turnkey solution for companies, providing them with a lineup that features a customized vitamin assessment and proprietary algorithm, access to Persona’s proprietary Drug-Nutrient Interaction Checker, supplements, nutritionists, tailored design services, and back-end management of subscriptions.
These offerings are flexible and based on business partners’ budgets.
“Expanding into the white label is all about helping other companies to be able to be in the same business, and in most cases servicing their business. While it’s competition, it’s not really about competition. What we do for a living is help people to be able to drive in our lane.”
Jason Brown, Persona founder and CEO
Algorithm
Persona is leaning into weight-loss trends for their white-labeling service, including encouraging partners to recognize the importance of the GLP-1 drug craze.
One of the reasons people take GLP-1 drugs is to help them stop eating as much. However, this process sometimes means users may not get the nutrition support that they need.
“You’re not eating properly, right? That’s the whole basis behind it,” Brown said. “I want to take a drug that stops me from eating. And so you need the [vitamin and mineral] support to be able to make it so that you are healthier. We believe that there is a tremendous interaction between our company and the world of drug-nutrient interaction.”
Understanding drug-nutrient interaction is one of the reasons Persona has stayed a viable company for 25 years.
“We’ve done years and years of research,” Brown said. “We have put that into a very sophisticated algorithmic database so that when you tell us what drugs you’re on, we then cross-check that against the nutritional supplements that you’ve been recommended, and we make decisions with you.”
The company helps clients to determine whether a supplement or product will interact inappropriately with medication or if it is creating a nutrition depletion in the body. White-labeling partners will have access to the algorithm.
Cost
Although some partners will have minimal cost associated with the white-labeling service, others may pay thousands of dollars depending on the customization involved. The service has a one-time fee.
“But to be in the range of a couple hundred thousand dollars, it’s because you’re asking for an exhausting quantity of technological change, and we’re willing to do that,” Brown said. “But it takes time and money. If you are adapting to what we have built, then there’s literally anywhere from zero to a nominal charge associated with it.”
Brown added that it is less expensive to buy Persona than if a consumer purchased supplements in bottles themselves. Persona’s retail prices are anywhere from $45 to a couple hundred dollars for a 28-day supply.
“Each person has their own consumptive level of what they want,” he added. “The same is true with the white label. If partners want our products, our recommendation, our information, but have it go to their database, there is a nominal cost to them because we’re going to make money together leveraging their customer base. That’s where the economics of the business is.”
