The London-based personalized supplement startup, which uses blood biomarker data to formulate customized supplements, will join Herbalife’s 95-market network. The guaranteed price of $55 million will be paid over five years; Up to $95 million in additional conditional payments brings the total to $150 million.
Herbalife sought a credible data-driven response to the personalization trend that has transformed the supplement industry over the past five years. One was found on Thursday.
The NYSE-listed health and wellness company announced an agreement to acquire certain assets of Bioniq, the London-based startup that creates customized nutritional supplement formulas from blood biomarker data. The deal is worth up to $150 million, according to the company.
It is worth examining the financial structure carefully. The guaranteed purchase price is $55 million, paid over five years, with an initial payment of $10 million at closing.
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The remaining $95 million is entirely dependent on future performance milestones, meaning the total amount of $150 million represents the cap if Bioniq achieves all targets post-integration. The transaction is expected to close in the second quarter of 2026, subject to regulatory approvals and customary conditions.
Bioniq was founded in London in 2019 by Vadim Fedotov, a former professional basketball player who played for the German national team before turning to management consulting and then entrepreneurship.
The company’s core message is that generic multivitamins are an inefficient replacement for supplements tailored to a person’s actual blood levels. Its platform collects blood biomarker results along with a health questionnaire and generates a personalized daily formula, collecting over six million biomarker data points across five continents that underpin the algorithm.
Fedotov will join Herbalife’s leadership team upon completion; Other important Bioniq employees will also change.
The company raised $75 million in Series B funding in July 2024 led by European VCs HV Capital and Unbound. This valuation subsequently increased to $82 million when Cristiano Ronaldo made a significant investment in October 2024; Ronaldo has been a Bioniq customer since 2022.
Manchester United defender Diogo Dalot followed suit in February 2025 with an investment of over €1 million. Ronaldo and Herbalife are already separately affiliated: Ronaldo is a global nutrition partner of Herbalife, making the acquisition a convergence of two existing business relationships.
For Herbalife, the acquisition serves a clear strategic purpose. The company operates in 95 markets through more than two million independent distributors, a model that has proven effective at scale but has limited ability to deliver the kind of individualized product experience that direct-to-consumer healthtech companies have developed.
Bioniq’s algorithms and formulation capabilities give the company the personalization infrastructure it has been working to develop internally. Herbalife also secured a call option to acquire Bioniq LAB, a separate platform focused on small molecules and peptides that offers the possibility of longer-term expansion into more complex bioactive compounds.
Bioniq’s personalized nutritional supplements are expected to be available in select European and US markets later this year through Herbalife’s independent distribution network.
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