amerivita.co.uk · case study
Ameri-Vita
Gummy vitamins and daily wellness shots for the Wellness A-List.
The brand
Ameri-Vita is a UK supplement brand built around concentrated nutrition that's actually pleasant to take — gummy vitamins and liquid sachet drinks, from multivitamins and lutein eye-health gummies to iron and milk-thistle liver support. The tone is confident, glossy and celebrity-adjacent: welcome to the Wellness A-List.
The brief
Convert a personality-led brand into a storefront that sells: clear product architecture across gummies and liquids, bundle economics that raise order value, and content that keeps the A-List voice while every claim stays inside what UK regulation allows.
The challenge
Ameri-Vita came to us to grow sales in the UK, and the difficulty was that the thing making the brand distinctive was also the thing most likely to get it into trouble. The A-List voice is the asset — glossy, confident, celebrity-adjacent — and that register pulls naturally towards exactly the kind of sweeping efficacy language UK regulation does not permit.
Most agencies would have solved that by flattening the tone until it was safe, or by leaving the claims alone and hoping. Neither was acceptable. The brief was to keep the voice at full strength while every efficacy statement stayed inside the authorised wording — which is a copy problem and a regulatory problem at the same time, and has to be solved by people who can hold both.
What we built
- Shopify storefront with free-UK-delivery merchandising and a conversion-first bestsellers row
- Curated bundles — Daily Glow Pack, After-Party Reset, Burnout Buffer — packaging routines, not just products
- Collections split by format (gummies / liquids) and by goal (energy, immunity, women's health, daily wellness)
- Product pages with compliance-cleared nutrition claims and clean benefit copy
- Wellness blog carrying the celebrity-angle editorial that gives the brand its voice
ShopifyBundle merchandisingCompliance-cleared claimsEditorial blog
Since launch
Since launch, Ameri-Vita has opened distribution in Cyprus and Greece, and its UK retail presence has started. Web traffic has continued to grow, and the brand reports conversion it is pleased with.
Raymond's own summary of the value is the one we would point other founders to: not the design, but the fact that nobody had to fund an agency's education in the supplement category first.
In the client's words
We brought Formula Works in to build a site that would grow our UK sales. What we got was a team that already understood the supplement industry — the claims rules, how customers shop a range like ours, what a product page actually has to answer. We weren't paying an agency to learn our category on our time, and that saved us years of trial and error and a lot of cash.
Since launch we've opened distribution in Cyprus and Greece, our UK retail has started, and web traffic has kept growing, with conversion we're really pleased with. The Shopify build does the selling; knowing the industry is what kept us out of trouble. That combination is what I'd tell any other founder to look for.
Inside the build
More work
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