Nutrition Business Journal

Intelligent Nutrients Embraces Multichannel Distribution Strategy

Wash your mouth out with soap? Aveda founder markets personal care products so pure you can eat them.

Since selling Aveda to Estee Lauder, founder Horst Rechelbacher has recently turned his attention to reinventing Aveda’s sister company, Intelligent Nutrients Inc., by changing the product focus and relying on a multichannel distribution strategy.

“Before, it was basically a food supplement company,” recalled Rechelbacher, chairman and CEO of the Minneapolis-based business. Today, Intelligent Nutrients is positioned as a biodynamic, organic-based functional foods and

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