Viridian Nutrition Thrives in Tough British Supplement Market

Ecological positioning serves company well, but pending regulations could force exit from herbal niche.

For eight-year-old U.K. supplement marketer Viridian Nutrition, these are the best of times and the worst of times. On the positive side, the company saw its international sales double in the last year as it built up accounts in Holland, South Africa, Serbia, India and most recently Dubai. In its home market, Viridian’s Hyaluronic Acid won Best New VMS Product at the London Natural Products Expo this spring. Its growth last year was 15%—well ahead of the industry as

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