Health supplement brand HUX has launched to ‘inspire everyone to find their daily edge’ and make complex nutrition simple with a portfolio spanning superfood blends, hydration, sleep, beauty and nootropics.

The launch comes after the start-up closed a funding round of £1 million and is being supported with an extensive media and sampling programme and a number of brand partnerships. Initially having an online presence with its Superfood Blends and Hydration products, HUX aims to expand into new categories including sleep, beauty and nootropics, before moving into retail.

The first two Superfood Blends come in Original and Vanilla and feature 17 organic superfoods, 10g of organic pea protein, 1,000iu Vitamin D, 500mg Vitamin C and 250mg magnesium. The blend is designed to support optimum health, immunity and brain function as well as improve gut health, maintain skin, bone and teeth health, contribute to the growth and maintenance of muscle mass and boost energy.

The category is currently dominated by confusing messages and boring design codes

The effervescent Hydration products are currently available in three flavours: Ginger & Lemongrass, Lemon & Elderflower and Watermelon. The complex of electrolytes and minerals help the body hydrate three times more than water, says the brand, as well as reducing inflammation, improving muscle function and protecting cells from damaging free radicals. Each serving contains the equivalent potassium of three bananas, more zinc than ten cups of spinach, and a hit of magnesium sodium.

Co-founder Damien Byrne comments: “The category is currently dominated by confusing messages and boring design codes. It’s a multi-billion-dollar industry, with room for significant growth, and we believe there is an opportunity to bring something different to the category with a simple, aspirational and premium offering. Which is why we’ve created HUX – we’ve made the perfect supplements across multiple categories offering a one-stop platform for consumers with an interest in boosting their health and wellbeing.”