By Jon Robinson (BusinessLive)

Vitl, a personalised vitamins business, has raised £6.2 million. Current and previous investors include Alex Chesterman, the founder of Zoopla and the New York-listed Cazoo, and Richard Pennycook, a former boss of The Co-operative Group.

The business was founded in 2015 by Jonathan Relph, a former City banker who, through his coverage of medical technology companies, noticed the shift towards people using more data through their fitness apps to make health decisions. Relph believed that he could offer a better product than the generic multivitamin supplements advertised on buses on his bicycle commute home.

Vitl tailors its nutritional supplements based on customer responses to a five-minute questionnaire. It has a website to sell directly, as well as via Sainsbury’s, Boots and Holland & Barrett.

Original Article