LDC Top 50 2026
Dr. Peter McQuillan and Akil Memishi
Co-Founders
Novomins Nutrition
Best friends since university, cosmetic dentist Dr. Peter McQuillan and pharmacologist Akil Memishi teamed up in 2020 to launch London-based Novomins. Sharing a passion for health, they spotted a gap in the market for science-backed, high-absorption gummy supplements made with natural ingredients.
Since then, they’ve secured listings with Superdrug, Holland & Barrett and Boots, expanded into Europe and Australia, and launched an average of 12 new products every year. “We lead the market on innovation. That’s our secret sauce,” says Peter. The B Corp-certified company now sells a tub every ten seconds. “Our ambition is to sell one tub every second and be a £100 million brand by 2030,” adds Akil.
Our ambition is to sell one tub every second.”
Q&A
What inspired you to create Novomins?
Peter: When we looked at the supplements market, we felt there wasn’t much out there that was genuinely good. Gummies were full of ingredients like gelatin, titanium dioxide, artificial colours and flavourings, so we became the first to use pectin, a natural fruit fibre, instead. We don’t start with what competitors are doing. We start with the latest clinical research and ask, “How can we put that into a gummy?”
What’s been your toughest challenge?
Akil: Keeping up with unprecedented demand. We’ve grown around 200 per cent a year, so cash flow was a major factor in the early days. As a bootstrapped business, we were growing faster than we could generate cash. We’ve taken a profit-first approach from the start and have always had massive confidence in the business.
What are your international growth plans?
Akil: We expanded across Europe before launching in Australia in October 2025. Australia is the most difficult supplements market in the world because products have to meet medicinal-grade standards, so there was a lot of preparation before launch. We felt the market was underdeveloped in terms of high-strength, advanced formulas, taste and efficacy, so it was a great opportunity. We’re launching in the UAE and Canada next, two more highly regulated markets. It’ll be complicated but nothing we can’t handle.
