Why Multi-Million Pound Supplements Brand Tonic Health is Leading with Content with Founder Sunna Van Kampen

Brand Growth Heroes

What if the best way to grow your brand wasn't just about selling, but about educating, empowering, and building real trust with your audience?

In this latest episode of Brand Growth Heroes, Fiona Fitz is joined by Sunna van Kampen, the founder of Tonic Health, the UK’s fastest-growing vitamin brand. With a run rate of £6M and growing exponentially, Tonic Health is revolutionising the supplement industry, calling out low-dose, sugar-laden vitamins and replacing them with high-potency, plant-based alternatives that actually work.

But here’s what’s really fascinating: Sunna didn’t just build a vitamin business, he has built a content machine that has amassed millions of followers on Instagram and TikTok, regularly hitting 50M+ organic views per month. His short, sharp, educational videos don’t just sell vitamins; they get people talking, thinking, and making better health choices.

In this conversation, Sunna reveals:

*How he built a market-leading brand from scratch (despite launching just as COVID shut down retail).

*The power of content-first brand building—and why he ignored investors who told him to stop.

*The myths and misinformation in the vitamin industry—and why most supplements don’t work.

*What’s next for Tonic Health as they scale at lightning speed?

- Tune in, take notes, and get ready to rethink everything you thought you knew about vitamins, content, and brand growth.

Useful links:

Tonic Health Website

Connect with Sunna on LinkedIn

Connect with Tonic Health on LinkedIn

Instagram

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at [email protected]!

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You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

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Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

• (04:12) - Fiona - Tonic Health - Audio - Main.1