From a small start-up funded by personal savings to one of the UK’s fastest-growing nutraceutical manufacturers, Nootro Labs shows how ambition, innovation and the right support can turn an idea into a major success story.
Founded by Cary Holmes in March 2021, Nootro Labs began in a modest unit in Cannock, Staffordshire. With just two employees and a handful of machines, Cary built the company’s first cleanroom facility and began production from scratch.
By its second year, Nootro had already outgrown its original site and moved into a purpose-built facility in Pershore, Worcestershire. Revenue grew by more than 300 percent as the company invested in new equipment and began supplying well-known names in the wellness industry.
In its third year, Nootro achieved its first BRCGS certification, becoming the world’s first accredited facility for hemp, mushroom, nootropic and adaptogen products. This milestone set a new benchmark for quality and compliance across the category, with turnover rising by a further 40 percent.
Year four brought another leap forward. The business achieved BRCGS AA status, invested heavily in new machinery, and increased revenue by over 120 percent.
Now in its fifth year, Nootro has reached BRCGS AA*, the highest possible grade, confirming its position as the only facility globally with this level of certification in its sector. The company has launched its own branded product range, expanded its team and is preparing to open an additional 10,000 sq ft site in Tenbury Wells.
Today, Nootro works with a portfolio of major blue-chip clients, each operating at significant global scale, and continues to build relationships with some of the most respected brands in the wellness sector. Turnover is expected to exceed £3 million this year, representing a ten-fold increase since launch, with a clear goal of reaching £20 million within five years.
Through careful investment and disciplined planning, Nootro has built solid infrastructure and sustained growth while maintaining financial stability. The company has consistently delivered stronger performance and faster scalability than many of its peers, demonstrating a clear return on every pound invested.
The challenge
Despite strong B2B growth, Nootro recognised that moving into direct-to-consumer sales required a different skill set, particularly around digital marketing and online retail. With rising costs, strict CBD regulations and a competitive e-commerce landscape, the company sought targeted support to plan the next stage of its journey.
The Elevate solution
Through the Elevate Worcestershire programme, Nootro Labs worked with Manufacturing Growth Manager Phil Somers to shape a clear strategy for launching its own products online.
The support included:
- Detailed analysis of the UK health and wellness market on Amazon, including pricing trends and competitor insights.
- Guidance on brand positioning, product selection, packaging and promotional strategies for digital retail.
- Forecasting and KPI setting to help measure progress during the first year of trading.
This collaboration helped Nootro evolve from a contract manufacturer into a vertically integrated brand, now operating across both B2B and D2C divisions.
The results
The results were immediate. Nootro launched its first own-brand range, created three new full-time roles and increased productivity across the business. The company now anticipates sustained growth, supported by strong sales performance and growing brand visibility.
Phil Somers said:
“Cary founded the business from the ground up, investing his life savings to turn his vision into reality. His dedication and passion for growing the company, developing innovative products and investing in his team are truly commendable. It’s been a pleasure working with such a committed and forward-thinking CEO whose mission is to make effective, affordable health solutions accessible to everyone.”
Councillor Alan Amos, Worcestershire County Council’s Cabinet Member for Business and Skills, said:
“Nootro Labs is a shining example of the ambition and innovation thriving here in Worcestershire. Their success demonstrates what’s possible when local businesses are given the tools to scale, invest, and break into new markets. We’re proud to have supported their journey through the Elevate Manufacturing Programme, and I strongly encourage other businesses to register their interest quickly as there are only five spaces remaining.”
The future
Looking ahead, Nootro Labs plans to expand its team to over 20 employees across two sites, launch new hemp-based supplements, mushroom blends and herbal formulas, and integrate AI and automation to boost efficiency and quality.
To fund this next stage, Nootro is currently raising £750,000 in growth capital, allowing the company to scale operations while retaining majority ownership. This measured approach is designed to build further value before engaging in larger institutional investment rounds.
With world-first accreditations, blue-chip clients and a focused roadmap for innovation, Nootro Labs is redefining what’s possible in functional wellness, combining science, compliance and creativity to build the market leader of tomorrow.
Cary Holmes, Founder & CEO of Nootro Labs, said:
“I’ve been incredibly appreciative of the support from Worcestershire County Council and the Elevate Manufacturing Worcestershire programme. The guidance and insight from Phil Somers in particular have been fantastic, helping us strengthen our strategy and build for long-term growth. I’m genuinely grateful for the help we’ve received and hope many other businesses get the chance to experience the same level of support. Programmes like Elevate play a vital role in helping ambitious companies like ours to innovate, work more efficiently, and continue to grow and prosper.”
