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The seeds for Lyberate Nutrition (Salt Lake City, UT) were planted years ago with the founder, Jonathan Mitchell, being raised by a mother who was passionate about herbs and using natural supplements to assist the body in healing. After his sister was diagnosed with stage 4 cancer and went through chemotherapy, Mitchell wanted to find a natural solution to help her anxiety and insomnia and help her feel better, or at least as best as she could with products that would not interact with her medications. Lyberate Nutrition was born during the COVID-19 pandemic as a way to provide help to those who struggle with anxiety, insomnia and overall well-being using all-natural, high-quality ingredients and products.
Lyberate Nutrition’s mission and purpose is to provide natural supplements made from herbs, vitamins and amino acids to reduce symptoms of stress, anxiety and sleeplessness, and assist in raising well-being.
Question: You created a supplement line during the pandemic. That was a bold move! What prompted you to start the company?
Answer: I have an eclectic background professionally. I am a certified life coach, focusing on physical health, emotional health and anxiety recovery. I started my company, Lyberate Nutrition, because I took daily herbs and vitamins based on what I knew from growing up with a natural focused mom and I wanted to share that with others, especially seeing how it helped my own family.
Question: How do you formulate your products?
Answer: Originally, my mom, who is a trained herbologist, worked with me closely on what herbs to use, and the combinations. I then found a warehouse in Utah that could formulate for me in an FDA (U.S. Food and Drug Administration)-regulated facility so I could get good quality. The formulations I use today are what were recommended to me. The formulators helped me find the right amounts, combinations, etc., to gain the biggest impact based on the product.
Question: Why did you choose the formulas you did to start out with?
Answer: We started with nine—all of them have to do with relieving symptoms of anxiety, insomnia, or helping to boost energy and overall well-being. I wanted to focus on the products or supplements that could do each of those. We have three products that are common supplements but in the highest quality, such as BOOST: ashwagandha, LIFT: 5-HTP and MAG-G+ magnesium glycinate. I have these because I love the impact they have on my customers and I for mood lift, anxiety assistance and chronic pain.
The other six are proprietary mixes with the goal of helping with symptoms of insomnia, low energy and anxiety, and helping to generate well-being. Our two flagship products are RELIEF, which is formulated to help with symptoms of anxiety, and SLUMBER, which was meant to help with symptoms of insomnia, joint pain and anxiety. BRAINZYMES was made to help with stomach issues, as I have found a lot of people with anxiety also need some digestive help. There is FOCUS, which is geared toward mental clarity and brain health. The last two, STRONG and FEMME, were requested by a few stores to have the option to help with both energy and sexual performance for men and women. I have seen both of these not only help with that, but also with lessening the symptoms of anxiety.
Question: What should natural product retailers know about your products? What is the best way to promote them in the store?
Answer: Everything is made in the U.S. in an FDA, GMP (good manufacturing process) regulated facility. We work with both large and small retailers across the country and can work with bulk orders and smaller orders. I genuinely want to help as many people as I can to have relief without relying on medications.
Question: How is your family?
Answer: Sadly, my sister and mom both passed away in 2021 from cancer six months from each other. I am very passionate about cancer-based non-profits or causes and because of that, I am happy to provide major discounts or even free options to people who are currently going through cancer treatments.
Question: What is next for the company?
Answer: I am excited for this next year! Besides working with Vitamin Retailer magazine, we launched into Sam’s Club online. We are working with several local natural food stores, as well. We look forward to working with whoever wants to! Please reach out—I’m happy to answer questions and assist in any way I can.
The seeds for Lyberate Nutrition (Salt Lake City, UT) were planted years ago with the founder, Jonathan Mitchell, being raised by a mother who was passionate about herbs and using natural supplements to assist the body in healing. After his sister was diagnosed with stage 4 cancer and went through chemotherapy, Mitchell wanted to find a natural solution to help her anxiety and insomnia and help her feel better, or at least as best as she could with products that would not interact with her medications. Lyberate Nutrition was born during the COVID-19 pandemic as a way to provide help to those who struggle with anxiety, insomnia and overall well-being using all-natural, high-quality ingredients and products.
Lyberate Nutrition’s mission and purpose is to provide natural supplements made from herbs, vitamins and amino acids to reduce symptoms of stress, anxiety and sleeplessness, and assist in raising well-being.
Question: You created a supplement line during the pandemic. That was a bold move! What prompted you to start the company?
Answer: I have an eclectic background professionally. I am a certified life coach, focusing on physical health, emotional health and anxiety recovery. I started my company, Lyberate Nutrition, because I took daily herbs and vitamins based on what I knew from growing up with a natural focused mom and I wanted to share that with others, especially seeing how it helped my own family.
Question: How do you formulate your products?
Answer: Originally, my mom, who is a trained herbologist, worked with me closely on what herbs to use, and the combinations. I then found a warehouse in Utah that could formulate for me in an FDA (U.S. Food and Drug Administration)-regulated facility so I could get good quality. The formulations I use today are what were recommended to me. The formulators helped me find the right amounts, combinations, etc., to gain the biggest impact based on the product.
Question: Why did you choose the formulas you did to start out with?
Answer: We started with nine—all of them have to do with relieving symptoms of anxiety, insomnia, or helping to boost energy and overall well-being. I wanted to focus on the products or supplements that could do each of those. We have three products that are common supplements but in the highest quality, such as BOOST: ashwagandha, LIFT: 5-HTP and MAG-G+ magnesium glycinate. I have these because I love the impact they have on my customers and I for mood lift, anxiety assistance and chronic pain.
The other six are proprietary mixes with the goal of helping with symptoms of insomnia, low energy and anxiety, and helping to generate well-being. Our two flagship products are RELIEF, which is formulated to help with symptoms of anxiety, and SLUMBER, which was meant to help with symptoms of insomnia, joint pain and anxiety. BRAINZYMES was made to help with stomach issues, as I have found a lot of people with anxiety also need some digestive help. There is FOCUS, which is geared toward mental clarity and brain health. The last two, STRONG and FEMME, were requested by a few stores to have the option to help with both energy and sexual performance for men and women. I have seen both of these not only help with that, but also with lessening the symptoms of anxiety.
Question: What should natural product retailers know about your products? What is the best way to promote them in the store?
Answer: Everything is made in the U.S. in an FDA, GMP (good manufacturing process) regulated facility. We work with both large and small retailers across the country and can work with bulk orders and smaller orders. I genuinely want to help as many people as I can to have relief without relying on medications.
Question: How is your family?
Answer: Sadly, my sister and mom both passed away in 2021 from cancer six months from each other. I am very passionate about cancer-based non-profits or causes and because of that, I am happy to provide major discounts or even free options to people who are currently going through cancer treatments.
Question: What is next for the company?
Answer: I am excited for this next year! Besides working with Vitamin Retailer magazine, we launched into Sam’s Club online. We are working with several local natural food stores, as well. We look forward to working with whoever wants to! Please reach out—I’m happy to answer questions and assist in any way I can.
