Blood testing for supplement brands, sold in your shop under your name
Aniva supplies the kits, the shipping, the accredited laboratory and the results interface, so your shop sells a blood test under your own name. Aniva is best for brands that want a measured value before and after a course of their product, because the retest is an ordinary reorder in the shop the customer already uses.
A measured value your customer can see
What Aniva supplies and what your shop keeps
Diagnostics as a service means that one supplier provides the collection kits, the shipping, the accredited laboratory and the results interface, so that another company can sell blood testing under its own name.
Your shop sells the test and your brand is on every part of it. A measured value is a statement about your customer rather than a claim about your product, so the wording of any product claim stays with your own regulatory adviser.
The brands that tried this already said what went wrong
Personalised nutrition has a long list of closures, and the founders have been unusually open about why their own attempts failed.
The kit was too expensive to sell
The founding science officer of one test to table brand said their 300 dollar kit was expensive and created a barrier to entry, which is a price problem rather than a science problem.
The answer was too late to be useful
The same founder said it took hours to take the tests and weeks to get the information back, and called the result a miss in public.
Testing once is not a business
One personalised nutrition company had raised 85 million dollars before it closed in 2024, and an analyst described its product as one test, one app, and that was it.
The retest is what makes a subscription work
Every one of those brands sold a single measurement, and a second measurement is what gives the customer a reason to order again.
What that looks like from the order to the reorder
Selling the test and the retest has four steps, and the last one, the retest, repeats for as long as the customer stays.
The test is a product in your shop
You list it at your own price, and the kit is produced in your packaging so the whole purchase belongs to your brand.
Your customer collects at home
A capillary kit includes the common micronutrient markers, and a venous draw is available where a parameter needs it.
An accredited laboratory analyses it
A partner laboratory accredited to ISO 15189 and working to RiliBÄK, the German quality guideline for medical laboratories, runs the panel and releases the values.
The retest becomes the reorder
The customer measures again after the course, sees the change in their own numbers and has a reason to continue.
The figures behind the supplement market
Before you price the test, these are the published figures for the German market, for Europe, and for what the brands already selling a test do not disclose. Across fourteen EU countries, 88 percent of people say they have used a food supplement, and 93 percent of those used one in the previous year.
is the German food supplement market, across about 415 million packages
parameters are orderable, so the panel can match your whole range
core panel turnaround measured from sample pickup, with specialty analyses taking longer
German supplement brands already sell a blood test, and only one of them names its laboratory
Who is responsible for each part of it
Only one of those brands names its laboratory, so this is the split Aniva puts in writing before you sign.
Who does what
Building it yourself
With Aniva
The questions supplement brands ask next
Brands at this point ask about claims, markers and margin, and these are the answers.
Showing a customer their own measured value is a statement about that person, while a claim about what your product does is governed by the European health claims regulation, and your regulatory adviser owns that wording.
The common micronutrient markers are orderable from a capillary sample, including vitamin D, vitamin B12, ferritin and the omega-3 index, and the full catalogue is available on request.
Yes, because many brands list it in the shop at their own price, and others include it with a subscription so that the measurement starts the plan.
Yours, because the kit box, the instructions, the shipping carton, the result document and the emails are all produced in your design.
That depends on the marker rather than on us, because a micronutrient level changes over weeks while other markers need longer, and we will say which is which for your panel.
Pricing is quoted after a short call, because it depends on the panel, the volume and the collection method rather than on a published list price.
Sources on this page. German supplement market: Lebensmittelverband Deutschland, Arbeitskreis Nahrungsergaenzungsmittel, press release of 25 June 2026 covering September 2024 to September 2025. European supplement use: Food Supplements Europe, consumer research carried out by Ipsos across fourteen European countries, fieldwork March and April 2022. Founder and analyst quotations: NutraIngredients, Lessons learned, considering the failures in personalized nutrition, 8 November 2024, and Can personalized nutrition companies reach consumers in the middle, 20 January 2025. Health claims: Regulation (EC) No 1924/2006 on nutrition and health claims made on foods. Supplier naming: own review of 18 German language supplement and nutrition brand websites, 16 September 2026.
What happens on the call
Bring one product and one marker, and we will show you the panel, the kit and what your customer would see after the first draw and after the retest.