More Nutrition is a German DTC supplement brand that scaled on influencer-driven social commerce to lead the diet-nutrition category.
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See all ads on AdLibrary →More Nutrition is a Munich-based supplement brand founded in 2017 by Christian Wolf and Mic Weigl. Built on influencer marketing and social commerce, the brand became a category leader in German diet nutrition with products like Total Protein and Booster. Sold DTC and via Amazon across the DACH region.
More Nutrition built its growth engine on influencer seeding paired with performance ads. Their creative formula leans heavily on transformation stories and product-benefit headlines — 'low carb, high protein' messaging that converts in feed. Retargeting sequences push bundle offers to warm audiences. You can browse their active ad library at AdLibrary to see current creative.
Instagram is More Nutrition's primary paid channel, where influencer content is repurposed into dark-post ads. Facebook is used for broader retargeting and offer-led creatives targeting 25-45 fitness-interested audiences. Stories and Reels formats dominate their ad mix, with short punchy captions emphasising flavour variety and macro stats.
Core copy themes revolve around guilt-free indulgence ('tastes like a cheat meal'), macro transparency, and fitness lifestyle aspiration. Product photography is bright and appetite-driven. Limited-edition flavour drops create urgency spikes. Discount stacking (bundle + subscription) features in conversion-stage ads.
More Nutrition demonstrates how a supplement brand can shortcut trust-building by embedding into existing influencer communities rather than building audiences from scratch. Their category focus on diet/weight management — rather than general sports nutrition — gave them a defensible niche in a crowded market. The lesson: tight vertical focus plus influencer authenticity compounds faster than broad positioning.
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