How do you stay sharp and fit despite fatigue and age? By consuming substances extracted from blueberries, flowers and algae, say the makers of a new group of unregulated and unproven health pills.
Trusting natural chemicals to solve inevitable ailments is familiar to anyone who has visited a GNC store or contributed to the $30 billion spent annually in the U.S. on dietary supplements.
But the new supplement firms are grabbing attention because they’re founded and funded by people more at home at a Silicon Valley technology campus than a late-night infomercial.
Led by tech world veterans and funded by venture capitalists, dietary supplement start-ups such as Ritual,...