Many supplement labels list a long row of ingredients. NutriNoche, the liquid mineral company founder Chad Timms says he started in 2014, has built its business on a product with two.
The company's flagship colloidal silver supplement lists 99.99% pure crystalline nano silver and purified water, at a concentration of 30 parts per million. NutriNoche says the formula has no added salts, proteins, fillers or preservatives. The company says it makes the product in the United States in a GMP-certified facility, using a multi-stage water-purification system, and that independent testing backs up its product information.
A label-first approach
Timms said he started the company because he thought supplement buyers often didn't know what they were getting.
"When I started NutriNoche, I wanted customers to have a clearer understanding of what they were purchasing and how it was made," Timms said. "Our approach has always been straightforward: use carefully selected materials, eliminate unnecessary ingredients and maintain a high standard throughout the manufacturing process."
Besides silver, the company sells liquid copper, gold, magnesium, calcium, zinc and iron. It also offers a topical silver gel, magnesium lotion, Essiac tea, liquid oxygen drops, MSM and a plant-derived trace mineral supplement with fulvic acid. The products are sold on the company's site and through Amazon, eBay, Walmart and Etsy.
A crowded market
Liquid mineral supplements are a small but steady part of the much larger U.S. supplement industry, and most products are sold online. Because dietary supplements don't need FDA approval before they go on sale, buyers mostly have to rely on the manufacturer's own labeling and testing claims. Third-party testing claims are one of the few ways for shoppers to compare brands.
NutriNoche says that's the gap it's trying to fill. "Rather than relying on vague formulations or exaggerated marketing," the company says it focuses on simple ingredient lists and consistent manufacturing.
Because it's sold as a supplement, NutriNoche's colloidal silver makes no disease claims. The FDA does not recognize colloidal silver as a treatment for any disease, and the National Institutes of Health notes that long-term use can cause skin discoloration. People considering any mineral supplement should check with a doctor first, especially if they take medications.
For Timms, the bet is that a short ingredient list and clear labeling will keep customers coming back as the company adds to its lineup.