This move comes after observing a growing wave of interest from American families and distributors, according to brand founder Brittany Darling.
“Despite being based in Australia, we were sending individual customer orders to the US almost daily. That level of organic traction, without a formal US presence, was a strong signal that the market was not only ready but actively seeking what we offer,” Darling told NutraIngredients-Asia.
She added that there is a significant and growing demand in the US for high-quality, evidence-based children’s supplements that support both cognitive development and emotional well-being.
“American children, like their Australian counterparts, are navigating modern challenges — academic pressure, screen time, and overstimulation, which can impact their focus, mood, and nervous system.
“Unfortunately, many existing options in the US are just glorified candies-containing minimal active ingredients in poorly absorbed forms and packed with sugars or artificial sweeteners.
“That’s where I’m Nutrients comes in. We’re offering a line of supplements that not only taste great but are crafted with clinical insight, sensory preferences, and parental peace of mind at the core. Our expansion into the US is driven by the opportunity to serve parents who are looking for smarter, cleaner, and more thoughtful options for their kids.”
Although the recently introduced Trump tariffs have “added complexity”, they are not a deterrent for I’m Nutrients’ expansion into the US.
“Tariffs are certainly a factor we’ve considered carefully, especially as we expand into the US. What sets us apart is our close relationship with our raw material suppliers and our vertically transparent supply chain. This allows us to forecast and adapt to changes quickly, without compromising on quality or availability.
“We remain deeply committed to Australian manufacturing, not only because of the exceptional standards, but because it ensures traceability, trust, and consistency in our products. By maintaining strong supplier partnerships and a lean, responsive production model, we’re able to navigate tariff pressures more sustainably than brands relying on fragmented or offshore production.”
Darling emphasised that the firm’s focus is on delivering premium, science-backed supplements that parents can trust, regardless of trade headwinds.
“Tariffs are just one part of a much larger equation, and we’re confident in our strategy to manage them while staying true to our mission.”
Approach for US market
Since its launch in July 2020, I’m Nutrients’ chewable supplements, which claim to be free from added sugar and other harmful ingredients, has gained a loyal following in Australia for its formulations that are specifically designed for children.
For the US debut, the brand is introducing Calm Mind and Iron Immunity, products which it says have been embraced by Australian families seeking natural, effective solutions.
“We chose Calm Mind and Iron Immunity as our first products in the US because they are our bestsellers in Australia and respond to the most pressing concerns parents face — emotional well-being, irritability, and inadequate iron intake in children.
“Both products are based on science, parent-trusted and kid-approved, making them the ideal introduction to our brand in a new market,” Darling shared.
Calm Mind contains saffron (Affron), magnesium, zinc, and Pyridoxal 5-Phosphate (vitamin B6). It serves to support nervous system health, help relieve irritability and mild anxiety, and promote emotional balance, making it particularly relevant in today’s world where many children struggle with focus, mood swings, and sensory overload.
Iron Immunity addresses a key nutritional gap seen in both Australia and the US — low iron levels in kids — without the common side effects of traditional iron supplements.
The supplement combines iron bisglycinate and Australian milk-derived lactoferrin, a formulation that not only supports optimal iron levels in the body, but also contributes to immune system function without causing digestive discomfort.
The brand plans to roll out its full offerings, including Brain DHA and Picky Essentials (named Fussy Essentials in Australia), in the US in future, based on demand and distribution readiness.
“This launch is just the beginning. We’re listening closely to US families and retailers. Our goal is to build a thoughtfully curated line-up that supports the diverse nutritional needs of American children.”
Adopting a multi-channel approach, I’m Nutrients’ products are available direct-to-consumer via its website, on Amazon, and in select retail locations.
“This strategy allows us to build brand awareness online while also cultivating strategic retail partnerships that align with our values.
“By diversifying our channels, we’re able to engage with a broad spectrum of parents — from those discovering us through social platforms to those shopping in-store or seeking trusted wellness products online. It’s all about accessibility, education, and creating meaningful touchpoints with the modern parent.”
Interest from other regions
While its current focus is on scaling in the US, I’m Nutrients is also exploring other high-potential international markets.
“We’ve received inbound interest from several regions, particularly the UK, Canada, and parts of Asia, where there is a growing demand for clean-label, science-based children’s supplements.
“Our expansion strategy is deliberate and values-led. We’re looking at markets where parents are actively seeking alternatives to sugar-laden, artificial products — places where there’s an increasing awareness of the link between nutrition, behaviour, and development. We also prioritise regions that value transparency, clinical integrity, and child-centred care.”
In addition, Darling said that the company believes in working closely with the right partners to ensure each new market gets the same level of care, quality, and brand experience that defines I’m Nutrients.
