The Organic Content Playbook Behind Tonic Health's 1.7M Followers: Sunna on Disrupting Supplements

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Sunna van Kampen built 1.7M followers, generated half a billion views in 2025, and turned Tonic Health into one of the UK's fastest growing supplement brands. Without a single paid ad.

What started as a Covid panic, a Boots listing that fell through and no DTC experience, forced Sunna to figure out how to reach customers from scratch. So he walked into a supermarket with a phone and started exposing what was actually in the products people were buying every week.

That decision changed everything.

In this episode we get into the full story. How Sunna built an organic content engine that runs on two days of filming a month, why he talks about bread more than vitamins, and how a single viral video gave him the insight behind Tonic's best selling product.

We also get into the vitamin industry itself. Why the products on the shelves are underdosed by design, what Sunna found when he went into kids and baby nutrition, and why most supplement brands are built around margin rather than health.

Plus the content philosophy that underpins all of it. Why Sunna's board kept pushing him to sell more, why he kept saying no, and why that decision is the reason Tonic is where it is today.

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