“Personalised” is having a moment on supplement labels, and I have reached the stage of squinting at it. A customer showed me a tub last month that promised a formula “made for you”, and when we looked properly, the only thing that had been made for her was the choice between a pink lid and a blue one.
So rather than argue about the word, I would rather give you the test I use myself. Four questions. If a product can answer all four, it has earned the label. If it cannot, it is a generic supplement with good design, which is fine — just know which one you are buying.
1. Does something happen before you buy?
This is the one that separates the two fastest. A generic supplement goes basket, checkout, done. Nothing about you enters the process at any point, because the formula was decided long before you arrived.
With Bioniq GO, there is a step in front of the purchase. You take the free Wellness Assessment first — roughly ten minutes of questions about how you eat, how your week actually runs, your age, and what you would like to support. Only then does a formula get decided. If nobody asks you anything, nothing has been personalised to you. It cannot have been.
2. Can the answer come out different for two different people?
A quiz that funnels everyone towards the same tub is marketing, not matching. The real test is whether the output genuinely varies.
Bioniq matches you to one of 40 formulas. I like that number precisely because it is finite and honest — nobody is inventing a unique blend in a laboratory for you, and I would be suspicious of anyone claiming they were. But forty defined options, chosen by a structured questionnaire, means my answers and yours can lead somewhere genuinely different. I went into the mechanics of that in how Bioniq matches your needs to one of 40 formulas if you want the longer version.
3. Is it built around your goals, or around a shelf category?
Generic supplements are organised by ingredient. You walk in wanting to support your energy through a busy stretch, and you leave with three separate tubs because that is how the shelf was arranged, not because that is how your life is arranged.
Personalised nutrition starts from the goal instead. Bioniq GO can support things like normal skin, hair and nails, everyday energy and focus, an active lifestyle, and long-term wellbeing — and what lands in your daily dose follows from which of those you told it mattered. Up to 23 science-backed nutrients arrive in one go, as premium Swiss granules rather than pills. Same principle, different route.
4. Can it change when you do?
Your needs in a marathon training block are not your needs in a flat, desk-bound February. A generic tub cannot know that. A personalised approach is meant to be revisited — you retake the assessment when something meaningful shifts, and the match updates.
What personalised does not mean
- It does not mean a blood test. No kit to post, no appointment, nothing sent to a lab. Your answers do the matching — which matters, because a process you never get round to starting supports nothing at all.
- It does not mean bespoke. Forty formulas is a set, not infinity. Anyone promising a one-of-a-kind recipe is stretching things.
- It does not mean it replaces food. Food supplements are not a substitute for a varied, balanced diet and a healthy lifestyle. Personalisation makes the supporting act fit better; it does not change what the main act is.
- It does not mean more is happening. Often the point is that less is — one daily dose instead of a cupboard shelf you have stopped opening.
Where it sits next to everything else
People sometimes ask whether this replaces the rest of their routine. It does not. On my shop, targeted nutrition is exactly what the name says — you pick a product because you have decided you want that specific thing, and that is a perfectly good way to shop. Bioniq works the other way round: you describe your life, and the matching happens for you. Some customers use both, some use one. There is no correct answer, only the one you will actually keep up with.
Bioniq was founded in London in 2019, and its personalised nutrition business is now part of Herbalife — which is why it keeps coming up in my conversations, and why I am comfortable pointing people towards it.
If the four questions above sound like the right ones to be asking, the assessment is free and there is nothing to commit to at the end of it. Build your personalised formula with Bioniq GO and see what your answers actually produce.
