Ketone-IQ
| Company type | Private |
|---|---|
| Industry | Beverage |
| Predecessor | Health Via Modern Nutrition, Inc (HVMN) |
| Founded | 2014 |
| Founder | Geoffrey Woo, Michael Brandt |
| Headquarters | San Francisco , United States |
| Products | Ketone beverages |
| Website | ketone |
Ketone-IQ is a U.S.-based enterprise focused on the production and distribution of a ketone beverage. Previously operating under the name Health Via Modern Nutrition, Inc or "HVMN," the organization underwent a rebranding to Ketone-IQ in May 2024.
History
The company was established in 2014 under the name Nootrobox by Geoffrey Woo and Michael Brandt. At that time, Woo held a position as an Entrepreneur in residence at Foundation Capital, while Brandt was employed at Google and served as an adjunct professor. In October 2015, angel investors from Silicon Valley, including Marissa Mayer and Mark Pincus, contributed $500,000 in funding. Subsequently, in December 2015, a $2 million venture capital round was led by Andreessen Horowitz, with Chris Dixon spearheading the investment.
In August 2016, the company formed a partnership with 7-Eleven stores located in San Francisco. By January 2017, Woo and Brandt had earned recognition on the Forbes 30 Under 30 list within Consumer Technology. The firm transitioned its brand to H.V.M.N. ("Health Via Modern Nutrition") in June 2017. The following year, HVMN products associated with the United States Special Operations Command were utilized during Operation Tech Warrior.
By 2023, HVMN had expanded its distribution to include nationwide grocery availability through Sprouts Farmers Market. The rebranding to Ketone-IQ in 2024 aligned with the launch of ketone.com, which serves as the company’s main product platform. That same year, Ketone-IQ entered into a three-year sponsorship agreement with Visma–Lease a Bike, a premier team competing in the UCI World Tour cycling circuit.
In 2025, Ketone-IQ brought on podcaster Steven_Bartlett_(businessman) and UFC champion Jon Jones as co-owners while also broadening its retail footprint by entering the nationwide Target stores.
Studies and results
On September 13, 2018, cyclist Vittoria Bussi, sponsored by HVMN, set a new UCI Hour record while utilizing HVMN Ketone beverages during both training and on the day of the record attempt. During the 2019 Tour de France, several teams confirmed their use of ketone ester supplements to aid performance and recovery.
In 2019, HVMN secured a $6 million research contract from the United States Special Operations Command for a two-phase investigation examining how ketones affect soldier performance under extreme conditions such as high altitude, fighter jet environments, and space travel. The research also focused on ketones' influence on cognitive function, physiological resilience, and oxygen efficiency during stressors like hypoxia.
Culture
In 2016, HVMN implemented a weekly staff fasting day inspired by Silicon Valley's biohacking culture, aiming to boost workplace productivity through practices such as intermittent fasting.