Florida brand is leaning hard into influencer marketing with partnerships with a healthcare professional and a biohacker podcaster.

Hank Schultz, Senior Editor

September 13, 2023

2 Min Read
A Florida company has teamed up with online influencers who bill themselves as diet and fasting experts.

A Florida-based supplement company is extending its trip down the influencer marketing road with deals with a prominent diet personality and an online health authority for a new co-branded supplements.

The brand holder, MD Logic Health, reportedly was founded in 2005 by a medical doctor with the stated purpose to “provide access to professional grade, pure, high-quality nutrients as part of his patients’ overall health care.”

However, several of the company’s top employees, who have been with the company for less than five years, list themselves as “co-founders.”

Long and winding influencer road

The brand now focuses on a line of supplements made by a contract manufacturer located in Long Island. The brand holder claims the facility holds a GMP certificate issued by NSF.

MD Logic health advertises an affiliate marketing program on its website. Participants receive commissions for supplements sold into their contact network.

The company is developing partnerships with prominent diet blogger and podcaster Melanie Avalon and online health influencer Cynthia Thurlow, NP.

Thurlow, who bills herself as an intermittent fasting expert, received her training as a nurse practitioner at Johns Hopkins University. 

Avalon was at one time an actress doing small parts on TV programs.

She has leveraged her experiences in trying to maintain the svelte physique called for in television work into a thriving online presence in the nutrition influencer world.  The tagline for her website — “paleo - intermittent fasting - wine” — appears to hit all of the latest hot buttons.

Avalon’s website features links to her podcasts, which she brands as ‘The Melanie Avalon Biohacking Podcast,’ of which she has now posted more than 200 episodes. She has interviewed subject matter experts such as functional medicine practitioner Dr Anthony Beck and bestselling diet book author Robb Wolf.

MD Logic recently launched a co-branded supplement with Thurlow based on the nootropic ingredient Alpha GPC. Other products in the line include creatine and inositol.

The MD Logic-Avalon project was recently extended to include a magnesium supplement to go with a standalone product based on serrapeptase, an enzyme secreted by a bacteria species first isolated from a silkworm. The enzyme has been on the market in a somewhat under-the-radar fashion for years.  

The line, which is marketed under the brand name AvalonX, also includes a berberine supplement. Berberine has recently become a weight management darling of the online influencer crowd, who have taken to calling it “nature’s Ozempic,” after the branded Type 2 diabetes drug that has also helped some patients lose weight.

About the Author(s)

Hank Schultz

Senior Editor, Informa

Hank Schultz has been the senior editor of Natural Products Insider since early 2023. He can be reached at [email protected]

Prior to joining the Informa team, he was an editor at NutraIngredients-USA, a William Reed Business Media publication.

His approach to industry journalism was formed via a long career in the daily newspaper field. After graduating from the University of Wisconsin with degrees in journalism and German, Hank was an editor at the Tempe Daily News in Arizona. He followed that with a long stint working at the Rocky Mountain News, a now defunct daily newspaper in Denver, where he rose to be one of the city editors. The newspaper won two Pulitzer Prizes during his time there.

The changing landscape of the newspaper industry led him to explore other career paths. He began his career in the natural products industry more than a decade ago at New Hope Natural Media, which was then part of Penton and now is an Informa brand. Hank formed friendships and partnerships within the industry that still inform his work to this day, which helps him to bring an insider’s perspective, tempered with an objective journalist’s sensibility, to his in-depth reporting.

Harkening back to his newspaper days, Hank considers the readers to be the primary stakeholders whose needs must be met. Report the news quickly, comprehensively and above all, fairly, and readership and sponsorships will follow.

In 2015, Hank was recognized by the American Herbal Products Association with a Special Award for Journalistic Excellence.

When he’s not reporting on the supplement industry, Hank enjoys many outside pursuits. Those include long distance bicycle touring, mountain climbing, sailing, kayaking and fishing. Less strenuous pastimes include travel, reading (novels and nonfiction), studying German, noodling on a harmonica, sketching and a daily dose of word puzzles in The New York Times.

Last but far from least, Hank is a lifelong fan and part owner of the Green Bay Packers.

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