Ketone-IQ's Ascent Reflects "Pre-Consensus" Founder Philosophy in $691 Million Ketones Market

San Francisco, CA

– Michael Brandt, co-founder of Ketone-IQ (formerly HVMN), champions the ethos of "pre-consensus" entrepreneurship, a philosophy he articulated in a recent tweet. Brandt stated, "The best founders are pre-consensus. Find the idea that everyone agrees is great, before everyone agrees it is great." This perspective resonates with the journey of his company, which has navigated initial skepticism to become a significant player in the rapidly expanding ketones market.

Ketone-IQ, which rebranded from Health Via Modern Nutrition (HVMN) in May 2024, specializes in manufacturing and distributing ketone-based products, notably its flagship drinkable ketone. The global ketones market, valued at approximately $465.08 million in 2024, is projected to reach $691.95 million by 2031, growing at a Compound Annual Growth Rate (CAGR) of 5.8%. This growth is driven by increasing consumer awareness of health and wellness, the rising popularity of ketogenic diets, and demand for performance-enhancing supplements.

Brandt and co-founder Geoffrey Woo initially faced a tough reception, including a notable appearance on "Shark Tank" in 2016 where their high valuation for Nootrobox (the precursor to HVMN) was met with skepticism, and they left without a deal. Despite this, their confidence in the biohacking and nootropics space propelled them forward. The company's focus shifted to ketone esters, leading to the development and launch of Ketone-IQ in January 2022.

The company's strategic moves, such as a significant price reduction for Ketone-IQ and its nationwide rollout in Sprouts Farmers Market in 2023, underscore its commitment to market penetration. Ketone-IQ also secured a three-year partnership with top UCI World Tour cycling team Visma–Lease a Bike in 2024, highlighting its growing influence in the athletic performance sector. This trajectory exemplifies Brandt's "pre-consensus" vision, turning an initially niche concept into a recognized and growing market segment.