Immunity Fuel is a small, family-owned New Zealand business with a big mission: to help people feel better, naturally – starting with the gut. What began as a search for better health for their own family has grown into a business that helps other families do the same. They are dedicated to supporting gut wellbeing through certified organic, fermented wholefoods. Their belief is that simple, natural nutrition can have a powerful impact, especially for growing families. With a strong focus on safe, additive-free ingredients, Immunity Fuel has become a trusted choice for families looking to support their health from the inside out. Here, Elizabeth Riddell talks to The Natural Parent Magazine about the inspiration behind their business, how they balance work and family life, the challenges they face, and their hopes and dreams for the future.
The passion: What inspired you to set up your business?
Like many people who launch health products, our journey began with poor health – and nothing on the market that truly “did the trick”.
My husband Damian had glandular fever, a kidney virus and chicken pox all at once in his 20s, and he struggled with his health for years afterwards. It was incredibly frustrating trying different products that promised big results but didn’t create lasting change.
The real shift came when close friends, who had created a probiotic superfood, gave Damian some of their powder to try. The effect was remarkable. He felt better quickly and began regaining his energy and vitality. Not long after that, we were given the opportunity to market this certified organic superfood. Inspired by the results, we jumped at the chance.
Growing up learning about Māori foods and traditional medicine meant Damian already had a deep respect for how nature can support the body. This completely natural product aligned perfectly with that philosophy. I had completed a marketing degree, so bringing the product to market felt like a natural fit for both of us.
Shortly after, I became pregnant. As I learned more about how important beneficial bacteria are during pregnancy, and how babies receive their first microbes from mum in the womb, through the birth canal and via breastfeeding, adding the probiotic superfood to my daily routine felt like an obvious choice. It supported my energy through pregnancy, kept me regular and kept us both strong and healthy.
Knowing this product was something I would happily give to my own child made me even more passionate about sharing it with other New Zealand families. In a world increasingly dominated by ultra-processed foods, here was a simple, certified organic product with zero artificial additives – just real, fermented wholefoods designed to nourish the gut and support long-term wellbeing.
As we prepared to start our family, we became even more committed to natural health. What we wanted for our own family, we knew many other families wanted too: safe, clean, certified organic nutrition suitable for all ages, especially during times of digestive upset, after antibiotics or when extra nutritional support is needed.
The launch: How did you start out in the beginning?
Starting out was not easy. We had the product, we knew it worked, we just needed customers! While our son Hawk was a baby and Damian was working nearby as a builder, I just did as much as I could when I could, in between naps, feeds and baby needs. This involved selling – and often giving away – the product to friends, family and anyone willing to try it. Word of mouth was our most effective marketing tool back then (and probably still is). As people loved the product and as word got around, it grew from there.
The innovation: What was the biggest breakthrough for you with your business?
Once I had stopped breastfeeding, I felt able to get out and about to markets and expos and talk to our customers. Just being able to talk to people about the product really was a breakthrough. It’s the kind of thing that needs some explanation, and when people hear it and get it, they really get it! Once we started to get testimonials from customers, it was much easier to explain, as gut health can affect so many different body systems. It’s not just one outcome for all – everyone is different and has different results and experiences.
In terms of innovation, creating a gluten free version of our product just enhanced the range by making sure that it was accessible to all. So many people have gluten intolerances these days, and it was about ensuring that there were no barriers to natural gut health. Often it can be an imbalance in gut flora that can cause intolerances and allergies, so it’s important to be able to safely include organic probiotics in the diet.
Yin and Yang: How do you balance work and family?
This business really is part of our family. Hawk is at school now, which means I can focus properly during school hours and be intentional with my time. One of the things I love about working for myself is the flexibility. When there’s a school assembly, sports day or something important to him, I’m there.
We’ve always believed that health and family go hand in hand, and that’s how we try to live and work. We often combine work trips with little holidays around New Zealand, visiting our retailers while exploring somewhere new together. It means Hawk sees firsthand what we’ve built and why we care so deeply about it.
As long as I have my laptop, I can work from anywhere. More importantly, we’ve built a business that supports our life, not the other way around. When my family is with me, the balance feels right.
