Company:
Nuchu
Industry:
Supplements
& Vitamins
Nuchu is a wellness brand built on the belief that supplements should be clean, gut‑friendly high-fibre gummy supplements with no added sugar and no sweeteners. Founded in November 2024, Nuchu began after founder Cynthia Cohen was diagnosed with IBS and couldn’t find a gummy that fit: the sugary ones aggravated her symptoms, and the “sugar-free” alternatives were often worse, loaded with sweeteners instead. She started researching gut health and, unable to find the clean alternative she needed, made her own. The name says it all: Nu-Chu, for nutrition and chew. Today the range spans three SKUs: Immunity, Beauty (for hair, skin and nails) and Calming, for stress relief.
As a solo founder handling product development, fulfilment, operations and marketing, she had wanted a 3PL from the very start. In the early days, though, she packed every order herself, shipping not just around the UK but into Europe too. It worked, but it meant that if she was away for work when an order came in, dispatch had to wait. With so much else on her plate, logistics was the one thing she needed off it.
Her first conversation with Josh, The Finishing Line’s Commercial Director, wasn’t even about fulfilment. It started as a query about packaging and relabelling, and his approach set the tone for everything that followed: always asking what else he could do, always coming back with a rate or a solution. That kind of initiative was what ultimately convinced her to switch.
Nuchu had worked with two previous fulfilment providers before The Finishing Line. The first did a good job but was priced for a bigger operation than Nuchu’s order volumes could justify. The second was more affordable, but small errors kept cropping up. Nothing dramatic on its own, but the kind of thing that adds up: a mistake here, a mistake there, until it becomes hard to trust the process. She raised it with them directly, and they made a real effort to fix things. In the end, though, it was the numbers that decided it.
As a brand built on clean ingredients and customer trust, Nuchu needed fulfilment it didn’t have to think about, handled with the same care that goes into the product itself.
“I needed a partner who could take logistics off my plate. The timely replies and support have made such a difference. If something is urgent, I know I’ll get an answer straight away.”
– Cynthia Cohen, Founder
from onboarding to dispatch
reduction in fulfilment costs compared to previous providers
stored, picked and shipped
Cynthia was introduced to the team and given a clear point of contact for technical queries from day one. She and Josh communicate over WhatsApp, which she finds far easier than email, and questions rarely go unanswered for long.
That responsiveness has become one of the things she values most. If she’s placing an order that needs to go out the same day and hits a snag, she knows she’ll get an answer in time, and if it’s genuinely urgent, Josh’s WhatsApp is always there.
It’s still early days in the partnership, but the small mistakes that once ate away at her confidence haven’t followed her here, and that alone has freed her up to focus on the business rather than checking up on every order.
“When Josh said he was going to do something, he did it. Everything has been efficient, flexible and really smooth.”
– Cynthia Cohen, Founder
Pricing is what ultimately prompted the move from the second provider to The Finishing Line. She’d stayed as long as she had because the team there had genuinely tried to fix the recurring small errors, but when she compared the two rate structures side by side, the numbers spoke for themselves. As a small business, that made switching the only sensible decision. What was needed was a fulfilment partner whose rates worked for a small business, not one built around volume she didn’t have.
She calculated a 27% reduction in fulfilment costs against her previous provider. For a business at Nuchu’s stage, where every penny counts, that’s not a marginal saving; it’s money she can put back into the product and the brand instead.
Without the pressure of minimum fees or volume thresholds, Nuchu isn’t penalised in the quieter months, which means the business can grow at its own pace rather than being forced to fit someone else’s pricing model.
It’s still early in the partnership, but the difference is already clear. Fulfilment has gone from something managed around her own schedule to something she barely has to think about, backed by rates that make sense for a business this size and a team that answers when it matters.
With logistics off her plate, she can put her energy back where it started: building the clean, gut-friendly gummies she couldn’t find for herself, and growing Nuchu on her own terms.
As Nuchu grows, The Finishing Line is there to keep pace, flexible enough for a small brand’s quiet months and ready for its busy ones, giving the business the infrastructure to scale confidently in the wellness market.
We’re here to help. If you’re looking for a trusted partner to handle your eCommerce fulfilment (from storage and pick & pack to fast, reliable delivery) get in touch with our team today. Let’s take your business further.
