You've probably seen those orange and white tubs staring at you from the shelves of Whole Foods or popping up in your Instagram feed. Jordan Rubin and Dr. Josh Axe—two names that carry massive weight in the natural health world—are the faces behind the curtain here. But let’s be real. When a brand scales this fast, people get skeptical. They want to know if the quality is actually keeping up with the marketing hype. Honestly, figuring out is Ancient Nutrition a good brand requires moving past the glossy labels and looking at where they actually get their bones.
I’m talking about real, gritty details like soil health, fermentation processes, and heavy metal testing. Most people just want to know if the collagen will make their skin glow or if the bone broth tastes like salty water. It’s more complicated than that.
Ancient Nutrition isn't just selling powder. They’re selling a specific philosophy called "TCM" or Traditional Chinese Medicine, mixed with Ayurvedic principles. It’s a "new-old" approach.
The Pedigree Behind the Powders
To understand the brand, you have to understand Jordan Rubin. He’s the guy who started Garden of Life years ago. If you’ve ever taken a probiotic, you likely know his work. He eventually teamed up with Dr. Josh Axe, a chiropractor and natural medicine doctor who basically owns a huge chunk of the wellness internet. Together, they launched Ancient Nutrition with a focus on "superfoods" that our ancestors supposedly ate but we’ve forgotten.
They aren't just suits in a boardroom. Rubin actually lives on a regenerative farm in Tennessee. That matters. It’s called the Center for Regenerative Agriculture and Resilience. When we talk about whether a brand is "good," we have to look at their environmental footprint. They’re currently working on a 10-year project to transform their land into a carbon-sequestering powerhouse. This isn't just greenwashing; they are planting thousands of trees and focusing on "soil-to-supplement" traceability.
Let’s Talk About the Multi Collagen Protein
This is their flagship. Their bread and butter. If you’re asking is Ancient Nutrition a good brand, you’re likely looking at this specific tub.
Most collagen brands on the market use one or two sources—usually bovine (cow) or marine (fish). Ancient Nutrition decided to go for five: beef, chicken, fish, and eggshell membrane. They claim this gives you ten different types of collagen. Is that necessary? For some, yeah. Different types of collagen target different tissues. Type II is great for joints, while Types I and III are the ones people chase for wrinkles.
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One thing that stands out is their "S.B.O. Probiotics" inclusion. They add soil-based organisms to the mix. Why? Because collagen can be heavy on the gut for some people. Adding Bacillus coagulans helps with the bloat. It’s a smart move that shows they actually think about the digestive experience, not just the macros.
The Bone Broth Controversy and Reality
A few years back, there was some chatter about the sodium levels and the "processing" of bone broth protein. Let’s clear the air. Making bone broth at home takes 24 to 48 hours of simmering. It’s a mess. Ancient Nutrition basically does that at scale, then dehydrates the liquid into a powder.
It’s a concentrated protein source. But here is the catch: it’s not a complete protein in the way whey is. It’s missing tryptophan. If you’re using this as your only protein source after a heavy lifting session at the gym, you’re doing it wrong. It’s a supplement, not a total meal replacement.
They use "clean" sourcing—meaning no growth hormones or weird antibiotics. This is verified through third-party testing, though they don't always blast those lab reports on the front page of the website. You sometimes have to dig or ask customer service for the specifics on heavy metals like lead or cadmium, which are naturally occurring in bones.
Is the Quality Actually There?
Quality is a subjective word until you look at certifications. Ancient Nutrition products are often:
- Non-GMO
- Gluten-free
- Paleo-friendly
- Keto-friendly
But "good" is also about what’s not in there. They avoid the artificial sweeteners like sucralose or aspartame that plague cheaper brands. Instead, they use stevia or monk fruit. If you hate the aftertaste of stevia, you’re going to struggle with some of their flavored varieties. The unflavored stuff, though? It disappears in coffee. Literally disappears. No clumps, no weird oily film. That’s a hallmark of high-quality processing.
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The Price Point Problem
We have to address the elephant in the room. This stuff is expensive. You are paying a premium for the brand name and the regenerative farming initiatives.
If you go to a big-box store, you can find collagen for $20. Ancient Nutrition will often run you $40 to $60 depending on the size. Is it twice as good? From a pure protein perspective, probably not. From a sourcing, ethical, and "extra ingredients" (like turmeric or ashwagandha) perspective, the value starts to make sense.
Why People Love (and Hate) Them
People love them because the stuff works. I’ve spoken to dozens of people who swear their knee pain vanished after a month on the Bone Broth Protein. Anecdotal? Sure. But when the anecdotes pile up into the thousands, there's a trend.
The "hate" usually comes from the marketing. Dr. Axe is a polarizing figure. He’s made some bold claims in the past that have drawn fire from the more traditional medical community. If you prefer your supplements to come from a sterile, corporate lab with zero personality, Ancient Nutrition will feel a bit too "woo-woo" for you. They lean hard into the "ancient wisdom" vibe.
Digging Into the Herbs and Multi-Vitamins
Beyond collagen, they do fermented herbs. This is where they get nerdy. Fermentation basically "pre-digests" the nutrients, making them easier for your body to grab. Their "Ancient Multi" vitamins are tailored for different life stages—men over 40, women’s prenatal, etc.
They use "enzyme-activated" minerals. It sounds like marketing speak, but it actually refers to the bioavailability. Your body recognizes food better than it recognizes isolated chemicals. By keeping the vitamins in a whole-food state, Ancient Nutrition ensures you aren't just creating expensive urine.
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A Quick Look at the Sourcing Map
They are transparent about where things come from:
- Grass-fed beef from South America.
- Wild-caught fish (not farmed).
- Sustainably sourced chicken bone broth from the US.
The fact that they specify "cruelty-free" eggshell membrane is a small detail that says a lot about the brand's internal standards. Most companies wouldn't bother with that distinction.
The Verdict on Safety and Testing
So, is Ancient Nutrition a good brand when it comes to safety? Yes. They follow Good Manufacturing Practices (GMP). They test for heavy metals, which is the biggest risk in any bone-based or soil-grown supplement. While no brand is perfect, they haven't had the massive recalls or safety scandals that have plagued some of the "discount" supplement brands found on Amazon.
What You Should Do Next
Don't just take my word for it. Your body is the ultimate lab.
- Start with the unflavored Multi Collagen Protein. It’s the most versatile and gives you the best "entry point" to see how your skin and joints react.
- Check the labels for Stevia. If you are sensitive to natural sweeteners, stick to the "Pure" or "Unflavored" versions to avoid a bitter aftertaste.
- Watch for sales. They frequently run bundles on their website. Never pay full retail price if you can help it; the markup on supplements is huge, and they reward loyalty.
- Mix it right. Use a handheld frother for the collagen. It prevents the tiny clumps that can happen when you just use a spoon.
- Give it 30 days. Collagen isn't a headache pill. It takes time to incorporate into your tissues. If you don't see a difference in your nails or hair after a month, then it might not be the right fit for your specific biology.
Ancient Nutrition is a "good" brand if you value regenerative farming, multi-source ingredients, and a holistic approach to health. It’s a "bad" brand if you are on a tight budget and just want the cheapest protein per gram possible.
The reality is that they are leaders in the space for a reason. They've forced other companies to level up their sourcing, which is a win for everyone, whether you buy their tubs or not. If you're looking for a supplement that feels a bit more "human" and a bit less like a chemical experiment, this is a solid place to land.
Next Steps for Your Health Journey
If you've decided to give them a try, start by identifying your primary goal—is it joint support, gut health, or skin elasticity? For joints, look specifically at their Bone Broth Protein; for skin, the Multi Collagen is the winner. Always consult with a healthcare professional before starting any new supplement regimen, especially if you have underlying conditions or are pregnant.