The company was founded as Nootrobox in 2014 by
Geoffrey Woo and Michael Brandt. While forming the company Woo was an
Entrepreneur in residence at venture capital firm
Foundation Capital, while Brandt worked as a
Google employee, a freelance photographer, and an adjunct professor at the
Academy of Art University. In October 2015, the company announced that Silicon Valley
angel investors including
Marissa Mayer and
Mark Pincus had invested $500,000 in the company. In December 2015,
Andreessen Horowitz led a $2 million
venture capital round in the company.
Chris Dixon, who has experience at companies like
Soylent, led the investment for Andreessen Horowitz. In August 2016, the company partnered with
7-Eleven locations in San Francisco. In January 2017, Woo and Brandt were named to
Forbes 30 Under 30 in Consumer Technology. In June 2017, the company changed its name to H.V.M.N., "Health Via Modern Nutrition". In 2018, HVMN products affiliated with
United States Special Operations Command were tested as part of Operation Tech Warrior hosted at the
National Center for Medical Readiness. In 2023, HVMN launched in nationwide grocery retail in
Sprouts Farmers Market. In 2024, the company re-branded itself as Ketone-IQ and ketone.com, which is the name of the company's primary product. Ketone-IQ signed a three year partnership with
Visma–Lease a Bike (men's team), a
UCI World Tour team. In 2025, Ketone-IQ brought on podcaster
Steven Bartlett and UFC fighter
Jon Jones as co-owners of the company. Ketone-IQ also launched nationwide in
Target. ==Studies and results==