Nutrition designed for human biology
Bioactive whole-food formulations engineered for absorption, cellular function and long-term health.
Clinton Sellers
@newgenxtra
WHY NEWGEN XTRA IS DIFFERENT
Most supplements are built around cost, convenience, and label appeal.
NewGen Xtra was built differently — from the ground up — using bioactive whole-food ingredients selected for absorption, function, and real biological impact.
Because human biology—not marketing—comes first.
DESIGNED FOR HUMAN BIOLOGY
Bioactive whole-food ingredients selected for absorption, function, and real biological impact.
NO ARTIFICIAL SHORTCUTS
No fillers, sweeteners, “dust level” actives, or synthetic padding designed for label optics.
INTEGRITY BEFORE PROFIT
Independent, ethics-led formulation and sourcing — built for people, not margins.
Our latest products
Tropical C
Wish your immune system was better equipped? We believe you can come back fighting fitter. Tropical C trailblazes how we feed and fortify our immune system. A holistic organic wholefoods blend of antioxidants, phytonutrients, vitamins and minerals, it is designed to remarkable!
£45.77
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Daily Greens
Daily Greens really does have it all. Impressively appetising with its subtle sweet-citrus taste, this nutritionally mighty powder unites a remarkable roster of nature’s very best cleansing, neutralising and re-energising bioactives. Protein, fibre, antioxidants, amino acids, phytonutrients and cartotenoids, all from certified organic alkalising kale, spinach, matcha green tea, chlorella, broccoli, baobab and spirulina.
£34.58
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Boosting immunity
The power is in nutrition. Bioactive powders. Science led. Integrity driven. Your potential in every serving.
BESTSELLER:
Superfoods Plus
Prepare to go beyond the imaginable. Hailed by press, celebrities and health professionals. Ingredient combinations previously thought impossible to bring together. One potent multitasking formula, countless success stories.
Discover
New powers of protein
More energy, stamina, vitality, glowy skin, fabulous hair and flatter tummy - all priorities for you? Us too
Download our App
Love Protein Max?
Spot oodles of ‘before & after’ pics and upload your own on the NewGen TBTC Weight Management App.
Revolutionary
Supplements of the future, today
It’s time to revolutionise how you feed your body and mind.
Wellbeing, Skin & Home
Just launched and luxe
Our new sister-brand just landed! With Aurra Organics, we will be bringing you new and exciting Organic lifestyle & beauty products designed for skin, soul & planet.
Founder's Message
Welcome to HLA Labs Ltd and our product brands NewGen Xtra and Aurra Organics. We have created a remarkable state-of-the-art range of food supplements and an outstanding range of products for your wellbeing. Please browse our websites, clicking on the heart logo at the very top of this page to jump to our beautiful Aurra Organics website. After 36 years in this industry, I have seen it all, with companies putting ‘profit before people’. Here, we put you first, putting ‘people before profit’, not just some of the time, but all of the time, giving you the ultimate products made with such care and love, made in a way that is also the best for our planet.
Why NewGen Xtra?
Because results can be mind-blowing when you add the unshakeable determination to transform lives, to decades of top-level experience in the supplement industry. Because we believe everyone should experience their maximum health potential, not be hoodwinked by a health and wellbeing sector driven by commercial profit. Because we stop at nothing to bring you the very best ingredients from across the globe, at levels previously inconceivable for the price. Because our new-generation ethos puts people before profit, with people across the planet celebrating a whole new level of wellness.
Unrivaled Products
100% Natural
Gluten-free
Non-GMO
Cruelty free
Love people, the planet and products with purpose.
Live the NewGen Xtra Life
We began with a blank sheet, we asked what people would want to have a dream business with us, we made it happen, with the finest products on the planet, an exciting business with the freedom of flexibility, the support of a truly expert team, the pride in products with integrity… join us on this journey of a lifetime!
