Peter Willoughby, CEO of Simply Naturals, heads the health and nutrition multi-level marketing company, which appears to have launched in 2012 from Surrey in the United Kingdom. Willoughby's executive bio on the company website credits him with nearly two decades of referral marketing experience. Before entering the referral marketing sector in 1997, he was employed by Kleinwort Benson Corporate Finance, specializing in technology and IT sectors.
Company newsletters from Willoughby suggest Simply Naturals Ltd. only recently launched with a "pre-launch special" in May 2012. However, a November 2006 newsletter from Elmer G. Heinrich, then of U.S. Naturals, Inc., indicates he sold his interest in U.S. Naturals to Willoughby of London. This suggests Simply Naturals existed prior to 2012, possibly as a sister company under Willoughby's control since 2006.
Some restructuring likely occurred between 2006 and 2012, leading to the Simply Naturals "pre-launch." U.S. Naturals remains operational, appearing to function as an independent entity selling the same products. Neither the Simply Naturals nor U.S. Naturals websites explain the use of two distinct company names, causing confusion for observers.
Simply Naturals markets a range of mineral-based supplements within the health and wellness niche. Its flagship product, "Sizzling Minerals," is an effervescent wafer. The company describes it as the world's first and only great-tasting wafer containing 600 milligrams of 75 pure plant-derived minerals. Simply Naturals promotes Sizzling Minerals as the most important product available for fulfilling the nutritional needs of an entire family. Each box contains 30 single-serve soluble wafers.
Willoughby's company bio states he entered the referral marketing sector in 1997.