Stopping Ancient and Brave: What you need to know

About Ancient and Brave

Ancient and Brave is a UK-based wellness company specialising in collagen-based products and functional nutrition supplements. Founded with a focus on combining traditional ingredients with modern nutritional science, the company offers a range of products including collagen powders, coffee blends, hot chocolate mixes, and protein supplements. Their product philosophy centres around using natural, sustainably sourced ingredients that support various aspects of health, from gut wellness to skin vitality.

The company operates primarily through a subscription model, delivering products directly to customers' homes on a regular basis. This means that many customers find themselves in ongoing contractual arrangements that require proper cancellation procedures when they wish to stop receiving deliveries. As a consumer, understanding your rights and the correct cancellation process is essential to avoid unwanted charges and ensure a smooth exit from any subscription agreement.

Ancient and Brave products are marketed as premium wellness supplements, with a particular emphasis on collagen as a key ingredient. The company sources grass-fed bovine collagen and wild-caught marine collagen, positioning their products within the growing functional food and supplement market. Their range includes flavoured and unflavoured options, designed to be mixed into hot drinks or smoothies as part of a daily wellness routine.

The business model relies on recurring revenue through subscriptions, which means customers agree to regular deliveries at set intervals. Whilst this convenience appeals to many consumers who want consistent access to their preferred products, it also creates a contractual obligation that must be properly terminated when no longer required. This is where understanding your consumer rights becomes particularly important.

Subscription plans and pricing

Ancient and Brave operates a flexible subscription service that allows customers to choose delivery frequencies and product combinations according to their preferences. The company offers various subscription options, typically with discounts compared to one-off purchases. This pricing structure incentivises customers to commit to regular deliveries, which is standard practice in the wellness supplement industry.

Standard subscription options

The subscription service generally provides customers with several delivery frequency choices. Most subscriptions can be set to deliver every two weeks, four weeks, six weeks, or eight weeks, depending on individual consumption patterns and preferences. This flexibility is designed to accommodate different usage rates and household needs.

These prices represent typical ranges and may vary depending on specific products, promotional offers, and subscription terms. The discount percentage usually remains consistent across different product lines, rewarding customer loyalty with modest savings. As a consumer, you should always verify current pricing on the company website or your account dashboard, as prices may change over time.

Subscription management features

The Ancient and Brave subscription system includes features that allow customers to modify their orders, skip deliveries, or change delivery dates through an online account portal. These management tools are designed to provide flexibility and reduce the need for cancellations. However, these features do not replace your fundamental right to cancel your subscription entirely when you choose to do so.

In practice, the convenience of subscription management tools can sometimes create confusion about cancellation procedures. Many customers assume that pausing or skipping deliveries is equivalent to cancellation, but this is not the case. A paused subscription remains active and can resume automatically, whereas a proper cancellation terminates the contractual relationship entirely. Therefore, understanding the distinction between subscription management and formal cancellation is crucial for protecting your consumer rights.

Cancellation terms and conditions

Understanding the cancellation terms and conditions for your Ancient and Brave subscription is essential for exercising your consumer rights effectively. UK law provides strong protections for consumers entering into subscription agreements, and these legal frameworks apply regardless of what individual company policies might state.

Legal requirements in the UK

Under the Consumer Contracts Regulations 2013, consumers have specific rights when purchasing goods or services at a distance, which includes online subscriptions. These regulations grant you a 14-day cooling-off period from the date you receive your first delivery, during which you can cancel without providing any reason. This statutory right cannot be removed or limited by company terms and conditions.

Beyond the cooling-off period, your rights to cancel depend on the contract terms you agreed to when subscribing. However, UK consumer protection law requires that cancellation processes must be straightforward and not create unreasonable barriers. This means that companies cannot make cancellation deliberately difficult or impose excessive requirements that discourage consumers from exercising their right to terminate a subscription.

Notice periods and processing times

Ancient and Brave, like most subscription services, typically requires advance notice before cancellation takes effect. This notice period allows the company to process your cancellation request and prevent the next scheduled delivery. Understanding these timeframes is crucial to avoid being charged for unwanted products.

These timeframes mean that timing your cancellation correctly is important. As a result, sending your cancellation request well in advance of your next scheduled delivery date provides the best protection against unwanted charges. If you wait until close to your dispatch date, the company may legitimately argue that they have already processed your order and cannot cancel that particular delivery.

Common reasons customers cancel

Understanding why customers typically cancel their Ancient and Brave subscriptions can help you recognise whether cancellation is the right choice for your circumstances. Common reasons include changes in dietary preferences, budget constraints, product effectiveness concerns, or simply having accumulated excess stock due to slower-than-expected consumption rates.

Some customers find that the subscription frequency doesn't match their actual usage, leading to a buildup of unused products. Others may experience digestive sensitivity or simply decide that collagen supplementation isn't providing the expected benefits. Financial considerations also play a significant role, as premium wellness subscriptions represent an ongoing expense that may become unsustainable during economic uncertainty. Whatever your reason, you have the right to cancel without needing to justify your decision extensively.

Refund policies and outstanding charges

When cancelling your subscription, understanding refund entitlements is crucial. Within the 14-day cooling-off period, you are entitled to a full refund for any products purchased, minus a deduction for any products you've actually used. After this period, refunds are typically only provided for faulty products or if the company has breached contract terms.

If you have already been charged for a delivery that you wish to cancel, your refund rights depend on whether the products have been dispatched. Once items are in transit, the company may reasonably refuse cancellation of that specific order, though your subscription itself can still be terminated to prevent future deliveries. This is why sending cancellation notices with adequate advance time protects your financial interests more effectively.

How to cancel Ancient and Brave by post

Cancelling your Ancient and Brave subscription by post is the most reliable method for ensuring your cancellation request is properly documented and legally enforceable. Whilst many companies encourage online cancellation methods, postal cancellation provides you with tangible proof of your request and creates a clear paper trail that protects your consumer rights.

Why postal cancellation is recommended

Sending a cancellation letter by Recorded Delivery provides several important advantages that other cancellation methods cannot match. First and foremost, it creates indisputable evidence that you sent your cancellation request on a specific date. This proof becomes invaluable if any dispute arises about whether you cancelled in time or whether the company received your request.

Online cancellation systems can experience technical issues, account access problems, or unclear confirmation processes that leave you uncertain about whether your cancellation was successful. Email cancellations can be filtered into spam folders, overlooked, or claimed to have never been received. In contrast, Recorded Delivery provides a signature upon receipt, creating legal proof that cannot be disputed.

Furthermore, postal cancellation demonstrates that you have taken your cancellation seriously and followed proper procedures. This formal approach often results in faster processing and fewer complications. Companies recognise that customers who send formal letters are aware of their rights and are prepared to take further action if necessary, which typically encourages prompt and correct handling of the cancellation.

Essential information to include

Your cancellation letter must contain specific information to be effective and legally sound. At minimum, you should include your full name exactly as it appears on your subscription account, your complete address, your account number or customer reference if available, and the email address associated with your subscription. These details allow the company to identify your account accurately and process your cancellation without delay.

You should clearly state your intention to cancel the subscription with unambiguous language. Phrases such as \