Professor Holt said doctors and pharmacists were uncomfortable about recommending products they profited from.
"It's about pointing health professionals in particular to a brand they can trust.
"This is to solve a problem that the doctors know a little bit about natural products, but they don't know the ones that work.
"There are some people that don't believe I'm doing this altruistically. I don't need to make any money from it, I have other ways to feed myself."
Professor Holt said there were many brands of supplements out on the market and he wanted to bring out a range that medical professionals knew would work, and was endorsed by doctors.
"It's causing total confusion in my opinion about what to take. You go into a pharmacy and there's a big wall of products. Some are good and some are a waste of time.
"It's not just customers that are confused, it's doctors too. Doctors haven't been trained in supplements but patients ask them about them all the time."
Only four or five products would be sold by the brand, Professor Holt said, as these were the only ones the board would endorse as proven to work. The others would be released at a later date, yet to be determined.
The first product has been launched this week, a probiotic for patients to take daily while on a course of antibiotics.
All stomachs have naturally occurring bacteria in them. When a person takes antibiotics, both harmful and beneficial bacteria are killed. This can cause side effects, most commonly diarrhoea.
Probiotics aim to counter this by reintroducing beneficial bacteria to the body.
Professor Holt said the probiotics would cost $15 for a two-week course.
"We're non-profit so we can make it much cheaper. If we make any surplus, the board will decide which charity we donate it to."
Papamoa registered naturopath Jaine Kirtley of Entire Katoa said there were plenty of natural supplements worldwide that doctors could trust to recommend to their patients, including her own range, Food State, which had 30 years of research to back it up.
"Doctors aren't trained in natural therapies. People should go to doctors for things like tests, emergencies and operations but use natural supplements and herbal medicine in their healing, it's not always one or the other."
Ms Kirtley said she would doubt whether a company making a profit or not would influence how doctors would recommend products to their patients.
"If they're worried about profits, the profits pharmaceutical companies make are incredible. Doctors are aware of that and still prescribe those medicines."
Mount Medical Centre general practitioner Tony Farrell said he had been given an information booklet from Professor Holt about the product.
"One of the strengths of Shaun's promotion is that he used evidence which I hope will be well received by the general practitioner population."
The range can be found in pharmacies in Tauranga.