Please introduce yourself – What does your start-up do and what is special about your business idea?


We are Lena and Stefan, the founders of nuraia. We offer a range of hot beverage powders that cater to health conscious individuals.

We believe the growing appetite for healthy nutrition is not just a trend but a long term transformation in the public’s psyche. With coconut powder as the base ingredient of our powder-mixtures, we manage to overcome a variety of common problems associated with beverage powders.

The composition of the powders enables us to offer an organic, vegan and predominantly sugar free/sugar-reduced mixture, which we enrich with beneficial plant-based supplements. We make sure that all of our products are delicious. 

How did you come up with the concept?

We saw a gap in the market for healthy but tasty drinks with a low sugar content, so decided to make it ourselves.

A strong motivating factor was our 12 month old son for whom,  we wanted to give a sugar free alternative without artificial ingredients to, unlike the chocolate powders already existing.

In the search for natural alternatives, we found a fantastic coconut powder, which is the base of all of our drinks. We recognized the opportunity to create something special out of this delicious, creamy and healthy product. There were already some recipes containing coconut powder available in supermarkets and on the internet, but they failed to meet our expectations. Despite this, we were aware of the health benefits, of  turmeric and matcha lattes for example. Today we are proud of not only having realized new and better interpretations of these traditional and popular recipes but also having created some of our own recipes.

What were the biggest challenges you had to overcome on your start-up journey?

Like every business founder we face the financial problems and doubts that surround the success of our efforts along the way.

This endeavour has become a passion of ours, however we do understand that our product also needs to be economically viable. We are very thankful for the initial and positive feedback we received about the marketability of our idea.

Receiving the foodstartup award 2017 indicated the potential of our products and provided us with further confidence.

And where is it going – where do you see the start-up in 5 years?

We want our business to grow both sustainably and steadily. Ideally, our office would move from our home to a more professional environment. We wish to establish a nondiscriminatory workplace that fosters an entrepreneurial and innovative mindset.

In the next five years we want our products to be available in food retail stores all over Germany, and even in other European countries.  Our goal is to be centrally listed by the most important retailers.

We believe that nuraia has the potential to be one of the leading brands on the German market that supplies healthy and delicious food.

What are your expectations from the NX-FOOD program?

We need and appreciate feedback on how to improve our products. The NX-FOOD program is one of the most direct ways for us to learn about our customers’ opinion. It may help us to determine aspects of the product that we can improve and help us find solutions of what might work best.

Of course, the biggest hope is to finally obtain a central permanent listing. We are also looking to better our market visibility. Last but not least, the program allows us to familiarize ourselves with the process of partnering with a leading retailer, which is invaluable.

Lena Landefeld & Stefan Strixner – Founder of Nuraia