Please introduce yourselves: What does your start-up do?

In the modern “always on” digital world, people are looking for ways to optimise their energy levels and performance. Unfortunately, many of the solutions out there only contribute to burnout and stress! We want to provide our customers with a healthy and highly effective means of optimising their lives and well-being.

Our products are therefore all about purity, power and on-the-go convenience. We create only the purest and most powerful blends of herbal extracts. NOURI shots are 100% natural, vegan, free of sugar and designed to deliver a steady and sustainable source of energy.

How did you come up with an idea and concept? What inspired and motivated you to create this product?

As a nutrition scientist, I was asked to give a series of workshops at different music festivals on the topic of plant-based nutrition. I decided to talk about the power of herbs and created herbal extracts which I incorporated into smoothies & cocktails. The feedback on these drinks was incredible because people really felt the energizing and mood enhancing effects of the herbs. They were amazed that they could experience this kind of effect from plants alone!

Soon afterwards, I met Danielle (also a lover of herbs) through a mutual friend. She was working at Unilever as an innovation manager at the time and was instantly hooked by the idea. She left her job, moved from London to Berlin, and together we started NOURI.




What is unique about your business idea and operating model?

We are on a mission to build the first go-to lifestyle brand to disrupt the dusty $60bn herbal health market. The sector has seen very little innovation in the last few decades and we are breathing fresh life into the category. Pills & powders are so yesterday! We have deliberately launched with the liquid format because we know this is the most efficient & bioavailable format for delivering the full functional benefit of our ingredients.

What were the most significant difficulties you had to overcome while building your start-up?

Creating a new product category is not an easy feat! It requires a lot of market education. This means, we constantly have to explain the benefits of our products. This is something we are tackling through clever marketing strategies and building a strong digital community.




Where do you see yourselves and your company in 5 years?

In 5 years time, NOURI will have brought herbalism into the digital age. We will have a holistic portfolio of products and digital services which will enable our consumers to experience the benefits of herbal health at every touchpoint of their lives!

What are your expectations from the NX-FOOD Start-up Shelf programme?

We are very grateful and excited to be a part of the Eurowings NX-FOOD Start-up Programme! For a small start-up, gaining exposure to over two million passengers per month is an incredible opportunity. In a best-case scenario, Eurowings will continue to list us after the initial test phase.




What are your main milestones and achievements?

Eight months into business, we have already sold over 40 000 bottles. Our BOOST shot is in fact so popular that we recently sold out and had to produce more in order to satisfy the market demand! We are ready to launch our second market, the UK, before the end of the year and are proud of the great traction we have had so far in Germany.



Lia Marlen Schmökel, Co-Founder
Danielle Sheridan, Co-Founder
Andrew Vickers, Operations Manager


NOURI Founders