Ma Nutra®: a young and committed brand When because of personal reasons, Lise Haincaud, holder of a PhD in pharmacy with a passion for micronutrition and herbal medicine, leaves her job in Brittany to go live in Bordeaux, she seizes the opportunity to create her own brand of food supplements. Ma Nutra® is a highly demanding, eco-friendly brand that promotes effectiveness and has taken a vegan approach. Actif’s Mag: What is the story behind Ma Nutra®? all the way, even the ink of the packaging must be of vege- Lise Haincaud: After a few years spent in the food sup- table origin! Moreover, scientifically objectified ingredients plements sector, particularly with a contract manufactu- must ideally be so without having been tested on animals! rer (MGD Nature), I decided to present my own solutions. Finally, all the ingredients must meet the requirements of I made the most of the lockdown and the health crisis to a global approach to sustainable development. I want to reflect on my project and last March I launched two pro- offer as “clean” as possible made in France formulations ducts and the Ma Nutra website. Today the range that helps with a low ecological impact by substituting carcinogenic you stay fit contains two products in the form of water-so- excipients and flavours with plant extracts, such as organic luble sticks, multivitamins, vitamins and minerals, but also acacia fibre. a free-caffeine booster in the form of chewable tablets. Regarding this latter, it is out of my personal expe- Actif’s Mag: What is your strategy to make rience, my intolerance to caffeine on the one yourself known? hand and the difficulty to swallow tablets on Lise Haincaud: Currently the Ma Nutra® the other hand that the product was born. website provides the product information Its main active ingredient is EnXtra® from consumers need. When several products Becarre Natural. will (hopefully) be available on it, it mi- ght become an e-commerce website. A Actif’s Mag: What is it that drives Ma crowdfunding campaign on Ulule was Nutra®? launched last April. 190 bottles were sold Lise Haincaud: Effectiveness, above all. in six weeks! The next step is to go meet At least one ingredient in each formulation the pharmacies, and this will happen as of has been clinically tested, this is a prerequisite. this autumn. To do that, we will have sales re- The products have multiple targets and a scienti- presentatives across the entire French territory. fic reasoning must be provided for each of them. This can Communication on the social media such as Instagram, also pass through health claims. As for the sourcing of in- Facebook and Linkedin will be supported by a Community gredients, preference is given to vegan and organic certi- Manager. fied ingredients. Unfortunately, this is not possible with all the active ingredients, in particular, vitamins. And, to go Actif’s Mag: Your Ma Nutra® brand has made quite some waves in the nutraceuticals sector. Have you registered it? Lise Haincaud, holder of a PhD Lise Haincaud: Yes, I have. Against all odds, the trade- mark was seamlessly registered in France with the French in pharmacy, got specialised by National Institute of Industrial Property. And yes, it’s true obtaining two Master’s Degrees that ever since, this “nutra” term has been increasingly on the use of vine polyphenols in used. A communication tool that should not be neglected! • nutrition and innovative health products. Comments collected by Elisa Duclos sdnarB — seuqraM- 82 -