Meet the Scandinavian company bringing a new health craze to the UK
Business Leader recently sat down with the founder and chairman of Norvia Nutrition, Dr Lars Høie MD PhD to talk about how his plant-based protein brand is looking to shake-up the UK health product market.
Can you give our readers an overview of Norvia Nutrition?
Norvia Nutrition presents a holistic approach to healthy living with its nutritionally complete plant-based protein powders providing options for both supplement and meal replacement needs. Norvia currently offers two types of shakes in either Ice Vanilla and Arctic Chocolate: the VLCD weight loss shake for highly effective and maintainable weight loss and the Active Performance shake to increase muscle mass and athletic ability, both of which harness the benefits of naturally extracted soy protein. Norvia is suitable for vegetarians and free from gluten and dairy, packaged in convenient on-the-go pouches to preserve the potency of the ingredients.
Can you tell me about your history in the nutrition sector and what led you to create the business?
In the 1980s, I was the co-founder and MD behind two medical centers in Oslo, one focusing on prevention and the other on cardiovascular diseases. I developed Very Low Calorie Diets (VLCDs) in Norway which were launched in 1989 for Norway and Sweden and became the biggest nutrition success ever, holding a 60% market share year after year. Since the 1980s I have been part of and carried out more than 30 clinical studies related to VLCDs and the health benefits such diets have. In 2011, I sold the previous brand to a Norwegian conglomerate and started to set up Norvia Nutrition, developing the products to be 100% natural plant based, non GMO, dairy free, gluten free, vegetarian and with no artificial sweeteners. A premium brand with premium quality.
The inspiration behind Norvia was to develop new natural and plant-based products to treat lifestyle disorders. There is a huge unmet medical need to prevent such diseases, which substantially burden health care budgets and leads to much suffering for those affected.
Can you tell me about your innovative products?
30 years in the making is based upon me launching the first formulations of a very low calorie diet in 1989, but now making the formulation 100% natural plant based etc. A better, premium lifestyle product with its formula based on 30 years of research into lifestyle disorders and the health benefits these products offer.
Norvia Nutrition’s products are food supplements, developed mainly for treating overweight and obesity based on combinations of high-quality proteins, fibers, phospholipids and other bioactive ingredients from the soybean, which have proven to significantly reduce risk factors for cardiovascular diseases. For example, Norvia’s VLCD (Very Low Calorie Diet) provides effective weight loss for people who want to lose weight, for those who are overweight and for those with obesity (with lifestyle diseases such as type-2 diabetes, increased cholesterol levels and increased blood pressure conditions which are all documented to improve substantially when on a VLCD).
What sets you apart from the competition?
Norvia Nutrition’s products are developed by a medical doctor and are backed by science, which is truly unique within the nutrition/nutraceutical industry.
The formula is made with naturally extracted soy protein and is 100% plant-based without compromising in any area, making it a superior product of exceptional quality. With a Scandinavian heritage, Norvia Nutrition presents a holistic approach to health and wellbeing and promotes safe and effective weight loss and maintenance through nutritionally-complete diets, exercise and mindfulness.
What made you make a move into the UK market? Especially considering the turmoil the country is in at the moment?
Norvia Nutrition is an Irish listed company. The nutrition market in the UK is very competitive that is for sure, however at the same time, is one of the most interesting markets. Norvia is currently available for online orders but Norvia Nutrition plans to enter retail in the UK and is currently looking for business partners.
Can you tell me about what countries you operate in?
Norvia Nutrition is since October 2018 sold online on www.norvia.com for Europe, however the company has just recently opened up for Global ordering.
Norvia Nutrition is currently in discussions with B2B partners related to European distribution as well as the Middle East and the USA.
What are the future plans for the company?
Norvia Nutrition’s long term vision is to gradually launch its products into all regions of the world, both on pharmacy distribution and other sales channels. These all natural, science backed, world class product formulations will give people a healthier, happier and fitter life. Several product line extensions are also planned during 2019/2020.