• Food we eat has multiple types of peptides, which have multiple benefits, however, they are destroyed by our digestive system. Because of their low bioavailability, we have not been able to reap their benefits (1:10)
  • Nuritas is a company focusing on using AI technology to find and extract these peptides from the food we eat. Dr Nora Khaldi is the brilliant woman behind Nuritas (1:35)
  • James highlights the varied education background and experience of Dr Nora as a masters in mathematics and as a scientist, with a PhD in molecular evolution and bio informatics. (3:10)
  • Dr Nora states that she was always attracted to life sciences in general and she chose mathematics initially because she found it easy but as she was interested in Health and Life sciences, so she explored an area where both come together, called bio-informatics, which uses computational tools and mathematics to trying to explain the nature and biology. (3:30)
  • She worked a lot in bioinformatics in PHD, trying to understand how molecules have evolved over hundreds of millions of years, how they came to be and their different species and their evolution. (4:40)
  • James highlights that Nuritas has essentially a massive database of compounds and how they affect the human body. Also it has a database of foods like fruits and vegetables that also include these compounds. Nuritas is using AI to explore these compounds, in particular the peptides, and turning them into supplements for nutrition and longevity. (5:30)
  • Dr Nora explains that there is a huge aging population that’s growing significantly and on the other hand the way consumers perceive food and health and wellbeing and nutrition has significantly changed. Additionally, a lot of research is supporting the realizations that the consumers have significantly changed in the way they perceive consumes products in general including beverages, food supplements, and skin care. (6:10)
  • Additionally, global epidemics such as diabetes, stroke, pressure, cardiovascular issues are increasing and hence, food is becoming an issue. However, it should be other way round and food should be the solution to a lot of these problems. (7:00)
  • Dr Nora further states that though we have augmented our lifespan, but we have not increased our health span and hence we’re actually living longer and being sick for longer and the health system is broken, which can’t be sustained. (7:15)
  • Dr Nora gives a statistics that to tackle diabetes in India, and pay for Metformin, the country would use its entire health care funding. Hence, there is a need to to prevent diseases and augment our health, through daily diet and supplements, rather than drugs. (7:50)
  • Dr Nora highlights, that there not many present solutions to prevent diseases and hence, Nuritas creates scientifically proven product lines that can actually improve human health and actually manage the health span so that people can stay healthier for longer. (9:10)
  • It brings pharma like science to the area of nutrition, which is a challenges, as the supplement industry is traditionally designed for taste, and price. Hence, there is a need to create healthier products, that not only taste good but have health benefits such as improved metabolism or improved muscle regeneration, improved gut microbiome, improved immune system etc. (9:40)
  • Dr Nora highlights that Nuritas is capable of making the nutrients available in food, which are otherwise lost, because they are not bioavailable. Nuritas discovers these ingredients, specifically in plants, using machine learning and artificial intelligence, and makes them available to humans, and so that we can get the full health benefit that we are otherwise missing. (10:40)
  • Dr Nora outlines that most of the ingredients that we are currently using, in face cream or foods or beverages, like the vitamins, minerals, omegas etc. have been discovered 30-100 years ago and there haven’t been recent discoveries as it’s a time consuming and expensive process. Nuritas is accelerating this cycle of discovery, identifying and deciphering what’s in nature, identifying their real true health potentials and bringing the nutrients to market. (12:00)
  • Nuritas identifies specific ingredients, which companies can use in their formulations and products, have a good taste, are cost effective, are sustainable, scientifically proven for measurable effect, sustains baking and processing, addresses clear consumer trends and demands. (14:00)
  • These factors led to the conclusion that the required ingredient should be a plant peptide. Peptides are short proteins that carry very specific health benefits that proteins don’t. They can modulate certain pathways that help in sleeping better, reduce stress, slower age growth and help in the communication in the body. (15:40)
  • Dr Nora underlines that most of the current scientists have been focused on hormones, which are less stable and die quickly. However, there is a bigger space of peptides, which are currently untapped. Nuritas uses machine learning and artificial intelligence, to identify the right peptides, which are efficacious, stable and available. (17:30)
  • Peptides are the major signaling molecules in the body, they assist in cell and microbiome interactions. Nuritas is targeting different types of peptides, which are embedded within the protein, which provide various benefits, and are otherwise not realized and expressed, after eating proteins. (20:00)
  • Nuritas is creating ingredients, that can be incorporated into multiple different areas such as functional foods, medical foods, dietary supplements, personal care etc. Nuritas is focused on prevention and not treatment and hence has not taken the drug route. This has enabled Nuritas to target the untapped huge market. Nuritas is focusing on ingredients, which are already available and natural. (22:00)
  • Dr Nora outlines that aging is a complex process and affects multiple targets in the body and hence cannot be reversed. Dr Nora further gives the example of the muscle area, which is a very big area and a major organ in the body. As we age, muscle degrades and its capability to metabolize as well as producing energy decreases. The cells become older as well and the metabolization decreases. To make the cell age last and to shift them from the state of aging to healthier younger state, Nuritas has identified and unlocked naturally, 3 different peptides from Fava Beans, that target inflammation, muscle synthesis and reducing muscle degradation respectively. Nuritas is partnering with B2B companies to supply the ingredients to their products targeting people in multiple age groups. (26:00)
  • Nuritas invents ingredients and sells it to B2B companies, however, with some commercial products, they have targeted direct consumers as well, but the core is B2B. Nuritas focuses on inventing ingredients, developing them, understanding them, scaling and producing them and then partner with large to medium companies. Nuritas came out with a product called Pepti-Youth, which is focused on aging, another product on promoting muscle health and another product focused on skin care and skin wrinkles, and the product has shown phenomenal results. Nuritas has another product, that is focused on pre diabetes and has shown clinical benefits in preventing people with high sugar levels to turn into diabetics. (28:30)
  • Dr Nora informs that a lot of product launches would be towards the end of this year and the beginning of next year and those would be updated on the website and highlighted in the newsletter. In the food segment, Pepti-Strong would be the first one to hit the market, followed by Pepti-Force, which is a diabetes product. Another product is an anti-inflamattory, with incredible results. As we age, the inflammation increases, which has long term consequences on strength. The product has shown reduction in inflammation and strength augmentation in trials. (32:00)
  • The company also launched Elio store products for direct consumers to understand consumers and how to position and communicate with consumers. (33:10)
  • Dr Nora explains, that, though, most of the people notice aging, when the external skin begins to show signs of aging, however, signs of internal aging start much earlier than external. Nuritas is inventing products, keeping the measurability in mind, using upcoming and existing technology based measurable tools such as wearables, DNA testing, microbiome testing etc. Measurability will separate noise from science and allow individuals to measure aging and things they can do before. (35:00)
  • Dr Nora explains that Nuritas starts with consumer needs such as sleep, health, inflammation etc., to identify ingredients. This need is then translated into a biological question and then Nuritas utilizes a technology, called Amplify, that uses data consolidated over past 5 and a half years and takes the biological questions and suggests as to what peptides in a plant or any source could modulate those biological areas. Basis the suggestions, the system tries to find the peptides through proteins in the nature and once it identifies, it outlines the process as to how to unlock it from the food source. Once that is identified, Nuritas creates a sample. (38:00)
  • Dr Nora outlines the goal of Nuritas and says that they want to impact lives of billions of people and want to be in every home by 2030, extending human health and empowering humans to stay healthier for longer. Nuritas wants to help the individuals around the world and allow them to do what they were doing when they were a lot younger. (41:30)
  • Dr Nora discloses that they are working with a lot of companies including Nestle, Mars etc. and co-developing ingredients with them, as well as developing fully owned ingredients. Nuritas has also developed significant partnerships and intends to reach every home by 2030’s through partners as doing that alone might require a massive sales team. (42:50)
  • Dr Nora also informs that they would be closing the last funding round this year to scale some of the areas. The company is currently focused on getting the ingredients to as many companies as possible and moving some of the earlier ingredients in trials. (44:30)
  • Dr Nora recommends to subscribe to the company’s newsletter to get regular updates and to visit eliolife.com. In case someone wants to contact, they can write at info@nuritas.com. (45:25)
  • Parting thoughts (48:00)