NURA

What NURA does

NURA USA, LLC is a privately held B2B ingredient solutions provider founded in 2018 and headquartered in Irvine, California, with a secondary office in New Jersey. The company develops and distributes a proprietary portfolio of branded ingredient formulations to food, beverage, and dietary supplement brands, with no disclosed institutional backing and 11-50 employees under founder/President Lily Ruan.

Its core offering spans 14+ branded ingredients across five platforms: (1) proteins — CLEARTEIN® clear protein peptides (enzymatic hydrolysis + membrane filtration producing sub-500 Da peptides), BESTEIN® plant proteins, and YESTEIN® yeast protein from Saccharomyces cerevisiae precision fermentation; (2) sweeteners — SWEETZEN® (stevia/monk fruit + Brazzein) and MADBLEND® steviol glycoside blends; (3) collagen/mood — COLLAWISE® vegan Type III collagen via Pichia pastoris precision fermentation and CLEANMOOD® organic Griffonia-derived 5-HTP; (4) biotics — EF-2001 (FDA NDI-approved Enterococcus postbiotic), beLP1 kimchi-derived postbiotic, AKK Biotic Blend, and FiberEssence® prebiotic fiber; and (5) specialty/botanicals — Testolift™ (men's health, exclusive North American distribution with Padmalife Nutrition), BerbiQ™ bioavailable berberine, Shatavari, MUSHPOWER/AdaptGuard® mushroom extracts, and OkiOne™ Euglena. The portfolio is supported by clinical studies (e.g., Testolift™ +40% total testosterone at 300 mg/day; CLEANMOOD® mood/sleep at 150 mg/day; COLLAWISE® skin outcomes at 200-350 mg/day) and patented processes around recombinant collagen and probiotic preservation.

Revenue is generated through B2B ingredient distribution on a project-based, quote-negotiated pricing model, supplemented by consultative R&D and pilot-scale UHT processing services at the Irvine Innovation Center. Go-to-market combines an enterprise field sales motion targeting brand formulators and R&D teams, an inside-sales sample request funnel, trade-show participation, content marketing, and strategic co-marketing partnerships (e.g., New Flavours for beverage systems, Padmalife Nutrition for Testolift™). Customer segments include food/beverage/supplement brands (primary), plus use-case segments in healthy aging, men's health, women's health, weight management/GLP-1 support, and sports nutrition.

Name

NURA

Legal name

NURA USA, LLC

Website

https://nurausa.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

NURA is a privately held B2B ingredient solutions provider that develops and distributes proprietary branded ingredients — including clear protein peptides, vegan collagen, postbiotics, sweetener blends, and specialty botanicals — to food, beverage, and dietary supplement brands, supported by an Irvine, California Innovation Center with R&D and pilot-scale processing capabilities.

Ownership category

akta.pro rank

Product category

Specialty Food & Nutraceutical Ingredients

NAICS

Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ)

akta.pro secondary industries

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)

Keywords

• Dietary supplement ingredients
• Food and beverage ingredients
• Vegan protein ingredients
• Natural sweetener systems
• Nutraceutical ingredient distribution

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Branded Ingredient Distribution: NURA generates revenue through the distribution and sale of proprietary branded ingredient formulations to food, beverage, and supplement brands. The company develops and markets a portfolio of branded ingredients (CLEARTEIN®, BESTEIN®, SWEETZEN®, CLEANMOOD®, COLLAWISE®, YESTEIN®, MADBLEND®, MUSHPOWER/AdaptGuard®) which are sold to brand partners for use in finished product formulations. Revenue is derived from ingredient sales, with pricing quoted on a per-project basis for B2B customers.
2. R&D Services and Formulation Support: NURA provides R&D support to help brands develop products that meet quality and effectiveness standards. This includes formulation guidance, technical documentation, pilot-scale UHT processing validation, and commercialization support. While primarily positioned as a differentiator for ingredient sales, these services may also generate professional services revenue.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

NURA develops, markets, and distributes a portfolio of proprietary branded ingredient formulations — including vegan and clear proteins (BESTEIN®, CLEARTEIN®, YESTEIN®), natural sweetener systems (SWEETZEN®, MADBLEND®), vegan collagen (COLLAWISE®), botanical extracts (CLEANMOOD®, Shatavari, OkiOne™), postbiotics (EF-2001, beLP1, AKK Biotic Blend), and specialty complexes (Testolift™, BerbiQ™) — to food, beverage, and dietary supplement brands for use in finished consumer product formulations. The company pairs ingredient sales with consultative R&D and formulation support from concept through pilot-scale validation and commercialization.

Product overview

NURA is an ingredient solutions provider for the food, beverage, and supplement industries, offering a portfolio of proprietary branded ingredients. The core offering centers on innovative functional ingredients including: protein solutions (BESTEIN® vegan proteins, CLEARTEIN® clear protein peptides, YESTEIN® yeast protein), sweetener systems (SWEETZEN® Brazzein blends, MADBLEND® stevia blends), health ingredients (CLEANMOOD® organic 5-HTP, COLLAWISE® vegan collagen, MUSHPOWER® mushroom extracts, FiberEssence® prebiotic fiber), specialty ingredients (Testolift™ men's health complex, BerbiQ™ bioavailable berberine, postbiotics including EF-2001 and beLP1), and wellness botanicals (Shatavari, Euglena). These ingredients are backed by clinical studies and designed for applications across dietary supplements, functional foods, and beverages.

Differentiator

Problem solved

Functional benefit

Brands

• BESTEIN: Vegan protein line including rice and pea protein for various food and beverage applications.
• CLEARTEIN
• CLEANMOOD
• COLLAWISE
• MADBLEND
• FiberEssence
• SWEETZEN
• YESTEIN
• AdaptGuard

Products and services

• BESTEIN® Vegan Protein

Quantifiable outcome

• CLEANMOOD® at 150 mg/day (twice daily for 25 days) demonstrated significant improvements in mood states including sadness, anxiousness, stress, and overall sleep quality compared to placebo in young adults ages 18-40.
• +7 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Padmalife NutritioncoreChannel Partner/ Reseller/ Distributor · 1 May 2026NURA USA announced an exclusive North American distribution partnership with Padmalife Nutrition for Testolift™, a next-generation science-backed nutraceutical ingredient designed to support testosterone, performance, and male vitality. Testolift™ combines black ginger extract, fenugreek saponins, and zinc methionine enhanced with InSitu360™ technology. This partnership strengthens NURA's commitment to delivering clinically positioned, differentiated ingredients in the rapidly evolving men's health space, leveraging NURA's technical expertise and strong industry relationships across North America.
• New FlavourscoreStrategic or Co-development PartnerNURA USA and New Flavours formed a strategic partnership for beverage system development and innovation. NURA provides ingredient solutions (CLEARTEIN®, YESTEIN®, BESTEIN®, SWEETZEN®, MADBLEND®) while New Flavours provides customized beverage systems, flavor development, flavor masking, sensory optimization, and trend-driven flavor innovation. Together they help brands move from ingredient selection to finished beverage concepts with support spanning formulation, pilot-scale validation, and commercialization. NURA's Innovation Center in Irvine, California offers pilot-scale UHT processing capabilities for shelf-stable beverage development.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CP Kelco: CP Kelco is a specialty ingredient supplier focused on hydrocolloids, fermentation-derived ingredients, and pectin-based texturizing solutions for food and beverage. Comparable to NURA's fermentation-based ingredient platforms (YESTEIN, COLLAWISE) and serves similar B2B formulation customers.
• Ingredion Incorporated: Ingredion is a major ingredient solutions provider offering sweeteners, proteins, starches, and texturizers to food and beverage manufacturers. Comparable to NURA's sweetener and ingredient system positioning (SWEETZEN, MADBLEND) and serves the same B2B brand customer base.
• Glanbia Nutritionals: Glanbia Nutritionals is a global B2B ingredient solutions provider specializing in proteins, flavors, premixes, and functional ingredients for food, beverage, and supplement brands. Directly comparable to NURA's protein and prebiotic ingredient portfolio (CLEARTEIN, YESTEIN, BESTEIN, FiberEssence) with overlapping customer base and B2B distribution model.

Broad incumbents

• IFF (International Flavors & Fragrances): IFF's Health & Biosciences and Taste segments supply flavors, proteins, and functional ingredients to F&B and supplement brands globally. Comparable to NURA's flavor and ingredient positioning, particularly around sweetener systems and fermentation-derived ingredients, with much broader portfolio depth.
• Kerry Group: Kerry Group is a global taste and nutrition company supplying flavors, functional ingredients, and systems to food and beverage brands. Comparable to NURA's flavor masking, sweetener blends, and protein ingredient positioning (CLEARTEIN, MADBLEND, SWEETZEN), serving overlapping brand customers.
• ADM (Archer Daniels Midland): ADM is a global nutrition and ingredient giant with extensive capabilities in plant proteins, flavors, and specialty ingredients for food and beverage. Comparable to NURA's overall ingredient distribution model and customer base, but with vastly greater scale, global footprint, and R&D resources.
• Cargill: Cargill is one of the largest global ingredient suppliers with broad portfolios across proteins, sweeteners, and health ingredients for food and beverage manufacturers. Comparable B2B ingredient distribution model and customer overlap, but with substantially greater scale, manufacturing footprint, and capital resources.

Emerging players

• Perfect Day: Perfect Day uses precision fermentation to produce animal-free whey and casein proteins for food, beverage, and supplement brands. Highly comparable to NURA's precision fermentation positioning (COLLAWISE vegan collagen, YESTEIN yeast protein) in terms of technology and target market.
• Geltor: Geltor produces animal-free, fermentation-derived proteins including vegan collagen and elastin for beauty-from-within and nutrition brands. Direct overlap with NURA's COLLAWISE vegan Type III collagen platform in technology, target customers, and use cases.
• Amyris: Amyris developed fermentation-derived ingredients for nutrition, beauty, and F&B applications, including sweeteners and specialty compounds. Comparable to NURA's fermentation-based ingredient strategy and target B2B customers, though now operating in a narrower scope after restructuring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_nurausa
• Facebookfacebook.com/nurausa
• LinkedInlinkedin.com/company/nura-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NURA