NuHpro’s Swee-thy brand was developed to be the first 100% natural and polyol-free brand of products designed specifically for sports and healthy nutrition.

“All products are designed to deal with increased cases of IBS [irritable bowel syndrome] and other gastrointestinal problems,” explained CEO and founder Claudia Guidi. “These health issues often limit the choice of products available on the market, as almost none are suitable for consumers with combinations of intolerances.”

High-performance formulations that address gut health

NuHpro wanted to be the first to offer high-performance, high-protein formulations that directly address this specific consumer need.

“The most complicated part here was undoubtedly finding probiotics suitable for integrating into these types of products,” said Guidi. “We carried out research for about a year, followed by various tests. NuHpro was consequently born in 2023.”

The end result is the brand’s Pro+Pro line, which is marketed as being lactose-free, polyol-free, suitable for diabetics, and containing a heat-resistant probiotic.

“We have studies that show how these products can improve the absorption of amino acids from milk proteins, reduce muscle damage caused by exercise and increase recovery, strengthen the immune system, and improve digestive health,” said Guidi. “All our products are highly digestible thanks also to the absence of lactose, and are without added sugars, artificial flavours, or sweeteners.”

The probiotic used is a spore-forming agent specifically designed to help normal gastrointestinal functions, nourish the microbiota, and ensure its correct functioning.

“The purpose of all our product lines is exactly this: to offer clean-label, natural products suitable for a large number of people suffering from IBS and other conditions,” said Guidi.

Successful market testing with consumers

NuHpro currently works with B2B clients in the pharmaceutical and sports brand sectors, and targets active consumers involved in sports in the B2C area.

“We carried out two years of market testing with a B2C firm, through which we trialled our products and obtained feedback from customers,” said Guidi.

Market testing revealed that most people purchasing the products were looking for quality, followed by people looking for products that address specific conditions effectively.

“We are extremely proud to say that the feedback we received was hugely positive, not only on texture and flavour but above all, on the benefits and functionality of the products,” added Guidi.

Moving forward, the company plans to expand its B2B operations across Europe, Asia, and America, and is actively looking for partners.

“We are also currently working on other hugely interesting projects,” said Guidi. “These include our Junior line, which includes 100% natural food products for the treatment and prevention of diabetes and obesity.”

These products are designed to be suitable for ages three years and up, and include an innovative prebiotic extracted from beetroot. This is claimed to help reduce the postprandial glycaemic index of products rich in simple sugars. The company is also working on creating 100% organic and plant- based products, in collaboration with an innovative Italian carob production startup.

Networking achieved and knowledge gained

NuHpro believes that its strong focus on research and market testing will enable it to have a positive  impact on shaping healthy nutrition into the future. In order to be successful in achieving this, the company wants to continue raising its profile.

“Being a finalist [in the] Most Innovative Finished Nutraceutical Product category in this year’s Vitafoods Europe Startup Innovation Challenge was an honour that we honestly didn't expect,” said Guidi. “This was a very important result for us, and made us feel that what we are working on is valuable.

“This was our first visit to Vitafoods, and the amount of networking we achieved and knowledge we came into contact with was amazing. It was lovely to have such enthusiastic feedback, not only from customers but also from judges and potential investors.”