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How one startup’s focus on women’s experiences is driving change in active nutritionHow one startup’s focus on women’s experiences is driving change in active nutrition

When Dr Linda Alvarez and Stephanie Schrauth investigated the needs of athletes for an executive MBA programme, they quickly discovered that the women they spoke to were not getting the nutrition they needed.

Rik Moors, Content Editor

January 31, 2025

6 Min Read
How one startup’s focus on women’s experiences is driving change in active nutrition
© iStock/Zorica Nastasic

“So many women blamed their own bodies when sports nutrition products didn’t work for them,” Alvarez told Vitafoods Insights. “But when we looked at the data, we realised that the issue wasn’t them – it was that the products weren’t designed for their needs.”

In fact, fewer than 2.5% of sports nutrition products explicitly target women. And those that do often focus on weight loss or beauty, with products centred on “hair, skin, and nails” – instead of addressing functional goals like energy, endurance, and mental wellbeing.

And according to Alvarez, this is just one aspect of the male-centric focus of the active nutrition market.

“Women aren’t one-size-fits-all,” she said. “As we change through our life cycle stages, our goals change too. And yet, so much of the industry ignores this.”

Looking to make a change, Alvarez and Schrauth founded Levelle Nutrition in 2021, starting with a range of energy gels formulated for women’s endurance.

Breaking assumptions about female athletes

As a scientist, Alvarez was eager to look beyond baseless assumptions by listening directly to women’s experiences.

Leading up to the development of its first products, the company interviewed both male and female marathoners, testing hypotheses to identify what Alvarez described as “pants-on-fire problems” – issues that urgently needed solutions.

One of the most shocking findings was that many women reported that existing sports nutrition products made them sick during activity. Alvarez shared stories of female athletes who experienced severe gastrointestinal distress during long-distance events, often blaming their own bodies instead of recognising that the products were not compatible with their hormonal or metabolic changes.

“When we dug into the data and spoke to more women, we saw how common these issues were,” Alvarez said.

A science-driven approach formed the foundation for the development of the company’s clean-label energy gels, which range in terms of their carbohydrate load and the types of sugars and carbohydrates they contain.

By opting for gels instead of supplements, using whole fruits and vegetables, and prioritising taste, Levelle developed a product that was not just attractive to athletes as a workout fuel.

“Our athletes not only use them when they’re being physically active, but they’ve told us they put [them] on toast, yoghurt, and even ice cream,” said Alvarez. “[That] is the biggest compliment that we could get.”

Levelle is expanding its range of energy gel flavours and is looking to expand into different macronutrient compositions.

In 2025, the company is also launching two new product ranges focused on the menstrual cycle and women’s life cycles.

How the menstrual cycle changes nutritional needs

In the first quarter of 2025, Levelle will launch a plant-based protein powder tailored to the menstrual cycle.

Designed to support hormonal fluctuations across the average 28-day cycle, the product is split into two formulations.

The first, for the follicular phase (days 1–14, starting with menstruation), is focused on low- and moderate-glycaemic complex carbohydrates, moderate protein, and iron. The second, for the luteal phase (days 15–28, post-ovulation), emphasises protein while incorporating magnesium, zinc, and iron to support energy levels and wellbeing.

“Women's menstrual cycles can range from anywhere from 21 days up to 35-plus days, with an average of 28 days, which is how we decided on two sets of 14 days. However, we are selling the products as individuals as well as in sets, so that way based on where you are within your cycle, you can end up kind of having more of one versus the other,” said Alvarez.

The powder also contains effera, a plant-based human lactoferrin analogue developed by Helaina, a US-based ingredient company. Lactoferrin supports iron absorption, immune function, and microbiome health, making it particularly valuable for menstruating women, who often struggle to maintain iron levels.

“For us to be able to use a plant-based version of lactoferrin is really exciting,” Alvarez said. “Iron is such a big issue for so many women, and the research shows how lactoferrin can help with absorption and utilisation within the body. It’s a perfect fit for what we’re trying to do.”

Future life cycle products, meanwhile, seek to address the fluctuating nutritional needs throughout the different phases of women’s lives, including perimenopause and menopause.

Transparency, taste, and a clean label

A key principle for Levelle is ingredient transparency. Alvarez found that women are often sceptical of supplements, particularly when formulations include blends or artificial additives that feel unfamiliar.

“We wanted to pare down our ingredients to a point where anyone could recognise what’s going into their body,” she said.

The company uses whole-food ingredients such as freeze-dried strawberries, mangoes, and dates. This also helps to meet the expectations that come with Levelle’s taste-first philosophy.

But the commitment to clean-label formulations has come with some real challenges.

“Freeze-dried organic strawberries right now are around $48 per pound, whereas maltodextrin costs pennies on the dollar,” Alvarez said.

Seasonal supply fluctuations also add complexity, requiring careful planning to ensure consistent product availability.

Despite the challenges, Alvarez is firm in her belief that prioritising whole, recognisable ingredients is worth it. To that end, Levelle is still constantly on the lookout for other innovative ingredient companies that see the value in working with female athletes and active women.

Beyond sports: Redefining active nutrition

Levelle’s target audience extends well beyond elite athletes. While sports nutrition has historically focused on competitive performance, Alvarez takes a broader view of what it means to be active.

“We’ve interviewed women who qualified for the Olympics based on their times, and not a single one of them would assert that they’re an athlete,” she said. “And that's why we really try to take an approachable method of communication with our products and want to have all women acknowledge their athleticism.”

Alvarez shared her experience growing up in New York City, watching women navigating the subway with babies, groceries, and strollers in tow. “To me, that woman is still considered an athlete even though she would never consider herself an athlete,” she said.

This inclusive perspective has shaped Levelle’s product design and messaging, which aims to be approachable for all women – from weekend warriors and recreational runners to mothers and professionals juggling demanding schedules.

Opportunities and challenges in women’s active nutrition

While the market for women’s active nutrition is still nascent, Alvarez sees enormous opportunities for growth.

“Not only do we make up half the population, but as women age, we outlive men,” she said. “There are growing numbers of women going through different life stages who need better options, and it’s still a very underexplored area.”

Other under-researched areas include the impact of hormonal fluctuations through life cycle stages, the use of different contraceptives, and the changes caused by hormonal replacement therapy.

To fill these gaps, Alvarez emphasises the importance of collaboration. By working with ingredient innovators and drawing on existing research, startups can bring advanced functionality to their products while navigating the constraints of limited research budgets.

“It's such an exciting time... You have to be a little bit of a risk-taker, because the field isn't focused on women right now,” Alvarez said. “But if you're able to put those resources together, even just speaking to as many women as possible, it's so rewarding [in terms] of the information you're able to get.

“It’s not easy, but if you listen to women and invest in what they need, the rewards are worth it.”

About the Author

Rik Moors

Content Editor , Informa Markets

Rik Moors is a Content Editor for Fi Global Insights and Ingredients Network, writing about the latest trends and developments in food ingredients and nutrition. As a researcher and journalist, Rik has previously covered topics such as economic development and agriculture for various organisations in Africa and the Middle East.

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