2 billion people suffer from iron deficiency
The ironic story about Ironic.
My name is Dr Nélida Leiva Eriksson and I learned the hard way that I was one of countless women suffering from iron deficiency. After neglecting my own health I found myself in desperate need of what I was dedicating my life to research on – blood. Oh, the irony.
However, the iron pills available today were a major disappointment. Not only did they upset my gut, but the body isn't able to absorb the majority of the iron anyway. Something had to be done.
I built a team to help me accomplish my goal. Each team member complements me with specific skill sets.
That's why I founded Ironic - to empower women and put an end to the tiredness and fatigue caused by iron deficiency. I refuse to believe that being a woman should mean constantly feeling drained. I am determined to provide a solution that truly works.
Nelida Leiva Eriksson, Founder
Ironic's team members come from many different corners and professional backgrounds. They all have extensive experience in their respective fields and the
combination of their knowledge and experience is leading IRONIC on a path of leadership in nutrition and innovation.
Nélida, a biotechnology scientist at Lund University who has been studying iron
proteins for more than 15 years, as well as developing genetic engineering and
fermentation techniques to scale-up production processes in vitro. She is at the forefront of the latest technology when it comes to developing innovative and sustainable food technologies.
Hans, an innovation pioneer with more than 30 years of experience in the food ingredients and dietary supplement sectors, specialised in probiotic and gut health technologies. He is specialised in bringing R&D technologies into innovative products, project management and innovation strategy development.
Eskil is a Lund University advisor with long experience in new business development and innovation.
Iron like in meat, but vegan
Ironic has a portfolio of patented compounds with iron absorption rates comparable to the iron in meat. However, and this is the good part, even if iron levels are similar to meat, no animals are involved in the production process.
These compounds are not magic, they are simply the result of many years of robust research. The compounds are tasteless, and will be utilized in both pill and drop forms. Some may prefer a simple pill, and some may want to mix it in the food they make.
We are also working with different food suppliers to add Ironic iron directly into food products. In addition, the compounds are stable at room temperature. This means that they can be stored for a long time without going bad.
Good for our health and our planet
Our product will not only improve the health of millions of people who suffer from iron deficiency but also will contribute to equality between women and men. It will offer better opportunities of intellectual development to children. This is a product that in addition to improving the health of consumers will allow to close the current economic and performance gaps between women and men.
The climate crisis is also a food crisis. The human population as a whole will be forced to eat less meat. And then, of course, many people are already now seeking a vegetarian or vegan lifestyle. But meat is an important source of iron, a diet without meat often has to be complemented with iron supplements, and here Ironic iron has another important role to fill.
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