Nutracelle is an innovative company focussed on creating high-quality protein nutritional supplements for the health and wellness market in North America. The product was launched in 2016, and gross sales have reached over $1.5 million.
“I have struggled with my weight for most of my adult life,” says Melanie Wildman. “I learned how important nutrition is for losing and maintaining weight loss. We also have two children with severe nut allergies. We could not find a protein supplement that was nut-free and gluten- free, had natural ingredients without chemicals and fillers, and was made in Canada.”
It took Melanie three years to develop a gluten-free and nut-free product that included prebiotic fibre to meet the nutritional needs of people who were trying to lose weight or maintain their weight loss.
As a new PEI BioAlliance Emergence client, Nutracelle is working with BIO|FOOD|TECH and Canada’s Smartest Kitchen to develop additional natural and healthy products, including protein bars, smoothies, and baking mixes that will also be made on PEI.
About the staff
There are seven staff members, including Accounting, Head of Customer Service, Creative Director/Marketing, Executive Assistant/Customer Service, and Chief Financial Officer.
“As we grow, this year we will need to fill IT and customer service positions,” says Melanie.
Know your customer
“Any start-up needs to target people who are the best fit for their product. Our customers are women between 25 and 55, and are primarily Moms with higher education and above-average incomes.
“When people don’t have time to cook, they often resort to convenience foods that are highly processed, high in sugar, and have additives that aren’t healthy. Women want natural products for themselves and their families, and the demand for natural foods across North America is increasing at double the rate that we are able to supply.
“Our customers want to feel full, they want to burn more fat, and they want us to make it easy and delicious. Our solution is Nutracelle, a protein supplement that makes you feel full for hours, and can be used in all food to add fibre and extra protein.
“We have spent no money on advertising. Instead, we focus on providing outstanding customer support and education so our customers do all the marketing for us through word of mouth referrals. We respond and engage with our customers through social media, so it’s personal and immediate. For Nutracelle, it’s all about building a community.
“Our customers in the US and in western Canada view products made on PEI as being safer than anywhere else. That is a huge competitive advantage for us.”
Products available online at www.nutracelle.com.