Military vet fills vegan gap with new plant-based supplement
After becoming a mother, Mora turned to veganism. However, the diet left her deficient in certain nutrients, especially iron.
To fill those nutrition gaps, Mora and her partner, Alexander Hovik, a former sponsored athlete who is also plant-based, developed VictuaLiv.
“I wanted a multivitamin made specifically for my plant-based lifestyle, while also helping others make a successful and healthy transition,” explained Mora, who added that VictuaLiv translates to "life and food."
Less is more
Keeping it simple, VictuaLiv is a formula made up of vitamins D, K2, B12, iron, iodine, magnesium, zinc, cranberry seed oil and DHA.
“Our focus of only including 9 ingredients just makes sense,” said Mora. “The common multivitamin has a never-ending, long list of ingredients, and some ingredients end up canceling each other out.”
With all plant-based ingredients from cruelty-free suppliers, Mora said VictuaLiv’s vegan certification is in the works. She added that she also takes strict measures to assure the ingredients are of the verifiable quantity on the label.
From jets to vitamins
Mora told NutraIngredients-USA she was in the Air Force for four years, working as a logistician. Stationed in South Carolina, Mora worked alongside jet engine mechanics.
A career highlight was when Mora was promoted to staff sergeant at the age of 21. When asked if she’s had any similar moments in her current career in health and wellness, Mora said it was seeing her product in person.
“Holding the bottle of VictuaLiv and seeing the 2+ years of work in my hands was definitely a proud moment for me,” said Mora.
VictuaLiv is currently sold online, with Mora and her team working on partnerships with brick and mortar retailers who specialize in vegan products.
Growth opportunities
According to Future Market Insights, the global vegan supplements market will grow at 10.9% CAGR between 2020 and 2028, and the market is expected to be valued at over $17 billion. The market for vegan supplements has skyrocketed since the onset of the pandemic, in part because they are considered safer and healthier, as well as increasing ethical concerns over the use of animal ingredients.
