NŪRA
Our ingredients
Most drinks sold as “wellness” rely on sugar. We built NŪRA the other way round: first the ingredient list we wanted to drink every day, then the taste. Here is that list, what is known about each ingredient — and what is not yet known.
Where it started: 4 p.m., the wall
It started with a habit we all had: a coffee at 8, a second at 11, a third around 2 — and still, the late-afternoon wall.
Caffeine does not create energy; it masks tiredness by blocking the brain receptors that signal it. When it wears off, everything comes back at once. That is mechanical, and that is what we wanted to stop: not to remove coffee, but to give it a frame — one cup per moment of the day, formulated for that exact moment.
Rule no. 1: no added sugar
None of our four recipes contains added sugar, syrup or synthetic sweetener.
Instead, three ingredients do the work. Erythritol, a polyol naturally present in some fruits, delivers about 70% of the sweetness of sugar with a near-zero energy value: it is the only sweetener we use, because it leaves no metallic aftertaste. Maca, a dried and milled Andean root, brings toasted-caramel notes. Lucuma, a dried Peruvian fruit, brings vanilla and maple notes. None of the three is there to look “diet”: they are there because the cup tastes better.
Why our mushrooms come from Finland
Forests cover close to three quarters of Finland, with a cold climate, acidic soils and a short growing season. It is a historic land of mushroom foraging and cultivation, and a country bound by European food rules, among the strictest in the world on contaminants.
Mushrooms absorb what surrounds them: the quality of an extract depends first on the quality of the soil and the water. That is the very simple reason behind this sourcing choice — and the reason we work with extracts, which are more concentrated and more consistent from batch to batch than mycelium powders.
The four mushrooms of the range
Lion's Mane (Hericium erinaceus) — An edible mushroom shaped like a white mane, cooked for centuries in Asia and associated in those traditions with mental clarity. Mild, slightly umami: it disappears behind the cacao in Morning Focus.
Cordyceps (Cordyceps militaris) — Grown on plant substrate, never harvested from insects. Associated with endurance in Tibetan and Chinese traditions. It makes up Deep Flow together with Chaga (Inonotus obliquus), the birch mushroom of the far north, known for its richness in antioxidant compounds.
Reishi (Ganoderma lucidum) — The “lingzhi” of Chinese pharmacopoeia, documented for over two millennia. Too tough to eat, it is consumed only as an extract: it is the heart of Evening Calming.
Tremella (Tremella fuciformis) — A translucent white mushroom, long used in China in desserts and skin care for its ability to hold water. It accompanies the matcha in Matcha Zen.
The allies of taste
A good formulation is judged by what it leaves in the cup.
Organic raw cacao — The base of Morning Focus: fibre, magnesium, flavanols, and a small natural amount of caffeine and theobromine. Himalayan pink salt — A few crystals are enough to soften the perceived bitterness of pure cacao. L-theanine — An amino acid naturally present in green tea; the caffeine + L-theanine pairing is one of the most studied for steadier stimulation, and it is the backbone of Deep Flow. Turmeric & black pepper — The piperine in pepper markedly improves curcumin absorption: the two are never separated in Evening Calming. Coconut milk powder — It gives golden milk its velvet without dairy. Ceremonial matcha — Finely stone-ground first-harvest leaves; it contains caffeine, hence its place in the early afternoon.
Formulated and checked in Switzerland
Recipes are designed, dosed and checked in Switzerland, under Swiss food law — one of the most demanding regimes for labelling and contaminants.
Our lists are short, between five and seven ingredients per recipe. The rule is simple: if an ingredient adds nothing to the taste or to the ritual, it does not go into the pouch. The full legal list, allergens and nutrition facts appear on every pack.
What we will not tell you
We will not tell you that our drinks will make you more focused, lower your stress or improve your sleep. Adaptogenic mushrooms are foods with a long traditional use and still-young research: to date, no health claim is authorised for them in Switzerland or the European Union, and we will not work around that rule through innuendo.
What we can tell you is what is in the pouch, where it comes from, and the moment of the day the recipe was designed for. The rest is yours.
Our products do not replace a varied diet. If you are pregnant, breastfeeding, under medical treatment or in doubt, seek advice from a healthcare professional.