Our Why

Inspired by nature, guided by science

Health isn’t supposed to be this hard.

We live in a world where eating well feels like navigating a maze.Where “healthy choices” are surrounded by noise, marketing, and confusion.Where our food environment pushes us toward habits we never consciously chose.

The truth is simple:
the modern world is engineered for overconsumption.

  • Sugar hides in over 70% of  supermarket foods.

  • The average person eats 2–3× more sugar than recommended.

  • Ultra-processed products now make up over half of modern diets.

  • And most people underestimate their sugar intake by up to 50%

This isn’t a willpower problem.
It’s a biology problem.
A system problem.
A food-industry problem.

And that system is failing us.

People are left wondering:

Where do I start?

Who do I trust?

How do I take back control of my own biology?

So we built Nosu

About Nosu

Our Story

We founded Nosu with a clear vision: to improve metabolic health through behavior change, not just symptom control. Unlike typical glucose products, Nosu’s Sweet Shield works by temporarily dulling the sweet taste receptors, helping reduce the appeal of sugary foods. This subtle shift supports more balanced energy, fewer cravings, and more consistent glucose levels, without relying on willpower alone.

When we developed Sweet Shield, we looked to nature’s most trusted traditions, drawing from Chinese and Ayurvedic practices, and paired them with modern scientific research. This resulted in an all-natural line-up of functional ingredients curated by their ability to reduce sugar intake, support metabolic health, and promote longevity. It’s a simple, forward-thinking solution for anyone looking to take control of their well-being, today and for the long term.

The team of Nosu consists of young health-minded enthusiasts, combining expertise in medicine, entrepreneurship and finance.  We are proud to have a strong scientific advisory board, ranging from expertise in longevity, food & lifestyle, hospital care and dental health.

Our mission at Nosu is deeply personal. We believe in the power of nature and science to support long-term well-being and healthy aging. That’s why we created Nosu, to offer natural, evidence-based solutions that empower people to take control of their health, build sustainable habits, and feel better for the long run.

At Nosu, we set out to redefine the well-being industry. As founders, our goal has always been to prioritize natural products that create real, lasting change. We’re working to shape the future of longevity and holistic health, one grounded in science, driven by nature, and accessible to all.

From day one, we’ve worked with partners who hold themselves to the highest standards, because that’s what we expect for our own health, too. All of our production partners carry GFSI-recognized certifications, including IFS, FSSC 22000, and BRC(GS) food safety certifications. Their production facilities are also FDA approved. These globally respected standards ensure that every step, from ingredient handling to final packaging, meets the highest level of food safety and quality control. Every batch of Nosu is also independently third-party tested, giving you full confidence in what you’re putting into your body. Backed by scientific advisors and built with care, Nosu is the result of a supply chain we personally stand behind, transparent, tested, and built to last.

Science team & advisory board

Dr. Robert Lufkin

Dr. Robert Lufkin

Professor UCLA & USC; NY Times Best Selling Author

Dr. Nasha Winters, ND

Dr. Nasha Winters, ND

Integrative Oncology Specialist; Author

Martin Bennis, MD

Martin Bennis, MD

Medical Specialist in Anesthesiology

Dr. Reza Farsi

Dr. Reza Farsi

Professor UCLA & USC; NY Times Best Selling Author

Nosu lead scientist & advisor

Dr. Robert Lufkin

A note from Dr. Robert Lufkin

"Most people don't realize how sugar controls their energy, mood, and long-term health, until they see what life feels like without the constant highs and crashes. What I love about Nosu's methodology is that it's not about extreme diets or guilt. It's about small, science-backed changes that make you feel more in control, more balanced, and more yourself.

And the most unique part about Nosu's Sweet Shield formula? You feel it working within minutes: sugar stops tasting sweet, which means cravings lose their grip almost instantly. With Nosu, you can finally enjoy food on your terms, without sugar calling the shots."

*This is educational information and not medical advice.

Frequently Asked Questions (FAQ)

About Nosu

Nosu is a metabolic health company. We help people make better choices around food and lifestyle to support long-term health and metabolic resilience. Our goal is to support behavior change through tools that work with your biology, not against it.

We combine science-backed supplements with simple daily habits that help reduce glucose spikes, stabilize energy, and support healthier habits over time.

Most supplement brands offer passive solutions: adding vitamins or nutrients without targeting root causes. Nosu takes an active approach. We help you change habits by shifting how you experience sweetness and how your body processes sugar. Sweet Shield, our flagship product, reduces cravings, blunts the reward from sugary foods, and lowers sugar absorption.

Nosu is headquartered in Leiden, the Netherlands. All our products are researched, formulated, and produced in the Netherlands.