Maeva Debuts Gender-Specific Nutrition System Tailored for the GLP-1 Weight Loss Market

Metabolic wellness startup Maeva has officially launched operations today, introducing a direct-to-consumer (D2C) nutrition system specifically engineered for individuals utilising GLP-1 weight loss medications.

Founded by industry veterans from the digital commerce space (including leaders behind Sky Organics), the brand enters the rapidly evolving "GLP-1 support" category with a differentiated proposition: gender-specific formulations designed to counteract the specific nutritional deficits and side effects associated with rapid weight loss and appetite suppression.

Addressing the '30 Million'

Maeva’s launch targets the estimated 12% of American adults (approximately 30 million people) currently prescribed GLP-1 medications. The brand identifies a critical gap in the market where patients struggle to maintain muscle mass, energy levels, and micronutrient balance due to the drastic reduction in caloric intake caused by the drugs.

Steven Neiger, Co-founder of Maeva, cited personal experience as the catalyst for the brand: "After taking GLP-1s, I saw firsthand how easy it was to lose weight while also losing muscle, energy, and overall balance. The medication worked, but the nutrition support didn't exist so we set out to build what was missing."

Product Architecture: Gender-Specific Formulation

Unlike generic meal replacements, Maeva has segmented its core offering based on biological needs, creating distinct nutritional profiles for men and women.

1. Nutrition Shakes for Men:

Specs: 230 calories, 25g plant protein.
Functional Additives: Includes creatine to support lean muscle retention and KSM-66® ashwagandha to support healthy testosterone levels.

2. Nutrition Shakes for Women:

Specs: 200 calories, 20g plant protein.
Functional Additives: Features collagen peptides, hyaluronic acid, iron, and B-complex vitamins to address common side effects such as hair thinning and skin elasticity issues during weight loss.

Modular Support: The system is supported by customizable "Targeted Boosters" (Beauty, Energy, Gut Health) and a zero-sugar Probiotic Electrolyte Mix designed to maintain cellular hydration without caloric load.

Maeva launches with the endorsement of Ashley Koff RD, a nationally recognised weight health expert, who guided the product development.

Commercially, the brand is backed by a coalition of operators and founders, including Raindrop, Ignite XL, and The Detox Market.

Claire Chang, Founding Partner at Ignite XL, commented on the investment rationale:

"Combined with a growing need for smarter nutrition as GLP-1 adoption rises, Maeva is well positioned to lead this emerging category with credibility and long-term vision."

Commercial Availability

Maeva has adopted a subscription-first business model to encourage long-term compliance. The product line, including curated "Starter Kits," is available immediately via the brand's direct-to-consumer platform.