FEM
Targeted micronutrition for the female body - in one bar a day.
FEM x BIOVIT Project at a Glance
Women’s cycle support is a category that’s been dominated by supplement capsules and tablets - formats that many women find inconvenient, unappealing, or easy to forget. FEM wanted to deliver targeted micronutrients in a food format that fits into daily life: a bar you actually look forward to eating.
From Warwick to The Traitors
FEM was born from a deeply personal place. Co-founder Jade Scott is in the final year of her PhD at the University of Warwick, researching genetic architecture in placental development. Through her work, she saw first-hand how underfunded women’s health research really is - just 1% of global research funding goes to non-cancer women’s health conditions. One in three women live with heavy bleeding. One in ten suffer from endometriosis. One in eight take sick leave due to period-related symptoms.
Jade is also known to millions of viewers as a standout contestant on Series 4 of the BBC’s The Traitors (2026), where she reached the final as a Faithful. Her sharp, analytical approach and resilience under pressure won widespread support from viewers - and it’s exactly the same determination she brings to FEM’s mission to change women’s health for good.
When Jade learned how specific micronutrients could support the different phases of her menstrual cycle, she and her partner Sam Brown Light set out to build a product that made targeted nutrition simple, accessible, and backed by science. No pills. No powders. Just one bar a day.
FEM reinvests part of its profits into women’s health research - making every bar a contribution to closing the funding gap.
Getting the Formulation Right
Formulating a nutrition bar with meaningful doses of vitamins and minerals presents specific challenges. The micronutrients need to survive the manufacturing process, maintain stability in a date-and-seed-based matrix, contribute no off-flavours that clash with the fruit and chocolate profiles, and sit cleanly on a label that consumers trust.
"We partnered with Biovit because their plant-based micronutrient blend delivers the quality and efficacy we needed, without relying on synthetic, petrochemical derived ingredients. Their approach aligns perfectly with our mission at FEM to create smart, functional nutrition designed specifically for the female body using real, thoughtful ingredients." - Sam Brown Light, Co-Founder, FEM
For a brand built on the principle that real food is better than synthetic supplements, using petrochemical-derived vitamins was never an option. FEM needed plant-derived micronutrients that matched their values and their science.
The Bigger Picture: Women’s Health as a Category
FEM sits at the intersection of two powerful trends: the growing demand for women-specific nutrition products, and the consumer shift toward natural, food-based formats over traditional supplements.
Of Women live with heavy bleeding (House of Commons, 2024)
Endometriosis affects approximately 10% of reproductive-age women
Take sick leave due to period-related symptoms over a 12-month period
Seven Ingredients, One Purpose
BIOVIT supplied FEM with a broad spectrum Organic Vitamin & Mineral Blend, each nutrient derived from a specific plant or algae source:
Calcium from algae extract - Supports muscle function including uterine contractions, and maintenance of normal bones and teeth.
Magnesium from marine source - Helps regulate cortisol and insulin sensitivity, reduces stress and fatigue, supports normal muscle function and psychological function.
Iron from curry leaf - Essential for haemoglobin production and oxygen transport in the blood. Supports energy metabolism and reduces tiredness and fatigue - critical during menstruation.
Zinc from guava leaf - Supports hormone metabolism, immune function, and may help reduce the intensity and duration of periods.
Vitamin B6 from lemon peel - Contributes to the regulation of hormonal activity. Supports neurotransmitter production and psychological function.
Folate (B9) from spinach leaf - Supports red blood cell production, hormone regulation, and normal cell division. Critical for women of childbearing age.
Vitamin D3 from lichen - Supports hormone balance, immune function, and bone health. Associated with easing symptoms like cramps and irregular periods.
Every ingredient is organic, plant-derived, and Soil Association certified. The blend integrates into FEM’s cold-pressed bar format at just 0.1% of the recipe, delivering meaningful nutrition without affecting taste or texture.
A Range Designed to Look Forward To
FEM launched with four flavours - Blueberry Lemon, Raspberry, Chocolate, and Salted Caramel - each containing BIOVIT’s organic vitamin and mineral blend alongside creatine monohydrate, inulin fibre, and a base of dates, pumpkin seeds, and flaxseeds.
The product is sold as a daily subscription (15-day trial or 30-day complete cycle) at a price point of £1.65-£1.97 per bar, positioning it as an accessible daily habit rather than a premium supplement.FEM’s ingredient list reads like a food label, not a chemistry set.
That’s the point - and that’s what BIOVIT’s plant-derived blend makes possible.
What the Label Can Say
BIOVIT’s seven-ingredient blend enables a wide range of EFSA-approved health claims directly relevant to women’s cycle support:
Hormonal Support
- Vitamin B6 contributes to the regulation of hormonal activity
Energy & Fatigue
- Iron contributes to normal energy-yielding metabolism
- Iron contributes to the reduction of tiredness and fatigue
- Magnesium contributes to the reduction of tiredness and fatigue
- Vitamin B6 contributes to normal energy-yielding metabolism
Psychological Function & Mood
- Magnesium contributes to normal psychological function
- Vitamin B6 contributes to normal psychological function
- Zinc contributes to normal cognitive function
Immune Function
- Vitamin D contributes to the normal function of the immune system
- Iron contributes to the normal function of the immune system
- Zinc contributes to the normal function of the immune system
- Folate contributes to the normal function of the immune system
Muscle Function & Comfort
- Calcium contributes to normal muscle function
- Magnesium contributes to normal muscle function
- Vitamin D contributes to the maintenance of normal muscle function
Blood & Cell Health
- Iron contributes to normal formation of red blood cells and haemoglobin
- Folate contributes to normal blood formation
- Folate has a role in the process of cell division
Why This Matters
This case study demonstrates three things that matter for any brand developing women’s health or functional food products:
Food formats beat pill fatigue
FEM delivers meaningful micronutrition in a bar you actually want to eat. No capsules, no powders, no compliance barriers. BIOVIT’s blend integrates at just 0.1% of the recipe with zero impact on taste.
Clean labels build trust
FEM’s ingredient list reads: Algae Extract, Marine Magnesium, Curry Leaf Extract, Guava Leaf Extract, Lemon Peel Extract, Spinach Extract, Lichen Extract. Every ingredient is recognisable. That’s what plant-derived micronutrients look like on a label.
Mission-driven brands need mission-aligned ingredients
FEM reinvests profits into women’s health research. Using petrochemical-derived vitamins would undermine everything the brand stands for. BIOVIT’s plant-derived approach aligns with the mission from ingredient to impact.
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