OUR STORY · MELBOURNE, AUSTRALIA
"As women, we don’t get to choose our good days.
So we built something to put back what we lose."
Up early, outside, actually wanting to move. Vanessa Catalan wished every week looked like that. Instead, for over a decade, she planned every month around her period: the week before, the week of, low energy, and covering it with another coffee. Here is the raw story of why we built bloodflo².
"This is me on a good day, up early, outside. Actually wanting to move."
“This is me on a good day, up early, outside. Actually wanting to move. I wish I could say this every week, but it's not. Because as women, we don't get to choose our good days.
We plan the whole month around our period: the week before, the week of, no energy, no motivation. Some mornings, just getting to work feels like a lot, and everyone tells us it’s normal, just deal with it.
But every single month, we lose iron, and nobody tells you to put it back. The only answer I was ever given was a pill. Then another pill.
I wanted something natural, and I couldn't find it on the shelf. So we're making it: something that puts back what you lose every single month. If this sounds like you, follow along. We’re building this for us, and you’ll be the first to know when it’s ready.”
The Maths Runs Monthly.
For more than ten years, my months followed an unforgiving cycle. The week before and the week of my period, my energy vanished. The 3 PM crash would hit, my legs felt heavy during workouts, and I’d cover it the only way active women are told to: another double-shot flat white, another matcha, push through, cancel weekend plans, and repeat.
Here’s the painful irony that still gets me: coffee and tea contain polyphenols and tannins that bind to dietary iron and block up to 60% of duodenal absorption. The very ritual I leaned on to survive my morning brain fog was quietly making the biological deficit worse every single day.
"Steve watched me plan my entire calendar around the crash and asked the question that started all of this: Why does everyone talk about protein, but nobody talks about iron?"
Vanessa Catalan, Co-FounderProtein gets all the fitness hype. But iron is the oxygen fuel. Without adequate bioavailable iron, your red blood cells cannot deliver oxygen and your mitochondria cannot synthesize ATP. Nothing in your body runs without it.
Not Another Pill. A Cellular Food.
When blood tests confirmed depleted iron levels, I was handed a standard prescription for inorganic iron tablets. Within days, I was dealing with stomach discomfort, nausea, and that horrific metallic burp that stayed with me all day.
I stopped taking them. And I found out that over 68% of women abandon harsh iron tablets within the first month for the exact same reason. Large single doses of inorganic iron sit unabsorbed in the digestive tract, causing gastric irritation.
We spent 18 months formulating under strict Australian FSANZ Standard 2.9.4 (Formulated Supplementary Sports Foods) to deliver gentle elemental iron bound to biological co-factors: acerola cherry vitamin C for ~40% higher absorption, organic beetroot juice powder for botanical colour, antioxidant pomegranate, active methylcobalamin B12, and 5-MTHF folate.
The Four Non-Negotiables
Honest 90-Day Windows
We refuse to sell 30-day "quick fixes." Replenishing cellular iron reserves takes 90 days of consistent alternate-day support. We set you up for physiological success from day one.
100% Gut-Gentle
No metallic nausea. No chalky taste. If you experience stomach distress, our 30-Day Gut-Comfort Guarantee has you completely covered.
Formulated under FSANZ Standard 2.9.4
Blended in Australia under strict quality control. FSANZ Standard 2.9.4 compliant. Every single batch is independently tested for heavy metals, purity, and potency.
Clean Botanical Fuel
Zero artificial sweeteners, no sucralose or aspartame, no sugar alcohols, no synthetic food dyes. Naturally coloured and flavoured with pure ruby botanicals.
