10 branded ingredient innovations from single-ingredient specialists
Stop it with the commodities already. Up your finished product game with ingredients backed by science, IP dossiers, marketing and formulation help.
![10 branded ingredient innovations from single-ingredient specialists 10 branded ingredient innovations from single-ingredient specialists](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
Company: Ixoreal Biomed Inc. How is it different from commodity ashwagandha? Three ways: It’s got the highest concentration of any ashwagandha on the market, from the root of the plant; it boasts 19 quality certifications, from USP to USDA organic; the family-owned company owns 2,000 acres of farms in India where it grows the powerful plants; and science. What does the science say? It has 11 published clinicals with eight more underway, including a 600-subject study for reduced stress. Importantly, it does not work to relieve a stressed-out person; rather it keeps you out of that stress zone in the first place. Other research shows improvements on focus and executive control. It’s been shown to reduce stress-induced cravings, which has effects on weight management. What claims can you make? Six classes of claims: stress, memory and cognition, sexual performance, women’s health, sports function and weight management. Within those are a range of accepted claims, including: helps improve the quality of sleep, helps enhance mental focus, helps arouse sexual desire, helps boost stamina, helps support healthy weight maintenance. What can you pair it with? Other stress ingredients, like L-theanine. Russian Olympic athletes used it, so other sports ingredients, including enhancers like ginseng, probiotics and cordyceps mushrooms.
Company: Biova Got science? A 2015 peer-reviewed, randomized, double-blind, placebo-controlled crossover study showed just 450mg/day of BiovaFlex was associated with improved joint range of motion and increased physical activity levels. Plus, a subgroup showed reduced lower back pain (as one might experience from exercise and/or daily activity) after just five days. Claims? Joint health, specifically range of motion. Labels as egg membrane. Pair it with what? BiovaFlex is a great standalone ingredient. Also great to rejuvenate an existing formula. Great line-extension ingredient with more well-known joint-health ingredients such as glucosamine and chondroitin, or anti-inflammatories like curcumin. Water-soluble makes it good for gummies, RTD, stick-packs, powders.
Company: Aker Biomarine How it is different from other omega-3s? Krill is a phospholipid omega-3 triglyceride with sustainability creds to go along with it. Got science? Claims dossier runs 16 pages – GRAS, GMP, ISO-certified, allergenic and more. As many as 50 published studies that cover heart health, brain health and overall wellness, as well as faster and more efficient absorption of the omega-3 fatty acids into the blood and key tissues and organs compared to commodity fish oil. Claims? No accumulated heavy metals, krill doesn’t have to be cleaned like fish oils, and it’s got a natural stabilizer and antioxidant inside – astaxanthin. Plus, all the claims usually associated with omega-3 DHA and EPA. Pair it with what? Other cardio nutrients like vitamin K2, coQ10, other omegas, even multivitamins.
Company: Fruit d’Or How is this different from regular cranberries? Tested and certified to not contain adulterants like peanut skins or grape seeds (see related story on this here). It has a Health Canada Natural Products Number – a premarket approval vouchsafing safety, efficacy and quality. Clinicals. What does the science say? Two clinical trials are in. A 40-subject study linked the identity of biomarkers with the chemistry of the cranberry itself in order to demonstrate a mechanism and means for positive urinary tract infection (UTIs) outcomes. What claims can you make? Supports a healthy urinary tract. Oral care is a keen area of interest, but it hasn’t been adequately demonstrated yet to the point where claims can be made. What can you pair it with? With Cran Naturelle as the organic ingredient (Cran d’Or as the non-organic version) having prebiotic properties, it’s been paired with probiotics for a synbiotic effect.
Company: NattoPharma How is it different from commodity vitamin K? Science, IP, purity, standardization. Got science? 12 human clinical studies published in peer-reviewed journals (not to mention hundreds of studies on vitamin K in general). What does the science say? The blockbuster science story of 2015, MenaQ7 reversed existing coronary calcification— hardening of the arteries is called artherosclerosis, and it’s a top cardio killer. “We have a pharma arm that will expand upon that research,” said Eric Anderson, VP of U.S. office (company is based in Norway). “What we’re doing today will not get us a structure/function or an EFSA (European Food Safety Authority) claim, but we have an obligation to do it to help patients’ lives, and it’s a fantastic demonstration of efficacy.” What claims can you make? Helps support bone health, bone mass and bone strength. Helps preserve healthy arteries, helps improve arterial flexibility, helps activate proteins involved in inhibition of calcium in arteries. What other ingredients might it be combined with? Vitamin D for bone and cardio health, omega-3s for cardio and inflammation, other micronutrients around bone health such as calcium, potassium and magnesium.
Company: Biothera, a subsidiary of Kerry Foods How is it different from commodity beta-glucan? Yeast beta-glucan is a broad term and defines different molecular structures that affect different mechanisms in the body. This is a proprietary, uniquely structured beta-glucan with a wealth of clinical research for immune function as well as toxicity studies that help bring it regulatory approval the world over. Got science? A dozen published human clinicals and toxicity studies show improvements in immune biomarkers, including on children 1-4 years old, and helps athletes recover from heavy exercise. What claims can you make? This is the rare ingredient with a brand name so clever that it speaks for itself: Wellmune. What other ingredients might it be combined with? It is most prevalent as a standalone ingredient, but also with other immune enhancers like probiotics and vitamin C. Also good with sports recovery products.
Company: Qualitas Health Inc. How is it different from other omega-3s? This is an algae-derived EPA with glycolipids – more potent than krill’s phospholipids. Got science? Four published studies, two of which are on improved EPA bioavailability – the glycolipids are both water- and fat-soluble at the same time. What claims can you make? Clean, sustainable, non-GMO, vegan-source omega-3 EPA – useful for cardiovascular problems and mood. What other ingredient might it be combined with? One product, Veggie Omega-Plus, contains a mix of Almega PL, DHA and algae-source astaxanthin – you might call it Veggie Krill.
Company: Horphag Got science? More than 130 clinical studies, making this among the nutrition industry's most-studied compounds. What does the science say? Yes, there is a versatility to this Swiss Army Knife ingredient. In particular it affects the vascular system in so many ways, especially with enhanced blood microcirculation and nitric oxide levels. Popular in Germany and France as an OTC anti-histamine that knocks out allergies in hay fever. Reduces anti-inflammatory nfkB by 15 percent. And it’s a solid antioxidant. What claims can you make? Antioxidant, heart, skin, vision, sports, women, brain, joint health. What can you pair it with? There are more than 700 product formulations using Pycnogenol. It can be sold as single ingredient for multiple applications. Or combine it with another ingredient, usually to differentiate from others.
Company: Bioenergy Life Science Is there anything else like it? While table sugar is a six-carbon sugar, D-ribose is a five-carbon sugar. A notable difference for this GRAS ingredient. What does the science say? This started out as an ingredient to help heart surgery patients recover their energy post-op. It revitalized patients in ten days or less when usually it had been taking three weeks or more. More than 100 studies have since been conducted on this ingredient, which is a source of ATP – the energy currency. A major study in 2003 found it effective for fibromyalgia and chronic fatigue. But you don’t need heart disease to benefit from it; ribose has since evolved to an “every day all day energy” ingredient that’s used by U.S. Olympic athletes. What claims can you make? Heart health and protection, supports healthy blood flow and circulation, aids in the recovery of ATP levels, cardiopulmonary function like increasing oxygen uptake efficiency, and helps promote healthy mitochondrial structure as well as support energy production in mitochondria. Other claims are around physical performance, cramping and soreness, energy enhancement, and weight management and it functions as a negative glycemic sugar. What can you pair it with? Energy ingredients. Think caffeine, creatine, BCAAs, protein.
Company: MGC Is there anything like it? This fermentation-based product is the ingredient used in all the studies. It’s got a New Dietary Ingredient (NDI) filing. What does the science say? There has been at least 15 studies in the last seven years alone, with two more under way right now, one around studying its effects on cognitive function, especially concentration. In mice studies, it increases mitochondrial biogenesis – the formation of new mitochondria, which are the power plants inside every cell. It also increases production of nerve growth factor, which regenerates neurons in the brain. Also an antioxidant. What claims can you make? Cognitive function, including improved short-term memory. What can you pair it with? Because it’s associated with mitochondria, it’s been paired with fellow mitochondrial superstar (which also shares a certain letter), coenzyme-Q10. In fact, studies show the combination of both ingredients increases the number and function of mitochondria. Also paired with other brainy nutrients like ginkgo, DHA and citicholine. It’s an expensive ingredient, but please use 20mg like almost all the studies use.
Company: MGC Is there anything like it? This fermentation-based product is the ingredient used in all the studies. It’s got a New Dietary Ingredient (NDI) filing. What does the science say? There has been at least 15 studies in the last seven years alone, with two more under way right now, one around studying its effects on cognitive function, especially concentration. In mice studies, it increases mitochondrial biogenesis – the formation of new mitochondria, which are the power plants inside every cell. It also increases production of nerve growth factor, which regenerates neurons in the brain. Also an antioxidant. What claims can you make? Cognitive function, including improved short-term memory. What can you pair it with? Because it’s associated with mitochondria, it’s been paired with fellow mitochondrial superstar (which also shares a certain letter), coenzyme-Q10. In fact, studies show the combination of both ingredients increases the number and function of mitochondria. Also paired with other brainy nutrients like ginkgo, DHA and citicholine. It’s an expensive ingredient, but please use 20mg like almost all the studies use.
Branded ingredients are special, unique and uniquely qualified. Different from a run-of-the-mill commodity, branded ingredients stand apart because of distinctions from the initial discovery of the compounds in nature to proof-of-concept studies – cellular, in vitro, mechanistic studies, defining what is the responsible agent and activity. This evidence-based validation has a price premium, of course, but top shelf comes with a cost.
Branded-ingredient companies come in three stripes:
Companies that represent one single ingredient
Companies with a portfolio of different brands
Companies with a blend of brandeds and commodity ingredients.
Click through this gallery to discover 10 single-ingredient brands.
About the Author(s)
You May Also Like