Zyn targets sports beverage market with improved curcumin absorption
15 Oct 2020 --- Zyn is targeting the sports nutrition market with its curcumin-infused functional beverages. The company is also placing a heavy emphasis on social, ethical and environmental responsibility.
The company says that the low-sugar drinks can be considered as an alternative to supplements, which often contain added and unnecessary fillers or are not quality controlled.
Zyn’s drinks come in four flavors and are free from artificial coloring, flavoring and preservatives. They are suitable for alternative health enthusiasts, athletes looking for faster recovery, anyone looking for an added health kick, as well as children.
“There are hundreds of other products that include turmeric, but curcumin is only 1 percent to 5 percent of the turmeric root. In our analysis, the overwhelming majority don’t have enough turmeric to provide the equivalent of curcumin consumed daily in the eastern hemisphere,” Asim Khan, co-founder of Zyn, tells NutritionInsight.
“The majority of the scientific and medical research is based on stating that the most likely efficacious amount of curcumin is 150 mg to 300 mg daily, plus an adaptogen – piperine (black pepper) in the case of Zyn – to activate the absorption of the curcumin.”
Khan says that Zyn is the first beverage to include over 200 mg of curcumin, which is equivalent to 15 turmeric roots.“Therefore, we believe these other products are just marketing a fad, not really providing products that are meant to help heal,” Khan claims.
The company’s target demographics include high-performance athletes (all ages) to help with a focus on muscle, fatigue, and faster injury recovery.
However, Zyn also recognizes the drinks potential for other audiences including:
- Alternative health seekers whose focus is on preemptive maintenance of health naturally.
- Elderly populations experiencing inflammation
- Health-conscious mothers who are seeking natural, healthy and low sugar, low-calorie drink alternatives for the entire family.
Turmeric’s golden health halo
Touted for its powerful healing properties, the turmeric root and its main bioactive component, curcumin, are used globally as potent antioxidants.
Other benefits, including the root’s ability to reduce inflammation, lower cholesterol, support heart and gut health.
Khan explains that Zyn is the first beverage to include over 200 mg of curcumin, which is equivalent to 15 turmeric roots, and piperine which allows a 2000 percent increase in curcumin’s absorption.
The science within a Zyn bottle is what leads the key decision-makers at professional and collegiate teams to select Zyn as their go-to-recovery drink time and time again, he supports.
Each bottle contains low sugar and low calories. The turmeric and piperine are grown on sustainable farms in the fertile valleys of India and the curcumin and piperine blended in Zyn are extracted in solar-powered facilities.
All parts of the Zyn bottle, including the cap and labels, are not only 100 percent recyclable but also BPA-free.
As far as absorption is concerned, Khan says it depends on how much turmeric is used and how it’s combined with other spices and ingredients.As far as absorption is concerned, Khan says it depends on how much turmeric is used and how it’s combined with other spices and ingredients.
“Turmeric by itself in water or tea doesn’t provide any meaningful potential for health benefits. One needs a lot more turmeric. Typically, turmeric in golden milk is combined with other spices like cinnamon to create absorption (also from milk fat),” he explains.
A brand with a story to tell
Founded by two Pakistani-American brothers, Asim and Qasim Khan, Zyn’s inception began a few years ago. The brothers, formerly in the finance industry, decided to embark on a year-long journey into research and development for Zyn.
They say they “deep-dived” into an ancient practice they have inherently been using their entire lives: Ayurveda. The 5,000-year-old form of alternative medicine and lifestyle is focused on maintaining mental and physical well-being through food-as-medicine.
The first product touted as the first beverage of its kind to market is named after the Hindi/Urdu word “zindagi,” which means “life.” This term reflects their priorities throughout every aspect of their company, the brothers say.
Zyn officially launched in retail in January 2018. Currently, Zyn is only available in the US, but in 2021, Zyn will be available globally via US military bases in commissaries and dining facilities.
By Kristiana Lalou, with additional reporting by Katherine Durrell
