Entenmann’s and Obvi team up to launch flavored functional collagen powder

12 Aug 2021 --- Supplement brand Obvi has partnered with Entenmann’s, a baked goods brand, to launch a collagen-boosting protein powder inspired by chocolate chip cookies.

Entenmann’s x Obvi Super Collagen Protein Powder is marketed as offering all of the current benefits of Obvi’s Super Collagen Protein Powder and promoting the health of hair, skin, joints and nails.

The collaboration gives both parties access to diverse markets as Entenmann’s steps into the realm of health and wellness, and Obvi has the opportunity to expand its customer portfolio and reach taste-driven consumers.

“We’ve grown exponentially and in just two years we are able to align with an iconic name,” says Ronak Shah, CEO and co-founder of Obvi, commenting on the partnership with Entenmann’s.

“This product offering allows consumers to enjoy the flavor of our classic chocolate chip cookies in a new way,” says Jason Amar, director of marketing at Entenmann’s.

Though seemingly focused on parallel markets, the partnership was established by a common goal to formulate a healthy and flavor-filled product. Flavors are essential in new product development as researchers at the Ohio State University examine how information about a scent impacts perception.The Entenmann’s x Obvi Super Collagen Protein Powder promotes the health of hair, skin, joints and nails.

The rise of collagen and its benefits
Innova Market Insights data reveals that collagen product launches have experienced a 27 percent average annual growth between 2015 and 2019.

In this space, Lonza’s UC-II undenatured type II collagen has been proven to alleviate the reduction of joint discomfort and increase flexibility. The company is positioning collagen as a critical ingredient in the joint health space.

Indulgent flavored health ingredients
The partnership and launch of the chocolate chip cookie flavored collagen powder is one example of functional foods being developed with indulgent flavors. 

As demand for functional foods increases, health and taste giant Kerry notes products must be “compromise-free from a taste, cost and convenience perspective.”

Helping to boost flavor profiles, ADM is developing “signaling ingredients” to tap into consumers’ associations between flavor and well-being. Certain ingredient flavors can cue feelings of energy, while others reduce stress.

By Nicole Kerr