“Far-reaching impact”: Plasma Nutrition’s io technology boosts whey's bioavailability, study confirms
20 Feb 2019 --- Plasma Nutrition’s Ingredient Optimized technology significantly improves the bioavailability of whey protein, according to a new study published in the Journal of Nutrition and Metabolic Insights. The findings note that the US start-up’s ioWhey protein improves the absorption of leucine, as well as that of branch chain amino acids (BCAAs) and essential amino acids (EAAs) in general. The study is the first publication on ioWhey protein and signals a “major breakthrough” for the start-up as it seeks “to pave the way in the advancement of nutrition science.”
The study authors concluded that the results could have a far-reaching impact, noting that the technology may be beneficial for individuals in many different categories, including those who exercise regularly, the elderly and those affected by a reduced sensitivity to amino acids. The study also demonstrates that whey protein has the potential to be improved in terms of nutritional value, despite claims by some in the industry to the contrary.
Researchers at the US Applied Science & Performance Institute evaluated the ability of Ingredient Optimized technology to impact the bioavailability of whey protein, comparing whey protein isolate to ioWhey protein. The study showed that ioWhey protein demonstrated a 103 percent increase in leucine bioavailability, 111 percent increase in BCAA bioavailability and a 123 percent increase in EAA bioavailability when compared to a non-io whey protein isolate.
“As a company that is so committed to strong scientific research, we’re very excited to see this study published,” says Co-Founder Steve Motosko. “The significant improvements in protein bioavailability represent a major breakthrough both for the whey protein industry and for the nutrition industry as a whole. We’ve known that ioWhey protein is the best whey protein available and this firmly establishes it as the market leader.”
Co-Founder Chris Flynn-Rozanski explains how he is particularly excited about the far-reaching implications of the research, stating: “Because we impact whey protein bioavailability at the source, the possible applications for ioWhey protein are nearly limitless. As this research suggests, any consumer can benefit from improved bioavailability, so we know that once consumers get a chance to experience ioWhey they’ll be hooked.”
Last year, a University of South Florida study also found that Plasma Nutrition’s Ingredient Optimized technology can make whey protein more bioavailable than high DH hydrolyzed whey protein.
A company committed to innovation?
As sports nutrition continues to move into the mainstream track, customers, in general, are demanding an increasingly high standard and a completely digestible protein source. Consumers are more educated than before and hydrolyzed protein speaks to that need for a more bioavailable and bioefficient protein, according to the company.
“We see ourselves very much in technology and our positioning within the overall sports nutrition market, our model and our business is somewhat unique in relation to how other companies approach ingredient innovation,” Flynn-Rozanski tells NutritionInsight. “The most common way that we see companies approach sports nutrition is through branded ingredients. We have been developing technology for the past five years and we have been looking at, or developing, the applications on whey protein.”
“Typically, protein products sacrifice efficacy and bioavailability for taste, whereas if you are looking for a product that is superior in nutritional value, it brings with it a bitter (acidic or chalky) taste,” says Flynn-Rozanski. “What we have managed to accomplish with our technology, on whey protein isolate, is to create a protein that is more bioavailable and bioeffectatious than other proteins in the market. So the goal is finding a profile that has a good taste, making it easy for brands to integrate it into their existing products lines.”
Last year, the start-up launched ioShield, a new level of food safety protection that seeks to provide brands and consumers added confidence in their nutritional supplements. Combined with the enhanced bioavailability of the company’s products, such as ioWhey Protein, ioShield is touted as showcasing the company’s commitment to creating elite quality products consumers can trust. https://www.nutritioninsight.com/news/quality-control-plasma-nutrition-debuts-free-technology-to-enhance-protein-safety.html
