Gut health brand Muniq launches in US with “food as medicine” philosophy

08 May 2020 --- Emerging science flagging the importance of a healthy gut microbiome for overall health and wellness has led to a flurry of NPD activity in the space. In this spirit, newly launched US-based Muniq is a consumer health and food-tech brand designed to help people transform their health via the gut. Muniq’s first line of products are balanced nutritional shakes powered by resistant starch, a unique class of prebiotic fiber, to strengthen gut health.

The company says it has a “food as medicine” ethos. As immunity is now dominating the functional nutrition and supplements industries due to COVID-19, Muniq seeks to tap into this market. The brand is touted as “the solution in helping people take back control of their health through the science of the gut microbiome, by stabilizing blood sugar levels and strengthening the immune system.”

Consumers are increasingly aware of the role that dietary fiber plays in gut health and well-being. Innova Market Insights data shows an 11 percent rise in food and beverage launches with a digestive health claim (Global, 2014-2018). Moreover, there was a 17 percent growth in launches with a “probiotic” claim and a 10 percent growth in launches with a “fermentation” claim for the same period. Moreover, a 2018 Innova Market Insights survey found that 68 percent of consumers said they consume fiber to promote healthy digestion.

Muniq’s initial line of shakes is debuting in four flavors – Vegan Chocolate, Vanilla Crème, Mocha Latte and Chocolate. Muniq’s initial line of shakes is debuting in four flavors – Vegan Chocolate, Vanilla Crème, Mocha Latte and Chocolate. Each shake is formulated to be a complete meal with a balanced profile of protein, fiber, healthy fats and essential vitamins and minerals to help satisfy hunger for up to four hours. They are rich, creamy and indulgent, the brand notes, and free of sugar and artificial ingredients. Muniq shakes retail at US$3.50 per full meal, including over 30 percent savings on subscription, with free delivery to one’s door.

NutritionInsight recently reported on what is trending in the digestive health arena, highlighting HMOs, pre- and probiotic synergies, as well as the gut-brain axis as a trend increasing in popularity.

Functional health foods center stage
Muniq launches at a time when personal health has never been more important and scientific research has proven that the gut is the control center for your health, the company supports. Unlike other functional foods and supplements on the market, Muniq’s patent-pending shakes are formulated with a high concentration of resistant starch, proven effective in over 200 clinical studies to help naturally balance blood sugar along with other notable health benefits.

Resistant starch is a special class of prebiotic fiber found in certain plants that resists digestion and effectively feeds the gut. Most US consumers are only getting a mere fraction of the recommended intake of resistant starch and fiber in general, the company flags. One serving of Muniq includes 15 g of prebiotic resistant starch fibers, fulfilling 50 percent of one’s daily fiber needs. Muniq’s team of scientists and innovators conducted extensive research over the past year to formulate this debut product line.

Before launching Muniq, Washington helped lead other health businesses including Beachbody, The Wonderful Company and Irwin Naturals.

Resistant starch is a special class of prebiotic fiber found in certain plants that resists digestion and effectively feeds the gut.In conjunction with the brand launch, Muniq also released the Muniq Blog, which seeks to educate consumers on the importance of gut health and resistant starch, practical ways to improve blood sugar and other health conditions, delicious at-home recipes, and more.

Spotlight on gut health
NPD relating to the gut microbiome is accelerating with many leading companies releasing innovative launches. SternLife developed three new fiber-rich prebiotic powder supplements for product concepts targeting the gut health trend and its link to heart health and weight management.

Recently, Ipek Erdogan-Trinkaus, Vice President of Global Marketing in Health & Wellness at ADM, explained why Fibersol dietary fiber ingredients address a range of consumer needs – old and new alike.

Within the foods and supplements space, human milk oligosaccharides (HMOs) are showing great potential in personalized solutions for all ages. Previously speaking to NutritionInsight, Stefan Rüdenauer, Global Director of Human Nutrition Research and Development at BASF, said that this area presents significant opportunities. BASF’s newly launched brand of 2’-FL, called Prebilac, was found by research to lead to compositional changes in the gut microbiota associated with reduced body weight.

As digestive health continues to amass consumer interest, branded probiotics are a “key trend” to look out for, according to Dr. Donald Cox, Director of R&D at Kerry. Cox told NutritionInsight that branded probiotics “give consumers a clear point of reference when browsing shelves crammed with products claiming to offer digestive health benefits.”

By Kristiana Lalou

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