Naturex partners on Upgraid’s “food as medicine” NPD

07 Dec 2020 --- Naturex, part of Givaudan, will supply US-based Upgraid with clinical science to back its expanding portfolio of natural “food as medicine” supplements. The financial terms of the partnership have not been disclosed.

Through Naturex’s research, Upgraid hopes to strengthen its focus on delivering healthier organic ingredients to consumers. Meanwhile, Naturex will have access to Upgraid’s consumer-facing market innovation, psychographics and purchasing analytics.

“This is a significant mutual advantage with Upgraid’s speed to market bringing faster revenue and consumer insights,” Justin Kamine, Upgraid’s co-founder, tells NutritionInsight.

NPD in the pipeline
The companies will use the collaboration as a growth catalyst through future product launches, with new products coming “very soon,” according to Kamine.

Upgraid has already launched its first product, which used input from Givaudan. Perform: Daily Inflammation was rolled out in late October 2019 and was scaled rapidly across the globe.

Clinical data shows that the blend of organic ingredients can help reduce soreness and recovery time when taken daily, proactively. It contains:

• Naturex’s TurmiPure Gold: A bioavailable organic turmeric extract, which has been associated with helping to support healthy joint function.
• Organic ashwagandha: An ayurvedic supplement that has been shown to help consumers manage stress by maintaining healthy cortisol levels.
• Organic tart cherry fruit and organic ginger root: Ingredients that have shown effects in supporting the immune system and reducing muscle soreness.

Food as medicine
Upgraid makes a case for “reverting society and human health to the way we started, by using diet as a form of preventative healthcare.”Click to EnlargeNaturex will have access to Upgraid’s consumer-facing market innovation, psychographics and purchasing analytics.

Kamine acknowledges that modern medicine has improved the quality of life, reduced disease and increased life expectancy. 

“However, other things have gotten worse as we got away from eating fresh foods and factory farming depleting the soil, so it’s impossible to get all our essential nutrients naturally.”

He continues that the company seeks to restore elements of “food as medicine.” “This is so people can take proactive charge of their health and only use synthetic chemicals when absolutely necessary for the appropriate amount recommended time.”

“Our collaboration will provide better solutions to a society rapidly moving toward proactive, plant-based preventative health and wellness lifestyles,” adds Helene Rutledge, co-founder of Upgraid.

Indeed, “Plant-Forward” is one of Innova Market Insights’ Top Ten Trends for 2021. According to the market researcher, plant-based or vegan claims on supplements grew by 34 percent between 2015 and 2019.

Standing out with science
Upgraid’s back-to-basics approach does not extend to the research behind the products. It markets itself as the “first-ever wellness company with a science-based approach.” 

Kamine explains that supplement companies have a lower requirement to show effectiveness. “Although most products are safe, many do the absolute minimum to ensure effectiveness because it takes specialized know-how and costs more to adhere to higher standards.”

He further details that using scientific rigor to develop products is very important because it is a systematic way to ensure they will work.

“Consumers need to educate themselves and rely on secondary validations – like clinical studies, NSF Safe for Sport or Certified Organic – to find brands they can trust.”

Another major consideration for the company is encouraging consumers to consistently take the product each day to gain long-term benefits. Upgraid’s formulations combine active ingredients for both “see it, feel it, measure it” short-term results and long-term results.Click to EnlargeUpgraid’s formulations combine active ingredients for both “see it, feel it, measure it” short-term results and long-term results.

Naturex continues to innovate
This latest move from Naturex follows the repurposing of its cranberry ingredient. While Flowens had initially been marketed toward men, it was recently found to alleviate frequent urination in women with overactive bladders. 

At Vitafoods Virtual Expo in September, Naturex was shining a light on the changing nature of healthy aging. 

The company also unveiled an addition to its koji minerals portfolio over the summer. Ultimine Zinc addresses immunity concerns, as well as trends for ingredients perceived as natural. 

In July, a company expert detailed how the business had been impacted by the COVID-19 pandemic. 

By Katherine Durrell

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