Nestlé Health Science’s Persona platform to offer ChromaDex’s cellular health supplement

13 Feb 2020 --- Nestlé Health Science (NHSc)’s personalized nutrition service Persona Nutrition has added a new supplement in its portfolio that is touted as boosting cellular health. Tru Niagen is a nicotinamide riboside supplement and US supplier ChromaDex Corp’s flagship ingredient. The collaboration comes on the heels of Nestlé’s yearly financial overview, which pointed to Persona as a profitable e-commerce asset. Beyond cellular health, Tru Niagen also boasts benefits in areas such as promoting better sleep and energy levels.

The agreement also provides NHSc the exclusive right to include CDXC’s patented nicotinamide riboside ingredient Tru Niagen in NHSc branded medical nutrition and co-exclusive rights to include Tru Niagen in certain products within the consumer health category.

“We appreciate Persona’s focus on personalized health and customer experience for its subscribers,” says Rob Fried, ChromaDex CEO. “NHSc shares our commitment to science, and we are pleased to extend our partnership with them to include personalized nutrition.”

“Cellular health is at the core of the concept of beauty, from the inside out. As more health-conscious consumers want to optimize their health and wellness holistically, we are proud to partner with ChromaDex to offer its leading nicotinamide adenine dinucleotide-boosting (NAD) Tru Niagen supplement to our customers,” says Jason Brown, Persona CEO.

Investing in personalized nutrition
Personalization in nutrition is enjoying growing consumer and industry attention, with a spur of start-up acquisitions and new launches. NHSc’s Persona provides an online health assessment, a doctor-recommended vitamin routine and a monthly home delivery service. The company acquired the platform last September. 

More health-conscious consumers want to optimize their health and wellness holistically. Recently, Atrium Innovations, an NHSc company, acquired technology-based functional medicine platform LivingMatrix in a bid to further bolster its position in the personalized nutrition space. Moreover, in November, NHSc partnered with the University of California San Diego Center for Microbiome Innovation (CMI) to reinforce research into the microbiome’s impact on human health.

According to the company’s financial overview for 2019, NHSc grew at a high single-digit rate, supported by strong growth in Medical Nutrition and Atrium products in Consumer Care. This reflected a pipeline of successful innovations and strong growth in the e-commerce channel, bolstered by the acquisition of Persona.

Tru Niagen’s potential
ChromaDex is a science-based integrated nutraceutical company devoted to improving the way people age. ChromaDex scientists partner with universities and research institutions worldwide to uncover the full potential of NAD and identify and develop novel, science-based ingredients. 

According to the company, there is an increasing amount of nutrition science available supporting the importance of maintaining the body’s NAD, a coenzyme important for cellular health, exercise, sleeping soundly and turning the food we eat into energy. 

The company notes that multiple clinical trials demonstrated that Niagen can boost NAD levels, which decline with age. The product has twice been successfully reviewed under the US Food and Drug Administration (FDA)’s new dietary ingredient (NDI) notification program and has also been successfully notified to the FDA as generally recognized as safe (GRAS). ChromaDex has also secured regulatory approvals on its patent-protected ingredient in Canada, the EU and Australia.

“Tru Niagen is supported by published clinical studies and manufactured with a high standard of safety and quality, which fits in nicely with our current portfolio of nutritional supplements,” Brown concludes.

Edited by Kristiana Lalou