Personalized vitamin D: DSM’s Hologram Sciences launches first direct-to-consumer brand
28 Apr 2021 --- Having previously hinted to NutritionInsight that its first D2C solution would be “rapid immunity concept,” US-based Hologram Sciences is launching its first direct-to-consumer brand, called d.velop.
Containing DSM’s “triple-speed” vitamin D supplement ampli-D, d.velop can accelerate building resilient immune systems “in just days or weeks instead of months.” Notably, d.velop helps achieve optimal levels – 30 ng/mL – three times more effectively than conventional vitamin D supplements.
Besides just the “advanced vitamin D formula,” customers can also purchase d.velop’s subscription program that delivers a diagnostic vitamin D level assessment kit and digital support via an app.
“Increasing the availability of affordable at-home diagnostics to monitor nutritional status is a critical aspect of improving public health,” Hologram Sciences’ CEO Ian Brady tells NutritionInsight.
“This can empower individuals to make better choices about their diet and supplement use, and assures they are not missing certain nutrients or getting too much of others,” he says.
The sunshine vitamin continues to star in the immunity arena, particularly as low vitamin D levels were found in COVID-19 patients last year. Furthermore, a 2020 Nutrients-published study estimates 95 percent of the US population have inadequate vitamin D levels.
Speeding up the sunshine vitamin
Hologram Sciences’ d.velop helps consumers achieve faster and more effective vitamin D levels using vitamin D3 in the form of calcifediol rather than the standard cholecalciferol.
A 2018 study revealed that oral calcifediol results in higher rates of intestinal absorption compared to oral cholecalciferol. Also, oral calcifediol was 3.2-fold more potent than oral cholecalciferol, meaning lower dosages are needed.
“We expect that there will be a lot of interest in calcifediol in the future based on its increased speed and efficacy compared to conventional vitamin D,” Brady notes.
“In some populations, the benefits may be even greater. Research suggests that calcifediol may be a good alternative with meaningful benefit for overweight or obese individuals who have a hard time getting their vitamin D levels up with conventional vitamin D supplements,” he adds.
Used in the d.velop launch, DSM’s calcifediol-manufactured ampli-D acts on the body three times faster than standard vitamin D. The company released ampli-D to Australia’s market in March following global calls for immune-strengthening dietary ingredients.
Personalization in a kit
The d.velop launch arrives as a single 30-day supply option or a three-month supply. The subscription includes access to the free d.velop app providing users with actionable information to help them understand their immune health more precisely.
The app also includes access to live coaching from registered dietitians who can answer individual questions and provide tips for staying on course. Consumers choosing the subscription option will also receive a free two-pack vitamin D test kit to test vitamin D levels before and after supplementing with d.velop.
Hologram Sciences also designs custom-formulated products with delivery formats innovating “beyond the pill from powders to gummies and more.”
“No two people are the same and that goes for nutrition as well,” says registered dietitian Melissa Rifkin, partnering with Hologram Sciences.
“Understanding how to increase one’s immunity is one of the biggest challenges people face and d.velop addresses that challenge in a very personal way.”
DSM’s race for personalization
As part of its strategy to bolster its personalized nutrition focus, DSM invested US$100 million in Hologram Sciences earlier this month.
Prior to his role as Hologram Sciences’ CEO, Brady was the co-founder and CEO of VC-backed personalization nutrition company AVA, which DSM also acquired in 2019. Over the past three years, DSM has further invested in personalized nutrition companies Panaceutics and Mixfit.
Both the personalization and immune health trends feature in Innova Market Insights Top F&B Trends for 2021. Furthermore, the two overlap as the market researcher expects immunity interest to carry on as research in personalized nutrition accelerates.
By Anni Schleicher
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