Qura Creatine to launch at Vitafoods Europe 2026 for next-gen sports nutrition

Qura Creatine will unveil a premium creatine monohydrate at the upcoming Vitafoods Europe trade show (May 5–7) in Barcelona, Spain. The company is promising a “long overdue” alternative in this market, with high purity, solubility, and transparency. 

The global creatine market is growing robustly and diversifying to target benefits beyond performance, such as brain health, cognition, and women’s health. Moreover, the brand notes that consumers are seeking modern product formats. 

At the same time, Qura Creatine cautions that there are limited suppliers of high-purity creatine monohydrate. The company’s next-generation offering aims to disrupt this market and reduce risks resulting from supply shortages.

“With demand for high-quality creatine rocketing and consumers crying out for innovative new products, it’s unsustainable for the market to be a near-monopoly. Qura Creatine will introduce a long-overdue choice in a segment that has been static for too long, reducing the risk of supply being unable to keep up with demand,” says Michael Hekking, co-founder of Qura Creatine.

“But more than that, its combination of purity, solubility, transparency, and independent verification represents an evolutionary leap forward in the category. We’re going to redefine what ‘premium creatine’ means.”

New delivery formats

Qura Creatine says its solution offers the “highest purity currently available on the market” at 99.95%, which is supported by independent verification. Moreover, the company notes that each batch is traceable and independently tested in the EU and US to support safety, provide anti-doping assurance, and meet global regulatory requirements.

Qura Creatine says it has eliminated grit and bitter aftertaste, while the solution’s mesh size enables its use in multiple formats, such as capsules.To enable new formats, the creatine monohydrate is engineered for “excellent solubility and rapid dispersion,” which are important for delivery systems like stick packs and beverages.

Qura Creatine says controlled internal testing has demonstrated faster dispersion than a leading premium creatine on the market. The company has eliminated grit and bitter aftertaste, while the solution’s mesh size enables its use in multiple formats, including sachets, tablets, and capsules.

“In today’s creatine monohydrate market, where consumers want greater choice, and brands are moving toward new formats, purity alone is not enough. The future of the category has to be about innovation and demonstrable utility,” says Hekking.

“We’re focusing on how creatine performs. As well as offering formulators the quality, scientific substantiation, and transparency they now expect, Qura Creatine is specially engineered for the next generation of creatine formats.”

Qura Creatine is produced and co-packed in facilities with Food Safety System Certification 22000 and certified by International Featured Standards and is vegan, kosher, and halal compliant.

Creatine product advances

Last year, Sirio told us that creatine is experiencing a comeback due to shifting consumer behaviors. The company’s head of R&D hailed the nutrient as “one of the most proven and fundamental ingredients in sports nutrition,” benefiting from a surge in interest in sports nutrition as well as scientific advances on additional health benefits.

To improve the nutrient’s solubility, convenience, and flavor versatility, TSI Group introduced a new processing technology, OptiCreatine.

In product launches, sports nutrition brand ESN unveiled peach-flavored Ultrapure Creatine Gummies as a convenient alternative to powders and Crank, a three-in-one pre-workout formula with 200 mg of caffeine for focus.

Meanwhile, Bulletproof launched Coffee + Creatine earlier this month, a functional coffee innovation that features creatine and electrolytes for performance and cognitive support.