Shaking up the protein scene: Plasma Nutrition on its new technology and research routes
21 Mar 2018 --- Protein remains a hot topic within the world of nutrition, with academic and industry research continuing to highlight its benefits for just about all demographic groups. It’s no wonder then that the protein space offers suppliers ample opportunity for continued innovation and new product development. Within this space, the New York-based start-up Plasma Nutrition is looking to offer a new perspective through its patent-pending Ingredient Optimized technology.
NutritionInsight spoke with Plasma Nutrition founders Stephen Motosko and Chris Flynn-Rozanski about their goals and accompanying challenges, as well as their unique position to offer a new approach to improving protein.
Protein and quality of life
Motosko had been using atmospheric plasma in a previous company, but started to become interested in its potential to improve protein after a family member developed sarcopenia, which opened his eyes to protein malabsorption rates and how muscle mass can translate to quality of life.
“As we did more research into protein and the problems that surround it, I realized that combining protein with plasma technology could create something that was much more beneficial for the public and would improve muscle mass and strength,” Motosko notes.
Customers, in general, are demanding an increasingly high standard and a completely digestible protein source. Consumers are more educated than before and hydrolyzed protein speaks to that need for a more bioavailable and bioefficient protein.
“We see ourselves very much in technology and our positioning within the overall sports nutrition market, our model and our business is somewhat unique relative to how other companies approach ingredient innovation,” Flynn-Rozanski notes. “The most common way that we see companies approach sports nutrition is through branded ingredients. We have been developing technology for the past five years and we have been looking at, or developing, the applications on whey protein.”
Backed by SOSV, a leading venture capital fund, Plasma Nutrition currently applies its Ingredient Optimized technology to create ioProtein, launched in co-branded partnership with PERFORMIX supplements in April last year.
"Typically, protein products sacrifice efficacy and bioavailability for taste, whereas if you are looking for a product that is superior in nutritional value, it brings with it a bitter (acidic or chalky) taste," says Flynn-Rozanski. "What we have managed to accomplish with our technology, on whey protein isolate, is to create a protein that is more bioavailable and bioeffectatious than other proteins in the market. So the goal is finding a profile that has a good taste, making it easy for brands to integrate it into their existing products lines."
Regarding ioProtein's usage, Plasma Nutrition’s studies have demonstrated improved recovery time post-workout, reduced stomach discomfort and increased strength and muscle mass, with data showing that 26 percent less ioProtein is required in the post-workout period to achieve the same training adaptations as compared to standard whey protein isolate. The benefit of this is that brands can create products with better form factors, reduced calorie protein offerings and lower costs.
Research route
Although Plasma Nutrition’s initial focus was on clinical nutrition and sarcopenia, for the foreseeable future the company will target the sports nutrition segment.
“As we started off, one of the things we knew was important was to talk to researchers and product formulators and individuals in the industry to understand where the market is right now, and what the road maps would look like to bring medical foods and clinical nutrition products to market,” Flynn-Rozanski notes.
“One of the consistent pieces of feedback we got from researchers and products developers was that the clinical nutrition and old age product market looks to sports nutrition as a signaling market for what’s next in innovation,” he adds.
As an early adopter, sports nutrition provides novel technologies an opportunity to grow, develop and establish scientific research value as well as the commercial ability that companies looking at a medical nutrition product or medical food would need.
As such, the company has entered the sports nutrition market with its existing research, while continuing to conduct the more advanced research to get a foothold in medical nutrition.
Start-up pros
Both co-founders came from a startup background, with Plasma Nutrition being their first venture into the food and health space. And according to Flynn-Rozanski, this background has proven to be a challenge, but also a benefit.
“There has not been much innovation in the protein space for several years, if not longer. One of the things that we have been able to do is bring that outside perspective,” he says.
“That is not without challenges, but it has allowed us to not just be trapped within boxes of what has been done before. As a start-up, a food and science-based company, our journey has been very research orientated. Anyone who is starting a health tech start-up should realize it takes research and time, so it’s not for someone who wants to put something out there immediately.”
“Science and regulatory work is something that you need to be very committed to. A company has to be prepared to wait; if you get a trial started it's going to run its course. Ultimately, the value in good science and the value in strong research is the underpinning of what we are trying to do.”
Looking to the future
Plasma Nutrition has patented its process, the technology and features of the resulting protein peptide itself.
“In the US, we are still patent pending and we are deciding which countries to do internationally. I think Europe will be our first big market, simply due to the protein demand, which is something we are going to work towards next year,” Motosko notes.
The company is set to announce new products and developments, as well as some positive research results in the next few months, which “will signal to a consumer that this is the next generation protein.”
“There is the opportunity to disrupt a relatively stagnant industry, particularly the protein category, and the time is now,” he concludes.
by Lucy Gunn
