From ageing to active nutrition: ChromaDex expands TRU NIAGEN range to address active lifestyle needs in Hong Kong

By Tingmin Koe contact

- Last updated on GMT

TRU NIAGEN® EX is sold exclusively in Watsons in Hong Kong. ©Chromadex
TRU NIAGEN® EX is sold exclusively in Watsons in Hong Kong. ©Chromadex

Related tags: Chromadex, Tru Niagen, Sports nutrition

ChromaDex has launched its nicotinamide riboside (NR) supplement, TRU NIAGEN, in stick packs in Hong Kong as it seeks to cater to the nutritional needs of active individuals, beyond its traditional healthy ageing customer base.

Branded as TRU NIAGEN® EX, the stick sachet powder could be consumed by mixing it into beverages.

As with the other TRU NIAGEN products, this version of product is only sold in Hong Kong via Watsons.  

According to the firm, TRU NIAGEN is already one of the bestselling brands in Watsons Hong Kong and the new format is to cater to individuals leading an active lifestyle.

It also provides another convenient option for existing users or those who have trouble swallowing capsules.

 “The health-oriented customers at Watsons have made TRU NIAGEN a best-selling product in Hong Kong.

“TRU NIAGEN® EX will help us reach the active, fitness-oriented consumer who drinks sports beverages and protein shakes,”​ CEO Rob Fried said.

The product claims to increase cellular energy, support cellular metabolism, and promote cellular repair by boosting the level of nicotinamide adenine dinucleotide (NAD+) in the body.

Each stick pack contains 300mg of NR mixed with chicory root extract. The extract serves as a source of fibre. A box of 15 sachets costs HKD$299 (US$38).

The stick packs, sold under the original brand name TRU NIAGEN, are also sold in the US and also available in China via T-mall, JD.com, Kaola, and Wechat.  

The company told us that it was first launched in the US due to demand from athletes who drink sports shakes and thus preferred the stick pack format which they could mix into the drinks.

ChromaDex has been expanding its product range to providing not just healthy ageing benefits​ in recent times.

In April this year, the company launched its first nutricosmetics TRU NIAGEN Beauty​ in Hong Kong and via cross-border e-commerce sales in China.

The product, which also contains hyaluronic acid, biotin, and grape seed extract, claims to nourish cells below the surface, speed up cell repair, and reduce wrinkles appearance.

The firm said there was the potential to expand the product sale into other markets, including the US.

Future applications?

ChromaDex is exploring the potential benefits of its patented NR ingredient, Niagen, on a host of age-related and metabolic health problems.

They include cardiovascular health to Alzheimer’s disease and a number of preclinical and clinical studies are underway.

In fact, Niagen was also used as a nutritional support with other nutrients such as L-serine, L-carnitine tartrate, and N-acetyl-L-cysteine (NAC) on COVID-19 patients in Turkey. The purpose of Niagen is to promote healthy mitochondrial function in the patients.

Results of the phase 2 clinical trial​ showed that patients who took the nutritional support and hydroxychloroquine recovered within 6.6 days on average. This is 29% faster than the 9.3 days seen in the placebo group.

As for muscle health, the company told us that it has started a range of clinical trials using Niagen. These include assessing the effect of Niagen and its metabolite concentrations in blood, urine, and muscle,​ and its effects on bone, skeletal muscle, and metabolic functions in ageing. ​ 

Q3 growth

ChromaDex recorded a total net sales of US$14.2m in Q3 this year, up 18% from the same period last year.

This growth was due to greater sales of TRU NIAGEN, where net sales hit US$11.9m – a 22% increase from a year ago.

The company also partnered with Nestle Health Science incorporated NIAGEN into its new product brand Celltrient. The range claims to support power muscle cells by renewing the mitochondria, support glutathione production to help protect cells, and increase NAD+ for cell energy production.

Another brand under Nestle Health Science, Persona, also included TRU NIAGEN into its product offerings.

Moving forward, the company expects its domestic US e-commerce business, launches in new international markets such as UK and Australia, and new product launches to drive revenue growth.

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