‘Slow down ageing’: NZ’s SRW on continuous R&D in cellular health and personalised nutrition prospects
Founded in 2021 by pharmacist and biotechnologist Greg Macpherson, Science Research Wellness (SRW Laboratories) specialises in cellular health supplements.
NutraIngredients-USA previously wrote about SRW’s hero products – with Hobamine (2-HOBA) as the key ingredient – targeting cellular ageing when it first launched. It has since rolled out other products targeting joint, brain, circulatory, muscle, and mental health.
When asked about its continued focus in the healthy ageing space, Macpherson was in consensus that the research and NPD is not exhausted yet.
“There’s more and more research coming out now showing that we can modulate ageing. We can tackle the conditions of ageing from a cellular level, as well as new research coming out for cancer ageing. Doctors are now starting to also get involved in longevity medicine. What used to be in the labs three to five years ago is getting translated into the clinic setting. We’re getting more doctors to work in this area.”
Collaborative science for NPD
The firm has been working with researchers all over the world, particularly Canada, United States (US), and Japan thus far, on the science of ageing and developing new products.
“Right now, we’re building up our portfolio of products, on a systems basis. So, our product architecture is the cellular structure, and we’re targeting vascular, neurological, skeletal, muscular systems, and so on. We’ve got another three to four products to come out that will cover all the body systems.
“Then we’ll be starting to look at the personalized nutrition side, so that we can really understand what's happening with the consumer and create products to suit them. We’ll continue to research ingredients to improve the existing products we have. As more science comes out, we curate it and keep evolving our range.”
On its personalised nutrition ambitions, it is capitalising on its proprietary cellular age test that measures one’s cellular age, rate of ageing and telomere length, accompanied with a one-on-one consultation.
It is amid conducting an observation trial in New Zealand for those who have taken its hero products, and Macpherson shared that the results showed a reduction of biological age over six months. The study will be published in the next six months.
Distribution plans
Globally, it touted 1.3 million units sold last year, and is expecting to double the amount this year. Macpherson said that growth looks promising given the results from its clinical trials that will be published soon.
Its products are available for international shipping via its website, Amazon US, and pharmacies across its home market New Zealand. In China, it said it works with Access Corporate Group via an online app to reach out to Chinese consumers.
When it first launched in China in 2021, its entire first shipment was sold out, achieving a sale of US $5.9 million (NZ $9.4 million). It also sold out on 30,000 units of its muscle health supplement when it launched in China about two months ago.
Macpherson said that South East Asia and China are its main growth markets in Asia-Pacific (APAC), as well as the United States. Given its higher-than-average price point (around US $100), it is a niche product among its customers from New Zealand.
“I feel like Chinese consumers are quite sophisticated. They are constantly looking for solutions to help them to maintain good health. I think it's a market that understands the need to support cellular health.”
As for brick-and-mortar presence, it is eyeing US given its mature market for supplements like theirs. However, it recognizes the challenge of standing out among others and that may require a different distribution approach with more resources spent on marketing to customers in the US.
