The brand, which was founded in 2022 with products across blood sugar management, curcumin and ashwagandha, now has 23 dietary supplement SKUs.
Next month, it will be launching its first set of gummy supplements, against the backdrop of a growing trend for functional snacks.
“Gummies is a growing market across the globe, it is an interesting market, but we are sticking to ‘serious’ gummies for specific purposes,” Mathew Samuel, head of global marketing at NatXtra - Synthite Industries told NutraIngredients.
These nutraceutical gummies could also serve as a better option as compared to sugary sweets.
“Instead of eating sweets when the sugar craving comes, we are positioning our products as healthy sweets which they can take instead,” he said.
For a start, the gummy range will be launched in the domestic Indian market, before being introduced to the UAE, Russia, and the US where the brand already has an online presence via its B2C site and Amazon.
The five SKUs
Five gummies SKUs will be launched, with three of them targeting gut health, immune support, and polycystic ovary syndrome (PCOS).
The other two, an ashwagandha gummy, was designed for vitality and relaxation, while an anti-aging gummy was also developed in line with growing interest in longevity.
In this case, antioxidants such as green tea extract, curcumin, pomegranate, and quercetin are used as the key ingredients.
Quercetin, in particular, has been studied for its senolytic effects - also the ability to clear up senescent or dead cells. The clearing up process is important as the accumulation of senescent cells in the heart contributes to various age-related pathologies.
“In terms of aging, what we are focusing on is metabolism, heart health, inflammation reduction, increasing your immunity and enhancing energy production,” Samuel said.
Longevity focus
In fact, the brand will be expanding its longevity health SKUs, with more products to enter the market by year end.
Quercetin and spermidine will be two of the ingredients that the brand is focusing on for the upcoming longevity health SKUs.
“Longevity is something that we’ve been working on, and we have come out with a few more products on longevity, and they will be launched in the next two to three months.
“By the end of the year, we should have 30 products,” Samuel said.
Liquid drops?
There are also plans to explore other dosage formats, such as ashwagandha liquid drops that can be added to beverages.
“We try to identify what is required, what the customer wants, and we want to make sure that the customer finds the product useful and can be part of his or her daily lifestyle.
“It’s not just about launching a product, but coming up with a very clear purpose by first identifying a problem and then we try to give solutions for that problem,” Samuel said.
