The PricePlow Podcast

On Episode #185 of the PricePlow Podcast, Mike and Ben welcome Jonathan Baner (Senior R&D Director) and James Stone (Vice President of Global Marketing and Insights) from Glanbia Nutritionals to explore the fascinating world of protein extrusion technology and better-for-you snacking. This powerhouse team brings deep expertise in both the science and consumer insights driving the functional foods revolution, revealing how advanced extrusion processing is solving the longstanding challenge of creating high-protein snacks that actually taste good and deliver satisfying texture. From Ingredients to Extrusion Technology, Glanbia Nutritionals is Behind Better Snacking The conversation dives into the mechanics of twin screw extrusion technology that transforms fine protein powders into everything from cheese puffs to protein cereals, the critical differences between dairy and plant-based proteins in processing, and the four distinct snacking behavior profiles that brands need to understand. From Jonathan's 25 years of extrusion expertise to James's insights on consumer trends showing that Americans consume sweet snacks 6.4 times per week, this episode unpacks how Glanbia is pushing protein fortification from the typical 5-7% found in traditional snacks up to an impressive 65-85% range without sacrificing the crunch and flavor consumers demand. Beyond the technical breakthroughs, we explore real-world market dynamics including the tight supply situation for whey protein isolate, the evolution of clean label formulations, the seed oil debate, and how GLP-1 adoption is driving unprecedented protein demand. This episode showcases how ingredient innovation at the B2B level is transforming what's possible in functional snacking, with applications ranging from airport grab-and-go options to high-protein cereal that's eaten more as snacks than breakfast. https://blog.priceplow.com/podcast/glanbia-nutritionals-healthy-snacking-185 Video: Glanbia Nutritionals - Extrusion Technology & Better-For-You Snacking https://www.youtube.com/watch?v=Ng1ZC_yq7K0 Detailed Show Notes: Engineering Better-For-You Snacks with Protein Extrusion (0:00) – Introduction to Glanbia's Functional Foods Team (5:00) – The Snacking Landscape: Consumption Patterns and Consumer Demands (8:00) – Understanding Extrusion Technology: From Play-Doh to Protein Puffs (12:00) – The Protein Challenge: Why High-Protein Snacks Were Nearly Impossible (17:00) – Texture Optimization and Business Model (21:15) – Functional Ingredients and Plant Protein Challenges (26:00) – The Plant-Based Meat Decline: Lessons for Functional Foods (29:30) – Flavor Innovation: Ethnic Profiles and Cheese Evolution (33:30) – The Four Snacker Types: Texture Preferences and Product Formats (37:30) – The Keto Perspective and Protein Cereal's Surprising Use Case (43:00) – Trail Mix Reinvention and Extrusion Versatility (47:30) – Emulating Textures and Consumer Acceptance (54:00) – Whey Protein Supply Constraints and GLP-1 Impact (58:00) – Extrusion Process Details and Customer Collaboration (1:00:15) – Fortifying Fruit Snacks and Multi-Category Capabilities (1:03:00) – Fiber Fortification and Gastrointestinal Health (1:06:00) – Colostrum: Immune Support and Gut Health Innovation (... Read more on the PricePlow Blog

In Episode #184 of the PricePlow Podcast, Mike and Ben welcome back Ed Dosz, VP of Science Innovation at NutriScience Innovations, for a comprehensive exploration of ButyraGen, a revolutionary ingredient that generates butyrate directly in the small intestine. With butyrate serving as the primary fuel for colon cells while playing crucial roles in gut barrier function, immune modulation, and the gut-brain axis, Ed explains why this short-chain fatty acid has become one of the most important yet overlooked compounds in modern nutrition. Ed Dosz Returns to Discuss ButyraGen: Solving the Modern Butyrate Crisis The conversation tackles a fundamental problem facing modern gut health: the average American consumes only half the fiber needed for adequate butyrate production, and traditional prebiotics work only if you have the right gut bacteria. Ed details how ButyraGen's unique tributyrin-based formulation bypasses these limitations entirely through enzymatic action, delivering consistent butyrate generation regardless of microbiome status, age, or dietary habits. Beyond the science of butyrate delivery, Ed shares insights from two published clinical studies demonstrating ButyraGen's real-world benefits, including significant reductions in belly pain and improvements in digestive quality of life. The discussion reveals particularly strong benefits for women and postmenopausal individuals, explores the fascinating gut-brain connection, and examines ButyraGen's potential applications in metabolic health, GLP-1 support, and beyond. This episode provides a comprehensive look at why direct butyrate generation represents the next evolution in digestive health supplementation. Subscribe to the PricePlow Podcast for more conversations with ingredient scientists and industry innovators! https://blog.priceplow.com/podcast/nutriscience-butyragen-184 Video: Ed Dosz Explains NutriScience's ButyraGen - Direct Butyrate Generation https://www.youtube.com/watch?v=OnXrruuWyBE Detailed Show Notes: The Science and Clinical Benefits of ButyraGen (0:00) – Introduction and Reconnecting with Ed Dosz (1:30) – Why Butyrate Matters: The Gut's Primary Fuel (5:00) – The Modern Butyrate Deficit Crisis (9:15) – Why Traditional Prebiotics Fall Short (13:30) – Introducing ButyraGen: Direct Butyrate Generation (18:45) – Dosing Efficiency: Small Dose, Massive Impact (23:00) – Clinical Evidence: Two Published Human Studies (28:15) – Women's Health: The Standout Clinical Finding (33:30) – The Gut-Brain Axis and Future Research Directions (38:45) – Metabolic Health and GLP-1 Connections (43:15) – Practical Applications and Product Formulations (48:30) – Quality Matters: Not All Tributyrin Is Created Equal (53:00) – Stacking Strategies and Combination Recommendations (57:45) – Safety, Tolerability, and Long-Term Use (1:02:15) – Ed's Vision for the Future of Gut Health (1:06:30) – Closing Thoughts and Contact Information Where to Follow Ed Dosz and Learn More About ButyraGen NutriScience Innovations: NutriScienceUSA.com NutriScience on LinkedIn: LinkedIn.com/company/nutriscience-innovations-llc/ Ed ... Read more on the PricePlow Blog

On Episode #183 of the PricePlow Podcast, Mike and Ben sit down with Raza Bashir, Chief Innovation Officer at MuscleTech and Iovate, for an in-depth conversation about supplement quality control, manufacturing excellence, and the exciting innovation pipeline that has him more energized than ever in his nearly 20-year career. Broadcasting from MuscleTech's laboratory facility, Raza provides unprecedented transparency into the rigorous processes that ensure every product meets the highest standards across 140 countries. This conversation goes far beyond typical brand discussions, diving deep into the nuts and bolts of quality assurance: how MuscleTech manages relationships with 28+ contract manufacturers worldwide, the extensive third-party testing protocols that validate every batch, and the end-to-end oversight that distinguishes legacy brands from newcomers. Raza shares insights from recent Consumer Reports testing that validated MuscleTech's mass gainers as the only products without concerning levels of heavy metals, demonstrating how comprehensive quality systems deliver tangible consumer protection. The discussion then shifts to innovation, with exclusive reveals of breakthrough effervescent technology launching through the EFF'N Series at GNC, new peptide formulations combining cutting-edge ingredients like dileucine with HMB and essential amino acids, and the evolution of stimulant technology through EuphoriQ and the revolutionary Stacked pre-workout featuring Hydronox citrulline hydrochloride. Throughout the conversation, Raza's passion for both scientific rigor and consumer experience shines through, explaining why MuscleTech continues setting industry standards after three decades. https://blog.priceplow.com/podcast/muscletech-quality-control-183 Video: Raza Bashir Discusses MuscleTech's Quality Control and Innovation Pipeline https://www.youtube.com/watch?v=-efByKU-cyk Detailed Show Notes: Quality Systems and Innovation at MuscleTech (0:00) – Introductions: Inside MuscleTech's Innovation Lab (0:45) – Raza's Journey: From Passionate User to Innovation Leader (4:00) – The Manufacturing Network: Managing 28+ Global Partners (6:45) – The Qualification Process: Rigorous Audits Before Production (10:30) – Ingredient Qualification: Testing Before Approval (14:00) – The Branded Ingredient Advantage: Established Supply Chains (17:15) – Production Consistency: Managing Multiple Manufacturers Per Product (22:15) – The Multiple Manufacturer Strategy: Service and Supply Chain Resilience (24:15) – Third-Party Testing and Consumer Reports Validation (27:00) – Protein Testing and Nitrogen Analysis Methods (32:00) – The Creatine Conundrum: Testing Above Label Claim (36:30) – The Transparency Advantage: Avoiding Proprietary Blends (39:00) – Innovation Without Over-Engineering (40:15) – Business Resilience and Continued Innovation (43:30) – The Innovation Risk: Pioneering New Ingredients (47:00) – EuphoriQ Evolution: Responding to Consumer Feedback (52:00) – The Leaner Business Philosophy: Focused Excellence (55:00) – The EFF'N Series: Revolutionary Effervescent Technology (59:00) – Theolim: Novel Metabolism Enhancement (1:04:00) – EFF'N Energy: Genius Pure and Yohimbe (1:06:00) – The Effervescent Experience: Dissolutio... Read more on the PricePlow Blog

On Episode #182 of the PricePlow Podcast, Mike and Ben welcome back Max Fairchild alongside industry legend Chuck Letchman and marketing strategist Dan Pierce to explore the launch of Brew Shockalaka, a revolutionary zero-sugar coffee beverage that's redefining what functional drinks can be. This isn't your typical RTD coffee or energy drink - it's a complete reimagining of the category that combines dessert-inspired flavors with a powerful 1000mg nootropic matrix, all while maintaining zero sugar and zero dairy. Brew Shockalaka! Zero-Sugar Dairy-Free Nootropic Coffee That Tastes Amazing Max, who first appeared on the PricePlow channel back in 2018 during his Nutrex Research days, has partnered with distribution veteran Chuck Letchman to create what they call "the Deadpool of coffee" - a brand that refuses to take itself too seriously while delivering serious functional benefits. From the challenges of retort manufacturing to the strategic decision to launch in fitness channels first, this conversation reveals the complexities of beverage innovation and the power of industry relationships in bringing disruptive products to market. The team discusses their unique approach to product development, from sourcing natural caffeine from Colombian beans to incorporating CognatiQ coffee fruit extract and a strategic 560mg dose of potassium. With flavors like Salted Caramel, Caf̩ Mocha, and Maple Cinnamon Donut, "Brew Shock" is targeting the convergence of energy drinks, functional coffee, and nootropic supplements while building a brand identity that embraces music, comedy, and authentic consumer connections. https://blog.priceplow.com/podcast/brew-shockalaka-182 Video: Brew Shockalaka - The Coffee Revolution with Max Fairchild, Chuck Letchman, and Dan Pierce https://www.youtube.com/watch?v=1eDuXsHu2m0 Detailed Show Notes: Building the Zero Sugar Coffee Revolution (0:00) РIntroductions: Reuniting with Max Fairchild (2:15) РChuck Letchman's Industry Legacy and Partnership Philosophy (4:15) РDan Pierce: The Digital Marketing Strategist (6:00) РThe Genesis Story: From Powder to RTD Innovation (8:30) РManufacturing Challenges: The Retort Reality (12:00) РFlavor Development: Dessert-Inspired Innovation (17:00) РThe Science Behind the Buzz: Nootropic Innovation (22:00) РLabeling Strategy: Transparency as Differentiation (26:45) РThe Retort Advantage: Manufacturing as Competitive Moat (32:00) РThe Chuck Letchman Effect: Industry Relationships as Assets (38:45) РTeam Dynamics: Swiss Army Knife Approach (44:15) РStrategic Pacing: Growth Management Philosophy (50:30) РTarget Demographics: Coffee Culture Convergence (53:45) РBrand Personality: The Deadpool of Coffee (55:30) РAlcohol Collaborations: Expanding Usage Occasions (1:00:15) РStrategic Partnerships: Redefine Foods Collaboration (1:07:15) РDigital Marketing Revolution: TikTok Strategy (1:12:00) РInternational Expansion: Testing Global Waters Where to Follow and Learn More Brew Shockalaka: Company Website PricePlow.com/brew-shockalaka ...... Read more on the PricePlow Blog

On Episode #181 of the PricePlow Podcast, we sit down with twin brothers Ryan Gardner (CEO) and Jeff Gardner (CMO) of Bucked Up at their Salt Lake City headquarters. This conversation reveals the remarkable journey from internet marketing pioneers to building a billion dollar million supplement empire, complete with helicopter rides over Utah's mountains and an inside look at their massive manufacturing facility. The Gardner brothers share their incredible origin story that began with exact match domains and affiliate networks in the early 2000s, leading to a deer antler spray windfall thanks to Ray Lewis's Super Bowl controversy in 2013. From those humble beginnings, they built Bucked Up into the #1 pre-workout at GNC and Vitamin Shoppe, pioneered micro-influencer marketing before it was cool, and recently expanded into energy drinks with major partnerships including SoFi Stadium in Los Angeles -- all in pursuit of their "billion or bust" vision. Celebrating the Launch of Bucked Up Black Ant This episode also features the exclusive launch details of Black Ant, their revolutionary new pre-workout Mike and Ben helped formulate, featuring industry-first ingredients like RipFACTOR and Creasol SSAT alongside traditional creatine monohydrate (Black Ant is Bucked Up's first creatine-based pre-workout). The conversation explores everything from their innovative protein drinks with light carbonation to their thoughts on peptides, healthspan optimization, and the future of the supplement industry. https://blog.priceplow.com/podcast/bucked-up-ryan-jeff-gardner-181 Video: Inside Bucked Up HQ with the Gardner Brothers https://www.youtube.com/watch?v=MzGuzuGtuWQ Detailed Show Notes: From Internet Marketing to Supplement Empire (0:00) – Introductions: Meeting the Twin CEOs in Salt Lake City (2:15) – The Internet Marketing Origins: Early 2000s Digital Pioneers (6:30) – The L-Arginine Domain Score: Learning the Power of Exact Match Domains (9:45) – The Ray Lewis Windfall: Deer Antler Spray Goes Viral (14:30) – Entering the Pre-Workout Market: Innovation Through Transparency (20:45) – Micro-Influencer Marketing: Ahead of the Curve (24:45) – Dominating Retail: The Path to #1 at GNC and Vitamin Shoppe (28:00) – The Beverage Evolution: Learning Distribution Networks (31:30) – The Brand Beyond Products: Culture and Community (34:00) – Product Innovation Partnership: The Black Ant Story (38:00) – Revolutionary Strength Ingredients: RipFACTOR and Clinical Research (42:30) – Premium Positioning and Market Strategy (45:30) – Diversified Pre-Workout Portfolio Strategy (48:30) – Ready-to-Drink Pre-Workout Development (54:30) – Protein Innovation: Light Carbonation Revolution (58:45) – Protein Dosing Philosophy and Market Positioning (1:06:30) – Celebrity Partnerships and Brand Building (1:10:30) – Market Expansion and Penetration Strategy (1:12:30) – Peptides and Future Health Optimization (1:17:30) – Healthspan vs Lifespan Philosophy Where to Follow Bucked Up and Connect Ryan Gardner: LinkedIn&... Read more on the PricePlow Blog

On Episode #180 of the PricePlow Podcast, Mike and Ben venture into the heart of Manhattan to visit Helaina, where they sit down with Dan DeMarino, Business Development Director, and Anthony Clark, Chief Technology Officer, for an in-depth exploration of precision fermentation technology and efferaâ„¢ human-equivalent lactoferrin. This conversation provides a fascinating behind-the-scenes look at the science and engineering that makes efferaâ„¢ possible, from Anthony's revolutionary 5-week development cycles that compress what traditionally took 15 weeks, to the sophisticated machine learning models analyzing 170 million data points. We explore how Helaina has transformed precision fermentation from a months-long process into a predictable engineering paradigm, enabling rapid innovation in bioactive protein development. The Future is Now: How Precision Fermentation will Change the World Alongside Anthony's technological prowess, Dan brings his extensive supplement industry experience across several categories to discuss the commercial applications of human lactoferrin. The conversation reveals clinical data showing that efferaâ„¢ is recognized by the body as "self" with no antibody development, while bovine lactoferrin triggers immune responses. The biggest question is how to best get the word out there for this phenomenal ingredient. From iron regulation mechanisms to women's health applications, gut health formulations, and the future of human bioactive proteins, this episode showcases why efferaâ„¢ represents a paradigm shift in nutritional science. https://blog.priceplow.com/podcast/helaina-effera-precision-fermentation-180 Video: Helaina's Manhattan Lab with Dan DeMarino & Anthony Clark https://www.youtube.com/watch?v=3mh0im0b_eo Detailed Show Notes: Precision Fermentation Meets Supplement Innovation (0:00) – Introductions: Meeting the Science and Business Leaders (6:00) – Anthony's Revolutionary R&D Approach: From 15 Weeks to 5 Weeks (9:00) – Learning from Experience: Patchouli to Protein in Record Time (10:30) – Data-Driven Innovation: 170 Million Data Points and Machine Learning (11:15) – The efferaâ„¢ Breakthrough: Human Lactoferrin Through Precision Fermentation (15:00) – Iron Regulation and Lactoferrin as a Signaling Molecule: Air Traffic Controller Analogy (22:00) – Marketing Challenge: Making Iron and Anti-Inflammation Sexy (23:00) – Strategic Positioning: Women's Health and the "Pink Gold" Opportunity (25:30) – The Creatine Parallel: Building Efferaâ„¢ into a Multi-Benefit Category (29:00) – The Prenatal Crisis: 80% of Pregnant Women Are Iron Deficient (36:00) – Product Showcase: Kepos and the Human Colostrum Concept (41:30) – Formulating the Perfect Gut Health Supplement (47:00) – Clinical Research Pipeline: Three Studies Define the Future (49:00) – Clinical Validation: No Immune Response to Human Protein There's so much more to come, and we couldn't be more excited about the future after visiting Helaina's R&D lab. Where to Follow Helaina an... Read more on the PricePlow Blog

On Episode #179 of the PricePlow Podcast, Mike and Ben sit down with Tyrus Sciarra, the high-energy sales dynamo from Sensapure Flavors, at IFT First 2025 in Chicago. Broadcasting from Sensapure's booth (the same location where we recorded our Episode #175 with Solar Foods), this conversation dives deep into the evolving world of flavor science, industry trends, and the passionate career journey of one of the supplement industry's most enthusiastic flavor advocates. From Natural to Even More Natural with Sensapure Flavors at IFT First 2025 Tyrus brings his characteristic energy and industry expertise to discuss everything from the natural vs. artificial flavor debate to international taste preferences, sweetener technologies, and the rise of the "clean label" movement. The conversation reveals how Sensapure Flavors differentiates itself through superior customer service, owned manufacturing capabilities, and deep understanding of the sports nutrition market. From his early days at another flavor house to his current role helping brands create flavor systems that drive consumer loyalty, Tyrus shares insights into why flavor isn't just about taste -- it's about building successful brands. In the Supplement Industry and Don't Know Tyrus?! You Should! The discussion also explores current industry controversies, including the Food Babe-driven movement away from natural flavors toward whole food extracts, the ongoing sucralose versus natural sweetener debate, and how American flavor profiles are conquering international markets. Whether you're a brand looking to understand flavor development or simply curious about what goes into making your favorite supplements taste great, this episode provides rare insights into the science and business of flavor creation. https://blog.priceplow.com/podcast/tyrus-sciarra-sensapure-flavors-179 Video: Tyrus Sciarra Breaks Down Flavor Science and Industry Trends at IFT First 2025 https://www.youtube.com/watch?v=ESsccpGF5gw Detailed Show Notes: The Science and Business of Flavor Creation (0:00) – Introductions: The "Walking Ball of Energy" (2:00) – Career Journey: From ADM Wild to Sensapure Leadership (8:00) – The Flavor Industry Landscape: Service Over Commodity (12:00) – Manufacturing Excellence: Owning the Process (16:00) – Ownership Strategy: Learning from Xtend's Success (23:00) – The Natural Flavor Controversy: Beyond Food Babe (32:00) – Citric Acid Alternatives: Meeting Clean Label Demands (37:00) – Cost Analysis: Premium Pricing for Clean Label (39:00) – The Sucralose Debate: Performance vs. Perception (47:00) – Sweetener Technology: Understanding Peak Profiles (50:00) – International Taste Preferences: American Flavors Go Global (54:00) – Trend Prediction: Personalization and Athlete Collaborations (58:00) – Brand Visibility: Moving Beyond Behind-the-Scenes (1:02:00) – Industry Evolution: Community Over Competition (1:05:00) – Market Education: Energy Drinks and Consumer Awareness (1:10:00) – Viral Marketing: Lessons from Basic Supplements (1:14:00) – Nostalgia and Memory: The Emotional Power of Flavor (1:16:00) – Innovation Opportunities: Functional Flavor Development Where to Follow Tyr... Read more on the PricePlow Blog

On Episode #178 of the PricePlow Podcast, Ben and guest co-host Joey Savage take listeners inside Veritacor Manufacturing in Luling, Texas, for an exclusive facility tour and in-depth conversation with founders Frank Santos and Derek Curtiss. This episode provides a rare behind-the-scenes look at what it takes to build and operate an NSF-certified, GMP-compliant supplement manufacturing facility from the ground up. From their humble beginnings with a single encapsulator to their current 32,500 square foot operation, Frank and Derek share the meticulous processes, quality control systems, and attention to detail that set Veritacor apart in the competitive contract manufacturing landscape. The discussion dives deep into the technical aspects of supplement production, from vendor qualification and raw material testing to the critical differences between ribbon and paddle blenders, while also exploring their ambitious growth plans to reach 200,000 square feet of manufacturing space. This discussion and forthcoming facility tour showcases not just Veritacor's impressive capabilities in powder blending, encapsulation, and fulfillment, but also their commitment to elevating industry standards through rigorous third-party auditing, comprehensive SOPs, and a culture of continuous improvement. Whether you're a brand owner looking for a manufacturing partner or simply interested in understanding how supplements are made at the highest quality levels, this episode delivers unprecedented insights into modern nutraceutical manufacturing. Subscribe to the PricePlow Podcast to hear more conversations with industry innovators and manufacturers shaping the future of supplements! https://blog.priceplow.com/podcast/veritacor-supplement-manufacturing-178 Video: Inside Veritacor Manufacturing Facility Tour https://www.youtube.com/watch?v=An7FhkG9bZE Detailed Show Notes: GMP Excellence and Manufacturing Innovation (0:00) – Introduction: A Dream Realized in Manufacturing (1:30) – Derek's Journey: From Indian Botanicals to COO (3:30) – Building from Scratch: The Veritacor Origin Story (6:00) – The Path to NSF Certification: Setting the Standard (8:15) – Customer Onboarding: From Formula to Feasibility (10:15) – Vendor Qualification: The Foundation of Quality (12:15) – The Critical Weighing and Blending Process (14:30) – Blending Technology Deep Dive: Ribbon vs. Paddle vs. Bin (17:15) – Quality Control: Multi-Point Testing and Validation (19:45) – Manufacturing Capabilities and Core Specializations (22:30) – Core Culture: Demonstrating Capabilities Through House Brands (25:00) – Facility Evolution: Creative Solutions and Strategic Growth (28:00) – NSF Audit Stories: Learning from Scrutiny (31:00) – Stability Testing and Shelf Life Determination (34:00) – Third-Party Logistics: Complete Supply Chain Solutions (36:30) – NetSuite Implementation: Digital Transformation (39:00) – Community Impact: Building Local Talent (42:00) – The Business of Manufacturing: Costs and Timelines (45:00) – Blender Selection Strategy: The Right Tool for Each Job (48:00) – Expansion Vision: The Path to 200,000 Square Feet (51:00) – Product Categories and Sp... Read more on the PricePlow Blog

In the grand finale of our 2025 GNC Global Conference coverage, Mike and Ben deliver a comprehensive three-part episode that captures the full spectrum of the supplement retail ecosystem. From seasoned franchisees with decades of frontline experience to cutting-edge product innovation from MuscleTech, this conversation showcases why the supplement industry thrives on authentic relationships and genuine innovation. Part 1 features powerhouse franchisees Eric Miller (33 years, Philadelphia market), Benny Farzad (14 years, Dallas-Fort Worth), and Laura Dalton (23 years, Raleigh, North Carolina) sharing their insights on what makes successful supplement brands and how social media has transformed consumer education. Part 2 shifts to Florida franchisee Mona Bailey and Nutralabz Chief Revenue Officer Ben Benedict discussing regional market trends and the GR8 Lifestyle product experience. Part 3 concludes with MuscleTech's Raza Bashir providing exclusive previews of revolutionary effervescent technology and upcoming innovations that have him more excited than ever in his 17-year career. This episode perfectly encapsulates the community-over-competition mentality that defines the modern supplement industry, demonstrating how authentic partnerships between brands, retailers, and consumers create sustainable success. Special thanks to Nutralabz for hosting us at their booth and facilitating these incredible conversations. https://blog.priceplow.com/podcast/gnc-global-conference-franchisees-177 Video: GNC Global Conference Finale - The Complete Industry Perspective https://www.youtube.com/watch?v=MIv2s9AEB6A Detailed Show Notes: From Retail Floors to R&D Labs (0:00) – Introductions: The Frontline Franchisees (2:30) – The Three Pillars of Brand Success (5:00) – Social Media's Impact on Consumer Education (8:15) – Early Access and Exclusive Partnerships (9:30) – GR8 Lifestyle and Basic Supplements Performance (12:00) – The Personal Touch: Community Integration and Customer Service (14:30) – The Evolution of Creatine Acceptance (16:00) – Essential Supplement Recommendations (18:00) – Part 2: Florida Franchise Success with Mona Bailey (21:30) – Regional Market Dynamics: Florida vs. Other Markets (24:00) – GR8 Lifestyle Products: Mona's Experience (27:30) – Creatine Education and Women's Market Expansion (31:00) – Upcoming GR8 Product Preview (34:00) – Part 3: MuscleTech Innovation with Raza Bashir (37:30) – EFF'N Creatine: Revolutionary Effervescent Technology (42:00) – Flavor Science and Technical Innovation (45:30) – EuphoriQ V2: Strategic Yohimbe Integration (50:30) – Future Innovation Preview: Peptides and Beyond (54:00) – Industry Collaboration and Community Building Where to Follow and Learn More Eric Miller: Philadelphia GNC Franchisee (33 years experience) Benny Farzad: LinkedIn | Instagram: @gnc_prestonwood, @gnc_fraternitry Laura Dalton: LinkedIn | Instagram: @gncdaltonfranchiese Mona Bailey: Lin... Read more on the PricePlow Blog

In this two-part Episode #176 of the PricePlow Podcast, we explore Gremin, the breakthrough dual polyphenolic ingredient from Zeus Hygia that's revolutionizing sports nutrition recovery. First, we sit down with Dr. Arun Kanth, founder of Zeus Hygia, to dive deep into the science behind this patent-pending combination of curcumin and green coffee extract. Then, we hear from Tyshawn Bryant, founder of Green Regimen, who shares his personal experience testing Gremin and how it led to his company's expansion into India. This episode reveals how Zeus Hygia's proprietary BioFusion Technology solves the notorious bioavailability challenges of curcumin while combining it with chlorogenic acid from green coffee extract, bringing curcumin to the sports nutrition space in proper fashion. With clinical studies showing 60% pain reduction, 21.5% improvement in muscular endurance, and accelerated muscle recovery, Gremin represents a significant advancement in plant-based sports nutrition ingredients. The conversation also explores the entrepreneurial journeys of both founders and the growing collaboration between innovative ingredient companies and passionate brand builders. https://blog.priceplow.com/podcast/zeus-hygia-gremin-arun-kanth-tyshawn-bryant-176 Video: Gremin's Breakthrough Science and Real-World Results https://www.youtube.com/watch?v=Upc5P11Bc-w Detailed Show Notes: The Science and Story Behind Gremin (0:00) – Introduction: Welcome to Zeus Hygia and Gremin (1:15) – Arun's Scientific Background and Journey (4:30) – The Humble Beginnings: Starting Without Backing (6:00) – Choosing Curcumin: The Obvious Starting Point (8:30) – The Sports Nutrition Gap: Identifying Plant-Based Opportunities (10:30) – Patent-Pending Innovation: Combination and Technology (12:45) – The First Company to Combine Green Coffee and Curcumin (14:30) – Clinical Evidence: Two Published Human Studies (16:30) – Comprehensive Performance Testing and Biomarkers (19:30) – Neutral Taste and Formulation Advantages (21:15) – Commercial Success and Market Applications (23:00) – Gummy Applications and Dosing Flexibility (24:30) – Venture Funding Announcement and Future Plans (26:15) – Stadice: The Mango-Based Cognitive Ingredient (28:15) – Connecting with Tyshawn Bryant (29:45) – Zeus Hygia Contact Information and Social Media (33:00) – Part 2: Tyshawn Bryant and the Green Regimen Story (33:45) – Green Regimen's Origin: A Personal Health Crisis (36:00) – From Green Smoothies to Elite Lifestyle Protein (38:30) – The Entrepreneurial Learning Curve (40:30) – Elite Lifestyle Nutrition: The Complete Formula (42:30) – Lessons from the Failed Kids Product (44:00) – The Taste Challenge in Plant-Based Proteins (46:15) – The Secret Weapons: Coconut Water and No Stevia (48:30) – Green Regimen Energy and Focus: Clean Stimulation (50:00) – Actazin: The Kiwi-Based Gut Health Innovation (51:30) – Ben's Kiwi Sleep Discovery (53:15) – The Zeus Hygia Connection: Introducing Gremin (55:45) – The Intensity Chal... Read more on the PricePlow Blog

On Episode #175 of the PricePlow Podcast, we sit down with Juan Benítez-García, Chief Sales Officer, and Sini Möttönen, Senior Application Scientist from Solar Foods at IFT First 2025 in Chicago. Broadcasting from the Sensapure Flavors booth, we explore the revolutionary Solein® protein that's literally made "out of thin air". This isn't your typical alternative protein story. Solar Foods has achieved what seemed impossible: creating complete, high-quality protein without farms, animals, or even plants. Using ancient Finnish microbes and renewable electricity, they've developed a process that bypasses photosynthesis entirely, producing protein that's 80% pure with a complete amino acid profile including 20% BCAAs. The result is a golden-colored powder with exceptional nutritional density, including naturally high levels of iron and vitamin B12. Our conversation reveals how biomass fermentation differs from precision fermentation, why Solein® tastes creamy with subtle nutty notes, and how this technology earned NASA recognition for feeding astronauts on Mars missions. From ice cream to protein bars, Juan and Sini demonstrate the versatility of this groundbreaking ingredient while explaining why it represents a fundamental shift toward sustainable, location-independent protein production. https://blog.priceplow.com/podcast/solar-foods-solein-175 Video: Solar Foods Brings Protein "Out of Thin Air" to IFT First 2025 https://www.youtube.com/watch?v=ZQ3hlgn0cZI Detailed Show Notes: The Science and Future of Air-Based Protein (0:00) – Introductions: Meeting the Solar Foods Team at IFT First (9:00) – The Science Behind Solein®: How Protein Gets Made from Air (13:00) – Biomass vs. Precision Fermentation: Understanding the Key Difference (18:00) – Nutritional Profile: Why 80% Protein Changes Everything (29:00) – Flavor Innovation: Partnering with Sensapure for Taste Excellence (34:00) – Versatile Applications: From Ready-to-Mix to Ice Cream (43:00) – Protein Bar Innovation: Soft Texture That Lasts (52:00) – Space Applications: NASA Recognition and Mars Mission Potential (1:00:00) – Global Flavors and Ice Cream Success (1:04:00) – Market Timeline and Consumer Availability (1:07:00) – Contact Information and Industry Connections Where to Follow Solar Foods and Connect with the Team Juan Benítez-García: LinkedIn Sini Möttönen: LinkedIn Solar Foods: Company Website LinkedIn Learn more about Solein® on PricePlow Sign up for PricePlow's Solar Foods news alerts Thank you to Juan and Sini for sharing the incredible story of Solein® and demonstrating how ancient Finnish microbes, renewable electricity, and innovative engineering are revolutionizing protein production. ... Read more on the PricePlow Blog

On Episode #174 of the PricePlow Podcast, Mike and Ben sit down with Rachel Schreck (Product Strategic Manager) and Brent Petersen (Vice President of Research) from Glanbia Nutritionals to explore the revolutionary Glanbia Nutritionals Strength Platform that's transforming how we think about performance ingredients, especially in beverage applications. This powerhouse team brings decades of expertise to discuss four groundbreaking ingredients that finally solve the stability challenges that have plagued creatine and ATP supplementation in ready-to-drink formats. The conversation dives into the science behind CreaBev® (the first beverage-stable creatine), OptiATPâ„¢ (encapsulated PEAK ATP® for energy drinks), Collametaâ„¢ (highly bioavailable marine collagen tripeptides), and TruCal® (a balanced bone health mineral complex). From Rachel's journey through food science to Brent's 25 years of dairy protein innovation, this episode reveals how Glanbia's advanced encapsulation technologies are opening entirely new product categories for formulators and brands. Beyond the technical breakthroughs, we explore real-world applications already hitting the market, including FitAid RX with CreaBev technology, and hear Mike's personal collagen and glycine supplementation journey that led to immediate experiential benefits. This episode showcases how authentic ingredient innovation, combined with transparent partnerships like those with Basic Supplements and GR8 Lifestyle, is driving the next evolution in functional beverages. https://blog.priceplow.com/podcast/glanbia-nutritionals-strength-beverages-174 Video: Glanbia Nutritionals Strength Platform Deep Dive https://www.youtube.com/watch?v=sKU5126dPFw Detailed Show Notes: Revolutionizing Beverage Stability with Glanbia Nutritionals (0:00) – Introduction to Glanbia Nutritionals Powerhouse Team (2:45) – Exploring Bioactives and Global Innovation Infrastructure (6:00) – Innovations in Protein Processing and Extrusion Technologies (8:30) – The Evolution of Creatine in Beverages: A Decades-Long Challenge (11:30) – CreaBev®: The Stability and Efficacy Breakthrough (14:45) – Consumer Experience and Product Development Philosophy (17:30) – OptiATPâ„¢: A New Frontier in Energy Drinks (29:45) – Exploring Beverage Applications of Protein Ingredients (32:00) – Understanding OptiATPâ„¢ Dosage and Claims in Beverages (35:30) – Innovative Beverage Formulations with OptiATPâ„¢ (39:00) – Stability and Storage of OptiATPâ„¢ in Beverages (42:00) – Introduction to Collametaâ„¢: The Future of Collagen (45:00) – The Benefits of Tripeptides in Collagen Supplementation (50:00) – Glycine and Its Role in Energy and Recovery (52:30) – Heavy Metals in Collagen: Addressing Safety Concerns (53:45) – Innovations in Collagen Supplements and Market Opportunities (55:15) – The Appeal of Collagen Gummies and Consumer Preferences (57:30) – Exploring Other Applications for Collagen Beyond Supplements (58:30) – The Peptide Tr... Read more on the PricePlow Blog

On Episode #173 of the PricePlow Podcast, Mike and Ben dive deep into the world's most researched supplement with Mirko Holzmüller and Stefan Schweyer from Creapure, the premium creatine monohydrate brand manufactured by AlzChem in Germany. This comprehensive conversation explores everything from the unique German manufacturing process that delivers 99.99% purity to the expanding research showing creatine's benefits far beyond athletic performance. As creatine experiences a renaissance with growing interest from women, elderly populations, and health-conscious consumers, Mirko and Stefan provide insider insights into what sets Creapure apart from generic alternatives. From the coal-and-lime production process in Bavaria to the rigorous testing protocols that ensure every batch meets pharmaceutical-grade standards, this episode reveals why leading brands like Nutristat choose Creapure as their exclusive creatine source. The discussion covers optimal dosing strategies, debunks common myths about loading phases, and explores emerging research on post-viral fatigue, cognitive function, and healthy aging. Whether you're a supplement industry professional or someone curious about creatine's expanding applications, this conversation offers unprecedented access to the science and manufacturing expertise behind the world's most trusted creatine brand. https://blog.priceplow.com/podcast/creapure-173 Video: Inside Creapure - The Science of Premium Creatine Manufacturing https://www.youtube.com/watch?v=rJe2nesRtkw Detailed Show Notes: Creapure's Manufacturing Excellence and Scientific Leadership (0:00) – Introduction: Meeting the Creapure Team (5:00) – AlzChem's Foundation: More Than Just Creatine (10:00) – Creatine Fundamentals: Energy Currency for Body and Brain (15:00) – Personal Dosing Strategies: Beyond the Standard Five Grams (20:00) – Understanding Creatine's Unique Energy Profile (25:00) – Manufacturing Excellence: The German Advantage (30:00) – Purity Standards: 99.99% Excellence (35:00) – Quality Control and Contamination Prevention (40:00) – Market Trends and Consumer Education (45:00) – Research Partnerships and Scientific Leadership (50:00) – Creatine Forms and Research Evidence (55:00) – Practical Use and Dosing Strategies (60:00) – Product Forms and Delivery Methods (65:00) – Quality Assurance and Brand Protection (70:00) – Regulatory Compliance and Health Claims (75:00) – Future Directions and Consumer Access Where to Follow Creapure and Learn More Creapure Website: Creapure.com Instagram: @Creapure Email: info@creapure.com Mirko Holzmüller: LinkedIn Stefan Schweyer: LinkedIn Educational Resources: Creapure Manufacturing Process AlzChem Company Overview ... Read more on the PricePlow Blog

On Episode #172 of the PricePlow Podcast, recorded at the 2025 GNC Global Conference, Mike and Ben sit down with Eric Morato of Sports Nutrition Distributors (SND) and Jack Sehgal of Nutralabz to explore the complex world of Latin American supplement distribution. This conversation provides an insider's look at one of the most promising yet challenging international markets for supplement brands. Eric, with over 15 years of experience in Latin American distribution, shares the realities of expanding into a region comprising 32 different countries, each with unique regulatory requirements, cultural preferences, and market dynamics. From his Miami-based operation, SND has become the bridge between American supplement brands and Latin American consumers, representing major names like Glanbia, Iovate, Dymatize, and Premier Protein. The discussion reveals how Basic Supplements has successfully entered 17 Latin American countries through SND's expertise, demonstrating the power of strategic international partnerships. This episode builds on our previous conversations with Jack, including Episode #156 with Marc Curcio on Basic Supplements' founding and Episode #160 with Chuck Zhang on Chinese markets, providing a comprehensive view of international supplement distribution strategies. https://blog.priceplow.com/podcast/latin-america-supplements-snd-172 Video: Latin American Distribution Strategies with SND and Nutralabz https://www.youtube.com/watch?v=zS1mpW7qeCU Detailed Show Notes: Breaking Into Latin American Markets (0:00) – Introductions: Meeting the Latin America Expert (2:15) – The Registration Challenge: Why Ingredients Matter First (4:15) – The SND Advantage: Established Relationships and Legal Compliance (6:15) – Manufacturing and Quality: The American Advantage (8:00) – Price Sensitivity and Market Dynamics (10:00) – Brand Prestige and Consumer Psychology (12:00) – The Loyalty Factor and Long-Term Partnerships (14:15) – WhatsApp Commerce and Digital Distribution (16:00) – Educational Investment and Market Development (17:30) – Flavor Adaptation and Cultural Preferences (19:00) – Partnership Execution and Market Support (21:00) – Labeling and Brand Presentation (23:00) – International Market Visits and Relationship Building (24:00) – Digital Commerce and Technology Adoption (25:00) – Wellness Trends and Market Evolution (27:00) – Regulatory Challenges and Caffeine Restrictions (29:00) – Market Development Patience and Long-Term Strategy (30:45) – Innovation and Product Development Cycles (32:00) – Growth Trajectory and Market Expansion Where to Follow SND and Learn More Sports Nutrition Distributors: Website SND Global: Facebook Contact: WhatsApp 305-748-3776 Jack Sehgal: LinkedIn Related Episodes: ...<... Read more on the PricePlow Blog

In this major episode of the PricePlow Podcast, Mike and Ben visit Arjuna Natural's Dallas headquarters for an in-depth exploration of botanical innovation and scientific excellence. Joined by Nipen Lavingia (VP of Brand Innovation), Bennito Russo (Head of Sales), and Keely Johnson (VP of Sales & Marketing), this conversation reveals why Arjuna Natural has become a leader in standardized botanical extracts, particularly with their groundbreaking Shoden ashwagandha and industry-standard BCM-95 turmeric. Shoden: The Experiential Ashwagandha with Withanolide Glycosides The discussion spans from the fundamental challenges of botanical standardization to the cutting-edge science behind withanolide glycosides and enhanced bioavailability. With over 95 clinical studies on BCM-95 and multiple international trials on Shoden, Arjuna Natural demonstrates how rigorous science and innovative extraction methods can transform traditional botanicals into precise, effective ingredients. At the end, the team also previews exciting future developments, including women's health research and their upcoming OkraVive ingredient for mitochondrial support. https://blog.priceplow.com/podcast/arjuna-naturals-shoden-ashwagandha-171 Video: Inside Arjuna Natural's Botanical Innovation https://www.youtube.com/watch?v=QIXZjS0RC1A Detailed Show Notes: The Science Behind Standardized Botanicals (0:00) – Introduction: Welcome to Arjuna Natural (1:45) – The Evolution of Botanical Extracts (4:00) – Ashwagandha Market Evolution and Consumer Education (8:15) – Introducing Shoden: The Science Behind the Name (12:00) – Glycosides vs. Aglycones: The Bioavailability Revolution (17:15) – Pharmacokinetic Studies: Head-to-Head Comparisons (21:30) – International Clinical Research Strategy (27:45) – Women's Health Focus and Hormonal Research (33:15) – Dosage Evolution: From High to Low (38:00) – Safety Profile and Addressing Liver Toxicity Concerns (43:30) – Introducing Shoden-R: Root-Only Innovation (47:45) – BCM-95: The Gold Standard in Turmeric (52:00) – Generic vs. Branded Botanicals: Quality Considerations (56:15) – Future Innovation: OkraVive and Mitochondrial Health (1:00:30) – Applications and Market Opportunities (1:04:00) – Trade Shows and Industry Engagement Where to Follow Arjuna Natural Nipen Lavingia: LinkedIn Bennito Russo: LinkedIn Keely Johnson: LinkedIn Arjuna Natural: Website, LinkedIn, and @arjuna_natural on Instagram Follow Arjuna Natural on PricePlow: PricePlow.com/arjuna-natural Key articles: Ashwagandha Evolution: Shoden and the Rise of Glycoside-Enhanced Extracts ...... Read more on the PricePlow Blog

On Episode #170 of the PricePlow Podcast, we had the opportunity to sit down with GNC CEO Michael Costello at the 2025 GNC Global Conference in Orlando, Florida, for an eye-opening conversation that reveals why this supplement-using industry leader truly is "one of us". Michael's journey from a volleyball-playing creatine customer in the 1990s to chemical engineer at Clorox to CEO of America's most iconic supplement retailer represents one of the most authentic leadership stories we've encountered. The GNC CEO Who Takes Creatine and Understands GLP-1 This episode, part of our ongoing four-part podcast series that began with Episode #169 featuring Jack Sehgal and Ben Benedict of Nutralabz, showcases how Michael's consumer-first philosophy and science-driven approach are transforming GNC's relationship with both franchisees and customers. From his early days buying "suspect" creatine when people thought it might be "steroids" to his current mission of refocusing GNC on consumer needs, Michael's story demonstrates the power of authentic leadership rooted in genuine industry passion. The conversation explores GNC's unique franchise-corporate hybrid model, the strategic positioning around GLP-1 medications, and Michael's vision for making GNC the trusted destination for personalized supplement guidance. His insights into ingredient trends, consumer education, and the critical importance of knowledgeable staff reveal why GNC remains essential in an increasingly crowded marketplace. https://blog.priceplow.com/podcast/gnc-ceo-michael-costello-170 Video: GNC CEO Michael Costello Shares His Consumer-First Vision https://www.youtube.com/watch?v=rU1j_OaTGJ4 Detailed Show Notes: Michael Costello's Mission to Refocus GNC (0:00) – Introduction: Meeting GNC's CEO at Global Conference (1:00) – GNC's Unique Franchise-Corporate Hybrid Model (4:15) – Personal Journey: From Volleyball Courts to Corporate Leadership (8:00) – Professional Evolution: From Clorox to GNC (10:15) – The GNC Turnaround Strategy: Refocusing on Consumers (12:00) – The Power of Personalized Guidance vs. Big Box Retail (13:45) – Strategic Positioning Around GLP-1 Medications (16:45) – Ingredient Trends and Science-Based Decision Making (18:15) – Daily Routine and Leadership Philosophy (19:45) – Healing the Corporate-Franchise Relationship (21:30) – The Global Convention Philosophy (22:00) – Future Vision and Call to Action: Give GNC Another Chance Where to Follow Michael Costello and GNC Michael Costello: LinkedIn GNC: Website Related Episodes: Jack Sehgal & Ben Benedict - Nutralabz Story - Episode #169 Jose Antonio - ISSN & Creatine History - Episode #137 Thank you to Michael for sharing his remarkable journey and vision for GNC's future. His combination of personal supplement experience, scientific background, and consumer-focused leadership provides a blueprint for retail success in the modern supplement in... Read more on the PricePlow Blog

In Episode #169 of the PricePlow Podcast, Mike and Ben sit down with industry veterans Jack Sehgal and Ben Benedict at the 2025 GNC Global Conference to explore the remarkable journey behind Nutralabz and its two breakthrough brands: Basic Supplements and GR8 Lifestyle. This conversation reveals the strategic thinking, authentic partnerships, and "daily driver" philosophy that have rapidly transformed these concepts into successful retail brands. Jack, CEO of Nutralabz and the manufacturing powerhouse behind both brands, shares his evolution from behind-the-scenes manufacturer to brand storyteller, while Ben Benedict brings his extensive GNC franchise background and sales expertise as the newly appointed Chief Revenue Officer. Together, they've created what they call a "brand house" - a strategic approach to developing multiple brands that serve different consumer needs without competing against each other. The discussion dives deep into the revolutionary "daily driver" concept that sparked Basic Supplements, the premium lifestyle positioning of GR8, and the unique eight-ingredient formula constraint that has become central to their product development philosophy. From the authentic friendship forged over a Ruth's Chris dinner to the community-over-competition mentality that's reshaping industry relationships, this episode offers rare insights into modern supplement brand building and the power of strategic partnerships. https://blog.priceplow.com/podcast/jack-sehgal-ben-benedict-nutralabz-gr8-gnc-169 Video: Jack Sehgal & Ben Benedict Share the Nutralabz Story https://www.youtube.com/watch?v=K1gmJdhIJsQ Detailed Show Notes: Building the Nutralabz Brand House (0:00) – Introductions: From Buffalo to GNC Global Conference (0:45) – Ben Benedict's Journey: From Sneaker Sales to Supplement Industry Leadership (4:10) – The Jack and Ben Partnership: Two Years from Concept to Reality (5:50) – Jack's Evolution: From Behind-the-Scenes to Brand Storyteller (8:30) – The Daily Driver Revolution: Addressing Market Overcomplexity (10:30) – Basic Supplements Philosophy: Transparency and Simplicity (14:00) – GR8 Lifestyle: Premium Performance for Modern Lifestyles (18:30) – The Eight-Ingredient Constraint: Innovation Through Limitation (22:30) – Community Over Competition: Reshaping Industry Relationships (25:00) – Manufacturing Excellence and Brand Differentiation (29:30) – Real-World Retail Success: Consumer and Retailer Feedback (34:00) – PricePlow's Product Development Partnership (38:00) – International Success and Growth Strategy (40:30) – The Brand House Vision: Future Expansion Plans (43:30) – Lessons Learned and Strategic Focus (47:00) – Industry Evolution and Future Outlook Where to Follow and Learn More Jack Sehgal: LinkedIn Ben Benedict: LinkedIn Basic Supplements: Learn about Basic Supplements on PricePlow ...... Read more on the PricePlow Blog

In this episode of the PricePlow Podcast, we welcome TJ Dillashaw, two-time UFC Bantamweight champion turned supplement entrepreneur, to discuss his journey from elite fighter to founder of Wild Society Nutrition. This fascinating conversation explores how TJ's decades of competition experience, combined with hard-learned lessons about supplement quality and industry practices, led him to create a brand focused on clean, effective products for athletes and health-conscious consumers alike. TJ shares his evolution from someone who "didn't really care" about supplementation early in his career to becoming deeply knowledgeable about nutrition and ingredient quality. His frustrations with taking products he wouldn't personally use, despite being sponsored by major brands, ultimately drove him to create Wild Society with a focus on natural flavoring, natural sweeteners, and third-party testing through Informed Sport certification. The discussion reveals a fighter's mentality applied to business, emphasizing transparency, quality over margins, and building products that can "outlive" their founder. Subscribe to the PricePlow Podcast for more conversations with industry innovators who are reshaping the supplement landscape through science, quality, and authentic purpose! https://blog.priceplow.com/podcast/tj-dillashaw-168 Video: TJ Dillashaw Discusses Wild Society and Fighter-to-Founder Journey https://www.youtube.com/watch?v=Sc7jThXfLZI Detailed Show Notes: From UFC Champion to Supplement Innovator (0:00) – Introduction: Welcome TJ Dillashaw (3:00) – The Garage Education: Learning Beyond the Classroom (6:00) – From Sponsored Athlete to Brand Creator (8:00) – Informed Sport Certification: Doing It Right from Day One (11:00) – Product Development: Creating What He Wished He Had (14:00) – The Clear Whey Revolution (16:00) – The Business Partnership Evolution (19:00) – Natural Market Strategy: Building for Sprouts and Beyond (22:00) – Demographic Understanding and Market Expansion (25:00) – The Self-Worth Journey and Entrepreneurial Purpose (28:00) – The Longevity Protein: Innovation with Heart (30:00) – Family Legacy and Personal Stories (32:00) – Wrestling Origins, Athletic Foundation, and Mental Toughness (34:00) – Flow State and Peak Performance (37:00) – Training Evolution and Current Routine (38:00) – Manufacturing Transparency with Actus Nutrition (40:00) – Women's Health and Supplement Science (43:30) – Recovery Protocols and Infrastructure (47:00) – Energy Drinks and Market Positioning (50:00) – Caveman Eats: The Unexpected Hero Product and Supply Chain Challenges (53:00) – Future Vision and Brand Building Where to Follow and Learn More Wild Society Nutrition: wildsocietynutrition.com Wild Society Nutrition on PricePlow Instagram: @wildsocietynutrition TJ Dillashaw: @tjdillashaw Retail Locations: Sprouts Farmers Market, Vitamin Shoppe, GNC Caveman Eats: Currently available at Sprouts Farmers Mark... Read more on the PricePlow Blog

In Episode #167 of the PricePlow Podcast, Mike and Ben welcome Laura Katz, founder and CEO of Helaina, for an in-depth exploration of human-identical lactoferrin technology and the revolutionary efferaâ„¢ ingredient. This fascinating conversation traces Laura's journey from discovering the black market for breast milk to developing precision fermentation technology that creates bioactive proteins identical to those found in human milk. From Black Market Discovery to Biotechnology Breakthrough: The Helaina Story Laura, a food scientist by training, shares the unexpected inspiration behind Helaina - a 2015 podcast about people purchasing breast milk from strangers on the internet. This revelation led her to recognize that bodybuilders, athletes, cancer patients, and parents were all seeking the same thing: access to the bioactive proteins found exclusively in human milk. Rather than accepting this dangerous black market solution, Laura set out to replicate these components using precision fermentation technology. Six years later, Helaina has launched efferaâ„¢, the world's first commercially available human-identical lactoferrin ingredient produced through yeast fermentation. Unlike bovine lactoferrin extracted from cow's milk, efferaâ„¢ is recognized by the human body as "self," demonstrating superior bioavailability, reduced immunogenicity, and enhanced efficacy across multiple health applications from women's health to athletic performance. The discussion reveals compelling clinical data showing that participants taking bovine lactoferrin developed antibodies against the protein, while those taking efferaâ„¢ showed no immune response - a critical finding that validates the "human proteins for humans" hypothesis. Mike also shares his personal experience using lactoferrin to help manage dangerously high ferritin levels, providing real-world context for the ingredient's iron-regulating capabilities. Subscribe to the PricePlow Podcast for more conversations with pioneering entrepreneurs and scientists who are reshaping the supplement industry! https://blog.priceplow.com/podcast/laura-katz-effera-lactoferrin-167 Video: Laura Katz Explains Human-Identical Lactoferrin Technology https://www.youtube.com/watch?v=S7hEQcAeRFg Detailed Show Notes: The Science and Business of Human Bioactive Proteins (0:00) – Introduction: Meeting the Founder Who's Replicating Human Milk (3:00) – The Black Market Discovery That Started Everything (5:45) – Building a Biotech Company in 2019/2020 Through Cold Emails (8:45) – Why Existing Lactoferrin Wasn't Good Enough (12:00) – What about Colostrum? The First Milk's Unique Properties (14:45) – Lactoferrin Deep Dive: The Iron-Binding Miracle Molecule (17:45) – The Declining Lactoferrin Phenomenon and Supplementation Benefits (21:00) – efferaâ„¢: Creating Human-Identical Lactoferrin Through Precision Fermentation (23:45) – Clinical Proof: Why Human Beats Bovine (27:00) – The Iron Regulation Mechanism: More Than Just Binding (29:45) – Women's Health Applications: Pregnancy and Menopause Opportunities (33:00) – The Prenatal Vitamin Revolution: An Untapped Market (37:45) – Athletic Applications: Beyond Ir... Read more on the PricePlow Blog

In episode #166 of the PricePlow Podcast, Mike and Ben welcome Ed Dosz, VP of Science Innovation at NutriScience Innovations, to discuss MalTor, a groundbreaking ingredient that combines taurine and L-malic acid in a patent-pending complex. With his Ph.D. in food science and extensive background at NOW Foods, Ed brings deep scientific expertise to the conversation about this novel recovery-enhancing and mitochondria-supporting ingredient. Ed Dosz & NutriScience's MalTor: Revolutionizing Recovery Through Mitochondrial Support The discussion explores MalTor's development journey from initial concept to clinical validation, highlighting how this uniquely-complexed ingredient improves upon the individual benefits of taurine and L-malic acid. Ed explains the rigorous research process behind MalTor, including preclinical nematode studies and human clinical research conducted by Dr. Jose Antonio showing significant benefits for muscle recovery and pain threshold management after intense exercise. Beyond recovery applications, the conversation ventures into MalTor's potential for healthy aging, sports nutrition formulations, and synergistic combinations with other ingredients like citrulline. The episode also features an enlightening tangent into Ed's background as the "Broccoli Guy," where he shares fascinating insights about sulforaphane and optimal cooking methods to preserve broccoli's bioactive compounds. Subscribe to the PricePlow Podcast for more conversations with industry insiders on breakthrough ingredients and the science behind effective supplementation! https://blog.priceplow.com/podcast/nutriscience-maltor-ed-dosz-166 Video: Ed Dosz Explains NutriScience's MalTor - Taurine & Malic Acid Complexed https://www.youtube.com/watch?v=jC7JzhKaEgA Detailed Show Notes: The Science Behind MalTor with Ed Dosz (0:00) – Introduction and Ed's Scientific Background (4:15) – NutriScience Innovations: Company Overview and Philosophy (11:45) – The Development of MalTor: From Concept to Finished Ingredient (19:00) – The Scientific Rationale Behind MalTor (24:30) – Research Methods: From Nematodes to Human Studies (33:40) – Human Clinical Research on MalTor (38:00) – Recovery Applications and Mechanisms (42:00) – Formulation Applications and Synergies (44:15) – Additional Product Formats and Applications (48:45) – Healthy Aging Applications for MalTor (53:00) – Additional Ingredient Combinations for Healthy Aging (55:00) – The "Broccoli Guy": Ed's Research on Sulforaphane (1:04:00) – Closing Thoughts and Contact Information Where to Find Ed Dosz and Learn More About MalTor NutriScience Innovations: NutriScienceUSA.com (track news on PricePlow.com/nutriscience NutriScience on LinkedIn: LinkedIn.com/company/nutriscience-innovations-llc/ Ed Dosz on LinkedIn: LinkedIn.com/in/edward-dosz/ MalTor Breakdown Article: blog.priceplow.com/supplement-ingredients/maltor Thank you to Ed for jo... Read more on the PricePlow Blog