At SupplySide West 2024, NNB Nutrition captivated attendees with groundbreaking ingredients poised to redefine the supplement industry. They had a premiere booth location, and thanks to its success, will be going even bigger next year!
NNB Takes Advantage of Premiere Booth Location at SSW 2024
NNB Nutrition shined at SupplySide West 2024 with innovations like XPO NRG, GeniusPure, and SweetVantage, setting new standards in nutrition — with a lot more to come!
NNB Nutrition, a leader in novel nutritional ingredient development, made a significant impact at SupplySide West 2024 (renamed to SupplySide Global). The annual event held in Las Vegas is the premier gathering for the health and nutrition industry, bringing together suppliers, manufacturers, and innovators from around the globe.
NNB Nutrition’s booth was a hub of activity, with attendees eager to learn about their latest innovations. From cutting-edge GLP-1 and energy solutions to advanced natural sweeteners, NNB showcased a portfolio that addresses current market demands and anticipates future trends.
Top Trends and Highlights from NNB Nutrition at SupplySide West 2024
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High Demand for XPO NRG Energy Drink
The collaborative energy drink XPO NRG, featuring NNB’s potent MitoPrime (L-Ergothioneine), garnered significant attention. Industry professionals were keen to understand:
PricePlow is proud to announce XPO NRG, an industry-first collaborative energy drink exclusive to SupplySide West 2024. With 10 partners, we ran 50,000 cans at MacroCap Labs!
- If they could ever purchase XPO NRG for their own distribution (sorry, but this is unlikely to happen).
- Methods to replicate its success in their product lines.
- Flavoring techniques used to achieve its exceptional taste profile.
- The high dose of MitoPrime, made possible with new lower prices.
XPO NRG represents a new era of industry collaboration, combining powerful ingredients with collaborative industry efforts. The buzz around this product underscores the market’s appetite for innovative energy solutions. We were proud to have NNB Nutrition make a massive impact on the project with their addition of MitoPrime and their prime booth location.
You can learn more about MitoPrime L-ergothioneine in our article, “Ergothioneine: The Immunity and Energy Protector“.
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Interest in Concentrated Ingredients for Beverages and Gummies
The beverage and gummy trend is not letting up! Beverage and gummy manufacturers flocked to NNB’s booth, expressing strong interest in their concentrated ingredients:
- Salidroside: NNB’s upcoming SalidroPure launch is a pure salidroside ingredient produced through fermentation. It serves as a sustainable alternative to RhodioPrime 6X, addressing concerns after Rhodiola crenulata was added to the CITES endangered list.
- L-Ergothioneine: Recognized for its antioxidant properties, L-Ergothioneine is gaining traction in immunity and energy products. This is discussed above, where NNB Nutrition’s recent innovations have enabled lower prices of the ingredient, to the point where we can get affordable, experiential doses.
- GeniusPure Alpha-GPC: NNB’s GeniusPure is a higher-yield, more stable form of Alpha-GPC. Attendees were excited about forthcoming data showcasing significant cognitive improvements after just one dose.
We dive into this trend more in the next section:
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‘Double Your Focus with One Dose’ – GeniusPure Crushes the Alpha-GPC Market
Pre-workout and energy drink formulators were particularly intrigued by GeniusPure’s bold claim to “double your focus with one dose.” The prospect of enhancing cognitive performance and focus resonated strongly with brands looking to differentiate their products in a crowded market.
Stay tuned for upcoming data and studies that substantiate GeniusPure’s impressive claims. The new research is coming soon and will be discussed in our main article, “GeniusPure Alpha-GPC: Stable Alpha-GPC 70% and 90% from NNB Nutrition“.
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Spotlight on Dihydroberberine and DL185 Dileucine Peptide
Attendees were also impressed by two different ingredients that may have major implications in the world of GLP-1:
A study published in early 2022 showed that NNB Nutrition’s GlucoVantage dihydroberberine outperformed higher doses of normal berberine in elevating plasma berberine and reducing blood sugar and insulin levels!
- GlucoVantage Dihydroberberine: Touted as “The Better Berberine”, dihydroberberine is 5x more bioavailable than standard berberine. It’s making waves for its efficacy in glucose metabolism and insulin sensitivity. Recent human pilot trials, covered in GlucoVantage Dihydroberberine Beats Berberine in Human Trial, highlight its superior performance.
As mentioned in PricePlow Podcast Episode #152 with Shawn Wells and Dustin Elliott, there’s a lot more data coming on dihydroberberine.
- DL185 Dileucine Peptide: This novel peptide is more anabolic than leucine, offering enhanced muscle-building potential. Our podcast with Dr. Chad Kerksick, Episode #142: Researching Dileucine, Dihydroberberine, & GLP-1, delves into the science behind DL185.
You can also see the research studies covered in our DL185 announcement article, “NNB Nutrition Announces Exclusive Distribution of DL185 Dileucine Peptide“.
- GlucoVantage Dihydroberberine: Touted as “The Better Berberine”, dihydroberberine is 5x more bioavailable than standard berberine. It’s making waves for its efficacy in glucose metabolism and insulin sensitivity. Recent human pilot trials, covered in GlucoVantage Dihydroberberine Beats Berberine in Human Trial, highlight its superior performance.
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Surge in Demand for Natural Flavors – Enter SweetVantage
Chad Kerksick finishes his 2-part podcast series on the PricePlow Podcast in Episode #142 to discuss his research done on NNB Nutrition ingredients like DL185 dileucine and GlucoVantage dihydroberberine. We also talk study design and targeting new research areas like GLP-1.
The industry-wide push for natural flavoring solutions was evident, with many brands seeking alternatives to artificial sweeteners without compromising taste. NNB Nutrition’s SweetVantage emerged as a promising solution that we look forward to covering in early 2025.
SweetVantage is NNB’s natural sweetener blend comprising of specific stevia rebaudiosides, including Reb-A, Reb-D, and Reb-M. It can be paired with or without allulose, and is the result of 3 years and $2.5 million in R&D.
While we haven’t officially announced SweetVantage yet, the interest it garnered at SupplySide West indicates a significant market demand for high-quality natural sweeteners that can deliver on taste.
Top Interests at NNB’s Booth
Shawn Wells and Dustin Elliott of NNB Nutrition join the PricePlow Podcast for Episode #152 to discuss innovative ingredients that capture ongoing trends like GLP-1 and MPS. We also get into Dustin’s trip to China, NNB’s participation in XPO NRG with MitoPrime, and Shawn’s psychedelic experiences and his post-trip supplement stack.
Dustin Elliott, Chief Brand Officer of NNB Nutrition USA, broke it down into what brought people came for, and what they left with:
What Attendees Came For:
- GlucoVantage Dihydroberberine
- DL185 Dileucine Peptide
What People Left Excited About:
- GlucoVantage Dihydroberberine
- SweetVantage Natural Sweetener
- GeniusPure Alpha-GPC
- Salidroside (SalidroPure)
- DL185 Dileucine Peptide
The also, of course, left with many cans of XPO NRG — NNB’s booth ran out halfway through the second day!
NNB Nutrition’s Rebrand and Global Expansion
NNB’s presence at SupplySide West also highlighted their commitment to growth and innovation on a global scale. The rebranding of SupplySide West to SupplySide Global reflects the industry’s expanding horizons. For insights into this transition, listen to Episode #154 with Informa Markets’ Sandy Almendarez.
Stay Tuned for More Innovations
SupplySide West is now SupplySide Global! Sandy Almendarez of Informa Markets sits down on the PricePlow Podcast for Episode #154 to explain the new rebrand and more!
As teased above, there’s a lot coming — NNB continues to push the boundaries of nutritional science, and there’s much more on the horizon:
- Upcoming Data on GeniusPure Alpha-GPC: Expect detailed studies showcasing its cognitive benefits.
- Further Exploration of SalidroPure: We’ll be providing in-depth analysis of this sustainable salidroside.
- Official Announcement of SweetVantage: Prepare for a comprehensive introduction to this natural sweetener blend.
- More data on GlucoVantage Dihydroberberine: NNB’s taking on the GLP-1 space, and dihydroberberine has some effects that we’ll be exploring in greater detail.
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Final Thoughts
SupplySide West 2024 demonstrated that NNB Nutrition is at the forefront of nutritional innovation. Their commitment to quality, efficacy, and sustainability positions them as a key player in the industry’s future.
Whether you’re a brand or manufacturer looking for cutting-edge ingredients or a consumer interested in the latest supplement advancements, NNB Nutrition offers solutions that meet the evolving demands of the market. We’ve loved working with NNB over the past 5 years, and are looking forward to many, many more!
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