NNB Nutrition Dominates SupplySide Global 2025: OnSwitch, Purest Creatine, and the Pure-Potent-Precise Revolution

NNB Nutrition solidified its position as an industry leader at SupplySide Global 2025, showcasing next-generation ingredients, hosting a sold-out networking event, and proving they're no longer following trends. They're creating them.

NNB Nutrition dominated SupplySide Global 2025 with their OnSwitch energy drink concept , ultra-pure Pürest Creatine, and their "Pure, Potent, Precise" precision fermentation platform.

SupplySide Global 2025 marked a major growth marker for NNB Nutrition. What began as a novel ingredient supplier has evolved into an industry powerhouse, setting the pace for precision fermentation, beverage innovation, and functional ingredient development. From their prime booth location between industry giants to their standing-room-only party, NNB demonstrated they've arrived at the top tier of ingredient innovation.

The Las Vegas show floor buzzed with excitement around NNB's booth #5154. Attendees experienced firsthand what the future of functional ingredients looks like. Their OnSwitch energy drink concept samples disappeared faster than staff could restock them. Pürest Creatine grabbed the attention of formulators seeking ultra-pure raw materials. And everywhere, conversations centered on NNB's "Pure, Potent, Precise" campaign -- the messaging that's reshaping how the industry thinks about ingredient quality.

This wasn't just another trade show appearance. This was NNB Nutrition declaring they've moved from following market trends to defining them. Let's recap what we have, before posting our second podcast with Shawn Wells and Dustin Elliott. First, sign up for our NNB alerts to get notified on that podcast (and other launches), then keep reading:

The Booth That Couldn’t Be Missed

NNB's 30x30 booth stood out from the moment attendees entered the show floor. Designed to look more like a sneaker launch than a raw material supplier's display, the futuristic "spaceship" booth communicated technological advancement before visitors even stepped inside.

The exterior showcased NNB's pure, potent, precise messaging alongside dramatic comparisons highlighting ingredient concentration improvements. GeniusPure's 2X focus enhancement. SalidroPure's 99X potency versus traditional rhodiola extracts. These were mathematical realities of precision fermentation and pharmaceutical-grade extraction, not marketing claims.

Prime Real Estate

Location matters at SupplySide Global, and NNB secured one of the show's most coveted positions. Situated directly between ADM and Cargill (the two largest ingredient suppliers in the world), NNB's booth placement sent a clear message about where they see themselves in the industry hierarchy.

After testing the first-booth-at-the-entrance strategy at SupplySide West 2024 (where they gave away every can of XPO NRG on day one), NNB opted for a more strategic central location this year. The result? Quality traffic from serious buyers with actual purchasing power, not just swag collectors.

The booth's interior meeting room, which we used for two of our podcasts, featured a different message entirely. While the exterior broadcast innovation and differentiation, the interior showcased NNB's full capabilities: beadlet technology, sustained-release systems, particle size modification, and product reformulation services. The dual messaging strategy worked brilliantly: attracting curious attendees with bold innovation claims while closing serious business discussions inside.

Doubling Down Year Over Year

NNB's growth trajectory continues accelerating. This 30x30 booth was actually designed as a 40x40 and scaled down for 2025. Next year brings the full 40x40 build. By 2027? NNB's eyeing the 50x50 premium spaces at the show's front entrance.

This expansion mirrors NNB's business growth. The company has doubled revenue year-over-year while expanding its team, ingredient portfolio, and manufacturing capabilities. Dustin Elliott and Shawn Wells both emphasized this momentum during their PricePlow Podcast Episode #152 appearance and follow-up conversations at the show.

OnSwitch: The Energy Drink Concept That Captivated the Show

If SupplySide had a "most talked about product" award, OnSwitch would definitely be up there. NNB's ready-to-drink concept generated constant booth traffic and sparked countless formulation discussions throughout the show.

NNB Nutrition is showcasing something big at SupplySide Global this October. Their new OnSwitch concept takes the "Mind & Body" approach with a massive 1500mg dose of MitoBurn L-BAIBA plus premium nootropics. This isn't just another energy drink concept.

• Mind & Body Resilience in a Can

  OnSwitch evolved from NNB's original "Rethink The Drink" concept into something far more ambitious. Rather than create just another energy drink, the team developed a comprehensive "Mind & Body" formula addressing multiple performance pathways simultaneously.

  The Blue Razz Punch formula features five clinically-dosed ingredients manufactured using NNB's RTDTech™ beverage stability platform:

  • MitoBurn L-BAIBA (1,500mg): Double the typical powder supplement dose, this exercise mimetic promotes fat oxidation, metabolic flexibility, and enhanced exercise response
  • GeniusPure Alpha-GPC (350mg): Beverage-stable 90% alpha-GPC delivering clinically validated cognitive performance enhancement without clumping issues
  • enfinity Paraxanthine (200mg): Distributed by TSI Group, this next-generation caffeine alternative provides clean energy without jitters, crashes, or sleep disruption
  • MitoPrime L-Ergothioneine (50mg): The "longevity vitamin" supporting mitochondrial health and cellular energy production
  • SalidroPure Salidroside (50mg): Distributed by NutriScience Innovations, this precision-fermented adaptogen provides 99X the concentration of traditional rhodiola while supporting stress resilience

  The formula showcases what's possible when ingredient manufacturers control both raw materials and formulation technology. Every ingredient passed beverage stability testing. Every dose hits clinical research targets. And the taste (handled by flavor partner Sensapure) delivers the clean, refreshing profile consumers demand.

• The SIP Manufacturing Partnership

  OnSwitch's successful launch highlights another crucial element of NNB's strategy: reliable partnerships. When other co-packaging facilities fell through during the tight timeline before SupplySide Global, Southern California-based SIP Manufacturing stepped up and delivered the finished product on schedule.

  

  This collaborative approach extends beyond manufacturing. OnSwitch exists as a proof-of-concept drink showing beverage brands what's achievable using NNB's ingredient portfolio and technical support. Several major beverage companies have already approached NNB about developing similar formulations using the RTDTech™ platform.

• What OnSwitch Means for the Industry

  OnSwitch isn't hitting retail shelves, though -- it's a blueprint. The concept demonstrates that premium functional ingredients can work in beverages at clinical doses without sacrificing taste or stability. It proves multi-pathway formulation strategies create stronger value propositions than single-target approaches. And it shows educated consumers will embrace novel ingredients when products deliver genuine, experiential benefits.

  For beverage brands looking to differentiate in an oversaturated market, OnSwitch provides the roadmap forward. Clean energy. Cognitive enhancement. Metabolic support. All in one delicious drink that consumers actually want to finish.

Pürest Creatine: Ultra-Pure Performance Without Premium Pricing

While OnSwitch grabbed immediate attention, Pürest Creatine sparked serious technical discussions throughout the show. NNB's entry into the creatine market comes with a bold promise: industry-leading purity at roughly half the cost of premium German sources.

• The Purity Problem Most Companies Ignore

  Creatine monohydrate's efficacy isn't in question. Decades of research confirm its benefits. But purity? That's where things get murky. Standard creatine often tests at 96-98% purity. The remaining 2-4% contains ash and water content, but also contains manufacturing residues including dicyandiamide (DCD), dihydrotriazine (DHT), creatinine, and potentially heavy metals (like lead) or various solvents.

  At 5 grams daily (the standard dose), consumers potentially ingest 100-200mg of these impurities. Scale up to the 10-25 gram doses used for cognitive benefits or during loading phases, and exposure increases proportionally. As creatine demand surges and manufacturers rush production to meet it, quality control becomes increasingly critical.

  Pürest Creatine tackles this problem head-on with pharmaceutical-grade synthesis methods and comprehensive quality testing. The result? Contamination levels significantly below both Chinese generic sources and traditional German creatine, verified through third-party laboratory analysis.

• Competitive Pricing Disrupts the Market

  Here's where Pürest Creatine changes the game: NNB achieved this superior purity while maintaining strategic pricing. Compare this to generic Chinese creatine half the price with questionable quality) and premium sources (over twice the cost but may still contain detectable DCD, although better than the cheap stuff).

  

  NNB Nutrition's Pürest Creatine achieves "not detected" levels for nasty contaminants like DHT and DCD that plague generic creatine -- at nearly half the price of other premium sources. Finally, clean creatine that won't break your budget.

  For formulators, this pricing revolution enables:

  • Premium positioning without the premium price tag
  • Cleaner labels free from concerning manufacturing residues
  • Consumer confidence backed by transparent certificates of analysis
  • Competitive margins that make standalone creatine products viable

  The market reaction at SupplySide Global confirmed demand for this approach. Brand owners, formulators, and retailers immediately grasped the value proposition: offer consumers genuinely cleaner creatine without forcing them to pay luxury prices.

• The Safety Discussion

  Dustin raised an important question during the show, which we'll get into greater detail when the episode publishes: as creatine manufacturing accelerates to meet exploding demand, will tomorrow's creatine maintain today's safety profile? The faster production runs, the more likely manufacturers cut corners in drying processes and contamination control.

  This isn't fearmongering. It's practical risk assessment. Consumers taking creatine daily for decades need to consider cumulative exposure to manufacturing residues. While acute toxicity remains unlikely, chronic low-level exposure to compounds like DCD and DHT warrants scrutiny as daily creatine use becomes a lifelong practice.

  Creatine's safety studies, and nearly all published research, uses very clean product. But is what you're taking from Amazon the same exact purity as what the researchers had access to?

  Pürest Creatine provides a solution: verifiable ultra-low contamination levels maintained through rigorous quality control, protecting both brands and consumers as the creatine market continues growing.

Pure, Potent, Precise: NNB’s Defining Campaign

If one theme dominated NNB's SupplySide Global presence, it was their "Pure, Potent, Precise" messaging. This isn't marketing fluff. It's a fundamental philosophical shift in how NNB approaches ingredient development.

• Pure: The Precision Fermentation Advantage

  

  Wild Rhodiola now protected by CITES - NNB Nutrition launches SalidroPURE as sustainable alternative, delivering pure salidroside through precision fermentation. The future of adaptogenic supplementation has arrived.

  NNB is moving aggressively toward precision fermentation and pharmaceutical-grade synthesis. The goal? Eliminate the variability, contamination, and sustainability issues plaguing traditional herbal extracts.

  Traditional botanical extracts standardize for one or two active constituents, leaving 95-98% of the powder as unstandardized plant matter. Lot-to-lot variation in these "other" compounds affects taste, color, efficacy, and formulation behavior unpredictably. Solvents used in extraction can leave residues. Environmental sustainability suffers as wild-harvested plants face overharvesting.

  Precision fermentation solves these problems elegantly. Genetically modified microorganisms produce target compounds through fermentation, using simple inputs like sugar. The process generates zero solvent residues, requires no wild plant harvesting, and delivers consistent 99%+ purity every batch.

  SalidroPure exemplifies this approach. When Rhodiola crenulata was added to the CITES endangered species list, NNB already had a fermented salidroside solution ready to launch. The transition from Rhodiola Pure 6X to SalidroPure wasn't just sustainable -- it was inevitable.

• Potent: Pharmaceutical-Grade Concentrations

  The "potent" component addresses a simple reality: NNB's ingredients work at dramatically lower doses than traditional alternatives. SalidroPure delivers 99X the salidroside concentration of standard rhodiola extracts. GeniusPure Alpha-GPC provides pharmaceutical-grade 90% potency in beverage-stable form. The upcoming 6-Paradol product will outperform CaloriBurn's already-excellent grains of paradise extract.

  This concentration advantage creates multiple formulation benefits:

  

  NNB Nutrition revolutionizes nootropic beverages with their brain health platform! GeniusPure Alpha-GPC, MitoPrime, SalidroPure and more - finally solving stability issues that have plagued liquid nootropics. XPO NRG proves these ingredients can transform the RTD market.

  • Cleaner formulas with fewer total ingredients needed
  • Better taste by reducing total plant matter in beverages
  • Easier manufacturing with smaller doses and simplified processing
  • Cost efficiency through reduced ingredient loading requirements

  Formulators no longer choose between efficacy and practicality. NNB's concentrated ingredients deliver both.

• Precise: Consistency in Every Batch

  "Precise" addresses the manufacturing headaches formulators know too well. Different lots of the same herbal extract can vary in color, taste, texture, and even efficacy despite identical certificates of analysis. Why? Because COAs only verify the standardized constituent, not the other 98% of material.

  NNB's pharmaceutical-grade ingredients eliminate this variability. Every batch contains the exact same molecular structure at the exact same purity level. Formulas behave identically from the first production run to the hundredth. Colors, flavors, and textures remain consistent. Efficacy never fluctuates.

  For brands building consumer trust through consistent product experiences, this precision is invaluable. Consumers know what to expect. Formulators know how products will behave. Manufacturers know production will run smoothly.

The Strategic Transition

NNB's commitment to pure, potent, precise manifests in strategic ingredient evolution. CaloriBurn grains of paradise extract (still a best-in-class product) will transition to pure 6-Paradol. Rhodiola Pure 6X evolved into SalidroPure. Every ingredient in NNB's portfolio is being evaluated through this lens.

This doesn't mean abandoning successful products overnight. CaloriBurn remains available for existing customers. But NNB's promotional focus, R&D investment, and future launches all center on precision fermentation and ultra-pure compounds.

The Party That Proved Industry Demand

NNB Nutrition's mimetic supplements hack your biology: MitoBurn (L-BAIBA) triggers exercise signals at rest, GlucoVantage (dihydroberberine) activates GLP-1 pathways naturally, and Puremidine (spermidine) mimics fasting's cellular cleanup. The science is wild.

Beyond the booth, NNB's Tuesday evening party at the Prohibition Bar became the week's must-attend networking event. With capacity capped at 145 attendees and over 100 people turned away at the door, the event validated NNB's industry standing.

• Industry Connections in Action

  The party attracted an impressive cross-section of industry leaders. Lead product developers from major food and beverage corporations spent hours networking, walking away with 20-30 new contacts. Nearly every ingredient in their portfolio.

  This wasn't an outlier. Throughout the evening, formulators, brand owners, researchers, and retailers connected over OnSwitch samples, SweetVantage + Allulose packets, and conversations about ingredient innovation. The event achieved exactly what successful industry parties should: genuine relationship building without the hard sales pitch.

• The Red Box of Ingredients

  NNB's "red box" had circulated on social media for nearly two years, and now there's premium branded merchandise including the high-end "Unreal" hoodies that became instant conversation starters.

  This extended engagement strategy paid dividends. Rather than simply handing out swag at the booth, NNB created anticipation and exclusivity around their brand. Attendees weren't just collecting free stuff. They were participating in NNB's story.

• Validation Through Attendance

  The overwhelming party demand confirmed what NNB already suspected: they've built genuine industry relationships extending beyond transactional supplier-customer dynamics. When 245+ people want to attend your 145-person party, you're doing something right.

  For 2026, expect a bigger venue, earlier planning, and continued focus on creating valuable networking opportunities rather than just another open bar.

The Bigger Picture: Industry Leadership

NNB Nutrition's Longevity Platform combines four powerful ingredients -- Puremidine (spermidine), BioNMN (NMN), MitoPrime (L-ergothioneine), and GlucoVantage (dihydroberberine) -- to target "youth span" through cellular recycling, energy restoration, and mitochondrial protection.

SupplySide Global 2025 crystallized NNB's evolution from novel ingredient supplier to industry leader. The signs were everywhere.

• Transitioning to the Trendsetter

  Shawn Wells and Dustin Elliott both emphasized this shift during podcast recordings at the show. Five years ago, NNB created ingredients responding to market trends. Today, they create trends others follow.

  MitoBurn L-BAIBA pioneered the exercise mimetic category. GlucoVantage established dihydroberberine as superior to traditional berberine. MitoPrime brought L-ergothioneine into mainstream formulations. SweetVantage is revolutionizing natural sweetening. Each ingredient opened new product categories rather than joining existing ones.

  This trendsetting capability stems from NNB's unique position. Their "Ingredient City" manufacturing platform enables rapid development and scaling. The scientific team—over 100 researchers globally—can move from concept to commercial production faster than traditional suppliers. And the willingness to invest millions in R&D (like the $2.5 million spent developing SweetVantage) separates NNB from companies just brokering generic ingredients.

• Building the Ecosystem

  NNB's collaboration strategy extends beyond booth partnerships. OnSwitch features ingredients from multiple companies: enfinity Paraxanthine from TSI Group, SalidroPure (distributed by NutriScience Innovations), flavor systems from Sensapure, and manufacturing from SIP Manufacturing.

  This "ecosystem" approach benefits everyone. Ingredient companies showcase complementary technologies. Beverage brands access turnkey formulation solutions. Consumers get better products. The rising tide lifts all ships.

• Strategic Hires Signal Ambition

  

  Walk into any GNC or Vitamin Shoppe and you'll see the supplement revolution in action. NNB Nutrition's ingredients like MitoBurn and CaloriBurn are now in bestselling products across the shelves. The era of fairy dusting is over -– educated consumers demanded better, and they got it.

  NNB's recent team expansion tells the growth story clearly. Blake Stanhouse joins as VP of Regulatory, bringing expertise in international approvals, GRAS affirmation, and patent strategy. This hire signals NNB's commitment to global expansion and intellectual property protection.

  The regulatory focus is crucial as competitors in China attempt copying NNB's patented ingredients. Strong patent portfolios and regulatory approvals in multiple countries create defensible competitive advantages. NNB is investing now to protect their innovations long-term.

What’s Next: The Three New Launches

While details remain under wraps, NNB teased three new ingredient launches at SupplySide Global 2025, including one teased in our vlogs. Based on booth conversations and strategic hints, these ingredients follow NNB's pure, potent, precise philosophy while opening new formulation possibilities.

One ingredient appears targeted at the beverage market specifically, addressing stability challenges that have plagued similar compounds. Another focuses on cognitive enhancement with novel mechanisms distinct from existing nootropics. The third may address metabolic health through pathways complementary to GlucoVantage and MitoBurn.

NNB's launch strategy involves exclusive partnerships with select brands for initial market development. This approach lets them refine messaging, gather consumer feedback, and build demand before broad market releases. The strategy worked brilliantly with Paraxanthine and continues with these three new compounds.

Expect formal announcements in Q1 2026 (sign up for our NNB Nutrition News alerts!) as these partnerships mature and initial product launches hit the market.

The Bottom Line: NNB Sets the Pace

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.

SupplySide Global 2025 wasn't just another successful trade show for NNB Nutrition. It was a statement. A statement that precision fermentation is the future. That pharmaceutical-grade purity should be the standard, not the exception. That premium ingredients can be accessible without compromising margins or quality.

From the futuristic booth design to the standing-room-only party, from OnSwitch's experiential formula to Pürest Creatine's purity revolution, every element communicated the same message: NNB Nutrition is leading the industry forward.

For formulators seeking differentiation, brands building consumer trust, and retailers demanding quality, NNB's pure, potent, precise platform provides the solution.

As NNB continues doubling year-over-year revenue while expanding its team, manufacturing capacity, and ingredient portfolio, one thing is certain: they're not finished disrupting the supplement industry. SupplySide Global 2025 simply marked the latest milestone in what promises to be an extraordinary journey.

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