In Episode #152 of the PricePlow Podcast, Mike and Ben are joined by Shawn Wells, Chief Science Officer, and Dustin Elliott, the new Chief Brand Officer at NNB Nutrition, to explore the innovative world of nutraceuticals and the exciting future of the company. Shawn, a returning guest, shares his insights on NNB’s cutting-edge ingredient development, while Dustin discusses his new role and the brand-building strategies he’s implementing to drive demand for their premium ingredients in the U.S. market.
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.
The episode dives deep into NNB’s latest innovations, including the highly anticipated ingredient, Dileucine (DL-185), which is poised to make a significant impact in the world of muscle protein synthesis. The conversation also covers the potential of dihydroberberine (GlucoVantage) as a powerful GLP-1 agonist, providing an accessible alternative to popular pharmaceuticals for blood sugar control and appetite suppression.
Listeners will also get an inside look at NNB’s product development process, including the science behind their hydration formula, ElectroPrime, and the fermentation-based innovation, SalidroPure, which offers a sustainable and potent alternative to traditional Rhodiola extract. The guys also talk about NNB’s involvement in the big XPO NRG collaborative promotional energy drink made for SupplySide West.
The episode then takes a pretty wild twist at the end, with Shawn explaining his psychedelic experiences and how he uses dietary supplements to replete his neurotransmitters.
Packed with fascinating insights from two industry leaders, this episode is a must-listen for anyone interested in the cutting-edge science behind functional ingredients and the growing influence of the nutraceutical industry.
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https://blog.priceplow.com/podcast/shawn-wells-dustin-elliott-nnb-nutrition-152
Video: Shawn Wells and Dustin Elliott on NNB Nutrition’s Growth and Future
Podcast: Play in new window | Download (Duration: 1:44:52 — 96.0MB)
Detailed Show Notes: Shawn and Dustin Talk GLP-1, MPS, Collab Energy, and… Pyschadelic Supplement Stacks?!
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0:00 – Introductions
On Episode #152 of the PricePlow Podcast, Mike and Ben welcome Dustin Elliott, a newly appointed Chief Brand Officer at NNB Nutrition, alongside recurring guest Shawn Wells. They discuss Dustin’s background, having worked at prominent companies like Vitamin Shoppe (see Episode #134), and his new role at NNB, where he is responsible for brand strategy, messaging, and driving demand for the company’s ingredients. Shawn praises Dustin’s impact, highlighting his creativity and sharp insights.
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.
They also discuss the importance of the upcoming Supply Side West event, likened to the “Super Bowl” for their industry, where they plan to showcase their excellence and unveil innovations, including an ingredient called Dileucine, which is seen as a major innovation for muscle protein synthesis. Additionally, they anticipate the release of a study on another key ingredient, dihydroberberine (DHB), associated with glucagon-like peptide-1 (GLP-1).
This isn’t the first episode discussing these two ingredients:
- Dileucine was introduced by Shawn and Raza Bashir of MuscleTech in Episode #123
- Chad Kerksick further discussed dileucine and dihydroberberine data in Episode #142
- Shawn originally detailed dihydroberberine in Episode #049
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7:30 – GLP-1 Trends
The group discusses GLP-1 and how NNB’s dihydroberine may become the leading nutraceutical in this area. Shawn explains that dihydroberine, a derivative of berberine, has enhanced bioavailability and fewer side effects, making it superior for GLP-1 agonism. The hosts also talk about how GLP-1 is well-known due to the popularity of pharmaceuticals like semaglutide, used for satiety and blood sugar control. Dustin highlights that dihydroberine offers a more accessible and affordable alternative, without the extreme side effects associated with drugs like Ozempic, and can provide similar benefits in blood sugar control and appetite suppression.
They emphasize the product’s potential to provide a balanced, safe approach to weight management and blood sugar regulation through nutrient partitioning. Ben shares his personal experience using DHB, noting its effectiveness in stabilizing his blood sugar and improving nutrient absorption during different phases of his fitness journey.
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14:00 – GlucoVantage (Dihydroberberine) Branding
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!
Dustin and Shawn discuss the branding of dihydroberine, specifically its trademarked name, GlucoVantage®, and the importance of using this name to differentiate the patented product from copycats in the market. Dustin explains that while dihydroberine (GlucoVantage) is recognized for its effectiveness, the campaign focus is to build demand for the ingredient itself, similar to how avocados were marketed broadly without promoting a specific brand. They also discuss the growing awareness of Berberine and its benefits for blood sugar control, highlighting that GlucoVantage provides high bioavailability and quality.
Shawn shares his experience using a continuous glucose monitor (CGM) to track the effects of dihydroberine, emphasizing its role in maintaining stable blood sugar levels, especially for individuals who are carbohydrate-sensitive. Dustin adds that dihydroberine has helped prevent post-meal crashes, particularly in the bodybuilding community, and the hosts touch on caffeine usage, with Dustin noting his mostly caffeine-free lifestyle and the occasional use of paraxanthine for energy.
NNB recently funded a human pilot study showing that GlucoVantage Dihydroberberine Beats Berberine, we hope to see more like this!
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22:15 – ElectroPrime and Hydration
Next, the group discusses NNB’s product ElectroPrime, an electrolyte and glycerol blend aimed at enhancing hydration. Shawn explains that glycerol has been shown to improve hyperhydration, and NNB’s glycerol, HydroPrime, solves issues like clumping and underperformance seen with other glycerol products. ElectroPrime combines glycerol with electrolytes, and they’re exploring the addition of taurine to further boost hydration. Dustin highlights the growing demand for sugar-free electrolyte solutions, noting that many alternatives don’t hydrate as effectively as carbohydrate-based ones.
NNB Nutrition’s ElectroPrime™ is a low-carb ingredient that is set to revolutionize the hydration market with its unique blend of glycerol, glucose, and electrolytes. Internal data shows that ElectroPrime outperforms mainstream hydration supplements.
According to preclinical data, ElectroPrime drives osmotic pressure and hydration into cells better than competitors, making it ideal for maintaining hydration during exercise. Dustin also emphasizes the logistical benefits of their glycerol, which stays stable and flowable over time, even in packet form—a key trend in the hydration market. This ensures customer satisfaction and product longevity, unlike other glycerol products that can clump and cause returns.
The hosts and guests discuss the relationship between sugar, electrolytes, and hydration, with Dustin clarifying that while electrolytes do help with hydration, the presence of sugar (or glycerol, as in ElectroPrime) can enhance osmotic pressure and improve water absorption into cells. This makes products like ElectroPrime, which uses glycerol instead of sugar, more effective in driving hydration without the need for added sugars. Shawn elaborates on how the glycerol pathway performs similarly to sugar in isotonic beverages but offers a sugar-free solution for customers who are concerned about added sugar on labels.
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30:00 – Dustin’s Trip to China
The conversation then shifts to Dustin’s recent trip to China, where he was impressed by NNB’s extensive vertically integrated R&D facilities. He learned about the company’s capabilities in fermentation, particle size modification, extraction, and custom ingredient creation, which set NNB apart from competitors that rely on third-party manufacturers. Shawn also mentions their ability to convert oils into powders, offering custom formulations for other companies. NNB’s strategy involves partnering with other companies for ingredients that don’t fit their primary focus, allowing other businesses to market these products while NNB concentrates on its key offerings.
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35:45 – SalidroPure: Pure Salidroside Replacing Rhodiola Crenulata
The conversation turns to SalidroPure, which isolates salidroside, a key bioactive found in Rhodiola. Rhodiola is facing sustainability issues, with certain species being placed on the CITES list, restricting trade due to their endangered status. SalidroPure offers a solution through fermentation, allowing for a highly concentrated, pure version of salidroside, free from the plant’s other components. This fermentation process makes it vegan-friendly and environmentally clean, avoiding the chemical residues found in traditional extraction methods. The result is a product that delivers the benefits of Rhodiola at doses as low as 20-30 mg, which is equivalent to around 2,000 mg of standard Rhodiola rosea.
This innovation opens up opportunities for its inclusion in various formats, such as gummies, capsules, or ready-to-drink beverages, without the taste or dosage issues of traditional herbal components.
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42:30 – The XPO NRG Energy Drink Collab at SupplySide West
Dustin and Shawn discuss the promotional collaborative energy drink, XPO NRG, to be demoed exclusively at SupplySide West, which features MitoPrime (L-ergothioneine), a powerful antioxidant and mitochondrial health ingredient. Initially, they were considering SalidroPure for the formulation, but Shawn Wells recommended MitoPrime, which offers experiential benefits at a 25-50 mg dosage.
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!
L-ergothioneine has been labeled the “longevity vitamin” due to its role in mitochondrial function, energy production, and its unique transporter in the body. Shawn shares that this ingredient, once costly, has seen a significant price reduction, making higher doses viable. He explains that as ergothioneine levels naturally decline with age, this correlates with reduced cognitive and heart function, making it vital for anti-aging and energy.
Shawn notes that in his personal experience, MitoPrime enhances cognitive clarity and resilience, particularly in demanding situations. The team is excited about introducing this ingredient to the energy drink market, potentially pioneering its broader use as an essential nutrient.
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49:45 – How MitoPrime Works
Mike highlights the historical and evolutionary significance of ergothioneine, theorizing that it may have played a role in protecting life from harmful oxidation during the Great Oxygenation Event. While the compound holds great promise for its anti-aging and neuroprotective properties, challenges remain in establishing clear market claims, such as its impact on immunity or specific health conditions. Dustin explains that NNB is conducting in-house preclinical studies to explore potential future claims for MitoPrime, especially in areas like UV protection, neuroprotection, and skin health, which are relevant to the biohacking and longevity communities.
Shawn adds that recent cost reductions in producing MitoPrime through fermentation allow for higher dosages, making it possible to experience its effects more acutely. The conversation ends with a discussion on biohacking metrics like heart rate variability (HRV) and biological age, which could help quantify the benefits of such ingredients in the future.
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59:00 – XPO NRG Energy Drink Continued
Found in mushrooms, ergothioneine is the oldest — and most overlooked — energy-supporting immune system booster / antioxidant on the market. This is a mind-blowing ingredient.
The guys talk about the creative process behind the XPO NRG collab, highlighting how it evolved from a simple idea into a highly functional beverage loaded with premium ingredients. They note the challenges of balancing high dosages for efficacy with the practical need for people to consume multiple drinks per day. Shawn Wells shares that many of the ingredients, including MitoPrime, are “selfishly” developed based on his personal desire for daily consumption, emphasizing the importance of creating experiential products that consumers can feel.
The energy drink will debut at Supply Side West, and NNB is excited to showcase it, with expectations that ingredients like MitoPrime will set new standards in the market. They also discuss how the beverage’s high-quality formulation aligns with the latest trends in biohacking and longevity, offering something unique for health-conscious consumers.
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1:07:45 – Alpha-GPC
The group discusses a recent study on Alpha GPC conducted by Dr. Chad Kirksick, which demonstrated significant improvements in memory recall and task speed, including in the Stroop test, marking the first time an acute cognitive benefit has been shown for Alpha GPC. The study used GeniusPure Alpha-GPC at both 350 mg and 700 mg dosages, with the latter proving safe without adverse effects. The 350 mg dose, which equates to 300 mg of active Alpha GPC, will likely be the standard used in products due to its effectiveness.
NNB Nutrition is proud to announce GeniusPure Alpha-GPC, which is patent-pending stabilized alpha-GPC at 70% or 90%!
Additionally, the 90% Alpha GPC formulation solves the hygroscopic issues associated with lower concentrations and offers cost advantages, making it more appealing for formulators, especially in humid environments. This advancement is exciting for pre-workout products, ensuring stability and preventing clumping, a common issue with other Alpha GPC forms.
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1:10:45 – Grains of Paradise
Shawn discusses upcoming research on a fat-burning ingredient combination involving grains of paradise and BAIBA, which target brown adipose tissue (BAT) activation. Early internal studies show promising results, with grains of paradise alone burning over 200 extra calories during exercise in a small sample. The combination of grains of paradise and baba is expected to have synergistic effects on fat loss by enhancing BAT activity and promoting the “browning” of white adipose tissue, a key target for fat reduction.
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1:15:30 – Halloween and Leaving SupplySide West early
Shawn and the group discuss the challenge of attending SupplySide West, which coincides with Halloween, a significant event for parents. Shawn, as a “girl dad” to his stepdaughter Isla, expresses frustration about missing Halloween, especially since it’s an important day for young children. Mike and Ben also share similar sentiments, noting the importance of not missing milestones like Halloween with their kids. Despite the timing conflict, the group acknowledges that Supply Side West is their industry’s “Super Bowl,” making it hard to skip.
They then lighten the mood with a conversation about Halloween costumes, with Shawn sharing a humorous story of his creative costume during his time in school, walking around with an IV bag filled with vodka. Mike’s most famous costume was when he went as Duffman at college in the early 2000s. The conversation ends with a playful mention of Shawn’s interest in psychedelics and a potential future podcast on the topic… but the guys decide to dive in pretty deep then and there:
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1:19:45 – Shawn’s Story with Psychedelics
In Episode #048, Shawn Wells jumped back on the PricePlow Podcast to catch up with Mike, talk about his new stimulant (which turned out to be paraxanthine), his book The Energy Formula, and how he handled 2020!
Shawn shares his expertise on psychedelics, which he frequently speaks about on stage. He explains the importance of pre- and post-journey supplement stacks, especially when using substances like ketamine, psilocybin, or ayahuasca. His approach focuses on enhancing neuroplasticity and managing neurotransmitter depletion to ensure a smoother recovery after a psychedelic journey. Shawn also emphasizes the significance of being in a parasympathetic state (rest and digest) before a journey, as it reduces the amount of substances required to achieve the desired effects, ultimately improving the overall experience. He discusses how substances like psilocybin can help suppress the ego and promote neuroplasticity, which is critical for personal transformation.
The conversation also touches on notable figures like Paul Stamets and Andrew Huberman, recognizing their contributions to the broader understanding of psychedelics, while acknowledging the challenges they face in fully grasping the supplement industry’s intricacies. Shawn also teases a potential psilocybin supplement stack guide he could share through his website.
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1:28:15 – Post-Journey Repletion: Shawn’s Supplement Ingredients
Shawn discusses the importance of post-journey repletion and supplementation, particularly after using psychedelics like psilocybin. He explains that certain supplements can help replenish neurotransmitters and maintain neuroplasticity, allowing for better integration of the insights gained during the experience. Shawn highlights the role of acetylcholine for deeper, more introspective journeys, and discusses various supplements, such as acetyl-L-carnitine, Alpha GPC, and Huperzine A, for replenishing it. He also mentions serotonin-boosting supplements like 5-HTP and Zembrin for mood support post-journey, as well as adaptogens like Rhodiola and Ashwagandha for calming the nervous system.
Shawn emphasizes the importance of maintaining a neuroplastic state after a psychedelic journey, as this helps facilitate personal growth and change. He also touches on the broader therapeutic potential of psychedelics, noting that while some experiences focus on deep work, others can simply be playful and healing in their own way. Ultimately, he stresses that the key to successful integration is doing the work after the journey and ensuring a supportive environment for applying newfound insights.
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1:39:45 – Conclusion
The group remarks on the interconnectedness of humans and substances like caffeine and psychedelics. Shawn and the hosts explore how caffeine, originally a plant toxin for insects, became an addictive substance that humans have spread globally, suggesting a symbiotic relationship. Shawn also delves into the concept of hormesis—where small doses of stressors like caffeine or certain supplements can strengthen the body. They also discuss the importance of proper mindset and environment (“set and setting”) when using psychedelics, emphasizing the need to feel safe in order to fully benefit from the experience.
Shawn stresses that people should not rush into psychedelics or other transformative journeys without doing the necessary preparatory work. The conversation touches on how society often seeks a “magic pill” to solve problems without addressing the root causes. The episode ends with a lighthearted comment about using psilocybin in products and a thank you to the guests as they wrap up the podcast.
This episode was filmed at Nutramedia’s headquarters in Houston, TX.
Where to Find Dustin, Shawn, and NNB Nutrition
- Sign up for PricePlow’s NNB Nutrition news alerts
- @NNBNutrition on Instagram
- Dustin Elliott on LinkedIn
- @ShawnWells on Instagram
Thanks for joining us guys, and thanks to NutraMedia for hosting us! Please subscribe to the PricePlow Podcast on your platform of choice, and leave us a great review there!
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