What if you could deliver all the benefits of traditional collagen without any animal ingredients?
Eric Withee of Freemen Nutra and Amazon e-commerce expert Marc Bruggemann reveal the untapped market potential of VC-H1 vegan collagen derived from hibiscus, exploring product strategies and blue ocean opportunities for brands ready to disrupt the plant-based supplement space on Episode #204 of the PricePlow Podcast
In Episode #204 of the PricePlow Podcast, we explore VC-H1, a revolutionary vegan collagen alternative derived from organically grown hibiscus. Eric Withee from Freemen Nutra returns to discuss the science behind this innovative ingredient, while Marc Bruggemann, an e-commerce expert specializing in Amazon strategy, reveals the massive untapped market opportunity for plant-based collagen products.
Unlike traditional "vegan collagen boosters" that merely mimic amino acid profiles or throw together kitchen-sink formulas, VC-H1 delivers actual collagen peptides from a botanical source. At just 1.5 grams per serving, this clinically studied ingredient stimulates collagen synthesis through the same pathways as bovine or marine collagen (with price parity, organic certification, and sustainable sourcing from Laos).
With 400,000+ annual searches for "vegan collagen" on Amazon alone and virtually no legitimate products to meet that demand, the timing couldn't be better for brands to enter this blue ocean market.
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https://blog.priceplow.com/podcast/vegan-collagen-freemen-nutra-vc-h1
Video: Vegan Collagen from Hibiscus: VC-H1 with Eric Withee & Marc Bruggemann
Podcast: Play in new window | Download (Duration: 53:55 — 46.9MB)
Detailed Show Notes: Eric Withee (Freemen Nutra) and Marc Bruggemann Discuss VC-H1 Vegan Collagen
0:00 - Introductions
Ben welcomes returning guest Eric Withee from Freemen Nutra and introduces Marc Bruggemann, an e-commerce expert with deep Amazon marketplace experience. Unlike typical podcast episodes that focus purely on ingredient science, today's conversation takes a different angle by examining how innovative ingredients actually perform in the marketplace. Marc brings valuable perspective from his career building Amazon channels for supplement brands, including working at NutriBio Labs and Thrasio (the fastest company in US history to reach $10 billion valuation) before specializing in helping top-10 supplement brands dominate Amazon's competitive landscape.
0:45 - Marc's E-commerce Background and Amazon Expertise
Marc shares his journey through the dietary supplement e-commerce space, starting with building Amazon channels and eventually working with some of the industry's largest brands. His experience spans everything from product development to advertising strategy, taking brands from limited distribution to nationwide presence. This unique perspective on both the marketplace dynamics and consumer behavior sets the stage for understanding why certain ingredients succeed or fail on platforms like Amazon. Marc's track record includes elevating multiple brands into Amazon's top 10 supplement sellers, giving him invaluable insights into what drives consumer purchasing decisions in the crowded digital marketplace.
1:45 - Introducing VC-H1 Vegan Collagen Alternative
Eric introduces VC-H1, a vegan collagen alternative that immediately captured Marc's attention during their initial conversation. Unlike traditional collagen supplements derived from animal sources, VC-H1 is composed entirely of peptides derived from organically grown hibiscus. This ingredient addresses multiple market trends simultaneously: the growing demand for plant-based products, the massive existing collagen market, and consumers' desire for cleaner, simpler formulas. VC-H1 checks numerous boxes for where the supplement market is heading, making it ideal for the modern e-commerce landscape where convenience, clean labels, and sustainability claims resonate strongly with consumers.
4:00 - How VC-H1 Works: Peptides vs Traditional Collagen
Eric explains the fundamental misunderstanding many people have about collagen supplementation. When you consume 10 grams of traditional collagen, it doesn't magically transport directly into your joints, skin, or connective tissues. Instead, collagen works by breaking down into small peptides that signal fibroblasts to increase collagen production. These breakdown products essentially tell your body, "We need to make more collagen here."
VC-H1 from Freemen Nutra delivers real plant-based collagen peptides from hibiscus. Clinical study shows superior skin benefits at just 1.5g daily -- 1.7-4x more potent than animal collagen.
VC-H1 replicates this process using peptides derived from hibiscus through hydrolysis and fermentation. The result is a composition that's 90% di- and tripeptides (the bioactive, ready-to-absorb molecules that actually drive collagen synthesis). These plant-derived peptides stimulate fibroblasts through identical pathways as animal collagen, making the source material almost irrelevant to efficacy.
6:15 - Clinical Research Supporting VC-H1
The research progression for VC-H1 followed a smart, methodical approach. Initial in vitro studies demonstrated that VC-H1 was 1.7 to 4 times more effective at stimulating collagen synthesis than bovine and marine collagens, and at only 40% of the concentration, proving its superior potency. Animal studies then confirmed it upregulates the same genes involved in collagen synthesis, hyaluronic acid production, and fibroblast proliferation while downregulating matrix metalloproteinases (MMPs) that break down collagen.
The human clinical trial examined both surface hydration and deep moisture in the dermis (important because deep moisture indicates overall skin health and hyaluronic acid levels, while surface hydration fluctuates with weather). Results showed significant improvements by week six in hydration, barrier function, elasticity, smoothness, and wrinkle reduction, all measured with objective instrumentation rather than subjective assessments.
You can find the research and citations on our page, "VC-H1 Botanic Collagen Peptides Made from Hibiscus: Where Beauty Blooms".
8:00 - Amazon Market Opportunity for Vegan Collagen
Marc reveals market data showing 400,000 to 500,000 annual searches for "vegan collagen" on Amazon alone, translating to at least 50,000 purchases. The broader vegan collagen market reached approximately $164 million in 2025 and is projected to grow to $400 million by 2035. What's interesting is that the average age of vegan collagen product listings on Amazon keeps increasing, meaning virtually no new products are launching despite growing demand.
At just 1.5g effective dose and 316 Da molecular weight, VC-H1 delivers better absorption and higher collagen synthesis than animal collagen, plus you get added antioxidant benefits and clean taste without the disease risks.
The current market leaders are mostly no-name brands with underdosed "kitchen sink" formulas containing dozens of plant ingredients or simple amino acid blends that don't deliver true collagen peptides. Adjacent categories like vegan omegas show similar search volumes (600,000+ searches annually), confirming that plant-based products appeal to a much broader audience than just vegans. Many consumers simply perceive plant-based ingredients as healthier, similar to how gluten-free products sell to far more people than those with celiac disease.
10:15 - The Consumer Education Challenge
Eric identifies an interesting dynamic where brands face opposing challenges with VC-H1. Some larger collagen brands are overly conservative, hesitant to create products without animal collagen even though the science fully supports botanical alternatives. They worry more about competitive lawsuits than consumer concerns. On the opposite end, some smaller brands make overly aggressive claims without proper substantiation. The beauty of VC-H1 is that it actually simplifies consumer education compared to existing "vegan collagen boosters." You don't need to convince consumers that 100 different plant ingredients somehow equal collagen, or that isolated amino acids work the same way. VC-H1 provides actual collagen peptides from a botanical source. It's a clean, straightforward story that resonates immediately with consumers seeking plant-based alternatives without sacrificing efficacy.
13:15 - Product Format Opportunities and Dosing Advantages
Eric highlights how VC-H1's clinically effective dose of just 1.5 grams opens possibilities that traditional 10-20 gram collagen servings cannot accommodate. This enables formulas using gummies, effervescent stick packs, and ready-to-drink beverages -- all platforms where collagen innovation is exploding but has been inaccessible to vegan consumers. Marc emphasizes the significance of this for Amazon specifically, where collagen gummies are now doing six to seven figures monthly for individual brands, with the overall category reaching nine figures annually.
Most "vegan collagen" products fall short because they use amino acid blends or plant extracts that don't contain the actual bioactive peptides your skin needs - VC-H1 stands apart with real collagen-stimulating sequences.
Currently, there are essentially zero true vegan collagen gummies because gelatin-based gummies contradict vegan positioning. VC-H1 enables pectin-based gummies that deliver genuine collagen peptides in a convenient format. Eric recounts how at SupplySide West, a pomegranate-strawberry jelly stick pack formula with VC-H1 was the most popular sample, disappearing faster than any other format. The ingredient works beautifully with fruit flavors (especially strawberry), and its neutral taste profile provides broad flexibility when designing products.
17:45 - Amazon Strategy and Blue Ocean Markets
Marc introduces the concept of red ocean versus blue ocean markets. Red oceans are crowded competitive spaces. Blue oceans offer opportunities where demand exists but competition is minimal. Vegan collagen is a perfect blue ocean opportunity because consumer demand is proven through search volume, but legitimate products are virtually nonexistent.
For a new brand entering Amazon, the ideal strategy is targeting "vegan collagen gummy" specifically, where you face no real competition and can capture attention immediately. Someone searching those exact terms will see your product standing alone rather than buried among dozens of established competitors. From there, you build review velocity, establish sales history, and expand into adjacent categories. This approach mirrors successful creatine gummy launches, where first movers established dominant positions before competitors recognized the opportunity. The key is starting narrow and specific, then expanding outward once you've established credibility and consumer trust.
20:15 - Sustainability and Sourcing from Laos
While animal collagen requires denaturing and breaking down existing proteins, VC-H1 extracts extensin from hibiscus through fermentation, creating the same bioactive peptides with better molecular weight distribution at 0.4 kDa vs 1-3 kDa.
Eric explains the remarkable sustainability story behind VC-H1's supply chain. The manufacturer partnered directly with the Laotian government to establish organic hibiscus farms in multiple regions of Laos. These farms create family-wage jobs while boosting local economies without damaging ecosystems. All farms operate under organic certification standards (VC-H1 received organic certification in Korea in December and should receive reciprocal USDA organic certification by the end of the month). This single-source approach provides complete traceability from soil to packaging. One organization oversees the entire supply chain, ensuring consistent quality rather than dealing with variable ingredient sources from different regions. Beyond the intrinsic lower carbon footprint of plant-based ingredients and concentrated dosing, having direct control over transportation and processing further reduces environmental impact. For brands, this enables authentic sustainability storytelling rather than vague marketing claims, with the option to actually visit the source farms in Laos.
25:30 - Gummy Format Discussion and Dosing Perceptions
Mike raises an important question about consumer perception of VC-H1's 1.5 gram dose compared to the 10 gram servings consumers expect from traditional collagen. Eric reassures that this isn't a concern because the collagen market has been trending toward lower doses for years, starting at 20 grams, then 10 grams with better hydrolysis, and now specialized peptide blends like Verisol at 2.5 grams have proven highly successful for a decade.
Marc adds crucial context from Amazon data: products with only 100 milligrams of hydrolyzed collagen per serving currently sell 10,000 units monthly despite being completely underdosed and ineffective. Consumers have already accepted that advanced collagen products work at lower doses. What matters more is the story you can tell and the convenience you provide. VC-H1's solubility addresses another major pain point. Consumer reviews consistently complain about traditional collagen's poor mixability, but VC-H1 dissolves easily, making it ideal for stick packs, RTDs, and beverages where collagen typically struggles.
29:30 - Strategic Product Launch Plan
Digexin is the next major gut health ingredient. Developed by NXT and distributed by Freemen Nutra, this patented blend of ashwagandha and okra root extracts marks a significant advancement in addressing constipation and overall gut health.
Marc outlines specific product concepts that would succeed immediately on Amazon. An electrolyte collagen stick pack combining VC-H1 with hydration minerals, hyaluronic acid, biotin, and silica would compete in the "vegan Gorgie" space (think Liquid IV meets collagen in a tear-off packet format that's incredibly convenient). Another low-hanging opportunity is pure vegan collagen gummies using pectin, filling a void that currently doesn't exist.
Both formats address consumer priorities: convenience, clean labels, and multiple benefits in one product. Eric emphasizes that VC-H1 maintains price parity with traditional collagen at the per-dose cost level, but consumer data shows people willingly pay 30-40% premiums for vegan collagen products. This means brands can maintain competitive manufacturing costs while commanding higher retail prices, a rare combination in the supplement industry.
37:45 - Amazon Launch Best Practices for New Brands
For brands without established Amazon presence, Marc recommends starting hyper-focused on the vegan collagen gummy niche where search demand exists but product supply doesn't. This creates ideal conditions: you're not competing against established brands for visibility, you're answering exactly what consumers searched for, and you can build review base and sales velocity without fighting auction wars. Once you've established credibility (demonstrated by Amazon's "X purchased in the last month" badge and accumulated reviews), you expand into broader collagen categories and adjacent spaces.
The creatine gummy example is instructive because early movers built dominant positions before the market became crowded. VC-H1 presents a similar first-mover advantage, but the window won't stay open forever as more brands discover this opportunity. The path forward involves starting with that blue ocean position, then systematically expanding catalog with complementary products like hydration beauty blends or multifunctional wellness gummies.
43:30 - Sustainable Sourcing and Supply Chain Transparency
Explore the first dietary supplement ingredient that works on the gut-brain axis, Digexin, with Freemen Nutra's Eric Withee on the PricePlow Podcast Episode #147. The data is unlike anything we've ever seen!
Eric provides detailed insight into VC-H1's supply chain infrastructure. Rather than sourcing hibiscus commodity-style from various regions with inconsistent quality, the manufacturer built dedicated organic farms in Laos through government partnerships. This creates complete vertical integration, where one organization controls farming, processing, fermentation, and packaging. The result is unprecedented quality control and traceability. While sustainability certifications don't carry the same instant recognition as Non-GMO Project verification, the ability to tell an authentic story matters enormously to consumers. They have sophisticated BS detectors and can distinguish between vague corporate greenwashing and genuine supply chain transparency.
For brands, having the option to literally visit the farms where your ingredient is grown enables content creation through social media, behind-the-scenes footage, and founder stories that build trust. Marc notes that while Amazon's sustainability badging has limited direct impact, it is one more signal in your favor for consumers actively seeking plant-based products with ethical sourcing.
49:15 - Updates on Digexin and GLP-1 Research
Eric shares exciting updates on Digexin, the gut health ingredient featured in Episode #147. Two new studies have been completed with results pending publication. An open-label proof-of-concept study examined Digexin in patients taking GLP-1 agonists (like Ozempic and Wegovy), demonstrating that the benefits seen in previous gold-standard clinical trials translate to this population. Subjects showed improvements in constipation, gastric motility, reflux, stress, and sleep, making it potentially the first nutraceutical specifically studied for GLP-1-related digestive side effects.
A separate prebiotic study using a controlled microbiome model confirmed Digexin increases short-chain fatty acid production, enhances beta diversity, and shifts gut bacteria toward beneficial short-chain fatty acid-producing strains. This provides the mechanistic answer for brands who struggle conceptualizing digestive products beyond traditional probiotics and fiber, positioning Digexin as a unique gut-brain axis ingredient with solid research backing.
52:15 - Closing and Where to Connect
Ben thanks both guests for bringing fresh perspective to the podcast, not just ingredient science, but practical marketplace strategy. Eric's ability to bridge scientific depth with commercial understanding makes Freemen Nutra's ingredients accessible to brands evaluating new product opportunities. Marc's Amazon expertise reveals untapped market potential that exists right now for forward-thinking brands.
The conversation underscores a key theme: sometimes the biggest challenge isn't educating consumers, but rather educating brands about opportunities hiding in plain sight. With VC-H1, the hard work of research, sourcing, and efficacy validation is complete. Brands simply need to execute.
Where to Follow and Learn More
Connect with Eric Withee and Freemen Nutra
- Eric Withee on LinkedIn
- Freemen Nutra Corporate Website
- Freemen Nutra on LinkedIn
- Freemen Nutra News and Products on PricePlow - Sign up for alerts on new ingredients and brand launches
Connect with Marc Bruggemann
- Marc Bruggemann on LinkedIn - Following Marc's insights on Amazon advertising and e-commerce strategy
Resources Mentioned
- VC-H1 Botanic Collagen Peptides Made from Hibiscus: Where Beauty Blooms - Full ingredient deep dive with clinical research details
- Support the Gut-Brain Axis (and Stool!) with Digexin: Eric Withee of Freemen Nutra | Episode #147 - Previous podcast covering Digexin, Freemen Nutra's gut health innovation
This episode showcases exactly what makes the supplement industry exciting: when legitimate science meets genuine market opportunity. VC-H1 isn't just another "me-too" ingredient. It's a first-mover solution to a problem the market has been trying unsuccessfully to solve. With 400,000+ annual searches for products that don't really exist yet, forward-thinking brands have a rare chance to establish category leadership before competition intensifies.
Finally, thanks to Perfect Shaker for sponsoring this episode! Check out their innovative shaker cups and bottles at PricePlow.com/perfect-shaker or visit PerfectShaker.com directly.
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