Jennifer Mo, managing director and co-founder at Pura Collagen, has labored within the sports activities diet market because the early 90’s, the place she started her profession working for a sports activities diet retailer in California.
She went on to work for a nationwide gymnasium chain to assist with its enlargement throughout South East Asia, earlier than household life introduced her to London in 2007.
After a number of years of representing pursuits for personal purchasers in a consulting capability, Mo started working for Quest Vitamin in 2016.
“Throughout my profession up till that time, the sports activities diet market was very a lot dominated by what I prefer to name the ‘veins and chains’ manufacturers – the iron pumping targeted black packaged merchandise.
“All of the tendencies fashioned over within the US and got here to the UK two or three years later and US manufacturers dominated the market.
“However because the years handed and practical well being got here to the fore, we began to see extra of the ‘on a regular basis energetic’ client coming to the market.
“This transition noticed the rise of the Quest diet bar – the style and texture targeted protein bar to enter the UK market from the US. Branded with brilliant colors and pictures of tasty treats, it was an enormous leap from the cardboard protein bars that had preceded.”
Quest’s dominance within the protein bar market took a pointy nose-dive in 2018 when points with reformulation led to a bar that went arduous in transition. Within the six to 9 months that it disappeared from the European market, a number of native gamers entered the sector, with Grenade main the cost.
“There was clearly a rising name for native illustration on the sports activities diet market with customers not specializing in US manufacturers for inspiration.”
Mo left Quest shortly earlier than the lockdown, at which period she determined to make use of her new-found pondering time and three many years of expertise in sports activities diet to create a product she might see an enormous demand for within the UK.
“I had been recurrently travelling over to the US for work and after I was there I might at all times get my fill of sports activities diet dietary supplements I couldn’t get at residence. When lockdown hit and I couldn’t get my merchandise anymore, I realised the large hole within the UK market – I felt there was a necessity for a collagen model which supplied options for various life-style wants.”
After engaged on the idea all through lockdown, Mo launched Pura Collagen in March this yr with two powdered merchandise providing beauty-from-within and joint well being targeted options – glow+ and flex+ – utilizing Fortigel and Tendoforte bioactive collagen peptides.
The merchandise are unflavoured and will be added to cold and hot drinks and meals. The beneficial dose is 2 scoops per day. Mo says this could make it simple for consumers to combine the complement into their every day routine.
She additionally says she selected powder because the format for the launch merchandise as she goals to offer merchandise that are as unprocessed as attainable.
“Collagen’s first uncooked state is a powder. Any format that isn’t powder is a course of away from the unique state of the ingredient and probably results in the necessity for added substances resembling flavourings, stabilisers, and even sugar within the case of some gummies.
“Our merchandise embody further substances resembling vitamin C and D, hyaluronic acid, manganese, selenium and biotin as these assist to boost absorption and bioavailability however we don’t embody different pointless or unhealthy components.
“Future improvements might transfer into different codecs and even different flavours however we are going to at all times maintain the ‘pure’ promise entrance of thoughts.”
The SKUs have been launched in non permanent packaging which Mo says had extra of a sports-only really feel than she needed. The true business push comes from subsequent month (October) when the model could have its new recyclable paper tube packaging with the extra accessible, clear, mild and brilliant appear and feel.
With only one month to go till NutraIngredients’ annual Sports activities and Energetic Vitamin Summit, delegates have simply someday left to seize an early chook low cost.
The stage is ready for giant trade names to fill the (digital) room, and top-level audio system on the stage. However don’t take our phrase for it! Take a sneaky peak on the agenda for the summit after which register!
Along with the reside reveals, these registered for this yr’s SANSE will have the ability to obtain on-demand content material.
The alternatives for networking can be a lot, with a one-to-one reserving system which is able to assist you to schedule conferences with different attendees earlier than, throughout and after the three-day occasion.
The entrepreneur says the brand new look not solely place the merchandise as being applicable to a wider demographic of consumers but it surely additionally showcases the scientific foundation of the substances – a key USP for the model.
“The entrance of every product will embody a ‘billboard’ – a sq. wherein we clearly present our clinically confirmed well being claims.
“One thing I seen when buying different collagen manufacturers is that there can be plenty of data on the well being advantages on the model web site however the product would arrive in packaging that had no data and no well being claims which I can solely assume is because of worry round laws on packaging claims.
“We don’t have these fears as we’re assured all our substances are backed by science.”
After so a few years of expertise in retail and understanding the boundaries concerned in getting merchandise onto retailer cabinets, Mo says the retailer urge for food for her collagen merchandise was fairly sudden.
“Pre-pandemic, constructing a brand new relationship with a giant retailer and gaining area on shelf can be a 12-18-month course of. I’ve been amazed by how shortly retailers have responded positively to the model and we’re already trying to be on cabinets in Holland and Barrett, Selfridges, Lloyd’s pharmacy and independents from October.
“I prefer to assume that is all because of our high-quality merchandise that additionally appears wonderful on shelf. In fact, it could even be because of the enormous starvation for the well being class generally.”
Whereas she understands there’s a huge urge for food for all health-related improvements proper now, Mo additionally factors out that collagen is very similar to protein by way of the sustainability of the patron want.
“As soon as somebody begins taking collagen, there’s no time when they are going to not really feel they want it – retailers aren’t going to see seasonal dips like they could see with different areas of this class. That is essential while you’re taking precious shelf area”
By way of future developments, Mo says she understands customers’ wants will evolve as we transfer out of lockdown and persons are spending much less time at residence so she’s going to look to proceed to cowl all want states along with her vary of codecs.
Mo can be becoming a member of NutraIngredients’ Sports activities and Energetic Vitamin Summit happening in October and talking concerning the enormous alternative for collagen on this market.
“After I made these two merchandise, I believed there can be a 70/30 break up in gross sales, with the beauty-from-within want state taking the lion’s share of gross sales but it surely has been 50/50, exhibiting the variety of people who find themselves involved about remaining cell.
“The explanations for desirous to take collagen for mobility will be so broad ranging – whether or not it’s since you’re an athlete coaching for a giant occasion and also you wish to keep away from harm otherwise you’re a grandparent wanting to remain cell so you possibly can play along with your grandchildren.”
Maybe equally stunning, Mo says that 85% of customers buy each the merchandise, exhibiting the wide-ranging well being considerations of her consumers.