Fast-growing supplements brand Tonic has tapped the creatine craze with the addition of Creatine + Brain powder.
Available in Tropical and Raspberry, Creatine + Brain (rsp: £10/150g) was “the UK’s first daily creatine formula combining ultra-pure 99.9% creatine monohydrate with taurine, biotin and blueberry in a single product designed to support both physical and mental performance”, Tonic said.
Each “super soluble” 7.5g serving provides 10,000mg of creatine monohydrate, 2,000mg of taurine, 1,000mcg of biotin and 800mg blueberry – to promote overall vitality, help to produce energy, support focus and mental performance, and provide energy metabolism and hydration.
It is without added sugar, artificial sweeteners, fillers or bulking agents.
Creatine + Brain is now in more than 400 Tesco stores. It was developed in light of discussions with the retailer about changing shopper behaviour and growing interest in creatine beyond traditional sports nutrition.
Creatine was increasingly being adopted by consumers looking to support everyday health and performance, Tonic said. Creatine + Brain created an opportunity for the organic compound “to evolve beyond products aimed solely at gym enthusiasts”.
Natalie Louise Burrows, the brand’s head of nutrition, added: “The understanding of creatine has moved on, and it isn’t just for people chasing personal bests in the gym. It’s a well-researched compound offering benefits for focus, cognition and energy, as well as muscle strength and recovery.
The combination of creatine, taurine, biotin, and blueberry gave the brain “all-round support for everything it needs to do during the day”, she added. “And with Tonic, it’s one easy scoop in your water. You’re not juggling multiple supplements and having to remember to take them all.”
Tonic’s innovation comes amid growing use of creatine by health-centric fmcg brands. Last month, startup Fem secured a national bricks & mortar listing for its snack bars aimed at supporting women’s menstrual health through a blend of vitamins and minerals, including creatine, magnesium, zinc, B6 and B12 and D.
Also in July, Applied Nutrition unveiled Supplement Support, a nine-strong range for consumers using GLP-1 weight-loss drugs that includes Creatine + Energy Pineapple powder.
A month earlier, Rheal made its first play in collagen, rolling out a two-strong lineup of supplement powder featuring 10,000mg of hydrolysed collagen peptides per serving.
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