For Episode #186 of the PricePlow Podcast, we welcome back Marc Lobliner, who returns with major news: he’s now President of Ketone Labs. Marc brings his signature energy and bold predictions to discuss why he believes goBHB will become bigger than creatine in the supplement industry.

Since we last formally spoke with Marc on the podcast in October 2021 (Episode #053), he’s not just launching products like the Outright Bar, but is taking the helm at Ketone Labs. This isn’t just another business venture for Marc — he’s calling goBHB a “transformative ingredient” that will change everything from athletic performance to concussion prevention to overall health.

Marc discusses the real-world applications he’s implementing, including concussion protocols for his own kids in football and wrestling, the differences between D-BHB and L-BHB isomers, and why he believes healthier individuals experience more pronounced effects from ketone supplementation. He also shares candid insights about product development timelines, legal challenges in the supplement industry (including those infamous Prop 65 warnings), and his vision for making goBHB as ubiquitous as creatine.

https://blog.priceplow.com/podcast/marc-lobliner-gobhb-186

Video: Marc Lobliner on goBHB, Ketone Labs, and the Future of Supplements

https://www.youtube.com/watch?v=t-US7QIKl7U

Detailed Show Notes with Marc

Where to Find Marc Lobliner and Ketone Labs

Thanks for bringing your trademark energy to the podcast, Marc—we’ll see …

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On Episode #185 of the PricePlow Podcast, Mike and Ben welcome Jonathan Baner (Senior R&D Director) and James Stone (Vice President of Global Marketing and Insights) from Glanbia Nutritionals to explore the fascinating world of protein extrusion technology and better-for-you snacking. This powerhouse team brings deep expertise in both the science and consumer insights driving the functional foods revolution, revealing how advanced extrusion processing is solving the longstanding challenge of creating high-protein snacks that actually taste good and deliver satisfying texture.

From Ingredients to Extrusion Technology, Glanbia Nutritionals is Behind Better Snacking

The conversation dives into the mechanics of twin screw extrusion technology that transforms fine protein powders into everything from cheese puffs to protein cereals, the critical differences between dairy and plant-based proteins in processing, and the four distinct snacking behavior profiles that brands need to understand. From Jonathan’s 25 years of extrusion expertise to James’s insights on consumer trends showing that Americans consume sweet snacks 6.4 times per week, this episode unpacks how Glanbia is pushing protein fortification from the typical 5-7% found in traditional snacks up to an impressive 65-85% range without sacrificing the crunch and flavor consumers demand.

Beyond the technical breakthroughs, we explore real-world market dynamics including the tight supply situation for whey protein isolate, the evolution of clean label formulations, the seed oil debate, and how GLP-1 adoption is driving unprecedented protein demand. This episode showcases how ingredient innovation at the B2B level is transforming what’s possible in functional snacking, with applications ranging from airport grab-and-go options to high-protein cereal that’s eaten more as snacks than breakfast.

https://blog.priceplow.com/podcast/glanbia-nutritionals-healthy-snacking-185

Video: Glanbia Nutritionals – Extrusion Technology & Better-For-You Snacking

https://www.youtube.com/watch?v=Ng1ZC_yq7K0

Detailed Show Notes: Engineering Better-For-You Snacks with Protein Extrusion

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In Episode #184 of the PricePlow Podcast, Mike and Ben welcome back Ed Dosz, VP of Science Innovation at NutriScience Innovations, for a comprehensive exploration of ButyraGen, a revolutionary ingredient that generates butyrate directly in the small intestine. With butyrate serving as the primary fuel for colon cells while playing crucial roles in gut barrier function, immune modulation, and the gut-brain axis, Ed explains why this short-chain fatty acid has become one of the most important yet overlooked compounds in modern nutrition.

Ed Dosz Returns to Discuss ButyraGen: Solving the Modern Butyrate Crisis

The conversation tackles a fundamental problem facing modern gut health: the average American consumes only half the fiber needed for adequate butyrate production, and traditional prebiotics work only if you have the right gut bacteria. Ed details how ButyraGen’s unique tributyrin-based formulation bypasses these limitations entirely through enzymatic action, delivering consistent butyrate generation regardless of microbiome status, age, or dietary habits.

Beyond the science of butyrate delivery, Ed shares insights from two published clinical studies demonstrating ButyraGen’s real-world benefits, including significant reductions in belly pain and improvements in digestive quality of life. The discussion reveals particularly strong benefits for women and postmenopausal individuals, explores the fascinating gut-brain connection, and examines ButyraGen’s potential applications in metabolic health, GLP-1 support, and beyond. This episode provides a comprehensive look at why direct butyrate generation represents the next evolution in digestive health supplementation.

Subscribe to the PricePlow Podcast for more conversations with ingredient scientists and industry innovators!

https://blog.priceplow.com/podcast/nutriscience-butyragen-184

Video: Ed Dosz Explains NutriScience’s ButyraGen – Direct Butyrate Generation

https://www.youtube.com/watch?v=OnXrruuWyBE

Detailed Show Notes: The Science and Clinical Benefits of ButyraGen

Where to Follow Ed Dosz and Learn More About ButyraGen

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On Episode #183 of the PricePlow Podcast, Mike and Ben sit down with Raza Bashir, Chief Innovation Officer at MuscleTech and Iovate, for an in-depth conversation about supplement quality control, manufacturing excellence, and the exciting innovation pipeline that has him more energized than ever in his nearly 20-year career. Broadcasting from MuscleTech’s laboratory facility, Raza provides unprecedented transparency into the rigorous processes that ensure every product meets the highest standards across 140 countries.

This conversation goes far beyond typical brand discussions, diving deep into the nuts and bolts of quality assurance: how MuscleTech manages relationships with 28+ contract manufacturers worldwide, the extensive third-party testing protocols that validate every batch, and the end-to-end oversight that distinguishes legacy brands from newcomers. Raza shares insights from recent Consumer Reports testing that validated MuscleTech’s mass gainers as the only products without concerning levels of heavy metals, demonstrating how comprehensive quality systems deliver tangible consumer protection.

The discussion then shifts to innovation, with exclusive reveals of breakthrough effervescent technology launching through the EFF’N Series at GNC, new peptide formulations combining cutting-edge ingredients like dileucine with HMB and essential amino acids, and the evolution of stimulant technology through EuphoriQ and the revolutionary Stacked pre-workout featuring Hydronox citrulline hydrochloride. Throughout the conversation, Raza’s passion for both scientific rigor and consumer experience shines through, explaining why MuscleTech continues setting industry standards after three decades.

https://blog.priceplow.com/podcast/muscletech-quality-control-183

Video: Raza Bashir Discusses MuscleTech’s Quality Control and Innovation Pipeline

https://www.youtube.com/watch?v=-efByKU-cyk

Detailed Show Notes: Quality Systems and Innovation at MuscleTech

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On Episode #182 of the PricePlow Podcast, Mike and Ben welcome back Max Fairchild alongside industry legend Chuck Letchman and marketing strategist Dan Pierce to explore the launch of Brew Shockalaka, a revolutionary zero-sugar coffee beverage that’s redefining what functional drinks can be. This isn’t your typical RTD coffee or energy drink – it’s a complete reimagining of the category that combines dessert-inspired flavors with a powerful 1000mg nootropic matrix, all while maintaining zero sugar and zero dairy.

Brew Shockalaka! Zero-Sugar Dairy-Free Nootropic Coffee That Tastes Amazing

Max, who first appeared on the PricePlow channel back in 2018 during his Nutrex Research days, has partnered with distribution veteran Chuck Letchman to create what they call “the Deadpool of coffee” – a brand that refuses to take itself too seriously while delivering serious functional benefits. From the challenges of retort manufacturing to the strategic decision to launch in fitness channels first, this conversation reveals the complexities of beverage innovation and the power of industry relationships in bringing disruptive products to market.

The team discusses their unique approach to product development, from sourcing natural caffeine from Colombian beans to incorporating CognatiQ coffee fruit extract and a strategic 560mg dose of potassium. With flavors like Salted Caramel, Café Mocha, and Maple Cinnamon Donut, “Brew Shock” is targeting the convergence of energy drinks, functional coffee, and nootropic supplements while building a brand identity that embraces music, comedy, and authentic consumer connections.

https://blog.priceplow.com/podcast/brew-shockalaka-182

Video: Brew Shockalaka – The Coffee Revolution with Max Fairchild, Chuck Letchman, and Dan Pierce

https://www.youtube.com/watch?v=1eDuXsHu2m0

Detailed Show Notes: Building the Zero Sugar Coffee Revolution

Where to Follow and Learn More

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On Episode #181 of the PricePlow Podcast, we sit down with twin brothers Ryan Gardner (CEO) and Jeff Gardner (CMO) of Bucked Up at their Salt Lake City headquarters. This conversation reveals the remarkable journey from internet marketing pioneers to building a billion dollar million supplement empire, complete with helicopter rides over Utah’s mountains and an inside look at their massive manufacturing facility.

The Gardner brothers share their incredible origin story that began with exact match domains and affiliate networks in the early 2000s, leading to a deer antler spray windfall thanks to Ray Lewis’s Super Bowl controversy in 2013. From those humble beginnings, they built Bucked Up into the #1 pre-workout at GNC and Vitamin Shoppe, pioneered micro-influencer marketing before it was cool, and recently expanded into energy drinks with major partnerships including SoFi Stadium in Los Angeles — all in pursuit of their “billion or bust” vision.

Celebrating the Launch of Bucked Up Black Ant

This episode also features the exclusive launch details of Black Ant, their revolutionary new pre-workout Mike and Ben helped formulate, featuring industry-first ingredients like RipFACTOR and Creasol SSAT alongside traditional creatine monohydrate (Black Ant is Bucked Up’s first creatine-based pre-workout).

The conversation explores everything from their innovative protein drinks with light carbonation to their thoughts on peptides, healthspan optimization, and the future of the supplement industry.

https://blog.priceplow.com/podcast/bucked-up-ryan-jeff-gardner-181

Video: Inside Bucked Up HQ with the Gardner Brothers

https://www.youtube.com/watch?v=MzGuzuGtuWQ

Detailed Show Notes: From Internet Marketing to Supplement Empire

Where to Follow Bucked Up and Connect

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On Episode #180 of the PricePlow Podcast, Mike and Ben venture into the heart of Manhattan to visit Helaina, where they sit down with Dan DeMarino, Business Development Director, and Anthony Clark, Chief Technology Officer, for an in-depth exploration of precision fermentation technology and efferaâ„¢ human-equivalent lactoferrin.

This conversation provides a fascinating behind-the-scenes look at the science and engineering that makes efferaâ„¢ possible, from Anthony’s revolutionary 5-week development cycles that compress what traditionally took 15 weeks, to the sophisticated machine learning models analyzing 170 million data points. We explore how Helaina has transformed precision fermentation from a months-long process into a predictable engineering paradigm, enabling rapid innovation in bioactive protein development.

The Future is Now: How Precision Fermentation will Change the World

Alongside Anthony’s technological prowess, Dan brings his extensive supplement industry experience across several categories to discuss the commercial applications of human lactoferrin. The conversation reveals clinical data showing that efferaâ„¢ is recognized by the body as “self” with no antibody development, while bovine lactoferrin triggers immune responses.

The biggest question is how to best get the word out there for this phenomenal ingredient. From iron regulation mechanisms to women’s health applications, gut health formulations, and the future of human bioactive proteins, this episode showcases why efferaâ„¢ represents a paradigm shift in nutritional science.

https://blog.priceplow.com/podcast/helaina-effera-precision-fermentation-180

Video: Helaina’s Manhattan Lab with Dan DeMarino & Anthony Clark

https://www.youtube.com/watch?v=3mh0im0b_eo

Detailed Show Notes: Precision Fermentation Meets Supplement Innovation

There’s so much more to come, and we couldn’t be more excited about the future after visiting Helaina’s R&D lab.

Where to Follow Helaina an…

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On Episode #179 of the PricePlow Podcast, Mike and Ben sit down with Tyrus Sciarra, the high-energy sales dynamo from Sensapure Flavors, at IFT First 2025 in Chicago. Broadcasting from Sensapure’s booth (the same location where we recorded our Episode #175 with Solar Foods), this conversation dives deep into the evolving world of flavor science, industry trends, and the passionate career journey of one of the supplement industry’s most enthusiastic flavor advocates.

From Natural to Even More Natural with Sensapure Flavors at IFT First 2025

Tyrus brings his characteristic energy and industry expertise to discuss everything from the natural vs. artificial flavor debate to international taste preferences, sweetener technologies, and the rise of the “clean label” movement. The conversation reveals how Sensapure Flavors differentiates itself through superior customer service, owned manufacturing capabilities, and deep understanding of the sports nutrition market. From his early days at another flavor house to his current role helping brands create flavor systems that drive consumer loyalty, Tyrus shares insights into why flavor isn’t just about taste — it’s about building successful brands.

In the Supplement Industry and Don’t Know Tyrus?! You Should!

The discussion also explores current industry controversies, including the Food Babe-driven movement away from natural flavors toward whole food extracts, the ongoing sucralose versus natural sweetener debate, and how American flavor profiles are conquering international markets. Whether you’re a brand looking to understand flavor development or simply curious about what goes into making your favorite supplements taste great, this episode provides rare insights into the science and business of flavor creation.

https://blog.priceplow.com/podcast/tyrus-sciarra-sensapure-flavors-179

Video: Tyrus Sciarra Breaks Down Flavor Science and Industry Trends at IFT First 2025

https://www.youtube.com/watch?v=ESsccpGF5gw

Detailed Show Notes: The Science and Business of Flavor Creation

Where to Follow Tyr…

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On Episode #178 of the PricePlow Podcast, Ben and guest co-host Joey Savage take listeners inside Veritacor Manufacturing in Luling, Texas, for an exclusive facility tour and in-depth conversation with founders Frank Santos and Derek Curtiss. This episode provides a rare behind-the-scenes look at what it takes to build and operate an NSF-certified, GMP-compliant supplement manufacturing facility from the ground up.

From their humble beginnings with a single encapsulator to their current 32,500 square foot operation, Frank and Derek share the meticulous processes, quality control systems, and attention to detail that set Veritacor apart in the competitive contract manufacturing landscape. The discussion dives deep into the technical aspects of supplement production, from vendor qualification and raw material testing to the critical differences between ribbon and paddle blenders, while also exploring their ambitious growth plans to reach 200,000 square feet of manufacturing space.

This discussion and forthcoming facility tour showcases not just Veritacor’s impressive capabilities in powder blending, encapsulation, and fulfillment, but also their commitment to elevating industry standards through rigorous third-party auditing, comprehensive SOPs, and a culture of continuous improvement. Whether you’re a brand owner looking for a manufacturing partner or simply interested in understanding how supplements are made at the highest quality levels, this episode delivers unprecedented insights into modern nutraceutical manufacturing.

Subscribe to the PricePlow Podcast to hear more conversations with industry innovators and manufacturers shaping the future of supplements!

https://blog.priceplow.com/podcast/veritacor-supplement-manufacturing-178

Video: Inside Veritacor Manufacturing Facility Tour

https://www.youtube.com/watch?v=An7FhkG9bZE

Detailed Show Notes: GMP Excellence and Manufacturing Innovation

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In the grand finale of our 2025 GNC Global Conference coverage, Mike and Ben deliver a comprehensive three-part episode that captures the full spectrum of the supplement retail ecosystem. From seasoned franchisees with decades of frontline experience to cutting-edge product innovation from MuscleTech, this conversation showcases why the supplement industry thrives on authentic relationships and genuine innovation.

This episode perfectly encapsulates the community-over-competition mentality that defines the modern supplement industry, demonstrating how authentic partnerships between brands, retailers, and consumers create sustainable success. Special thanks to Nutralabz for hosting us at their booth and facilitating these incredible conversations.

https://blog.priceplow.com/podcast/gnc-global-conference-franchisees-177

Video: GNC Global Conference Finale – The Complete Industry Perspective

https://www.youtube.com/watch?v=MIv2s9AEB6A

Detailed Show Notes: From Retail Floors to R&D Labs

Where to Follow and Learn More

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