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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In this two-part Episode #176 of the PricePlow Podcast, we explore Gremin, the breakthrough dual polyphenolic ingredient from Zeus Hygia that’s revolutionizing sports nutrition recovery.

First, we sit down with Dr. Arun Kanth, founder of Zeus Hygia, to dive deep into the science behind this patent-pending combination of curcumin and green coffee extract. Then, we hear from Tyshawn Bryant, founder of Green Regimen, who shares his personal experience testing Gremin and how it led to his company’s expansion into India.

This episode reveals how Zeus Hygia’s proprietary BioFusion Technology solves the notorious bioavailability challenges of curcumin while combining it with chlorogenic acid from green coffee extract, bringing curcumin to the sports nutrition space in proper fashion.

With clinical studies showing 60% pain reduction, 21.5% improvement in muscular endurance, and accelerated muscle recovery, Gremin represents a significant advancement in plant-based sports nutrition ingredients. The conversation also explores the entrepreneurial journeys of both founders and the growing collaboration between innovative ingredient companies and passionate brand builders.

https://blog.priceplow.com/podcast/zeus-hygia-gremin-arun-kanth-tyshawn-bryant-176

Video: Gremin’s Breakthrough Science and Real-World Results

https://www.youtube.com/watch?v=Upc5P11Bc-w

Detailed Show Notes: The Science and Story Behind Gremin

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On Episode #175 of the PricePlow Podcast, we sit down with Juan Benítez-García, Chief Sales Officer, and Sini Möttönen, Senior Application Scientist from Solar Foods at IFT First 2025 in Chicago. Broadcasting from the Sensapure Flavors booth, we explore the revolutionary Solein® protein that’s literally made “out of thin air”.

This isn’t your typical alternative protein story. Solar Foods has achieved what seemed impossible: creating complete, high-quality protein without farms, animals, or even plants. Using ancient Finnish microbes and renewable electricity, they’ve developed a process that bypasses photosynthesis entirely, producing protein that’s 80% pure with a complete amino acid profile including 20% BCAAs. The result is a golden-colored powder with exceptional nutritional density, including naturally high levels of iron and vitamin B12.

Our conversation reveals how biomass fermentation differs from precision fermentation, why Solein® tastes creamy with subtle nutty notes, and how this technology earned NASA recognition for feeding astronauts on Mars missions. From ice cream to protein bars, Juan and Sini demonstrate the versatility of this groundbreaking ingredient while explaining why it represents a fundamental shift toward sustainable, location-independent protein production.

https://blog.priceplow.com/podcast/solar-foods-solein-175

Video: Solar Foods Brings Protein “Out of Thin Air” to IFT First 2025

https://www.youtube.com/watch?v=ZQ3hlgn0cZI

Detailed Show Notes: The Science and Future of Air-Based Protein

Where to Follow Solar Foods and Connect with the Team

Thank you to Juan and Sini for sharing the incredible story of Solein® and demonstrating how ancient Finnish microbes, renewable electricity, and innovative engineering are revolutionizing protein production. …

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On Episode #174 of the PricePlow Podcast, Mike and Ben sit down with Rachel Schreck (Product Strategic Manager) and Brent Petersen (Vice President of Research) from Glanbia Nutritionals to explore the revolutionary Glanbia Nutritionals Strength Platform that’s transforming how we think about performance ingredients, especially in beverage applications. This powerhouse team brings decades of expertise to discuss four groundbreaking ingredients that finally solve the stability challenges that have plagued creatine and ATP supplementation in ready-to-drink formats.

The conversation dives into the science behind CreaBev® (the first beverage-stable creatine), OptiATPâ„¢ (encapsulated PEAK ATP® for energy drinks), Collametaâ„¢ (highly bioavailable marine collagen tripeptides), and TruCal® (a balanced bone health mineral complex). From Rachel’s journey through food science to Brent’s 25 years of dairy protein innovation, this episode reveals how Glanbia’s advanced encapsulation technologies are opening entirely new product categories for formulators and brands.

Beyond the technical breakthroughs, we explore real-world applications already hitting the market, including FitAid RX with CreaBev technology, and hear Mike’s personal collagen and glycine supplementation journey that led to immediate experiential benefits. This episode showcases how authentic ingredient innovation, combined with transparent partnerships like those with Basic Supplements and GR8 Lifestyle, is driving the next evolution in functional beverages.

https://blog.priceplow.com/podcast/glanbia-nutritionals-strength-beverages-174

Video: Glanbia Nutritionals Strength Platform Deep Dive

https://www.youtube.com/watch?v=sKU5126dPFw

Detailed Show Notes: Revolutionizing Beverage Stability with Glanbia Nutritionals

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On Episode #173 of the PricePlow Podcast, Mike and Ben dive deep into the world’s most researched supplement with Mirko Holzmüller and Stefan Schweyer from Creapure, the premium creatine monohydrate brand manufactured by AlzChem in Germany. This comprehensive conversation explores everything from the unique German manufacturing process that delivers 99.99% purity to the expanding research showing creatine’s benefits far beyond athletic performance.

As creatine experiences a renaissance with growing interest from women, elderly populations, and health-conscious consumers, Mirko and Stefan provide insider insights into what sets Creapure apart from generic alternatives. From the coal-and-lime production process in Bavaria to the rigorous testing protocols that ensure every batch meets pharmaceutical-grade standards, this episode reveals why leading brands like Nutristat choose Creapure as their exclusive creatine source.

The discussion covers optimal dosing strategies, debunks common myths about loading phases, and explores emerging research on post-viral fatigue, cognitive function, and healthy aging. Whether you’re a supplement industry professional or someone curious about creatine’s expanding applications, this conversation offers unprecedented access to the science and manufacturing expertise behind the world’s most trusted creatine brand.

https://blog.priceplow.com/podcast/creapure-173

Video: Inside Creapure – The Science of Premium Creatine Manufacturing

https://www.youtube.com/watch?v=rJe2nesRtkw

Detailed Show Notes: Creapure’s Manufacturing Excellence and Scientific Leadership

Where to Follow Creapure and Learn More

Educational Resources:

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