For Episode #191 of the PricePlow Podcast, we explore one of the most interesting and scientifically-rigorous appetite control stories we've encountered on the podcast yet. Mike sits down with Sarah Kennedy, founder and CEO of Calocurb, and Dr. Edward Walker, the lead scientist behind the development of Amarasate®, the natural hop extract at the heart of Calocurb's formula.

This isn't your typical supplement origin story. Instead of a garage startup or bodybuilding brand, Calocurb emerged from a $20 million New Zealand government research grant specifically designed to develop a plant-based obesity treatment.

Calocurb: From New Zealand Science to Commercial Reality

Dr. Walker takes us through the fascinating scientific journey that began in 2009, when the New Zealand government funded research to find better alternatives to weight loss drugs. His team screened over 1,000 plant compounds, searching for those that could trigger the release of appetite-suppressing hormones. After years of research, including two years spent collecting intestinal biopsies from hospital patients, they identified a specific New Zealand hop variety that produces remarkable results. The clinical data shows Amarasate® increases GLP-1 and CCK levels sixfold over baseline, reduces hunger by 30%, decreases cravings by 40%, and cuts caloric intake by 18%.

Sarah Kennedy licensed the technology in 2017 and launched Calocurb in 2018, years before the GLP-1 injectable phenomenon made appetite control a household topic. Today, Calocurb is positioned as a natural GLP-1 activator that works three ways:

as a standalone appetite suppressant,

as an adjunct to reduce injectable dosages and side effects, and critically,

as post-cycle therapy to prevent the rebound weight gain that occurs when people stop taking GLP-1 drugs.

With new clinical trial results expected from a 150-patient, six-month study, Calocurb represents a potent bridge between traditional supplements and pharmaceutical interventions in the weight management space.

https://blog.priceplow.com/podcast/calocurb-191

Video: Calocurb: Natural GLP-1 Activation Through Bitter Hops Science

https://www.youtube.com/watch?v=c17t11gwlNc

Detailed Show Notes: Sarah Kennedy and Dr. Edward Walker on Calocurb® and Amarasate®

(0:00) – Introductions: A Different Kind of Supplement Story

(1:00) – Dr. Walker's Background: From Berry Compounds to Gut Science

(3:00) – The New Zealand Government Grant: $20 Million to Solve Obesity

(5:50) – How New Zealand Funds Primary Research

(7:15) – The Government-to-Commercial Pathway

(10:35) – The Pre-Ozempic Marketing Challenge

(13:00) – The Timeline of GLP-1 Knowledge: 2009 vs. Today

(15:45) – The "Bitter Brake" Theory: Location Matters

(17:10) – Two Years in Hospital Waiting Rooms Collecting Biopsies

(20:20) – Bitter Taste Receptors Throughout the Gut

(22:30) – Why Plants and Humans Evolved This Way

(24:15) – Why Bitter Detection in the Small Intestine?

(26:15) – Were CCK and GLP-1 Well-Known in 2009?

(27:45) – Screening 1,000 Plant Compounds: The Lab Work

(29:45) – The Four Finalists (and Why Three Failed)

(30:45) – Why Hops Won: Safety, Stability, and Supply Chain

(33:30) – The Advantage of Industry-Aware Research

(35:30) – ...

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On Episode #190 of the PricePlow Podcast, Mike and Ben host a special round-robin format from SupplySide Global 2025, recorded live at the ONE Innovation Labs booth. This episode showcases the collaborative power of the supplement industry, featuring conversations with Dr. Pedro Perez and Anthony Armas (ONE Innovation Labs), Katie Emerson and Karen Todd (Kyowa Hakko), Dan Force (Prinova), Zain Saiyed (Lonza), Dr. Benjamin Weeks (Adelphi University), and Nathan McWherter (Sports Research).

The Miami-based ingredient innovator behind PureWay-C® is making waves with their LiposoMax® liposomal delivery platform, and this episode demonstrates how pharmaceutical-grade technology is transforming supplement formulation across multiple categories. From Setria® Glutathione to creatine monohydrate, from DUOCAP® capsule-within-capsule technology to ready-to-drink applications, this conversation reveals how genuine innovation creates opportunities throughout the supply chain.

Beyond technical discussions about phospholipid complexes and cellular uptake kinetics, this episode tells the story of how ingredient suppliers, distributors, technology partners, and brands collaborate to bring differentiated products to market. If you're a formulator seeking to understand how delivery technology can justify premium positioning, or a brand builder looking for genuine scientific differentiation, this episode provides a masterclass in strategic partnerships that create value at every level.

https://blog.priceplow.com/podcast/one-innovation-labs-liposomax-190

Video: ONE Innovation Labs Round Robin at SupplySide Global 2025

https://www.youtube.com/watch?v=NEU-PmSV6qs

Detailed Show Notes: Pharmaceutical-Grade Innovation Meets Industry Collaboration

(0:00) – Introduction: The Innovators Behind PureWay-C®

(4:45) – The LiposoMax® Platform: True Liposomal Technology

(10:45) – Kyowa Hakko: Elevating Setria® Glutathione with LiposoMax®

(14:45) – Topical Applications and the Recycling Properties

(20:30) – Prinova Partnership: Bringing LiposoMax® Creatine to Market

(25:15) – The Science Behind LiposoMax® Creatine

(28:45) – Clinical Data: Two Times Cellular Absorption

(32:00) – Creatine's Mainstream Moment

(37:00) – Format Flexibility: From Beverages to Soft Gels

(39:30) – Lonza Partnership: The DUOCAP® Revolution

(44:15) – Advanced Release Profiles and Formulation Strategies

(48:00) – Benjamin Weeks' Cellular Research Methodology

(51:30) – Magnesium Innovation and Niacin Parallels

(54:30) – Lonza's Enzyme Delivery Research

(58:30) – Sports Research: Commercial Success with Liposomal Vitamin C

(1:02:00) – Authenticity in Liposomal Claims

Where to Follow and Learn More

ONE Innovation Labs

ONE Innovation Labs on LinkedIn

Anthony Armas on LinkedIn

Dr. Pedro Perez on LinkedIn

Erne...

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On Episode #189 of the PricePlow Podcast, we bring you a special panel discussion from SupplySide Global 2025 featuring the brilliant minds behind CREATEA Mighty Mango, the groundbreaking collaborative concept beverage that's redefining what's possible in functional drink formulation. Building on the viral success of last year's XPO NRG, CREATEA takes beverage innovation to the next level by focusing on commercial viability, natural ingredients, and solving one of the industry's biggest challenges: stable creatine in ready-to-drink formats.

Ben moderates this powerhouse panel featuring Steve Fink (PLT Health Solutions), Brent Petersen (Glanbia Nutritionals), Shawn Wells (NNB Nutrition), Katie McCammack (Lacore Nutraceuticals), and Michael Lelah (NutriScience Innovations). Together, these industry leaders discuss the technical breakthroughs, formulation challenges, and collaborative spirit that made CREATEA possible. From CreaBev's revolutionary creatine stability to Zynamite S's beverage-ready cognitive enhancement, SweetVantage's natural sweetener breakthrough, and InnovaBean's sustainable natural caffeine, this panel reveals how setting competition aside creates products that elevate the entire industry.

https://blog.priceplow.com/podcast/createa-supplyside-global-2025-189

Video: CREATEA Mighty Mango Panel Discussion at SupplySide Global 2025

https://www.youtube.com/watch?v=YOh6djtUes8

Detailed Show Notes: The Future of Formulating Beverages

(0:00) – Welcome and Panel Introductions

(2:15) – Collaborative Innovation and Zynamite S

(8:15) – CreaBev: Solving Creatine's Beverage Stability Challenge

(13:30) – Market Trends and Consumer Preferences

(23:00) – The Beverage Stability Imperative

(25:15) – Comprehensive Beverage Stability Testing

(30:00) – The Power and Sustainability of Collaboration

(32:45) – Collaboration as Industry Reality

Where to Learn More About CREATEA and Featured Ingredients

CREATEA Mighty Mango Article: Full formulation breakdown and background

PLT Health Solutions: LinkedIn | News on PricePlow

Glanbia Nutritionals: LinkedIn | News on PricePlow | CreaBev Article

NNB Nutrition: LinkedIn | News on PricePlow

NutriScience Innovations: LinkedIn | News on PricePlow

Lacore Nutraceuticals: LinkedIn | News on PricePlow

Related PricePlow Podcast Episodes

...

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For Episode #188 of the PricePlow Podcast, we welcome Edwin Gonzalez, Functional Health Sales Manager at Health Tech Bio Actives (HTBA), alongside Michael Alfaro from Master Foods Lab. This episode marks a milestone collaboration: putting cutting-edge vitamin B12 science into functional foods that consumers can actually feel working.

Edwin introduces MecobalActive, HTBA's ultra-pure, optimized methylcobalamin ingredient that's redefining what B12 supplementation can do. Traditionally, the industry positioned B12 as a deficiency vitamin for tired, anemic, or sluggish individuals. HTBA is changing that narrative completely. New clinical research demonstrates that just three days of MecobalActive supplementation significantly improved both physical power output and cognitive reaction time in healthy, well-trained athletes without B12 deficiency. This isn't about correcting what's broken, it's about optimizing what already works.

The conversation explores HTBA's nearly 50-year European heritage, their unique position as the only EU manufacturer of all active B12 forms, and the proprietary green chemistry process that yields MecobalActive's exceptional purity and stability. Michael walks through the technical challenges of incorporating functional ingredients into Skinny Bite cakes (showcased at SupplySide Global 2025), revealing the complex interplay between formulation science, manufacturing constraints, and innovative problem-solving. From raspberry-colored B12 filling to protected cake layers to the partnership model driving functional food innovation, this episode delivers both scientific depth and practical application insights.

https://blog.priceplow.com/podcast/vitamin-b12-htba-mecobalactive-188

Video: Redefining B12 with HTBA's Edwin Gonzalez and Master Foods Lab's Michael Alfaro

https://www.youtube.com/watch?v=KGqZm9Q5bkw

Detailed Show Notes: MecobalActive B12 Takeover

(0:00) – Welcome Back: A Dive Into Functional Foods

(2:00) – Redefining B12: From Deficiency to Performance Enhancement

(4:45) – Creating Functional Foods: The Clear Can Problem

(7:15) – The Formulation Challenge: Making Actives Work in Real Food

(11:00) – HTBA's European Heritage and Manufacturing Excellence

(14:30) – Green Chemistry: Manufacturing B12 Without Toxic Reagents

(16:45) – Light Sensitivity and Creative Product Applications

(19:00) – Redefining B12 Like Creatine Was Redefined

(22:00) – The Clinical Study: Triple-Blind Crossover in Healthy Athletes

(26:45) – The Results: 4% Power, 6% Fatigue Resistance, 5% Cognition

(31:00) – Structure/Function Claims and Market Applications

(35:45) – Color-Driven Innovation and Future Applications

(37:00) – The Chocolate Coating: Formulation Within Constraints

(39:00) – Manufacturing Mastery: Solving the Protein Cake Challenge

(41:00) – The Partnership Model: When Ingredient Suppliers Become Collaborators

(42:00) – The Pressure Cooker: Building Brands in Real Time

(44:00) – Closing and Where to Find Edwin, HTBA, and Michael

Where to Find HTBA, MecobalActive, and Master Foods Lab

HTBA and MecobalActive:

MecobalActive: Healt...

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On Episode #187 of the PricePlow Podcast, we welcome Richard Foster (founder of Strom Sports UK) and Dean Harris (president of Strom Sports US) for an in-depth discussion filmed at PLT Health Solutions headquarters in Morristown, New Jersey. Joined by PLT's Steve Fink (who first joined us in Episode #146), this marks the podcast's first deep dive into the UK supplement market and the transatlantic differences in formulation philosophy, regulatory frameworks, and consumer expectations.

Richard brings 19 years of industry experience building Strom from a UK supplement shop into a global brand focused on performance athletes, while Dean shares insights from bringing the brand to American consumers. The conversation explores why UK health products often exceed US standards despite America's more permissive approach to stimulants, how branded ingredients like ApresFlex and CellFlo6 deliver superior results compared to generic alternatives, and why the supplement industry is entering its "golden age" of science-backed innovation.

Whether you're interested in international market dynamics, ingredient science, or the future of supplement formulation, this episode delivers valuable insights from both sides of the Atlantic.

https://blog.priceplow.com/podcast/strom-sports-plt-health-187

Video: Strom Sports UK/US at PLT Health Solutions - International Supplement Market Insights

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

Detailed Show Notes

(0:00) – Welcome to PLT Health Solutions

(2:15) – UK vs US: Quality Standards and Distribution Models

(6:40) – Beast Farm: Eddie Hall's Supplement Brand

(8:30) – The Dinner That Started Everything

(10:00) – ApresFlex: The Joint Health Game-Changer

(15:00) – The Evolution of Informed Consumers

(17:00) – UK Novel Food Regulations: The 1997 Rule

(19:30) – The Ashwagandha Controversy

(28:00) – Anti-Inflammatories and Clinical Dosing

(31:30) – CellFlo6: From Acquisition to Integration

(33:45) – Differentiation in a Sea of Branded Ingredients

(38:00) – CreaPure and the Branded Ingredient Spectrum

(40:00) – The Rise of the Informed Consumer

(43:45) – Third-Party Testing and the Informed Sport Trap

(46:15) – Beverage Formulation Challenges

(47:50) – CellFlo6 in Peak Max: Bodybuilding Applications

(52:15) – CellFlo6 for Libido and Cardiovascular Health

(55:00) – Mega Natural and the Sustainability Question

(57:15) – Flavor: The Hardcore vs Mainstream Divide

(1:03:45) – Nostalgia for the Wild West Era and Current Glory Days

(1:08:30) – The Collagen Controversy

(1:11:15) – The EU Caffeine Regulation Dilemma

(1:14:45) – Extended Release Caffeine and zümXR

(1:20:00) – zümXR Caffeine and PLT's Nootropics

(1:23:30) – The Cognitive Health Revolution in the UK

(1:36:15) – The Death of Present-Moment Experience

(1:38:45) – Where to Find Strom Sports

Where to Follow Strom Sports and PLT Health Solutions

Strom Sports UK: str...

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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

(0:00) – Welcome Back, Marc "The Machine" Lobliner

(2:00) – Balancing Multiple Ventures

(5:45) – Concussion Protocols for Young Athletes

(8:45) – Safety Profile: No LD50 for BHB

(10:00) – The One Three Butanediol Problem

(12:15) – The Plan for goBHB: Clinical and Consumer Applications

(15:00) – Product Applications Across Categories

(18:00) – The Sleep Study Discovery

(20:45) – Product Development Timelines in Supplements

(23:45) – The Outright Bar Story: Lessons in Distribution

(30:30) – Legal Landmines in the Supplement Industry

(31:45) – The California Problem: Prop 65 and Beyond

(34:25) – Media Bias and Heavy Metals Testing

(36:30) – Major Studies with Dr. Jose Antonio

(39:00) – White Glove Formulation Services

(41:00) – D-BHB vs L-BHB: The Ketone Meter Paradox

(44:45) – L-BHB and Cardiovascular Research

(45:45) – The Anabolic Properties of BHB

(49:30) – Why Healthier People Feel It More

(50:15) – The Niacin Parallel

(51:30) – Marc's Passion and Work-Life Balance

(52:45) – Training Schedule and Competitive Future

(55:00) – Formulating the Perfect BHB Powder

(55:30) – What's Next: Supply Side and Beyond

Where to Find Marc Lobliner and Ketone Labs

Marc Lobliner on Twitter and Instagram: @MarcLobliner / @MarcLobliner

Ketone Labs News on PricePlow: https://www.priceplow.com/ketone-labs

Ketone Labs Instagram: @KetoneLabs

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

(0:00) – Introduction to Glanbia's Functional Foods Team

(5:00) – The Snacking Landscape: Consumption Patterns and Consumer Demands

(8:00) – Understanding Extrusion Technology: From Play-Doh to Protein Puffs

(12:00) – The Protein Challenge: Why High-Protein Snacks Were Nearly Impossible

(17:00) – Texture Optimization and Business Model

(21:15) – Functional Ingredients and Plant Protein Challenges

(26:00) – The Plant-Based Meat Decline: Lessons for Functional Foods

(29:30) – Flavor Innovation: Ethnic Profiles and Cheese Evolution

(33:30) – The Four Snacker Types: Texture Preferences and Product Formats

(37:30) – The Keto Perspective and Protein Cereal's Surprising Use Case

(43:00) – Trail Mix Reinvention and Extrusion Versatility

(47:30) – Emulating Textures and Consumer Acceptance

(54:00) – Whey Protein Supply Constraints and GLP-1 Impact

(58:00) – Extrusion Process Details and Customer Collaboration

(1:00:15) – Fortifying Fruit Snacks and Multi-Category Capabilities

(1:03:00) – Fiber Fortification and Gastrointestinal Health

(1:06:00) – Colostrum: Immune Support and Gut Health Innovation

(...

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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

(0:00) – Introduction and Reconnecting with Ed Dosz

(1:30) – Why Butyrate Matters: The Gut's Primary Fuel

(5:00) – The Modern Butyrate Deficit Crisis

(9:15) – Why Traditional Prebiotics Fall Short

(13:30) – Introducing ButyraGen: Direct Butyrate Generation

(18:45) – Dosing Efficiency: Small Dose, Massive Impact

(23:00) – Clinical Evidence: Two Published Human Studies

(28:15) – Women's Health: The Standout Clinical Finding

(33:30) – The Gut-Brain Axis and Future Research Directions

(38:45) – Metabolic Health and GLP-1 Connections

(43:15) – Practical Applications and Product Formulations

(48:30) – Quality Matters: Not All Tributyrin Is Created Equal

(53:00) – Stacking Strategies and Combination Recommendations

(57:45) – Safety, Tolerability, and Long-Term Use

(1:02:15) – Ed's Vision for the Future of Gut Health

(1:06:30) – Closing Thoughts and Contact Information

Where to Follow Ed Dosz and Learn More About ButyraGen

NutriScience Innovations: NutriScienceUSA.com

NutriScience on LinkedIn: LinkedIn.com/company/nutriscience-innovations-llc/

Ed ...

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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

(0:00) – Introductions: Inside MuscleTech's Innovation Lab

(0:45) – Raza's Journey: From Passionate User to Innovation Leader

(4:00) – The Manufacturing Network: Managing 28+ Global Partners

(6:45) – The Qualification Process: Rigorous Audits Before Production

(10:30) – Ingredient Qualification: Testing Before Approval

(14:00) – The Branded Ingredient Advantage: Established Supply Chains

(17:15) – Production Consistency: Managing Multiple Manufacturers Per Product

(22:15) – The Multiple Manufacturer Strategy: Service and Supply Chain Resilience

(24:15) – Third-Party Testing and Consumer Reports Validation

(27:00) – Protein Testing and Nitrogen Analysis Methods

(32:00) – The Creatine Conundrum: Testing Above Label Claim

(36:30) – The Transparency Advantage: Avoiding Proprietary Blends

(39:00) – Innovation Without Over-Engineering

(40:15) – Business Resilience and Continued Innovation

(43:30) – The Innovation Risk: Pioneering New Ingredients

(47:00) – EuphoriQ Evolution: Responding to Consumer Feedback

(52:00) – The Leaner Business Philosophy: Focused Excellence

(55:00) – The EFF'N Series: Revolutionary Effervescent Technology

(59:00) – Theolim: Novel Metabolism Enhancement

(1:04:00) – EFF'N Energy: Genius Pure and Yohimbe

(1:06:00) – The Effervescent Experience: Dissolutio...

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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

(0:00) – Introductions: Reuniting with Max Fairchild

(2:15) – Chuck Letchman's Industry Legacy and Partnership Philosophy

(4:15) – Dan Pierce: The Digital Marketing Strategist

(6:00) – The Genesis Story: From Powder to RTD Innovation

(8:30) – Manufacturing Challenges: The Retort Reality

(12:00) – Flavor Development: Dessert-Inspired Innovation

(17:00) – The Science Behind the Buzz: Nootropic Innovation

(22:00) – Labeling Strategy: Transparency as Differentiation

(26:45) – The Retort Advantage: Manufacturing as Competitive Moat

(32:00) – The Chuck Letchman Effect: Industry Relationships as Assets

(38:45) – Team Dynamics: Swiss Army Knife Approach

(44:15) – Strategic Pacing: Growth Management Philosophy

(50:30) – Target Demographics: Coffee Culture Convergence

(53:45) – Brand Personality: The Deadpool of Coffee

(55:30) – Alcohol Collaborations: Expanding Usage Occasions

(1:00:15) – Strategic Partnerships: Redefine Foods Collaboration

(1:07:15) – Digital Marketing Revolution: TikTok Strategy

(1:12:00) – International Expansion: Testing Global Waters

Where to Follow and Learn More

Brew Shockalaka:

Company Website

PricePlow.com/brew-shockalaka

......

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