Booth 4107

Kyowa Hakko USA will shine a spotlight on its partnership with Mosh at Natural Products Expo West, with Mosh exhibiting at the show for the first time.

Maria Shriver and Patrick Schwarzenegger co-founded Mosh after they witnessed a loved one’s battle with Alzheimer’s disease, and a portion of the brand’s proceeds fund Alzheimer’s research. The brand offers protein bars that feature several cognitive support ingredients including Cognizin, Kyowa Hakko’s patented form of citicoline. Citicoline is a naturally-occurring nutrient found in every cell of the body, and it plays a key role in a variety of brain functions.

Mosh reformulated its bars in 2024 to include Cognizin, based on the research backing its role in focus, attention, memory, and energy. Mosh will be releasing new flavors in June and expanding its retail distribution.

In addition to Cognizin, Kyowa will also spotlight its branded glutathione ingredient, Setria. Glutathione is an antioxidant which supports detoxification, as well as immune function, respiratory health, and skin health. It’s currently featured in more than 100 commercially-available products.

“Branded ingredients like Cognizin and Setria offer the transparency consumers seek, from claims backed by science to websites and a social media presence that help establish trust and educate on quality,” said Katie Emerson, senior manager of scientific affairs at Kyowa Hakko USA. “Branded ingredients can be indicators of safety and efficacy, especially when it comes to performance-based functions.”

Kyowa will have samples of Mosh bars and other products containing Cognizin and Setria at its booth, to showcase how the ingredients can be used in gummies, capsules, and functional foods and beverages. Mosh bars will also be available at Mosh’s booth, N1317.