Nutraceuticals World (NW): What is Nutrition21’s mission?
 
Elyse Lovett, Vice President of Marketing, Nutrition21: Nutrition21® is a leading developer and supplier of novel and patented nutritional ingredients that improve health and maximize human performance. For more than 30 years, Nutrition21 has brought together innovation, science, and quality to support all its ingredients.
 
Nutrition21 is committed to innovation and invests in clinical studies to ensure its branded ingredients are safe, efficacious, and are on the cutting edge to deliver attractive consumer benefits.
 
NW: How are consumer health demands in the sports nutrition market evolving? How is Nutrition21 responding?
 
Lovett: The sports and active nutrition consumers are more sophisticated than they were in the past and while pre and post workout products remain a core focus, new consumers entering the category are looking for products that fit into their ideas of fitness. Benefits in this category that these new consumers are looking for include mental focus, reaction time, and accuracy. While others are looking for performance optimizing benefits such as muscle pump, strength, endurance, and energy. One common thread that binds them is optimizing performance and seeking out products that will help them meet their fitness goals.
 
Nutrition21’s sports nutrition ingredient portfolio supports each of these consumer demands delivering benefits for pre and post workout performance as well as cognitive performance.
 
Nitrosigine® is a patented complex of Bonded Arginine Silicate, unique in that it offers powerful synergistic effects. Nitrosigine is a non-stimulant ingredient that boosts key factors for increasing blood flow and significantly increases nitric oxide (NO) levels.¹ Nitrosigine has been clinically shown to promote NO production for improved blood flow, focus, muscle pump¹, and energy.²
 
nooLVL® is a patented complex of Bonded Arginine Silicate with an additional optimized dose of Inositol. nooLVL is a non-stimulant nootropic ingredient that enhances cognitive performance in fast-paced esports competitions. nooLVL has been clinically studied in a population of gamers and has been shown to work within 15 minutes to increase energy², focus, reaction time, and accuracy. 
 
Velositol® is a patented complex of Amylopectin and Chromium that is designed to work as protein’s perfect partner. Velositol, when used with whey protein, plant protein or branched chain amino acids significantly amplifies their impact on muscle protein synthesis (MPS.)  Velositol has been clinically shown to improve strength and enhance jumping power, increase muscle endurance, and double squat reps to failure.¹
 

NW: Nutrition21 introduced a new beauty-from-within ingredient in 2021. What makes Lustriva unique and what advantage does it offer over other ingredients?
 
Lovett: Nutrition21 launched Lustriva® in early 2021. Lustriva is a patented complex of Bonded Arginine Silicate and Magnesium Biotinate. The unique combination significantly increases biotin solubility 40 times more compared to standard D-biotin, which is one of the most popular nutrients in beauty-from-within products. Lustriva takes the established reputation of biotin as a hair and skin nutrient to a new and innovative level with attractive health benefits for both hair and skin in a low dose of 160 mg.
 
Having clinical substantiation for both hair and skin benefits is a powerful differentiator for Lustriva which has been clinically shown to increase existing hair growth in as little as three weeks, reduce facial wrinkles, fine lines¹, and improve skin texture.¹
 
1. Results compared to baseline
2. Perceived energy measured by the validated Profile of Mood States (POMS) questionnaire
3. In a clinical study with 15 g of whey protein