For 2012 innovative supplements

2012 promises to be a very exciting year for the supplement industry. But how did 2011 go down? BodyActive’s Adam Kitchen interviews two representatives from two of the most scientifically advanced, cutting-edge companies around, and the answers are fascinating.

Joining us today will be Molecular Nutrition’s Tim Zakowski, while Rob Clarke represents Driven Sports. Both were chosen for this interview due to their commitment to innovation, their honesty, and professional integrity.

Adam: 2011 was another crazy and exciting year in the industry, wasn’t it? Obviously, both of you will have personal landmarks for your companies, but what do you think overall was the biggest and most exciting discovery / innovation to come out of the sport supplement industry in 2011 that can benefit the consumer?

Tim: There were a couple really exciting trends throughout the industry this past year. I noticed more and more frequently companies began using patented extracts/raw materials to ensure quality control. This is something William (Llewellyn) and all of us at Molecular Nutrition hold an unwavering and very stern stance about as we hold patents and respect all patent holders. Additionally, any company that is concerned about purity and meticulous testing will disregard their profit margins and spring for the patented materials rather than waste time and energy with trying to source the least expensive ingredients and have to send back batch after batch. As we see, without fail, patented extracts outperform their less expensive counterparts. I always like to exemplify my points and to show respect to other companies who are leading by example, with that in mind Omega Sports has a new amino acid product called Strive that exemplifies my notion. Through using PeptoPro brand hydrolyzed casein and Ajinomoto brand branch chain amino acids, I have zero doubt that their product will outperform their competition, which for the most part is using inferior ingredients.

Additionally, the move towards Good Manufacturing Practices facilities marks a huge leap forward for the industry as a whole. We are witnessing companies conforming to gradually more rigid standards and in my eyes that is a great step to ensure the legitimacy and longevity of the industry that we are all so deeply involved with. Consumers and manufacturers alike will benefit tremendously from such moves, as consumers will be continuously more safe, their products will deliver more bang for their buck and the manufacturers will proceed to “do well, by doing good”. Clearly, reinvesting in ones business to ensure the utmost in quality is a smart move and of mutual benefit to all parties. For us, the Japanese study (http://ow.ly/8qrbK) showing supplementing with 720mg of arachidonic acid per day showed no change on cardiovascular, inflammatory or allergic markers. This backs our stance since 2003 that arachidonic acid (X-Factor/X-Factor Advanced) is not only the most effective natural lean mass catalyst but is also the safest.

While on the topic, let me briefly congratulate Rob and the entire Driven Sports staff as undoubtedly their pre workout formula Craze was among the hottest selling items of 2011 and will continue to be within the new year. From an innovation standpoint, it is flawless. The new extracts they use provide an energy, euphoria and focus unlike anything that I have ever experienced and I always stay tuned for the latest and greatest from their company. I’ve been using their products for years and they are yet to disappoint.

Rob: Innovation? Everyone should know that I’d say Craze™ every single day of the week. It is a revolution for the pre-workout market, and one that we feel finally puts methylhexanamine to bed for good. And all of the amazing feedback I receive through forums, social networking and email proves that people are having the greatest workouts of their lives because of it. I don’t see how the consumer could be benefited anymore than that! However I’ll save the Craze™ discussion for your next question. For this response I’ll make a slight deviation from what you may be expecting. Prior to 2011 (earlier for larger companies) a new set of FDA guidelines came into effect for the US-based supplement companies regarding their manufacturing procedures. Known as current Good Manufacturing Practices, or cGMP, this legally forces companies into additional levels of quality control that they may have otherwise avoided. This means additional costs for the companies (although not Driven Sports, which was already paying for this additional QC prior to the legislation), but it also means that the old practice of “spiking” and mislabelled products becomes almost impossible. This really is a great thing for the consumer.

If this isn’t the answer you were hoping for, and you don’t want me rabbiting on about Craze™ all day, then I’d also like to give a shout out to the geniuses working on the new and novel flavouring systems we are seeing these days. Ten years ago we had chocolate, strawberry and vanilla flavoured proteins, and I use these descriptions lightly. Today we have some amazing flavours like cinnamon roll, pina colada, pink lemonade, blue raspberry candy grape and so much more. It is amazing what they can do now. I have heard a quote from one flavouring agent who once said “I could make this taste like roast beef and potatoes if you like, it’s just a question of whether it will “work”.” When someone perfects hotdog and beer flavour I think we’ll have a winner.

Adam: I’m normally a big skeptic, but I have to pay credence to you on Craze, Rob – you guys hit the jackpot. It’s an unbelievable product. I’m curious as to how other companies will inevitably follow suit.

Moving on… For your companies personally, what was the highpoint – and lowpoint, if there was any – of 2011?

Tim: 2011 was a great year for Molecular in a plethora of ways, but it will look dull in comparison to our plans for 2012. Entering in to last year, we had poised ourselves with a massive challenge of positioning two never before seen ingredients in a marketplace full of skeptics and overly crowded with hype. The end of 2010 saw two new patented raw materials known as RC Pensis and ActeoFit. These two ingredients, alongside established herbal extracts such as Tongkat Ali comprise our groundbreaking natural testosterone elevator, Test Factor. While 2011 did not see any new additions to our line of sports supplements, the 10th edition of Anabolics (the worlds most renowned, trusted and comprehensive anabolic steroid reference guide) began hitting stores very early in the year and had nearly twice as much content as the previous edition while seeing no price increase. This made doctors, gurus, athletes and enthusiasts extremely pleased. With such an affordable and comprehensive research guide available it ensured false information and controversy could be debunked and athletes could plan safe, reasonable and effective cycles while furthering their understanding of performance enhancing drugs and the human body.

Without a doubt, our biggest success of the past year was our massive expansion into the UK market. We have had a small presence in this market for nearly a decade, but it wasn’t until BodyActive really reached out and gave us their full support that we were able to flourish and achieve such a great degree of success and recognition. For that, we cannot thank Mike, Adam, and the whole BodyActive staff enough for their continued support of our line. William and I will be in the UK for the Body Power Expo May 18th-20th so be sure to come out and catch William Llewellyn’s seminar in order to pick his brain and absorb quite a bit of new knowledge. I know that I seemingly learn something new every time that I speak with him, so for those who do not have the pleasure of doing it as frequently as I do, be sure to come see us out there!

Adam: It was a pleasure to do business with yourselves Tim. We targeted Molecular very early in the year as a company we wanted to work with.

Rob, how about for Driven – what were the high and low points?

Rob: Highpoint: Craze™, without a doubt. With it looking increasingly likely that methylhexanamine will be prohibited sooner rather than later it at first looked like the pre-workout formula as we know it would regress back to the stone-age. But Craze™ changed the entire outlook.

Lowpoint: Craze™. Or at least the release of Craze™. The actual release of the product was November, but little do many people know, we had intended to release Craze™ prior to “bulking season” in June/July. Unfortunately production issues and resourcing hold-ups caused a fairly significant delay. When working with newer, novel ingredients this is a legitimate issue.

Adam: Looking forward to 2012: What sort of products, areas of development, and innovation do you expect t be progressing in the sport supplement department?

Tim: Let me simply state, 2012 will be a huge year for MN. I would have to say that this year will be on par with the beginning years of Molecular Nutrition in which William first introduced the world to arachidonic acid and a handful of other highly effective anabolic agents (http://mnbody.com/aboutus.html). As of now, we have three very exciting product releases already in the works, and may add on a couple more before the year is over.

To start, we have recently formulated what will undoubtedly be the hottest fat burning supplement of 2012 and in progress is our pre workout formula which will surely take anybodies training, no matter how experienced and elite of an athlete they may be, to the next level. The fat burner, which I am holding off on revealing the name as well as the never before seen extract (to ensure no copy cat formulas will piggy back on our ideas) combines a very unique and innovative ingredient alongside scientifically proven and anecdotally adored thermogenic aids, much the way Test Factor combined RC Pensis and ActeoFit with a host of well known and highly reputable herbal extracts that promote increases in free and total testosterone.

In a market currently flooded with fat burning choices as well as pre workout options, our primary goal was to ensure that our formulas would provide never before seen ingredients that can provide never before seen results. Any company can throw together a handful of the most buzzworthy ingredients, and some companies even go as far as to throw in scientifically valid ingredients at efficacious dosages, it is the upper echelon of our industry such as Molecular Nutrition and Driven Sports that ensure our formulas will actually bring something new to the market rather than capitalize on other peoples ideas. I am one hundred percent confident that both of our new high-end formulas will be regarded on internet forums and the hardcore gyms in the UK and the US as representing the pinnacle of their product categories. Both supplements are beyond comprehensive and when no corners are cut, unparalleled results can be delivered.

While I am only able to speak vaguely and without the level of detail I would like to about those two projects (until they are released in the coming months, at which point I would love to provide in depth information on each formula), what I am pleased to be able to give you the full scoop on is the Pure Science Essentials component of the Molecular Nutrition line. This area of our line will focus on single ingredient capsules and powders that are of the utmost quality. Our focus will be bringing the purest, most potent raw materials made available at reasonable prices. Differentiating our bulk supplies from other companies will be the stringent quality testing alongside our fondness of patented raw materials rather than just sourcing by price bids as many companies (in many industries) find advantageous. We know our demographic and we know that the experienced athlete does not mind paying an extra dollar or two to ensure the safety and efficacy of what they put in their body. As importantly, the results speak for themselves when the highest quality ingredients are chosen. The first component of the Pure Science Essentials line will be D-Aspartic Acid, which will stack amazingly (and affordably) with Test Factor for the premier natural testosterone enhancing stack and/or X-Factor (Original or Advanced) for an experience in hypertrophy that cannot be rivaled. Following the DAA, expect a handful of product releases spaced a few months apart that will all together to encompass the essential ingredients that William and our entire staff find to be just that, essential, to maximizing performance and altering physiques.

Expect to see these products hitting the BodyActive store shortly, and as always we will provide the BodyActive Nation with Q and A’s and product write ups regarding the new ingredients we will be show casing and the reasoning behind the synergistic blends of ingredients that will turn the fat burning and pre workout markets upside down.

Rob: I am firmly expecting more companies to attempt to replicate what we achieved with Craze™. When they saw the hammer coming down on methylhexanamine they didn’t scurry to replace it with another novel performance-enhancer, they just removed the compound from their products. It appears like Driven Sports is one of the few companies staying on the cutting-edge of research, so it’s inevitable that others will try and rip-off our ideas.

In other industry categories I’m expecting the intra-workout products to step up a level (I will neither confirm nor deny whether we are working on an intra for Driven Sports…) and I’m also looking forward to even more novel flavouring systems for proteins.

Adam: Before we wrap things up, is there anything else you’d like to say?

Tim: I just want to thank you Adam for allowing us to give a preview of what to expect in the coming months to all of your customers, and to the marketplace as a whole. As I’ve said before, Molecular Nutrition is very gracious for the support that has been shown to us by yourself and Mike and we wish all the best to companies such as Driven Sports and the select others that view this industry more as a passion and a responsibility than simply a business. There are more and more companies popping up that truly believe in innovation, stringent quality control and true efficacy and it is delightful to see. Our industry is one that brings about a fair deal of controversy and that is widely misunderstood, with that in mind it is of paramount importance that we keep seeing ground breaking companies making bold moves to ensure the safety and efficacy of the products that they sell. All too often we hear of companies giving the industry a “black eye”, so to speak, by not undergoing the rigorous quality control needed to ensure their products will not be tainted or falsified in any way. I absolutely believe that 2012 will be a year to celebrate the successes of the scientifically valid companies as continually more companies take ongoing steps to improve their formulas and further the industry as a whole.

Rob: I’d like to thank yourself, BodyActive and especially the BodyActive Nation for the support in 2011 and the continued support in 2012. We’re here to help you reach your goals, and whether you’re a veteran supporter who has followed Driven Sports for years or a brand new supporter who only recently learned about Driven Sports because of Craze™, we have more in store for you. Watch this space.