James Smith, the co-founder of Neutonic—known by many in the industry for uncovering widespread underdosing in creatine gummies—has revealed his brand’s new range of stick pack creatine supplements, which he says will finally help consumers take to their creatine daily and “actually reap the benefits” they’re seeking.
With each travel friendly and easy-to-use stick pack available in a range of flavors and containing 5 grams of Creapure creatine monohydrate from Alzchem Trostberg, Smith presents the product as an easy and enjoyable creatine solution without the dosage uncertainties that come with gummies.
“Everyone should find the easiest and most efficient way to consume creatine,” he said in his launch video, arguing the “biggest tragedy” for the creatine industry is that it takes three to four weeks of supplementing every day in order to reach saturation and actually reap the benefits.
“I’m not selling you creatine, I’m selling you the outcome you will get when you actually take creatine every day.”
He added: “I’m not just aiming to make creatine supplementation something you do but something you actually look forward to.”
Co-founded with fellow influencer Chris Williamson two years ago, Neutonic has established itself as the UK’s leading botanical-fueled “productivity drink,” with the canned beverage range powered by Cognizin citicoline, Rhodiola rosea, L-theanine, caffeine, Panax ginseng and B vitamins..
The brand additionally launched Brain Capsules and a powdered Focus Blend for caffeine-opposed consumers earlier this year.
In line with the wider range, Smith said he is interested in the cognitive health benefits of creatine, with a significant body of research indicating its support of working memory and decision making, with a growing body of evidence to support its role in improving cognitive performance during sleep deprivation.
He argued that thanks to this robust scientific backing, creatine has been a supplement that has remained high on the health agenda for decades, rather than flitting in and out of focus according to fitness fashions.
“Many things have come and gone in the health and nutrition industry,” he told NutraIngredients.
“One thing, no matter what we do as far as researching and studying, has anywhere near the effect of creatine […], and creatine isn’t going to get better than Creapure. What makes Creapure great is you know you’re getting 5 grams of creatine—if you’re creatine was underdosed you’d miss out on the benefits and blame creatine, not the dodgy provider.”
Future proofing format
In his characteristically blunt video announcing his new products to his YouTube followers, Smith admitted he spent countless hours and thousands of dollars trying to develop a creatine gummy brand last year, but ultimately decided the risk was too high.
“I could not find enough literature about the degradation of creatine in gummies and whether the purity of the creatine would be preserved,” he said.
“Could we be confident they would still have the 5 grams of creatine within them? The answer was ‘no’. Considering I had made the most viral video in the world on their quality and creatine content, I could not take that risk.”
He claimed complete confidence Creapure can offer “the purest type of creatine on the planet.”
The team hopes consumers will stack their Neutonic products for ultimate cognitive health enhancement.
“We were considering mixing focus blend with the sachets, but if you buy unflavored, it goes amazing with our existing focus blends,” he told NI.
“We have some more fun products coming to market, the main thing we want is for people to start to feel the benefits of our nootropic range and from creatine together. Having both those bases cover will help people lock in, for sure.”
