Unboxed: 10 new powdered supplements we tasted so you won’t have to
Nutritional powders continue to innovate to deliver clean nutrition to the pill-weary.
February 13, 2020
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Host Defense MycoBotanicals Greens 3.5 oz. SRP: $29.95 Expo West booths 4152, N1312 It doesn’t say how much water to mix with, so we put a teaspoon of this green powder in 8 oz water. The 3-ingredient formulation contains lion’s mane mushrooms for mental focus, and antioxidant-rich moringa and stinging nettle for cellular support and energy. And we would be remiss to not give at least a golf clap for Paul Stamets, genius behind the brand, a modern-day Johnny Appleseed of the fungi set. “I like greens. Ooh, that’s nice.” “Milky green essence, not bitter, not gritty.” “When I’m done mowing the grass, that taste.” “It’s grass water.”
Jade Leaf Matcha Probiotics 9 oz $39.99 Expo West booth N1142 This is a fun combo of matcha green tea for energy, 10 billion probiotics for all the things, prebiotic fibers, digestive eyzymes, and even ginger root just to make sure your digestion is humming along. It’s also USDA organic and non-GMO. “Nice pungent green, not at all overwhelming.” “If I want a green I want it green. This Smells like green.” “It’s light, not a heavy taste.” “That’s fine. That would go well in any smoothie.” “It wouldn’t overpower any fruit taste in a smoothie.”
MacroLife Naturals Macro Meal 21.2 oz. SRP: $39.99 Expo West booth 3879 Power-packed, collagen-forward, greenish protein powder including whey, organic brown rice and pea protein sources. It’s got MCT oil powder and 3 billion CFUs of probiotics as well as a multi’s worth of vitamins, plant superfoods amounting to 3 servings of fruits and veggies, enzymes, fiber and aminos. “Fruity.” “Like a matcha powder that isn’t fully dissolved yet.” “Hint of bitter.” “Like a Soylent.” “Weird aftertaste.”
Natreve Keto Collagen 17.6 oz. SRP: $49.99 Expo West booth H928 (ArboryPharm Foods) Collagen? Check. Keto? Check. Non-GMO? Check. Gluten-free? Check. And also: Certified Informed Sport, which makes it free of banned substances for athletes. And finally, a certified plastic-neutral and carbon-neutral product. Now those are two missions we can get behind! “Is that monkfruit? Yes. I can taste the monkfruit from a mile away.” “Funky aftertaste. Too sweet, I don’t like it.” “That’s pretty good. It mixes well, especially when it’s clumpy in the container. Don’t need to add much water to it.”
Nutiva MCT Protein 13.76 oz. SRP: $24.99 Expo West booths 2209, 5293 Keto-certified MCT protein burns fast to boost energy, increase endurance, aid weight management and fulfill the desires of your keto lifestyle customers. Because it’s Nutiva, it’s also USDA organic, Non GMO Project verified, and the company donates 1% of sales to regenerative agriculture practices. The 2 recommended scoops in 8 oz water is a lot. Maybe if it was watered down some. “Smooth going down.” “Kind of like clay.” “Chalky, thick.” “Tastes like cake batter but without the sugar. I don’t think it was that bad.”
Om Mushroom Superfood Master Blend 3.17 oz. SRP: $24.99 Expo West booth 2025 The age of fungi is decidedly upon us—as if we needed any more evidence than Denver and Oakland decriminalizing magic mushroom possession. But nutritional mushrooms are also magical in their own right. This blend contains 10 USDA organic mushrooms, plus three adaptogens to transform and optimize life. “Ooh, I like this. I really like this.” “Super earthy, as you’d expect.” “Fairly smooth. A little bitter compared to what we’ve been having. For what it is, I like it.” “Earthy, easy to swallow.”
Ora Organic Aloe Gorgeous 8.47 oz. SRP: $34.99 Expo West booth N1048 This Bay Area brand is so very cheeky with its product names. Of course it’s organic, and vegan. The “it” is collagen-boosting powder with plant protein, vitamins E and E, bamboo silica and aloe to help with signs of aging from collagen degradation. “Smells like a protein powder.” “There’s a high peak of something, it smells like whey.” “Soapy.” “You could mix it with fruit and wouldn’t even taste it. I would use it.”
Primal Kitchen Chai Tea Collagen Keto Latte 8.55 oz. SRP: $39.99 Expo West booth 5757 Ten grams of bovine collagen is an efficacious dose for hair, skin and nails, plus it rings the keto bell. The brown powder contains no dairy and only 1 gram of sugar per serving. “You can definitely smell the chai.” “Not at all overwhelming.” “It’s light, so you can mix it with other stuff.” “It’s almost like I’d like it thicker, it’s kind of watery.”
Sunwarrior Collagen Building Protein Peptides 17.6 oz. SRP: $34.95 Expo West booth 3783 Collagen is booming, and this awesome brand boosts collagen production via clean, plant sources—“no hooves, no horns, no hides,” it declares. It uses tremella mushrooms, sea buckthorn berries, and a tad bit of stevia. The anti-aging formula also includes hyaluronic acid, biotin, silica and spirulina. “Great aroma!” “Smooth, kind of creamy when it goes in.” “Kind of smells like Play-Doh.” “Good taste.” “I like that.” “Smooth. It’s got a good aroma.”
Vega Sport Nighttime Rest & Repair 14.2 oz SRP: $39.99 Expo West booth 1104-A A little plant protein, a little magnesium, a little melatonin, a little drink a little bit before bedtime and this plant formula could be just the thing for your customers’ rest and recovery. “Smells like Vega – better than stevia.” “I can taste monk fruit” “Nose-forward vanilla, with a little faux sweet essence.” “Blech, chalky.”
Vega Sport Nighttime Rest & Repair 14.2 oz SRP: $39.99 Expo West booth 1104-A A little plant protein, a little magnesium, a little melatonin, a little drink a little bit before bedtime and this plant formula could be just the thing for your customers’ rest and recovery. “Smells like Vega – better than stevia.” “I can taste monk fruit” “Nose-forward vanilla, with a little faux sweet essence.” “Blech, chalky.”
A tipping point has been hit in the supplements business. According to preliminary estimates from Nutrition Business Journal, 2019 was the year that non-pill formats exceeded 50% of supplement sales.
Think about that for a minute. What started as large plastic tubs full of whey protein for muscle-builders has grown to include Smoothie Nation, adherents of whom put powders in their morning shake or in their to-go water bottles.
It also includes chewables, gummies, shots, single-serve stick-paks, beverages and more—all vying for the allure of the pill-weary.
But let’s talk about powders. These are not just protein powders. We’ve got mushrooms, greens, aloe and more to go with a diversification in the collagen set. We convened a half-dozen staffers, ranging from hot-shot millennial girls to middle-aged office curmudgeons. We put the recommended dose of powder (usually one scoop) into the recommended amount of water (typically 8 ounces), stirred it up and drank it down.
Beware: A herd mentality breeds cynicism. Take the comments with a grain of, erm … stevia? Still, they give a reasonable approximation of the taste profile of these powders.
Gentlemen, start your blenders!
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