Beyond The Headlines: WWE and C4 partner for co-branded supplements, Xim to launch smart nutrition device

28 Jul 2023 --- This week in nutrition news, World Wrestling Entertainment (WWE) collaborated with sports nutrition brand C4 for a line of co-branded performance supplements. Also, Xim unveiled a “new” nutrition category based on the merging of technology and nutrition. Meanwhile, mushroom protein manufacturer Meati partnered for distribution with Whole Foods, significantly expanding its place in the US market.

In brief: Nutrition news
The WWE and fitness supplement brand C4 from Nutrabolt expanded their partnership with the launch of a product collaboration. The partnership combined WWE’s immense popularity and C4’s knowledge of fitness supplements to create a unique offering for WWE fans and fitness enthusiasts. The product line will be co-branded and feature a range of specially formulated supplements designed to optimize performance and support overall wellness. The ready-to-drink offering, C4 Ultimate Energy Drink x WWE, will come in Ruthless Raspberry and Berry Powerbomb flavors. The C4 Ultimate Pre-Workout Powder x WWE will be available in Pomegranate PileDriver, Bare Knuckle Blood Orange and Nectarine Guava Knockout. Two WWE wrestlers play tug of war with a shopping cart full of C4 energy drinks in a cafe, while another watches from a table in the corner. The WWE and C4 are collaborating for unique energy drink and pre-workout powder offerings. (Image Credit: WWE & C4).

Wellness and nutrition start-up Xim introduced Nutri-Tech, an emerging industry category that combines nutrition with technology. By leveraging cutting-edge technology, XIM aims to revolutionize the way people approach nutrition and wellness. The company’s platform utilizes AI-powered analysis to assess users’ individual nutritional needs based on factors such as DNA, blood tests and lifestyle data. Through this personalized approach, XIM offers tailored nutrition plans, supplements and dietary recommendations to optimize health outcomes. Moreover, the company looks to fuse nutrition and technology with the launch of the X-45, marketed as an “all-in-one” smart nutrition device which makes tailored drinks with supplement powders.

Meati Foods, renowned for its protein cuts made from its branded MushroomRoot, began expanding its presence to all Whole Foods Market stores nationwide. The company says the expansion will help it reach its goal of having national and omnichannel reach by the end of 2023. The availability of Meati products in all Whole Foods locations will allow US consumers to try its sustainable, animal-free and mushroom-based meat category options.

In Brief: Product launches
Viome launched an Oral Health Intelligence Test, offering personalized oral probiotics and supplements. The test utilizes technology to assess the oral microbiome and identify specific health needs. Based on the test results, Viome will provide personalized probiotic and supplement recommendations to improve oral health. The company’s focus on individualized solutions aims to address oral health issues with innovation and precision and at their root causes. The company further states that it aims to empower users to take control of their oral health and overall well-being. Four cans of Kids Kombucha in different flavors. Tim Tam Tummy’s Kids Kombucha will provide a probiotic-filled healthy alternative to sugary drinks (Image Credit: Tim Tam Tummy).

Tim Tam Tummy introduced the “world’s first” kombucha product for children. The company states that the offering, Kids Kombucha, will bring probiotics to children. Additionally, it says that the kids’ drink is specially formulated to provide the benefits of probiotics in a delicious and child-friendly format and aims to support children’s gut health and overall wellness, while offering a healthier alternative to sugary beverages. Furthermore, Tim Tam Tummy says the product addresses the need for more children’s probiotic options and will help promote better digestive health from an early age.

In brief: Pet nutrition
Kemin Nutrisurance opened its first-ever wet pet food pilot lab at its global headquarters. The company says the facility showcases its approach to R&D and service in the pet food and rendering technologies business. The lab’s expansion allows the company and its customers to create, test and validate pet food and treats – including wet products and kibble – with an emphasis on sustainability and innovative solutions. The pilot lab also opens up opportunities for enhancing co-creation with customers to develop comprehensive, high-quality and nutritious pet food products that cater to the evolving needs of pets and pet owners. A can of Super20 dog supplement sits on a table next to a cutting board that has a plastic measuring spoon full of a brownish-red powder. Badlands Ranch Pets dog supplement Super20 supports dogs’ immunity, vitality and overall health (Image Credit: Badlands Ranch Pets).

Badlands Ranch Pets unveils its debut canine supplement, Super20, created to enhance the health and well-being of dogs. The company states that Super20 is a specially formulated supplement that provides a blend of 20 essential nutrients, including vitamins, minerals and antioxidants to support dogs’ overall health, immune system and vitality. Badlands Ranch Pets says the offering will promote the longevity and quality of life for canines in an easy-to-administer and effective solution.

In brief: Scientific studies
Experts from the University of Barcelona and the Gregorio Marañón Health Research Institute explored the impact of a Mediterranean diet and physical exercise on hospitalized older people. The researchers found that elderly patients who adhere to a Mediterranean diet, coupled with a physical exercise program and health education, showed improvements in their overall condition. Patients with poorer physical conditions exhibited significant improvements in response to the exercise program. The study, published in The Journal of Nutrition, Health & Aging, is based on the Activity in Geriatric Acute Care-Plus project – a randomized clinical trial involving 260 patients aged 75 years or older. Within the study, a subgroup of 109 volunteers – around 87 years old, with 46% women – were assessed for their adherence to a Mediterranean dietary pattern, urinary polyphenol levels, functional status and other health indicators upon admission and discharge. The findings highlight the importance of considering dietary patterns when designing personalized strategies to prevent hospitalization-associated disabilities in the elderly and suggest that adherence to a Mediterranean diet may better serve patients when combined with exercise interventions. An older couple does yoga in a well lit room. A study found that the Mediterranean diet and physical exercise could significantly improve the health of hospitalized older people.

A study published in The New England Journal of Medicine looks at the effects of long-term commitment to the MIND diet for brain health. The three-year clinical trial focused on the decline of cognitive abilities in individuals aged 65 years and older who did not have cognitive impairment. The MIND diet, a hybrid of the Mediterranean and DASH (Dietary Approaches to Stop Hypertension) diets, aims to protect brain health and reduce the risk of developing Alzheimer’s disease. Although the results showed no significant statistical difference in cognitive improvement between the MIND diet group and the control group, whose diet had only mild caloric restrictions, both groups demonstrated positive short-term cognition improvements. Participants in both groups lost around 5 kg over the study period, suggesting that weight loss could be a key factor contributing to cognitive benefits.

Researchers in Korea investigated the effects of Korean Red Ginseng (KRG) extract on alcohol-induced addictive responses and cognitive impairment in mice. The study aimed to examine whether KRG could alleviate the negative effects of chronic alcohol consumption. The results, published in the Journal of Ginseng Research, showed that KRG extract may improve spatial working memory and reduce withdrawal symptoms in mice exposed to alcohol. Higher doses of KRG led to greater improvements in cognitive function and molecular assays revealed that KRG suppressed the signaling pathway associated with substance addiction and alcohol consumption. Furthermore, KRG inhibited the secretion of inflammatory cytokines in the hippocampus, a brain region linked to memory and learning. The findings suggest that KRG could be a potential therapeutic intervention for alcohol use disorder treatment and may open new avenues for research in herbal medicine development.

By William Bradford Nichols