Triple Barrier is a new brand launched under Nissin Foods Products Co., Ltd, aiming to develop products to target middle-aged health conscious consumers.
Available in two flavours (green apple or plain), it comes in five or 30 powered sachets, and retail in Nissin Foods Group online store and selected convenience stores nationwide.
The functional ingredient in Triple Barrier supplements is psyllium, a soluble fibre derived from the seed husk of Plantago ovata.
Once dissolved in water, psyllium takes on a sticky, gel-like consistency which makes it easier to absorb sodium, fat, and carbohydrates which are otherwise stored in the digestive system. These fat, sugar and salt are then excreted through the stool.
Evidence
Nissin Foods has been conducting several studies on psyllium through its Global Innovation Center and have published the findings in journals.
In one RCT published in 2019, psyllium ingestion was found to significantly suppress the rise in serum triglyceride and cholesterol levels in healthy subjects after a fat-heavy meal of hamburger, butter rolls, and potatoes.
Another RCT published in 2019 found that psyllium consumption suppressed blood glucose rise in healthy adults post-meal. Subjects were given a high carbohydrate meal.
To study the effect on blood pressure, the firm also conducted an RCT in subjects with normal to high blood pressure subjects. Subjects were given three daily meals, although the test group meals contained 3.6g of psyllium husk. Researchers said the continuous intake of dietary fiber derived from psyllium husk could decrease systolic blood pressure in high to normal blood pressure subjects with a high salt intake. The results were published in 2019.
Consumer market
Each powdered sachet (7g) of Triple Barrier contains 3.6g of psyllium. The recommended intake is one to three sachets daily, consumers are advised to dissolve in water and consume before meals.
According to Mayumi Sato, brand manager of Triple Barrier, the target market is men in their 40s to 50s who are concerned about consuming excessive sodium, fat, and carbohydrate.
In Japan, the Triple Barrier products are registered as a Food with Function Claims (FFC).
According to Sato, Triple Barrier is the only FFC product in Japan that promotes the excretion of sodium.
“There are a lot of (FFC) products that promote fat or carbohydrate excretion, but there are not any supplements that can help excrete sodium so far in Japan.”
These FFC retail for JPY900 (US$8.70) for five sachets (7g) and JPY5,000 (US$48) for 30 sachets.
Sales of Triple Barrier have been doing well, with the firm announcing on a statement on its online store website that it was currently out of stock due to large number of orders.
The firm is exploring entering the drug stores and supermarkets channels.
Currently, the Triple Barrier series are only available in Japan, with no export plans.
