The Australia-based company, Eryn Behan Pty Ltd – which bears the name of the founder, has launched its first product NEE-V Collagen Powder on the company’s website.
Speaking to NutraIngredients-Asia, Behan, who is in the technology consulting industry, said despite the stiff market competition, she still saw opportunities in offering science-backed collagen supplements.
“The reason for launching the product is because I have been struggling to find a collagen powder product that ticks all the boxes that I was looking for.
“For example, [I am looking for] something that is clinically proven, that tastes great, something that contains other vitamins, something that could do more than just targeting hair, skin and nails,” Behan said.
She has secured listing from the local regulator Therapeutic Goods Administration (TGA).
“The collagen market in Australia is highly competitive, yet what sets NEE-V collagen powder apart from our competitors is that the product is listed in the TGA.
“What that means is that we have permitted indications from the TGA and the scientific research to support that,” she said.
A search on the ARTG showed that the product is permitted to make four indications.
They are 1) helps enhance / promote collagen formation, 2) helps enhance / improve / promote / increase skin firmness, 3) helps enhance / promote skin health, 4) helps enhance / improve skin elasticity.
Every five grams of the powdered product contains 2,500mg of bovine-derived type I and III bio-fermented hydrolysed collagen, 100mg of vitamin C, 2,500μg of biotin, and 350mg of silica.
“The product is enhanced with vitamin C because it helps to enhance collagen production. Biotin, also known as vitamin B7, it assists the body in maintaining healthy liver, eyes, hair, and skin.
“Silica is a trace mineral that provides strength and flexibility to the connective tissue. It helps with gut health, joints, and muscle recovery,” she explained, adding that the firm has spent almost two years in the product R&D with scientists.
The wild-berry flavoured product is also dairy, gluten-free, and contains no added sugar, artificial colours or flavours.
Retailing at AUD$69.99 (US$43) per bottle, the powder can be consumed by adding it into liquid or food.
Moving forward, she aims to develops more products that provide holistic benefits.
“In the future, we'll be looking at products that support our company mission. That's holistic wellbeing that aims to improve people's lives,” she said, adding that the products would be scientifically-focused on wellbeing and lifestyle instead of just providing beauty benefits.
