The company, which is a part of Elixinol Wellness, specialises in hemp food products, such as hemp protein powder, hemp seeds, and hemp seed oils.
The new addition, known as Plant-Based Collagen+, is developed based on a survey which found that there is a demand for collagen that is not derived from bovine or marine sources among existing consumers.
Aside from the company’s flagship hemp gold protein that provides 21g of protein per serve, the product also consists of a vegan collagen blend marketed as Vollagen.
This is a blend of isolated plant-based amino acids said to be identical to those found in human collagen. It is produced using a proprietary fermentation and microencapsulation process, with non-GMO corn starch as the starting raw material.
Other functional ingredients used are bamboo silica, hyaluronic acid, and a “super red blend” consisting of beetroot powder, acai juice powder, blueberry juice powder, tart cherry powder, pomegranate juice powder, strawberry juice powder, macqui berry powder, and acerola cherry powder. The blend is designed to provide flavour and antioxidants.
“The consumers that we are already attracting are looking for us for a plant-based alternatives to meat protein and fish oil omegas.
“They want to have a plant-based alternative to products that they are already consuming, and plant-based collagen is one of them,” Felipe Favaro, group chief operating officer, told NutraIngredients-Asia, adding that the new launch was made with 82 per cent of organic ingredients.
The company has already launched hemp protein and hemp seed oil as the plant-based alternatives to animal protein and essential fatty acids.
Plant-Based Collagen+ was first launched in online channels last December, before it expanded into offline retail, including nationwide across health foods chains Go Vita, Flannerys, Harris Farm Markets, and independent pharmacy chains in January.
In fact, in the first six weeks of its launch, the product has become the fourth bestselling item, reflecting the consumer survey findings which the company had conducted.
The usual bestsellers are its hemp gold protein, hemp seeds, and hemp seed oil capsules for pain relief and plant-based omega.
The latter two products, launched last August, are complementary medicines listed in the Australian Register of Therapeutic Goods (ARTG). The pain relief supplement, for example, claims to relieve inflammation, mild joint pain, and acts as a source of plant-based omega-3,6,9.
Favaro also highlighted that the plant-based collagen launch was in line with the company’s vision of making healthy eating easy through the powder of functional plant-based products, with hemp as a core ingredient.
“The company's vision is to make healthy eating easy through the power of functional plant-based products which are better for you and better for the planet or better for the consumer and better for the planet,” he said.
Dosage format is another space that the company is looking at for new product innovation.
“I think what consumers are looking at are the different ways to take in macronutrients, which means different dosage formats, and that could be powder, bars, or liquid.”
Complementary medicine extension
Hemp Foods Australia plans to expand its complementary medicines range by adding supplements for immunity, stress relief, and skin health.
The new additions are expected to launch in the middle of this year.
