This is the first launch since Nutrawise, Youtheory’s parent company, was acquired by Canadian firm Jamieson Wellness in a deal worth at least $210 million.
New lines use branded ingredients
The new line consists of three supplements, offered in liquid and capsule forms. The liquid supplements are packaged in individual serving sachets and those SKUs at least depart from Youtheory’s signature square bottles. The new products are B12B6, Ashwagandha, and K2D3. The Ashwagandha product features the branded KSM66 ingredient, while the vitamin K2 formula rests upon the synthetic K2 Vital ingredient manufactured by Kappa Bioscience.
“We wanted to make an easy and convenient way for consumers to get nutrients that didn't lack in flavor," said Darren Rude, CEO. "We are thrilled to introduce these lines to provide an array of health benefits that support brain health and stress reduction."
Youtheory was founded in 2010 by Rude and his wife Patty Rude. The company, which marketed its collagen supplements in distinctive square bottles, was one of the drivers of the new wave of collagen acceptance, which saw the protein expand far beyond topical beauty applications.
Collagen was once denigrated as a low-quality protein lacking tryptophan, one of the essential amino acids, hence scoring a 0 on the widely accepted PDCAAS (protein digestibility-corrected amino acid score). The amino acid profile of egg protein is the gold standard on that scale.
The unlikely hero ingredient
But Youtheory and some other brands, along with collagen peptide suppliers like Gelita and Rousselot, began making the case for particular benefits connected to collagen, which is the most abundant protein in the body. In addition, the concern about the missing amino acid abated, as most people get adequate levels of all of the amino acids in a standard diet, and it wasn’t seen as necessary to have every protein source be as complete as possible. This helped complete collagen’s remarkable transformation from a commodity added into things like protein bars to shore up label claims to hero ingredient in its own right.
In the years since, the Rudes began diversifying the brand by the use of other ingredients, including turmeric and, notably, the branded immune health ingredient Wellmune.
Highly profitable brand
At the time of the acquisition in June of this year Jamieson projected Nutrawise’s annual revenue at $155 million to $159 million and its immediate EBIDTA contribution at between $28 million to $29 million.
“This transaction is a major strategic milestone for Jamieson, accelerating our expansion in the world’s largest vitamin, mineral and supplement market,” said Mike Pilato, President and CEO of Jamieson Wellness.
