MuscleBlaze’s new launch to capture lifestyle, cognitive users
MuscleBlaze launched Creatine Chews in India late last month, offering a chewable alternative to traditional powders. According to senior vice president Kaustuv Paliwal, the product aims to attract lifestyle users by highlighting cognitive health benefits, with each tablet providing one gram of creatine monohydrate.
The company recommends a daily dosage of three chews, totaling three grams of creatine. This dosage aligns with guidelines set by the Food Safety and Standards Authority of India (FSSAI).
Why is MuscleBlaze moving toward chewable creatine?
MuscleBlaze is targeting a demographic beyond traditional gym-goers. Paliwal told NutraIngredients that some consumers are uncomfortable with powder formats but are increasingly interested in the effects of creatine on lifestyle and cognitive health.
This shift follows a surge in demand. Creatine has surpassed whey protein as the largest SKU in sales volume for MuscleBlaze over the last two years. Paliwal noted that sales previously reached three times the volume of the prior year, though demand has stabilized in recent months.
The company attributes this growth to social media and content creators. Specifically, Paliwal credited neuroscientist-podcaster Andrew Huberman for simplifying technical knowledge regarding muscular and cognitive health, which caused sales to increase significantly.
Does creatine actually support cognitive health?
While commonly used for strength training, research suggests creatine may assist with cognitive health during sleep deprivation at dosages between 0.2g/kg and 0.35 g/kg. However, increasing brain creatine content may require higher doses of 10 to 20 grams per day.
Sergej Ostojic, a professor at Texas Tech University, previously told NI that doses of 20 grams or more might be necessary to cross the blood-brain barrier. This is particularly true for individuals facing metabolic stress or inadequate cerebral synthesis, though it does not apply to everyone.
Industry standards and scientific consensus generally maintain that a daily dose of 3 to 5 grams is safe and effective for general maintenance.
How do Indian and European regulations differ?
In India, health supplements do not require pre-market approval. Instead, the government uses post-market surveillance to ensure products meet regulatory requirements.
MuscleBlaze currently lists claims on its packaging regarding lean muscle mass, performance, and strength. The company is currently working to develop clinically backed claims for cognitive health.
The regulatory environment in Europe is more restrictive. In December 2024, the European Food Safety Authority (EFSA) rejected health claims linking creatine to cognitive function. The EFSA’s Panel on Nutrition, Novel Foods and Food Allergens (NDA) found acute effects on working memory at 20 grams per day, but not at 5 grams per day over six weeks.
Why are these not sold as gummies?
MuscleBlaze considered gummies for convenience but opted for dissolvable tablets. Paliwal explained that gummies present stability challenges and potential creatine disintegration due to water activity during manufacturing.
The company’s R&D team developed the dissolvable tablet to avoid the H2O reaction associated with gummies. While the company is researching ways to control this reaction to potentially create a gummy in the future, the tablet remains the current solution.
What happens next?
MuscleBlaze may introduce cognitive health claims on its packaging if the company completes its current clinical backing work. Additionally, the company could potentially launch a gummy version of the supplement if R&D finds a way to manage water activity and stability during production.
Frequently Asked Questions
What is the recommended daily dose of MuscleBlaze Creatine Chews?
The company recommends three chews per day, which provides three grams of creatine monohydrate, in accordance with FSSAI guidelines.
Why did the EFSA reject cognitive health claims for creatine?
The EFSA noted that while acute effects on working memory were seen at 20 grams per day, these effects were not observed at doses of 5 grams per day over a six-week period.
Why did MuscleBlaze avoid using a gummy format?
The company chose dissolvable tablets to avoid stability challenges and creatine disintegration caused by water activity during the gummy manufacturing process.
Do you prefer supplement formats like chews and tablets over traditional powders?