Set to launch in November, every gummy accommodates 1,800mg of creatine monohydrate. Every serving consists of three gummies amounting to a complete of 5,400mg creatine monohydrate. A day by day dosage of three to 5 grams has been reported to be effective for enhancing muscle mass and efficiency.
Marketed beneath the title Hello-Creatine Bites, the gummies, which are available Hakuto Peach Flavour will probably be offered on the model’s web site and chosen gyms in Singapore in November.
That is Foo’s second enterprise enterprise within the dietary supplements area, building on his experience in the anti-hangover space through DrinkAid arrange with co-founder Solomon Poon in 2020.
DrinkAid has since turn out to be one of the crucial recognizable anti-hangover brands in Singapore, with presence throughout on-line and offline retailers, together with Unity, Watsons, and Guardian – the most recent well being and sweetness retail chain to inventory the merchandise.
Talking to NutraIngredients, Foo stated that the preparation for FOULPLAY began about 1.5 years in the past, with extra individuals listening to well being and wellness lately.
“DrinkAid’s enterprise peaked at round 2022 and 2023, when the COVID-19 lockdown had simply ended and everybody was revenge clubbing and revenge ingesting.
“Nevertheless, in final yr and this yr, we’re slowly seeing a tapering of demand, as individuals have been ingesting much less, particularly the Gen Z, and that is is mirrored in alcohol gross sales and membership turnouts in Singapore as effectively.
“Individuals are turning extra well being acutely aware nowadays. This can be a main cause for launching FOULPLAY as a result of you’ll be able to’t ignore the development and that’s the place a lot of the development alternatives lie,” stated Foo who can also be a health fanatic and was a tennis participant in junior school.
He has recognized feminine customers and seasoned athletes as key goal customers of his creatine gummies. He believes that the gummy format would make creatine friendlier to feminine customers and can also be a novel format for seasoned athletes.
Supported by three angel buyers, he stated his key targets for the enterprise embrace turning into a market disrupter and a viable challenger to main manufacturers.
“I hope to disrupt the market when it comes to what the model stands for – style, transparency and accessibility. We would like individuals to speak about us, and we would like the massive manufacturers to note us within the sense that we’re an actual and viable challenger within the area,” he stated.
Why begin with creatine gummies
Foo has began his efficiency vitamin enterprise with creatine gummies as he sees it as a product that’s related to anybody, not simply athletes.
“Creatine is helpful for anybody, no matter whether or not you practice, whether or not you might be male or feminine, and females have a better must complement with creatine, as a result of their our bodies naturally produce lesser quantity of creatine as in comparison with males,” he stated.
There may be additionally rising medical proof exhibiting how creatine might enhance cognitive perform, especially during periods of sleep deprivation.
What’s extra, as most creatine dietary supplements come within the type of powder or tablets, a gummy model might make it extra interesting to people who find themselves new to creatine.
“It’s accessible, scrumptious and it’s much less cumbersome to devour, and you probably have taken creatine earlier than, you’ll know that it tastes chalky and the gummy format can handle this problem,” he stated.
QR code packaging
Every Hello-Creatine Bites field packaging will probably be printed with a QR code that permits customers entry to the product’s certificates of research (COA).
The evaluation is carried out by an accredited laboratory, permitting customers to see information on ingredient id, purity, and dose.
Foo stated that the transfer was in response to considerations some fashionable creatine gummies have failed to satisfy their label claims, with some testing at negligible and even zero creatine monohydrate.
Earlier this yr, British social media and health influencer James Smith revealed through creatine gummy testing conducted by Eurofins that simply 4 out of 9 manufacturers contained ample ranges of creatine.
US complement model NOW, additionally revealed final yr that half the creatine gummy brands it tested failed to meet dosage claim on label.
The mission to uphold transparency can also be a cause for the title FOULPLAY, stated Foo.
“I’m going with the thought of unfair benefits in sports activities which occur while you commit a foul, however I wish to convey that sense of unfair benefits by means of on a regular basis life.
“Additionally it is a jab to the malpractices that some complement corporations are doing, particularly for creatine gummies. I believe it’s each cheeky and ironic {that a} model like FOULPLAY could be a model that stands for transparency out there,” he stated.
Upcoming plans
There are plans to launch extra flavours of Hello-Creatine Bites, in addition to enhanced variations the place creatine is formulated with different synergistic components.
“Creatine would be the primary star of FOULPLAY, however the entire plan is to make our presence identified first by means of this product after which ultimately go into extra aggressive area like protein and practical drinks, like electrolytes and hydration drinks,” stated Foo.
Other than Singapore, he hopes to introduce the product to different South East Asian markets like Malaysia and Thailand.
