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Jason Mancuso built Musclesport‘s name on flavor-first Lean Whey, the protein line that turned cereal marshmallows and cannoli cream into a real category. He joined Ben for Episode #208 of the PricePlow Podcast to walk through that story, but this conversation is Mike’s first full sit-down with him, alongside Musclesport EVP and CMO Rob “Franky” Oberholzer. CreaM’D Rice Outperforms Lean Whey?! Musclesport’s Next Big Play A lot’s changed since that visit. The headline: Jason says CreaM’D Rice now outsells Lean Whey unit for unit, a strange turn for a brand built on protein powder. This episode covers how that happened, Musclesport’s push into savory CreaM’D Rice flavors (bacon, egg, and cheese included, built on real egg protein instead of whATey), the wellness-minded Fiber Lean-AM, the revived Lifted brand’s functional pouches and a possible energy drink, and a candid look at protein pricing, inventory strategy, and what Jason wants Musclesport to become next. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Musclesport alerts before diving in. https://blog.priceplow.com/podcast/musclesport-jason-mancuso-creamd-rice-237 Video: Jason Mancuso and the Musclesport Team on CreaM’D Rice, Savory Flavors, and What’s Next https://www.youtube.com/watch?v=5vWP5KwPYBQ Detailed Show Notes: Jason Mancuso and Rob Oberholzer of Musclesport (0:00) – Jason Mancuso Returns to PricePlow (1:15) – From McDonald’s to the Supp Chef (8:30) – Muscle Milk, Marshmallows, and Lean Charms (11:00) – Brick and Mortar, Then COVID Hits (16:00) – CreaM’D Rice Becomes the Best Seller (18:00) – Storytelling, Community, and Consistent Flavor (31:15) – Why Musclesport Waited on Clear Protein (34:30) – Lean Whey Gourmet and Protein Economics (43:30) – Fewer Flavors, Smarter Inventory (47:45) – Breakfast in a Bag and the Birth of Lifted (54:00) – Savory CreaM’D Rice Gets Weird (1:04:00) – MSG, Fettuccine Alfredo, and Cheeseburger Territory (1:07:15) – Can CreaM’D Rice Reach Mass Retail? (1:10:30) – Fiber, Wellness, and Musclesport Mornings (1:16:30) – An Energy Drink for Lifted? (1:20:00) – The Vanilla White Whale (1:21:45) – Why Jason Won’t Flavor Anyone Else’s Protein (1:27:15) – Protein Bars, RTDs, and What’s Next (1:33:00) – Perfect Shaker and Closing Where to Follow and Learn More Connect with Jason, Rob, and Musclesport Jason Mancuso on LinkedIn Jason Mancuso (The Supp Chef) on Instagram: @suppchefofficial_ Rob “Franky” Oberholzer on LinkedIn Musclesport on Instagram: @musclesportusa Musclesport on PricePlow – Sign up for news alerts Resources Mentioned Epi… Read more on the PricePlow Blog

Episode #236 of the PricePlow Podcast welcomes back Kris Gethin, the Welsh-born natural bodybuilder, former Bodybuilding.com Editor-in-Chief, and co-founder of Unmatched Supps and Nova Prime Labs. It’s Kris’s first full episode with us since Episode #012 back in 2018, well before Ben joined as co-host, though longtime listeners got an update on his current chapter when Unmatched co-founder Doug Miller stopped by Episode #219 earlier this year. This wide-ranging conversation covers how Kris and Doug built Unmatched around an all-natural, no-sucralose philosophy, why the line between biohacking and being natural keeps blurring, and how Kris’s own protocol includes stem cell therapy, peptides, EMF mitigation, and regular blood donation. Kris also gives PricePlow its deepest look yet at Unmatched’s upcoming Longevity Bar, 16 months in development, plus previews of a reformulated BH2K, an ElectraShred stick-pack launch, and the new Unmatched University education platform. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Unmatched Supps alerts before diving in! https://blog.priceplow.com/podcast/kris-gethin-biohacking-236 Video: Biohacking, Peptides, and the Longevity Bar with Kris Gethin https://www.youtube.com/watch?v=EMiOysYRcwA Detailed Show Notes: Kris Gethin on Unmatched Supps, Longevity, and Biohacking (0:00) – Introductions (1:30) – How Unmatched Supps Came Together with Doug Miller (5:30) – Redefining “Natural” in the Age of Biohacking (9:00) – Trial, Error, and How Kris Found Biohacking (12:15) – Updating the Training Approach: From Low Reps to High Volume (14:30) – What Kris Would Tell His 30-Year-Old Self (17:00) – Stem Cells, Surgery-Free Recovery, and CPI (20:30) – Scaling Academies and Trainer Education in India (23:15) – Inside Kris’s Current Peptide Protocol (26:00) – Biological Age, HRV, and the Limits of Quantified Self (31:00) – Heavy Metals, the Gold Tooth Story, and an Overlooked Toxic Load (36:30) – Turning Off Wi-Fi at Night and the EMF Research Ahead (42:15) – Blood Donation, EBO2, and a Preview of the Ultimate Wellness Conference (47:00) – 16 Months in the Making: The Longevity Bar (54:15) – Why Unmatched Will Never Use Sucralose (1:00:00) – The EMF-Blocking Fanny Pack and Other Travel Must-Haves (1:03:00) – Minimum Viable Biohacking: Sauna, Light, and Grounding (1:09:15) – From Lifting to Iron Man: Building Durability for Endurance Sports (1:13:15) – Injuries, Volume, and Feeling Vindicated (1:20:00) – Swimming Technique and the VASA Trainer (1:25:15) – Navigating Social Media Bans in the Peptide Space (1:26:30) – What’s Next: BH2K, Dissident, and Unmatched University (1:29:30) – Closing Thoughts: The Business Leaders Kris Admires Where to Follow and Learn More Connect with Kris Gethin and Unmatched Supps LinkedIn: Kris Gethin Instagram: @krisgethin …… Read more on the PricePlow Blog

Iovate has a new CEO, and he used the PricePlow Podcast to reveal his company’s biggest weight-management launch in years. On Episode #235, recorded at the inaugural Future Nutra Innovation Summit in Lake Conroe, Texas, Raza Bashir joins us for the fifth time, now as the newly appointed CEO of Iovate Health Sciences, parent company of MuscleTech and Hydroxycut. Raza spent 20 years building Iovate’s R&D engine before taking the top job in June 2026, and he brings that formulator’s mindset straight into unveiling Hydroxycut GLP-1 Elite Shred, a stimulant-light fat burner built around an exclusive ingredient called TheoLim® that Iovate already proved out inside MuscleTech’s own Peptide Series. Joining Mike and Ben is Joey Savage, founder and president of the Future Nutra Foundation, who brings sharp questions of his own about stacking supplements with GLP-1 drugs. The episode also covers Muscle Peptide 185’s move into Walmart, CellTech’s TikTok-driven second life, and the regulatory tightrope Hydroxycut now walks. Subscribe to the PricePlow Podcast on your favorite platform and sign up for MuscleTech and Hydroxycut news alerts before diving in. https://blog.priceplow.com/podcast/raza-bashir-hydroxycut-glp-235 Video: Iovate’s New CEO Unveils Hydroxycut GLP-1 Elite Shred https://www.youtube.com/watch?v=7jtqKOENWg0 Detailed Show Notes: Raza Bashir Unveils Hydroxycut GLP-1 Elite Shred (0:00) – Introductions (0:45) – From Head of R&D to CEO: A 20-Year Path (4:30) – Becoming CEO: Global Compliance and a 90-Day Plan (11:00) – Muscle Peptide 185: MuscleTech’s Peptide Platform Takes Root (15:15) – CellTech’s Viral TikTok Resurgence (19:15) – Inside MuscleTech’s Hands-On TikTok Strategy (21:45) – Unveiling Hydroxycut GLP-1 Elite Shred (27:45) – Learning From Berberine’s “Nature’s Ozempic” Era (32:15) – Could You Stack It With a GLP-1 Drug? (37:00) – Go-To-Market: DTC First, No Exclusive Retailer (42:00) – A Shrinking Category Finding New Life Online (47:30) – How GLP-1 Drugs Reshaped Supplement Safety Perceptions (52:45) – Timing a Fat Burner Launch Around Bulking Season (54:30) – Creatine Peptide 447 and the Theanine Story (1:01:30) – What’s Next: More Peptides, Walmart, and a Callback to Episode 123 (1:04:45) – Closing Thoughts Where to Follow and Learn More Connect with Raza Bashir and Iovate LinkedIn: Raza Bashir LinkedIn: Iovate Health Sciences Instagram: @muscletech Instagram: @hydroxycut MuscleTech.com Future Nutra Foundation – Joey Savage’s nonprofit and organizer of the Future Nutra Innovation Summit MuscleTech on PricePlow – Sign up for news alerts Hydroxycut on PricePlow – Sign up for news alerts Resource… Read more on the PricePlow Blog

Mark LeDoux is back on the PricePlow Podcast, and this time the conversation goes well beyond a pre-workout scoop. In Episode #234, Mike sits down with the founder, chairman, and CEO of Natural Alternatives International (NAI) (the company behind CarnoSyn® Beta-Alanine) for an update on where NAI’s research has gone since Mark’s last appearance on the show. Get Ready for Tingle-Free Beta-Alanine with CarnoSyn® 4X and TriBsyn® The headline is CarnoSyn® 4X, a liposomal beta-alanine engineered for 4x the bioavailability of the standard ingredient, meaning an 800mg dose can deliver the equivalent of a 3.2g loading dose without the paresthesia (tingling) that turns off a huge share of potential users. NAI also markets this technology under a second brand name, TriBsyn®, aimed at the wellness and healthy-aging market rather than sports nutrition. Mark and Mike also dig into why beta-alanine matters more than ever in the GLP-1 era, where rapid weight loss often comes with unwanted muscle loss. As Mike digs in, he realizes that there are dozens of benefits to increased carnosine stores, but in sports nutrition, we only concern ourselves with just one. This ingredient goes a lot further than we give it credit for, and Mark is ready to take it to the next level through NAI’s platform. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NAI alerts before diving in. https://blog.priceplow.com/podcast/mark-ledoux-carnosyn-tribsyn-234 Video: CarnoSyn® 4X, TriBsyn®, and Beta-Alanine’s Next Chapter https://www.youtube.com/watch?v=ZJxPj7i5T5c Detailed Show Notes: Mark LeDoux of Natural Alternatives International (NAI) (0:00) – Introductions (2:45) – GLP-1 Drugs and Muscle Loss (7:15) – CarnoSyn® 4X: No More Tingles (11:45) – TriBsyn®: One Technology, Two Names (14:15) – Clinical Proof: From Chicken Soup to Nursing Homes (18:00) – Brain Health and Cellular Cleanup (20:30) – Mark’s Take on Food Quality (27:30) – Policing Industry Fraud (38:00) – What’s Next: Sarcopenia and Longevity (46:00) – Carnosine’s Hidden Benefits (56:15) – Real-World Proof: FeelGood Company’s Creatine+ (1:04:15) – Cognitive Health and the Stacking Case (1:12:45) – Regulatory Wins and Staying Engaged (1:18:30) – Connecting with Mark and a Final Story Where to Follow and Learn More Connect with Mark LeDoux and Natural Alternatives International LinkedIn: Mark LeDoux LinkedIn: Natural Alternatives International Instagram: @carnosyn Natural Alternatives International on PricePlow – Sign up for news alerts Resources Mentioned Previous Episode: NPA DC Fly-In Day 2024 (Episode #139) TriBsyn®: Official Site CarnoSyn&Acir… Read more on the PricePlow Blog

Joey Savage returns for Episode #233 of the PricePlow Podcast, and he’s got two announcements stacked on top of each other: First: the inaugural Future Nutra Innovation Summit (FNIS), a September 9-11 blend of trade show, educational summit, and lake resort retreat that Joey’s nonprofit built from scratch. Second: Savage Nutra‘s newest ingredient deal, Tensia, a probiotic strain that produces its own nitric oxide from dietary nitrates and already has a home in Alpha Lion‘s newly relaunched SuperHuman Jacked. Ben and Mike get the full download on both. Joey walks through what makes FNIS different from a typical trade show (hint: it’s built more like a tech company retreat than a supply-side booth crawl), then pivots into the science behind Tensia, a second ingredient made from upcycled duckweed protein, and where strain-specific probiotics are headed next. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Savage Nutra alerts before diving in. https://blog.priceplow.com/podcast/joey-savage-fnis-tensia-233 Video: Future Nutra Innovation Summit and the Launch of Tensia https://www.youtube.com/watch?v=hzXwZMTbl38 Detailed Show Notes: Joey Savage on FNIS, Tensia, and Savage Nutra’s Pipeline (0:00) – Introductions (1:45) – What Is the Future Nutra Innovation Summit? (3:45) – Innovation as the Benchmark, Not Just Networking (4:15) – A Lake Resort Built for Serendipity (6:30) – Borrowing From Tech Retreats, Not Trade Shows (8:15) – TED-Style Access and a Skeleton Crew (10:15) – The Flavor Competition: A Chopped-Style Showdown (12:15) – A Nonprofit Built to Fund the Research Gap (15:15) – Planning for a Second (and Third) Edition (17:15) – Building a Showcase-Worthy Production (19:15) – Getting to FNIS: Flights, Hotels, and Registration (21:45) – A Cross-Section of the Industry, Backed by a Nonprofit (26:15) – From FNIS to Savage Nutra: Introducing Tensia (28:15) – How Tensia Produces Nitric Oxide From the Inside (30:00) – Skipping the Two-Hour Wait for Nitrate Conversion (32:15) – From an Estonian Cheese to a US Sports Nutrition Debut (36:15) – Is the Gut Becoming a Precision Fermentation Factory? (40:15) – Z-Biotics and the Case for Designer Probiotics (42:00) – Building Effects Over Time (44:00) – Joey’s Own Regimen: 80mg Plus Nitrates (45:45) – Keeping a Powdered Probiotic Alive and Stable (48:45) – CFU, AFU, and the Push for Better Potency Testing (51:45) – The Shift Toward Designer, Strain-Specific Probiotics (54:15) – Not His Whole Career, and Shipped Fresh From Estonia (55:45) – The Clinical Evidence So Far (and What’s Still Needed) (57:15) – Why Gut Health Baseline Matters for Colonization (1:02:00) – A Second Ingredient: Upcycled Greens From Duckweed (1:06:15) – How Joey Picks What He’ll Distribute (1:09:15) – Closing: Sample Tensia at FNIS Where to Follow and Learn More Connect with Joey Savage and Savage Nutra LinkedIn: J… Read more on the PricePlow Blog

Marc “The Machine” Lobliner returns to the PricePlow Podcast for Episode #232, catching up on everything happening at CleanForm Nutrition and Ketone Labs since his last visit on Episode #186. This episode is sponsored by TruShield™ Certified, the WADA-level banned substance testing program from Eagle Diagnostics and SMRTL, and Marc explains why CleanForm chose it to certify the CleanForm Nutrition goBHB Energy Shot. Mike, Marc, and Ben also crack open cans of Conor McGregor’s new MAC Energy drink, which runs on the same goBHB ketone ingredient that built Marc’s career, alongside PurCaf natural caffeine and Cognizin citicoline. Marc walks through his history fighting amino acid spiking, CleanForm’s full product lineup, a new Purest Creatine partnership with NNB Nutrition, and lessons from his recent hip replacement. TruShield™ Certified App: Easier to Track New Drug-Tested Supplements TruShield™ Certified is also proud to announce the creation of the TruShield™ Certified App, so you can get notified when new products get certified. It’s a wide-ranging catch-up covering testing standards, celebrity-backed formulas, and three decades of supplement industry stories. Subscribe to the PricePlow Podcast on your favorite platform and sign up for alerts before diving in. https://blog.priceplow.com/podcast/marc-lobliner-trushield-certified-shots-232 Video: TruShield™ Certified, MAC Energy, and Marc Lobliner’s goBHB Update https://www.youtube.com/watch?v=MnCXO5JdZhU Detailed Show Notes: Marc Lobliner on TruShield™ Certified, MAC Energy, and CleanForm Nutrition (0:00) – Introductions and Cracking Open MAC Energy (1:15) – BHB, Brain Health, and Recovery Stories (4:00) – An Avocado Oil Scare Puts Testing Front and Center (5:00) – The Amino Spiking Crusade (9:00) – Inside CleanForm Nutrition and the Case for TruShield (13:30) – Choosing TruShield Over BSCG and NSF (18:00) – Inside CleanForm’s Product Lineup (24:00) – Pürest Creatine by NNB Nutrition and Creapure (34:30) – Marc’s Hip Replacement and Recovery Protocol – No Ice! (43:15) – The MAC Energy formula by Conor McGregor (55:15) – BHB, Women’s Health, and Being Early to the Category (59:45) – Marc’s Business Partners Named Mike (1:02:00) – Rob Rogers and the Ketone Labs Comeback (1:04:15) – Sourcing, Marketing, and Old Industry War Stories (1:14:00) – Closing Thoughts: NFL Dosing and Thanks to This Episode’s Sponsor Where to Follow and Learn More Connect with Marc Lobliner, CleanForm Nutrition, and TruShield™ Certified Marc Lobliner on Instagram: @marclobliner Marc Lobliner on LinkedIn CleanForm Nutrition on Instagram: @cleanformnutrition … Read more on the PricePlow Blog

Episode #231 of the PricePlow Podcast is a science deep dive, and this one comes with tons of citations. Dr. Daniel Traylor, a protein and amino acid researcher at DePaul University, joins Jim McMahon of Fit Foods to launch PVL’s ISO CLEAAR, a dairy-free protein drink built around Leuvate, Traylor’s leucine-forward essential amino acid blend making its first commercial appearance. Traylor has spent close to 15 years studying how fast different protein sources and amino acid forms show up in the bloodstream, and this episode walks through that research paper by paper, from a 2012 dose-threshold study out to Traylor’s own ongoing GLP-1 crossover trial. McMahon, who’s been building Fit Foods since 1996 (he joined us on Episode #215 to talk protein price shocks and the Mutant story), explains why he built ISO CLEAAR around collagen, pea, and fava protein instead of whey, and why absorption speed matters as much as total EAA content. Subscribe to the PricePlow Podcast on your favorite platform and sign up for PVL and Leuvate news alerts before diving in. https://blog.priceplow.com/podcast/daniel-traylor-leuvate-231 Video: Dr. Daniel Traylor and Jim McMahon on Leuvate and ISO CLEAAR https://www.youtube.com/watch?v=UI0lwdat2lc Detailed Show Notes: Dr. Daniel Traylor and Jim McMahon on Leuvate, ISO CLEAAR, and the Science of Fast Amino Acids (0:00) – Introductions (0:30) – From the Football Field to Sports Science (7:45) – The Gummy Idea, a Patent, and a Fateful Email (14:45) – A Postdoc at McMaster and the Birth of Leuvate (19:45) – Why EAAs Drive Muscle Growth (and Why Speed Matters) (26:45) – Jim McMahon on Recovery Speed and 33 Years of Whey (34:15) – Leuvate’s First Human Study: The 2021 Feeding Trial (37:00) – Why 1.5 Grams of Leucine? The Threshold Research (40:00) – How Low Can You Go? Lower Doses and a 2022 Biopsy Study (46:15) – Adding Vitamin D3 to the Mix (50:15) – Does Timing Matter? Protein Windows and Recovery (56:00) – How Much Protein Do You Actually Need? (1:00:45) – Sestrin2: How Muscle Cells Actually Sense Leucine (1:02:15) – The Disability Threshold and Why “Older” Is Relative (1:07:45) – Revisiting the Amino Acid Spiking Controversy (1:14:00) – Why Collagen and Plant Protein Instead of Whey (1:17:30) – How a Trade Show Meeting Led to ISO CLEAAR (1:21:15) – Bringing Glycine and Taurine Back Into the Conversation (1:22:45) – Inside the ISO CLEAAR Label: EAAs, CEAAs, and a Flavor-First Approach (1:25:15) – Does Collagen Actually Support Muscle Protein Synthesis? (1:30:30) – Dan’s Ongoing Research Into GLP-1 Users and Muscle Preservation (1:33:30) – Inside the Three-Arm Leuvate and GLP-1 Crossover Study (1:38:00) – Protein’s Role Beyond Building Muscle (1:47:15) – Third-Party Validation: Health Canada, USP, and Strong Science (1:49:00) – Dan’s Advice for Aspiring Ingredient Entrepreneurs (1:53:45) – Closing Thoughts and Where to Find Everyone Where to Follow and Learn More Connect with Dr. Daniel Traylor and Jim McMahon … … Read more on the PricePlow Blog

Whey protein isolate keeps getting more expensive, and the reasons go deeper than most people realize. In Episode #230 of the PricePlow Podcast, Mike and Ben sit down with Kyle Failla, Head of Commercial at Perfect Day, to unpack why whey protein prices have climbed so far, and what the company’s new precision fermentation plant means for the supply side of the equation. Perfect Day’s ingredient, ProFerm™, is a fermented version of beta-lactoglobulin (BLG), the dominant and most anabolic fraction of whey protein. Instead of pulling BLG from cow’s milk, Perfect Day grows it in a fermentation tank using a genetically engineered fungus, sidestepping the cheese production bottleneck that’s been squeezing whey supply for years — especially with cheese consumption dropping in the GLP-1 drug era. Kyle walks through the science, the regulatory approvals across five countries, why Perfect Day went quiet for two years, and how the company’s new manufacturing plant changes its ability to serve the sports nutrition, GLP-1, and RTD markets at scale. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Perfect Day alerts before diving in. https://blog.priceplow.com/podcast/perfect-day-protein-kyle-failla-230 Video: Kyle Failla on Perfect Day’s ProFerm and the Whey Protein Crisis https://www.youtube.com/watch?v=fD5fQzZaw5w Detailed Show Notes: Kyle Failla on ProFerm, Precision Fermentation, and the Whey Protein Crisis (0:00) – Introductions (1:15) – What Is ProFerm? Beta-Lactoglobulin Explained (4:15) – The Whey Protein Supply Crisis (9:15) – Tariffs, Glucose, and Precision Fermentation’s Edge (11:30) – Why Perfect Day Skips Cheese Entirely (14:15) – Inside the Fermentation Tank (18:30) – Safety Data and Global Regulatory Approvals (22:30) – A Second FDA GRAS Filing (24:30) – Why Perfect Day Went Quiet for Two Years (32:00) – Building Perfect Day’s Own Plant (37:15) – Finding the Right Brand Partners (39:15) – K-Tropix, Set Protein, and the Shot Boom (44:45) – Can Perfect Day Move the Market? (49:45) – Scaling Faster Than Dairy Plants (54:00) – A Kids’ Shot and Protein-Plus Ideas (55:00) – Pure Genius, Chromium Picolinate, and Avoiding Copycats Where to Follow and Learn More Connect with Kyle Failla and Perfect Day LinkedIn: Kyle Failla Instagram: @perfectdayfoods LinkedIn: Perfect Day Perfect Day on PricePlow – Sign up for news alerts Resources Mentioned ProFerm™ by Perfect Day: Precision-Fermented BLG and the New Plant That Changes the Protein Supply Math Myprotein “Whey Forward”: Animal-Free Protein Made with Fermented BLG by Perfect Day (PricePlow’s first coverage of Perfect Day’s ingredient, 2022) Chromax Chromium Picolinate: 25+ Years of Insulin Sensitivity Improvement …… Read more on the PricePlow Blog

NNB Nutrition CEO Jake Mulder and Chief Brand Officer Dustin Elliott join us for Episode #229 of the PricePlow Podcast, recorded live at IFT FIRST 2026 in Chicago. It’s the second of two conversations we recorded with NNB on-site. The first, Episode #227, dug into Shawn Wells’ science-first philosophy. This one turns to the business side of building an ingredient supplier: how NNB scales dipeptides like DL185 Dileucine and the newly trademarked VasoRush, why the company favors ingredients that already exist in nature over new dietary ingredient filings, and how a tightening global whey supply is pushing brands toward clarified plant proteins like NNB’s clear pea protein. Jake and Dustin also walk through the flavor science behind SweetVantage+, NNB’s brazzein-enhanced stevia system built to mask some of the worst-tasting (and most effective) ingredients in the industry, and look back at how far the company has come since it first started working with PricePlow back in 2019. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in. https://blog.priceplow.com/podcast/jake-mulder-dustin-elliott-nnb-nutrition-229 Video: NNB Nutrition Talks Business, Manufacturing, and Flavor Science at IFT FIRST 2026 https://www.youtube.com/watch?v=l-qUhVvrGNc Detailed Show Notes: Jake Mulder and Dustin Elliott on NNB Nutrition’s Growth (0:00) – Introductions (2:45) – Why Dipeptides Are Winning the Peptide Conversation (10:00) – Dileucine’s MuscleTech Launch, One Year Later (16:30) – Inside NNB’s Global Manufacturing Playbook (19:45) – C8Vantage: The MCT Powder Built for One Customer (21:15) – Fiber, Postbiotics, and Defending a Precision Fermentation Moat (24:45) – The Protein Crisis: Proprietary Blends, Whey Supply, and Clarified Plant Proteins (31:45) – Precision-Fermented Dairy and PeptiClear’s Second Act (37:00) – Dileucine Meets ClearPea: New Sarcopenia Research (48:30) – The Hardest Ingredients to Flavor, and How Reb M9 Changed the Game (51:45) – Brazzein, SweetVantage+, and the Formulator’s Guide to Natural Sweeteners (59:15) – Customizing SweetVantage+ and What’s Next for NNB Where to Follow and Learn More Connect with Jake Mulder, Dustin Elliott, and NNB Nutrition LinkedIn: Jake Mulder LinkedIn: Dustin Elliott Instagram: @nnbnutrition NNB Nutrition on LinkedIn NNB Nutrition on PricePlow – Sign up for news alerts NNBNutrition.com Resources Mentioned Episode #227: Shawn Wells Breaks Down GLP-1 Drag – Part 1 of this two-part IFT FIRST 2026 series Episode #192: NNB Nutrition’s Pure, Potent, Precise Revolution … Read more on the PricePlow Blog

Darin Decker returns to the PricePlow Podcast for Episode #228, his fifth appearance on the show and his first since becoming VP of Sales at Alpha Lion. He joins Mike and Ben for a full walkthrough of the biggest SuperHuman relaunch in years: five reformulated pre-workouts, a rebrand from black to red, and the debut of a new ingredient called Tensia. Alpha Lion built its name on SuperHuman, and starting July 31, the entire sub-brand gets a V2 treatment. SuperHuman Original, Pump, Extreme, Jacked, and Burn all return with updated formulas, a new Superhuman Energy System, and packaging built around the idea that red means activation. Jacked adds PeptiPump and the novel probiotic-derived Tensia alongside its existing PeptiStrong content, while Burn stays untouched because, as Darin puts it, you don’t fix something that isn’t broken. Decker also walks through Alpha Lion’s pricing overhaul, its GNC weight-management win with the Burn2O system, and why the brand is leaning into retail instead of chasing Meta ad spend. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Alpha Lion alerts before diving in. https://blog.priceplow.com/podcast/darin-decker-superhuman-228 Video: Darin Decker Unveils the New Red SuperHuman Lineup https://www.youtube.com/watch?v=Jz68mzZXxDo Detailed Show Notes: Darin Decker Returns for the SuperHuman Relaunch (0:00) – Introductions (1:00) – Betting on Powdered Pre-Workout, Not Beverages (3:15) – Why Superhuman Is Getting Its Own Spotlight (5:30) – Same Burn, New Name: The Superhuman Energy System (7:15) – Solving Superhuman’s Pricing Puzzle (11:45) – Jacked Gets a Peptide-Powered Muscle Focus (12:30) – The Storyteller Hire: How Darin Landed at Alpha Lion (17:00) – Winning Weight Management at GNC (20:45) – Formulating Alongside GLP-1s, Not Against Them (22:30) – Why Meta Ads Don’t Move Pre-Workout (26:30) – Retail as De-Risking: Dodging the Amazon Trap (29:00) – Keeping the Fun (and Flavors) Alive (31:15) – Dialing In Caffeine, Servings, and Delayed Release (34:30) – Tensia: A Probiotic That Makes Its Own Nitric Oxide (37:00) – Jacked as Burn’s Muscle-Building Sibling (38:15) – Not Every Pre-Workout Should Do Everything (42:30) – Vincamine, Collabs, and a Famous Equity Partner (45:00) – “Blocking and Tackling”: Alpha Lion’s Back-to-Basics Playbook (46:45) – Superhuman Core: The Amazon Entry Point (56:30) – Launch Timeline: July 31 Online, August In Stores (58:15) – Pre-Workout vs. Energy Drinks: Is the Category Still Growing? (1:02:30) – Slow and Steady: Why Hardcore Pre-Workout Users Aren’t Going Anywhere (1:04:30) – Darin’s Own Stack, Flavor Renames, and Ditching Artificial Colors (1:08:00) – Unveiling the Red Tub: Black Was the Warm-Up, Red Is the Switch (1:11:15) – A Stallone Movie Powers the Rebrand (1:13:00) – Final Thoughts and What’s Next Where to Follow and Learn More Connect with Darin Decker and Alpha Lion LinkedIn: Darin Decker Instagram: @alpha.lion … Read more on the PricePlow Blog

Episode #227 of the PricePlow Podcast takes us back to the NNB Nutrition booth at IFT First 2026 in Chicago, where Shawn Wells sat down with Mike and Ben for the first of two conversations recorded on-site. This one skips the usual business updates (that’s what part two, with Dustin Elliott and Jake Mulder, covers) and goes straight for the theoretical side of things: where Wells thinks the next several years of supplement innovation are headed, and the problems NNB’s science team wants solved before anyone else notices they exist. Shawn Wells’ Working Theories, and Where NNB Nutrition Takes Them Wells has built a working framework around what he calls “GLP-1 Drag”, three linked theories covering muscle loss, mitochondrial fatigue, and dopamine flattening in people using GLP-1 medications. From there, the conversation covers precision fermentation’s takeover of the herbal extract market, a buccal pouch platform built around fast-absorbing nootropics and stimulants, and an unplanned detour into flush niacin and nicotine pouches. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in. https://blog.priceplow.com/podcast/shawn-wells-glp-1-drag-227 Video: GLP-1 Drag, Precision Fermentation, and What’s Next for NNB Nutrition https://www.youtube.com/watch?v=1YN6_wqnDkA Detailed Show Notes: Shawn Wells on GLP-1 Drag and the Future of NNB Nutrition (0:00) – Introductions (1:15) – NNB’s Unicorn Growth and the Shift to Pure, Potent, Precise (3:15) – Why Precision Fermentation Is Replacing Herbal Extracts (7:45) – Turning Competitors Into Customers (9:15) – Adaptogens Over Stimulants (11:45) – What Shawn Wells Calls “Mitochondrial Drag” (13:45) – GlucoVantage: A Post-GLP-1 Solution (17:45) – Titrate Down: Why Quitting GLP-1s Cold Backfires (19:15) – Dopamine Flattening and the Post-GLP-1 Comedown (20:45) – Ben and Mike on Their Own GLP-1 Experiences (25:45) – DL185 Dileucine and the Muscle-Sparing Stack (31:45) – Inside the Buccal Pouch: Paraxanthine, Alpha-GPC, and Huperzine A (38:15) – AmeriPouch, Troches, and the Nicotine Pouch Boom (41:45) – Flush Niacin as a Possible Nicotine Off-Ramp (44:15) – What’s Next: GAA, 4-Hydroxyisoleucine, and Pure 6-Paradol (48:45) – The Case for Mood and “Shift in State” Beverages (52:45) – Blue Light Glasses, Health Transformations, and Hyrox Goals Where to Follow and Learn More Connect with Shawn Wells and NNB Nutrition LinkedIn: Shawn Wells Instagram: @shawnwells NNB Nutrition Website Instagram: @nnbnutrition LinkedIn: NNB Nutrition NNB Nutrition on PricePlow – Sign up for news alerts Resources Mentioned Episode #048: Shawn Wells Upcoming Stimulant & The Energy Formula … Read more on the PricePlow Blog

Tom Reilly, president of VMI Sports, returns for Episode #226 of the PricePlow Podcast, just five months after his debut on Episode #205. This time, Ben is joined by Spencer, PricePlow’s VP of Partnerships and Operations, who steps in for Mike and steers a big chunk of the conversation toward retail strategy. Tom walks through how VMI keeps winning grocery shelf space at Wegmans, Giant Eagle, and now Wakefern’s ShopRite banner, and why understanding vendor portals, credits, and shipping requirements matters as much as the formula itself. He also unveils VMI’s newest creatine lineup, teases an unnamed protein snack headed for shelves by late summer, and explains why the brand waited two years to find the right creatine gummy manufacturer. Along the way, Tom breaks down VMI’s GNC franchise partnerships, a new VP hire aimed at the beverage business, and the MAX Catalyst-powered formula behind KXR Stacked. Subscribe to the PricePlow Podcast on your favorite platform and sign up for VMI Sports alerts before diving in. https://blog.priceplow.com/podcast/tom-reilly-vmi-sports-226 Video: Tom Reilly of VMI Sports on Grocery Wins, New Creatine Launches, and What’s Next https://www.youtube.com/watch?v=ByrAxgt7kfk Detailed Show Notes: Tom Reilly and VMI Sports (0:00) – Introductions (0:45) – VMI’s 2026 Grocery and Gym Push (4:00) – Why Omnichannel Doesn’t Mean Everywhere (6:30) – Wegmans, HEB, and Regional Loyalty (8:15) – New SKUs Land on Wegmans’ Shelves (10:00) – Giant Eagle’s Full-Circle Kroger Reunion (11:45) – Supplements Take Over the Grocery Aisle (14:00) – What Understanding Grocery Really Means (17:00) – Sell-In vs. Sell-Through: The Credits Trap (19:30) – Vendor Portals and Retail’s Hidden Grind (22:15) – Cracking Wakefern and ShopRite (25:45) – A New Protein Snack Is Coming (28:30) – Dialing In the New Snack’s Macros (30:45) – 97% Approval and What Food Feedback Really Looks Like (33:15) – Three Creatine Launches in Three Months (36:30) – Inside the New Creatine Pre-Workout (38:30) – Creatine +Hydration Meets Aquamin (41:15) – Finding the Right Creatine Gummy Partner (44:15) – Solving the Creatine-to-Creatinine Problem (47:30) – Patriot Pop Gummies Hit Grocery Shelves (49:45) – Amazon’s Testing Rules and the Middleman Squeeze (53:00) – Why the Brick-and-Mortar Shakeout Was Healthy (56:15) – Inside VMI’s GNC Franchise Partnerships (1:01:00) – A New VP and the Beverage Roadmap (1:05:00) – Room to Grow in Pre-Workout RTDs (1:09:00) – MAX Catalyst and the KXR Stacked Formula (1:14:15) – Solving the Caffeine Goldilocks Problem (1:16:15) – Dre’s Rebrand and Shelf-Ready Labels (1:21:00) – Wrap-Up and Where to Find VMI Where to Follow and Learn More Connect with Tom Reilly and VMI Sports LinkedIn: Thomas Reilly LinkedIn: VMI Sports Instagram: @tom_vmisports …… Read more on the PricePlow Blog

Doug Grant is the founder and chief formulator of Optimal Health Systems (OHS), a whole-food supplement company he built from the ground up starting in 1990. By 1993, he’d become the first full-time nutritionist hired by an NBA franchise, starting with the Phoenix Suns and later serving the San Antonio Spurs and Miami Heat through seven championship seasons in a decade. In this episode, Doug covers three major areas: The enzyme cascade science behind his flagship digestive product The blood-work-first philosophy he’s built from more than two decades with professional athletes OHS’s developing work on microplastics (including a probiotic-derived enzyme and a blood-based plastic test that their independent chemist fully intended to disprove). We also get into DSHEA, in-house manufacturing, and why TruShield™ Certified is the natural fit for a brand that was already doing third-party testing before anyone required it. TruShield’s origin story is told in our conversation with Lori Bestervelt, Ph.D., and Thane Campbell on Episode #193. Here, we get into why a company like Optimal Health Systems, who works with professional athletes, formulates the way they do, and why they need a service like TruShield Certified to ensure drug-free compliance. https://blog.priceplow.com/podcast/doug-grant-optimal-health-systems-225 Video: Doug Grant of Optimal Health Systems Explains Microplastics and More https://www.youtube.com/watch?v=1MSHRt328fs Detailed Show Notes with Doug Grant of Optimal Health Systems (0:00) – Doug Grant and the Road to the NBA (8:45) – The Enzyme Cascade Behind Digest-A-Meal (16:00) – How Processed Foods Are Breaking Us Down (19:45) – Foundation, Customization, and Intervention (27:00) – Blood Work Lessons from the NBA (33:45) – Why OHS Chose TruShield™ Certified (42:15) – DSHEA, In-House Manufacturing, and the Three Criteria (47:00) – Tracking Microplastics Through the Blood (52:45) – ChemZyme, PlasticTest, and the Tupperware Case Study (1:03:00) – Data as the Foundation Where to Follow and Learn More Connect with Doug Grant LinkedIn: Douglas Grant Instagram: Douglas D Grant Optimal Health Systems Optimal Health Systems Website Instagram: @ohs4life LinkedIn: Optimal Health Systems Optimal Health Systems on PricePlow TruShield™ Certified TruShield™ Certified Website TruShield™ Certified: WADA-Experienced Lab Launches Comprehensive Banned Substance Testing Program Episode #193: Banned Substances in Supplements? Not with TruShield™ Certified: Lori Bestervelt & Thane Campbell… Read more on the PricePlow Blog

Three years ago, Scott Dicker of SPINS joined us on Episode #082 of the PricePlow Podcast to talk creatine, collagen, and where sports nutrition was heading next. On Episode #224, Scott returns to grade his own predictions and dig into everything that’s changed since February 2023. The report card is mostly great news for Scott. Creatine’s move into cognitive health and older demographics played out almost exactly as he called it, hydration supplements kept climbing even as ready-to-drink sports drinks flattened out, and Red Bull is still the top-selling energy drink despite years of Celsius, Alani, Ghost, and C4 taking share. Scott, Mike, and Ben also cover where his 2023 calls needed adjusting, from ashwagandha’s staying power to pre-workout’s real exposure to energy drinks. From there, the conversation moves into new territory: the creatine gummy boom, GLP-1 ripple effects on weight management and protein, precision fermentation’s push into alternative dairy proteins, and Scott’s fresh picks for the next ingredients to watch. https://blog.priceplow.com/podcast/kaitlyn-kenna-smith-223 Video: Scott Dicker of SPINS Grades His 2023 Supplement Trend Predictions https://www.youtube.com/watch?v=sDaC4LVirBk Detailed Show Notes: Scott Dicker Returns After 3 Years of SPINS Supplement Trend Predictions (0:00) – Introductions (2:00) – Grading the Creatine Call Three Years Later (3:30) – Sports Nutrition as the Testing Ground for Mainstream Trends (8:00) – Hydration Shifts From Ready-to-Drink to Ready-to-Mix (11:15) – Energy Drinks Continue Eating Into Pre-Workout Occasions (16:30) – Red Bull Still Reigns, But the Perception Game Has Changed (19:30) – Premium Pricing Reshapes the Creatine Category (22:45) – Creatine Gummies Go From Novelty to Mainstream (25:45) – Better Formats Win: Soft Chews and the Push for Stability (27:15) – Delivery Formats and the Rise of “Permissible Indulgence” (30:45) – L-Theanine and the Hunt for Stim-Free Alternatives (37:30) – Kava, Caffeine Modulation, and the New Wave of Session Drinks (42:45) – Why “Natural Flavors” on the Label Isn’t Enough Anymore (48:15) – GLP-1s Reshape Weight Management and Create New Companion Categories (52:15) – Active Lifestyle Meets Natural and Organic: A Consumer Venn Diagram (59:15) – Cognizin, Health Span, and Winning the AI Search Era (1:01:45) – Horseshoe Theory: How Niche Trends Find the Mainstream (1:04:45) – Precision Fermentation’s Long Game for Alternative Proteins (1:11:15) – Ice Cream and the Challenge of Refrigerated Snacking (1:13:30) – Are Functional Ingredients Welcome in Snacks? (1:16:00) – Is Fiber the New Protein? (1:19:30) – Scott’s Playbook for Spotting the Next Mainstream Ingredient (1:25:15) – Why Cognizin Became the Model for Ingredient Partnerships (1:27:30) – The ZMA Comeback and Mike’s Mineral Preferences (1:29:15) – Wrap-Up and Where to Find Scott and SPINS Where to Follow and Learn More Connect with Scott Dicker and SPINS LinkedIn: Scott Dicker LinkedIn: SPINS … Read more on the PricePlow Blog

Episode #223 of the PricePlow Podcast brings one of PricePlow’s own to the mic: Kaitlyn Kenna Smith, content creator for PricePlow and Bevlab, the face behind PricePlow’s TikTok, and host of the Powerhouse Mentality podcast. If you’ve watched PricePlow’s supplement and energy drink content on social, there’s a good chance Kaitlyn’s behind a lot of it. In this episode, Mike and Ben dig into Kaitlyn’s full story: from a teenager who turned to running to escape a difficult home life to an aspiring professional CrossFit athlete eating over 3,000 calories a day and training twice daily. She’s open about recovering from an eating disorder, why the 1,200-calorie recommendation harms active women, and how she coaches clients to focus on habits and biofeedback over scale weight. The conversation also covers creatine’s well-earned mainstream moment, the rise of functional ingredients in energy drinks, what 1st Phorm gets right about community, and why in-person events matter more than follower counts. Subscribe to the PricePlow Podcast on your favorite platform and sign up for PricePlow news alerts before diving in. https://blog.priceplow.com/podcast/kaitlyn-kenna-smith-223 Video: Kaitlyn Kenna Smith of Powerhouse Mentality on CrossFit, Nutrition, and Content Creation https://www.youtube.com/watch?v=W4XZpR0-9K8 Detailed Show Notes: Kaitlyn Kenna Smith of Powerhouse Mentality (0:00) – Introductions (2:45) – From Last Picked in Gym Class to CrossFit Athlete (7:15) – Breaking the 1,200-Calorie Myth for Active Women (10:45) – Hydration Basics and the Double Session Advantage (19:15) – Kaitlyn’s CrossFit Macros (22:30) – Scale Weight, Biofeedback, and Coaching Real People (27:30) – Women’s Hormones and Lifestyle Variables (31:30) – Creatine, Gummies, and Making Supplements Accessible (38:30) – Functional Ingredients, Delivery Systems, and a Health-First Shift (43:45) – Why Kaitlyn Loves 1st Phorm (49:00) – Industry Events and the Unexpected Reach of Content (57:15) – Misinformation, Nuance, and Short-Form Limitations (1:04:45) – CrossFit Competition Structure and Ehlers-Danlos Syndrome (1:10:30) – Kaitlyn’s Supplement Stack (1:13:00) – Iron, Ferritin, and Lactoferrin for Female Athletes (1:16:00) – Energy Drink Favorites and a Market Gap (1:18:15) – The Powerhouse Mentality Podcast Where to Follow and Learn More Connect with Kaitlyn Kenna Smith Instagram: @ThePowerhouseMentality Instagram/TikTok: @KaitlynKennaFitness The Powerhouse Mentality on Spotify The Powerhouse Mentality on YouTube PricePlow on TikTok (@PricePlow) Resources Mentioned Kaitlyn + Victoria: Powerhouse Mentality Episode (YouTube) Kaitlyn + Victoria: Powerhouse Mentality Episode (Spotify) … Read more on the PricePlow Blog