Functional food bar launches with Niagen nicotinamide riboside

By Stephen Daniells

- Last updated on GMT

Functional food bar launches with Niagen nicotinamide riboside

Related tags Nutrition Metabolism

Barology’s Live Younger bar is the first launch of Niagen nicotinamide riboside (NR) into the functional food space, and offers consumers a new way to help boost cellular metabolism and cellular energy production, said ChromaDex.

NR is found naturally in trace amounts in milk and other foods, and is a more potent, no-flush version of niacin (vitamin B3). Published research has shown that NR is a potent precursor to NAD+ in the mitochondria of animals. NAD+ is an important cellular co-factor for improvement of mitochondrial performance and energy metabolism.

As organisms age, NAD+ levels drop, which leads to a decrease in mitochondrial health; this in turn leads to age-related health issues.  Low NAD+ levels limit activity of a group of enzymes called sirtuins, which are believed to play a key role in longevity. NAD+ levels also can be depleted by lifestyle choices such as overeating and lack of exercise. By boosting NAD+, NR may increase mitochondrial health and induce the creation of new mitochondria.

Irvine, CA-based Chromadex has been accumulating the IP surrounding NR for a couple of years, having licensed patents from Cornell University, Dartmouth College, and Washington University in St Louis.

Several dietary supplement products are already commercially available with Niagen, but the Live Younger bar is reportedly the first foray for the ingredient into the functional food space. ChromaDex received a letter of no objection from the FDA for the GRAS (Generally Recognized As Safe) status of the ingredient in 2016.

“Diversifying into other delivery systems such as functional foods opens the doors to new consumer bases,” ​said Frank Jaksch, Jr., CEO and co-founder of ChromaDex. “There is still a significant percentage of the population who do not like swallowing pills. The Barology’s Live Younger bars taste great, while providing consumers seeking anti-aging support, a pill-free way to boost NAD+.”

“Replenishing NAD+ via NR intake is an advanced, science-based strategy to maintain energy and stay healthy as we age. That is why we chose Niagen to power the Live Younger bars,”​ said Jill Spatz, RN, MSN, Barology’s founder and inventor.

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