NutraVideo: Upgraid and Naturex announce collaboration

03-Dec-2020 - Last updated on 28-Sep-2021 at 14:22 GMT

Organic wellness company Upgraid has announced a collaboration with Naturex, part of Givaudan, to expand its product portfolio.

Naturex will provide Upgraid with state-of-the-art clinical science to back its natural formulations. In exchange for playing a significant role in Upgraid’s product expansion, Naturex will gain exclusive access to Upgraid’s consumer-facing market innovation, psychographics, and purchasing analytics.

The collaboration kicked off with the launch of Upgraid’s first product, Perform: Daily Inflammation. The offering is supported by clinical data and demonstrated to help reduce soreness and recovery time, when taken daily. It is a standardized, proprietary blend that includes ingredients such as Naturex’s turmeric extract TurmiPure Gold, ashwagandha, ginger root and tart cherry fruit.

Inflammation in focus

“Why we focused on this was because I was dealing with neck and back problems all my life. We recognize that consumers deal with those chronic aches and pains on a daily basis and it does have true short term and long term health problems,” said Upgraid co-founder Justin Kamine.

Kamine credits his co-founder, Helene Rutledge, with the collaboration with Naturex. Rutledge has worked for Nature’s Bounty Co., GlaxoSmithKline, and Pfizer.

”Naturex is known as a best in class provider of the finest organic, sustainable, ethically sourced raw ingredients available. Their worldwide network of agronomists works closely with local partners to facilitate responsible practices in the supply chain, biodiversity, and local entrepreneurship. Our collaboration will provide better solutions to a society rapidly moving towards proactive, plant-based preventative health and wellness lifestyles,” said Rutledge.

The feelings are mutual. Emilie Fromentin, Head of Explore Health, Wellness and Nutrition at Givaudan Taste & Wellbeing, said they are also excited about the collaboration and added that they have been “impressed by Upgraid’s rigorous review of the science behind the ingredients they use.”