New business model puts TSI Group at forefront of consumer trends, company says

By Claudia Adrien

- Last updated on GMT

Getty Images / We Are
Getty Images / We Are

Related tags TSI Group Hmb Muscle Sports nutrition Protein

The TSI Group is doubling down on a consumer-centric business model with the goal of doing the early work for customers.

Dubbing it the “B2B4C,” the company says it’s not waiting for clients to come to them with challenges. 

“We’re out there finding the trends and opportunities,” said TSI CEO Joe Zhou. “Then, we use our global resources and decades of experience to develop the science and evidence-based formulas with the best delivery system, dosage and form the consumer loves, so we’re ready when the market is ready.”

Being ready also means having a fully integrated approach to the dietary supplement industry. TSI is filling a largely unmet industry demand for providing turnkey solutions, officials said. This includes discovering ingredients from an abundance of scientific evidence that worldwide health experts have carefully researched. It's also providing engineering solutions that identify ingredient process challenges, creating solutions with tangible benefits.

“Some customers come to TSI because we are strong in developing efficacious formulations or delivery forms,” said TSI president Larry Kolb. “We can design new solutions for consumers’ pain points for any of the ingredients we work with.”

Kolb added that the company has demonstrated its commitment to this B2B4C model. Additionally, it’s focused on delivering consumer health solutions to B2B partners by integrating research, formulations and manufacturing capabilities.

New technology

Delivering customer health solutions means bringing next-level products to market, the company added.

The non-pill category — gummies, powders, liquids and effervescents — has now eclipsed the pill category. However, each format has shortcomings, TSI said.

At this year’s SupplySide West, TSI will showcase its latest technology, FZZR, a delivery form that consumers can either choose to drink, put directly into their mouths or chew like a mini tablet.

Additionally, the company will highlight its Optimized Ingredients, including myHMB. HMB, or β-Hydroxy β-methylbutyric acid, is naturally produced in the body during the metabolism of the essential amino acid leucine, which is found in most sources of protein. The ingredients mimic the ingestion of much higher amounts of leucine, leading to greater muscle protein synthesis. That amount of leucine would be impractical to ingest by consuming whole protein, according to TSI.

Kolb told NutraIngredients-USA​ that research done on myHMB, the company’s branded, nature identical form of the substance, has shown that HMB supplementation can lead to beneficial results.

“To truly innovate, we need to know the end consumer’s health needs as well or better than our customers,” Kolb said. “Our commitment is evident with myHMB. We challenge ourselves to know the muscle health market better than our customers. It’s very important for TSI to know the consumer market and needs so we can help our customers communicate the consumer benefits when you achieve total musculoskeletal health.”

At the show, the company will also demonstrate enfinity paraxanthine, an ingredient distributed exclusively by TSI. The caffeine metabolite functions more “consistently than caffeine, leading to fewer side effects, greater enjoyability, improved mood and a more focused mindset,” the company said in a statement.

The TSI Group will be at booth 5811 at SupplySide West, Oct. 23-27, to discuss its B2B4C business model as well as its latest ingredients.

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