The PricePlow Podcast

Jim McMahon turned 60 in early 2026, and his supplement industry experience now spans nearly four decades. He founded Fit Foods Ltd. (parent of Mutant, PVL, Whey Gourmet, and North Coast Naturals) in 1996 with $13,000 and a newborn at home, and built one of the industry’s most disciplined manufacturing operations: 200,000 square feet in Port Coquitlam, BC, roughly 200 employees, and distribution in 70+ countries. This is his first appearance on the PricePlow Podcast, and he doesn’t hold back. In Episode #215 of the PricePlow Podcast, Jim traces the full arc from introducing whey protein to Canada at the 1993 CHFA trade show to signing the Creapure® trademark agreement two days before Prolab. He explains that Mutant’s internal testing found creatine gummies at 28 times the allowable impurity limit, predicts whey protein prices will roughly double within six months, and breaks down the Canadian NHP regulatory system from the inside. Jim also teases a novel pre-workout stimulant nobody has used in sport, Mitchell Hooper‘s upcoming “Stronger” signature line, and a protein extension partnership with Dr. Daniel Traylor of DePaul University. This is a good one — subscribe to the PricePlow Podcast on your favorite platform and sign up for Mutant news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/jim-mcmahon-mutant-215 Video: Jim McMahon on 40 Years, Creatine Gummy Quality, and the Whey Protein Avalanche https://www.youtube.com/watch?v=9zUsvh5PlrQ Detailed Show Notes: Jim McMahon, Founder and CEO of Fit Foods / Mutant (0:00) – Introductions (3:15) – First to Market: Whey Protein and Creapure in Canada (11:30) – Founding PVL with $13K, a Newborn, and No Room to Fail (16:30) – The Mutant Mass Origin Story (19:00) – Rich Piana, Big Ron Partlow, and What Mutant Really Sells (31:00) – COVID Lessons and “Happier Lives Through Healthier Living” (33:30) – Why Mutant Won’t Make Creatine Gummies Yet (40:30) – Canadian Supplement Regulation: The NHP System (49:00) – MPL, FDA Reform, and the Case for a Clear Innovation Pipeline (53:15) – Ingredient Science, Creatine Impurities, and the Zero-Sum Fallacy (59:15) – EAAs, Intra-Workouts, and the Shawn Clarida Project (1:02:15) – Inside Mutant’s 200,000-Square-Foot Operation (1:06:30) – The 2009 MusclePharm Near-Insolvency and Why Mutant Went Inward (1:11:00) – Supply Chain Discipline: 97% Fill Rates and a Distribution-First Model (1:17:00) – Quality Over Trends: The Mutant Philosophy on Innovation (1:18:30) – The Whey Protein Price Avalanche (1:28:45) – The Investor Deal: Protecting 200 Teammates and Planning for Continuity (1:37:45) – Title Sponsor for Eight Years: The Arnold Classic and the Camaraderie Mission (1:39:45) – What Does PVL Stand For? (And Teasing What’s Next) (1:42:30) – Mitchell Hooper’s “Stronger” Signature Line (1:47:30) – The Protein Extension Project: Shawn Clarida, Dr. Daniel Traylor, and What Comes After the Avalanche Where to Follow and Learn More Connect with Jim McMahon and Mutant / Fit Foods LinkedIn: Jim McMahon … Read more on the PricePlow Blog

For the second year running, PricePlow took the main stage at SupplySide Connect New Jersey with a live panel podcast. Episode #213 of the PricePlow Podcast brings you that roundtable in full, recorded live in 2026 with three of the most plugged-in editorial voices in the supplement and functional food space: Cassie Smith (Senior Director of Editorial Content, SupplySide), Heather Carter (Associate Editor, SupplySide Food & Beverage Journal), and Devon Gholam (Editor, SupplySide Supplement Journal and food scientist), while Ben hosts from the PricePlow side. The agenda they agreed on: protein, peptides, and fiber. From there, the conversation branches into GLP-1’s downstream effects on the dairy supply chain, the creatine stability arms race in RTDs and gummies, a debate on Mandatory Product Listing vs. DSHEA 2.0, delivery forms on the edge of legality, and frank takes on CBD, THC beverages, and where functional mushrooms are heading. If you caught Episode #164 from SupplySide Connect NJ 2025, this is the 2026 follow-up. Subscribe to the PricePlow Podcast on your favorite platform and sign up for alerts before diving in. https://blog.priceplow.com/podcast/supplyside-connect-nj-213 Video: Hot Takes & Fresh Finds – The Live Industry Breakdown at SupplySide Connect NJ 2026 https://www.youtube.com/watch?v=WCjUOg5Y8d4 Detailed Show Notes: Cassie Smith, Heather Carter & Devon Gholam at SupplySide Connect NJ 2026 (0:00) – Introductions and Live Show Setup (2:30) – Protein Is Everywhere (7:30) – Protein Science: Isolates, Hydrolysates, and Alternatives (14:00) – GLP-1’s Ripple Effect on Dairy and the Supply Chain (17:30) – Peptides: Two Very Different Conversations (22:30) – GLP-1 Support and the Post-Discontinuation Window (34:15) – Fiber Maxing: Beyond Digestive Health (42:30) – Take It, Try It, Trash It: Industry Hot Takes (47:00) – Mandatory Product Listing vs. DSHEA 2.0 (53:45) – Creatine in Beverages, Gummies, and the Stability Race (58:15) – CBD, THC, Functional Mushrooms, and Industry Scope (1:04:00) – Closing Remarks Where to Follow and Learn More Connect with the Panel Cassie Smith on LinkedIn – Senior Director of Editorial Content, SupplySide Heather Carter on LinkedIn – Associate Editor, SupplySide Food & Beverage Journal Devon Gholam on LinkedIn – Editor, SupplySide Supplement Journal Ben Kane on LinkedIn – PricePlow SupplySide / Informa Markets SupplySide Network SupplySide Connect New Jersey SupplySide on LinkedIn SupplySide Supplement Journal Informa Markets on PricePlow Previous Episodes … Read more on the PricePlow Blog

Robert “Robik” Samborsky, founder of Apollon Nutrition and owner of the legendary Apollon Gym in Edison, New Jersey, has been one of the most authentic voices in the hardcore supplement space for over a decade. Most fans know the products. Fewer know the man behind them. Episode #211 of the PricePlow Podcast fixes that. Robik traces his full origin story from Soviet-era western Ukraine through Israel, South Africa, and New York, covering Lee Strasberg Theatre acting school, a decade of competitive Muay Thai including a title fight at Bangla Stadium in Thailand, and a gym purchase made with maxed-out credit cards. From there, the conversation moves through Apollon Nutrition’s founding while working with NutraBio’s Mark Glazier to utilize their manufacturing, then gets into the brand’s formulation philosophy (clinical-plus dosing, full label transparency, no kitchen sinks), and a full walkthrough of the current product lineup. Robik also drops the first public spoiler for Hooligan V8 and outlines everything Apollon has planned for 2026. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Apollon Nutrition alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/robert-samborsky-apollon-nutrition-211 Video: Robik Samborsky on Apollon Nutrition, Hooligan V8, and the 2026 Product Roadmap https://www.youtube.com/watch?v=OkRqoD6iqi8 Detailed Show Notes: Robik Samborsky on Apollon Nutrition’s Origin, Philosophy, and 2026 Plans (0:00) – Introductions (2:30) – Growing Up in Soviet Ukraine (5:00) – A Humanitarian Trip to Ukraine in 2022 (7:30) – America, Lee Strasberg, and a Fitness Pivot (10:00) – NPC Judging and the Road to Muay Thai (12:30) – Fighting in Thailand: Bangla Stadium (13:30) – How Robik Became Owner of Apollon Gym (18:00) – Marina: Competitor, PharmD, and Co-Architect of Apollon’s Health Line (22:15) – Apollon Nutrition is Born (29:30) – 50/50 Formula-X and the Genesis of Hooligan (32:15) – The 600mg Controversy and a 700mg Spite Version (34:15) – The Science of High-Dose Caffeine and the 20/40 Serving Model (42:00) – What “Hardcore Premium” Actually Means (50:00) – The F*** Mediocre Story: 4,200mg NO3-T and Ron Kramer (53:15) – Formulation: Clinical-Plus Dosing and Who Robik Trusts (54:30) – Margins, D2C Growth, and International Markets (1:01:00) – Content Creators and Marketing Evolution (1:04:00) – The NutraBio Manufacturing Origin: 50 Units at $18 Each (1:07:15) – The Six-Egg Rule: Dosing Philosophy in Practice (1:13:30) – Hooligan’s Two-Year Refresh Cycle and the Theobromine Revelation (1:17:00) – Hooligan vs. Assassin: Two Different Experiences (1:22:30) – Robik’s Personal Daily Stack (1:25:00) – Sharp Coffee and Slept-On Products (1:29:15) – GlucoVantage and the Case for Standalone Simplicity (1:31:45) – Casanova: From Limited Edition to Permanent Lineup (1:34:15) – 2026 Product Roadmap Where to Follow and Learn More Connect with Robik Samborsky and Apollon Nutrition … Read more on the PricePlow Blog

Most supplement users have owned a shaker bottle, but very few have thought much about what separates a good one from a bad one. Episode #209 of the PricePlow Podcast changes that. Recorded live at the 2026 Arnold Sports Festival, Ben Kane and Spencer Lynn sit down with Darren Thompson, co-founder of PerfectShaker. This episode pulls back the curtain on one of the supplement industry’s most overlooked categories. Darren and business partner Mark started PerfectShaker in 2009, and over 15-plus years have built it into a full-service custom shaker brand used by Bucked Up, Redcon1, and hundreds of others. From injection molding in China, Hungary, and the USA to DC and Marvel licensing deals, to laser-etched stainless steel and a forthcoming aluminum shaker built for the RTD era, this conversation goes places most supplement media doesn’t. The episode also covers trade show drayage, COVID survival, the Action Rod patent, and why a shaker bottle with your name on it psychologically hits differently than one without. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Perfect Shaker news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/darren-thompson-perfectshaker-209 Video: Inside PerfectShaker – Supply Chains, Superheroes, and Custom Shaker Innovation https://www.youtube.com/watch?v=iwsmQW-8cnQ Detailed Show Notes: Darren Thompson of PerfectShaker at the 2026 Arnold Sports Festival (0:00) – Introductions (7:15) – The PerfectShaker Origin Story (9:00) – Licensing Superheroes: A Six-Figure Bet on DC and Marvel (10:45) – The Action Rod and Customer-Led Innovation (12:30) – Injection Molding 101: How Shaker Bottles Are Made (16:00) – Quality, Durability, and Owning Mistakes (17:30) – Printing Methods and Color Science (19:30) – Manufacturing Locations: China, the USA, and Hungary (22:00) – Sustainability: Ocean Plastic and Material Innovation (24:30) – Trade Show Hustle and the Drayage Racket (27:00) – COVID, Bucked Up, and Small Business Survival (32:45) – Custom Metal Shakers and the PricePlow Partnership (35:00) – Laser Etching, Powder Coating, and Water Dipping (37:00) – Personalization at Scale (39:30) – All-In on Stainless Steel: MOQs, Risk, and Pre-Selling (41:00) – Breakthrough Moments and Why the Industry Matters (45:30) – Sports and Entertainment Licensing (49:00) – The PricePlow Origin Story and Bevlab (57:30) – Creating Content and Handling Online Criticism (1:01:30) – What’s Next: Aluminum Shakers and the RTD Convergence (1:04:15) – The $1.2B Shaker Bottle Market and the RTD Future (1:07:30) – Closing Thoughts Where to Follow and Learn More Connect with Darren Thompson and PerfectShaker LinkedIn: Darren Thompson Instagram: @PerfectShaker LinkedIn: PerfectShaker … Read more on the PricePlow Blog

Episode #207 of the PricePlow Podcast brings together Keely Johnson, VP of Sales and Marketing at Arjuna Natural, and Dr. Jessie Cavanaugh of Nutraceuticals Research Institute for a deep dive into cortisol science and ashwagandha research methodology. Jessie, a Harvard Medical School Clinical Scholars Training Program alumna, just completed what she describes as the first botanical study ever to use timestamped cortisol awakening response (CAR) measurements. The subject: Shoden ashwagandha at 60mg, in a three-arm trial with Shoden, Shoden-R, and placebo. Also joining for her podcast debut is Victoria Johnson, registered nurse and familiar face from the PricePlow Instagram channel, who brings a hands-on clinical angle to the conversation. The episode covers what separates quality nutraceutical research from noise, why cortisol balance matters far more than cortisol suppression, and where Shoden is headed: into beverages, pre-workouts, and potentially women’s multivitamins. If you caught Keely on Episode #171 covering the Shoden revolution, this is the scientific sequel. Before diving in, subscribe to the PricePlow Podcast on your favorite platform and sign up for Arjuna Natural news alerts on PricePlow so you’ll know the moment the CAR study publishes. https://blog.priceplow.com/podcast/cortisol-awakening-response-shoden-207 Video: Shoden Cortisol Awakening Response Research with Jessie Cavanaugh https://www.youtube.com/watch?v=vEDJdOv4B14 Detailed Show Notes: Keely Johnson, Jessie Cavanaugh, and Victoria Johnson on Cortisol, Stress, and Shoden (0:00) – Introductions (1:45) – Jessie Cavanaugh’s Background (3:00) – What Makes Good Nutraceutical Research (5:30) – Recruiting the Right Study Population (7:00) – Acute vs. Chronic Stress (11:15) – Cortisol: Beyond “The Stress Hormone” (13:45) – The Cortisol Awakening Response (18:00) – Study Protocol & Lifestyle Controls (20:00) – The Three-Arm Shoden Study (23:30) – Decentralized Studies & Participant Compliance (27:15) – Study Outcomes & the Blunted Cortisol Surge (31:00) – Formulating with Shoden: Beyond Calm (34:00) – Shoden-R in Functional Beverages (37:00) – Cortisol Balance, Testosterone & Consistency (40:30) – Sleep Hygiene, Shift Work & Daily Habits (44:30) – What’s Next: Menopause Research, Publication & The Book Where to Follow and Learn More Connect with the Guests LinkedIn: Keely Johnson – VP of Sales and Marketing, Arjuna Natural LinkedIn: Jessie Cavanaugh – Founder, Nutraceuticals Research Institute Instagram: @primovictoria_rn – Victoria Johnson, RN and PricePlow Instagram team Arjuna Natural Nutraceuticals Research Institute PricePlow Resources …… Read more on the PricePlow Blog

Tom Reilly, president of VMI Sports, brings a perspective from all over the industry, and he’s got a lot of educational things to say. Two decades spent at GNC, then in natural food distribution at UNFI, and eventually as a purchasing director and director at Lone Star Distribution gave him an unusually complete map of how supplements actually move through the market. VMI grew out of that experience, launched as a house brand for Lone Star in 2012 before Tom took it full time in late 2015, and has been grinding ever since — bootstrapped, profitable, and growing every single year. In Episode #205 of the PricePlow Podcast, Mike and Ben sit down with Tom to cover the full arc: how VMI got started, what distribution taught him that brand founders usually learn the hard way, the evolution from specialty sports nutrition into grocery chains, the K-XR pre-workout legacy, the PEZ collaboration strategy, and some genuinely exciting teases for what’s coming in 2026, including two canned beverages that are neither energy drinks nor protein sodas. This is a good one, and Tom’s willingness to mentor others shines through, as we learned a lot in this one – and we guarantee you will too. Subscribe to the PricePlow Podcast on your favorite platform and sign up for VMI Sports news alerts before diving in — you won’t want to miss those can reveals when they drop. https://blog.priceplow.com/podcast/tom-reilly-vmi-sports-205 Video: Tom Reilly of VMI Sports on Distribution, Grocery, PEZ, and What’s Next https://www.youtube.com/watch?v=nIkHJOngDPk Detailed Show Notes: Tom Reilly and VMI Sports (0:00) – Introductions (0:30) – Tom’s Background: GNC, UNFI, and Lone Star (3:00) – Building VMI from Within Lone Star (7:45) – Going Full Time: The 2015 Pivot (10:30) – Business Wisdom from Distribution (13:00) – Consumer Education and Supply Chain Reality (18:00) – Vision Meets Innovation: The VMI Name (23:15) – K-XR: Origins and the Miami Vice Flavor (25:00) – K-XR: Three Caffeines, Grocery, and the High-Stim Formula That Works (30:15) – Winning on the Grocery Shelf (33:30) – Packaging Evolution and the PEZ Aesthetic (36:00) – More on the PEZ Collaboration (41:15) – Pump & Flow: The Sleeper Hit with Hydronox (44:00) – Protolyte: Ahead of the Hydration Curve (47:30) – Acquisition, Retention, and Brand Philosophy (52:00) – Staying Independent: VMI’s Long Game (54:30) – Two Canned Beverages Coming in 2026 (57:30) – K-XR RTD and the Beverage Category Landscape (1:01:30) – Distribution Realities of Canned Beverage (1:05:00) – Wrap-Up and What’s Next Where to Follow and Learn More Connect with Tom Reilly and VMI Sports LinkedIn: Thomas Reilly LinkedIn: VMI Sports Instagram: @tom_vmisports (Tom Reilly) Instagram: @vmisports (VMI Sports) VMI Sports Website VMI Sports on PricePlo… Read more on the PricePlow Blog

What happens when a supplement company built on pharmaceutical-grade testing standards gets raided by federal agents? In Part 1 of our two-part series with Nootropics Depot, founder Paul Eftang and Director of Business Development Matt Harrier take us through their origin story, the harrowing 2021 FDA raid that changed everything, and why regulatory inconsistencies leave consumers more vulnerable than protected. Paul started on Reddit’s r/Nootropics community, calling out mislabeled supplements that sent people to hospitals. When donations to test products revealed widespread fraud across the industry, he founded Ceretropic (later acquiring Nootropics Depot) to prove quality control was possible. Matt was part of the original Nootropics Depot team, and they united by their shared priority: making sure what’s on the label is actually in the bottle. But their commitment to transparency and pharmaceutical-grade testing made them a target. In 2021, while Paul was out of the office, armed agents raided their facilities — not for safety violations, but for technical regulatory interpretations around compounds like racetams. The agents complimented their equipment and testing standards even as they seized products. Two years and significant legal costs later, a deferred prosecution agreement required destroying inventory and paying fines, but no criminal charges stuck. This episode reveals uncomfortable truths about FDA enforcement: selective raids while warning letters go to others, funding through civil asset forfeiture, and regulatory ambiguity that punishes good actors while bad actors continue unchallenged. It’s the backstory that shaped why Nootropics Depot now operates pharmaceutical-grade supplement testing lab that most supplement brands wouldn’t even recognize. Be sure to subscribe to the PricePlow Podcast on your favorite platform and sign up for Nootropics Depot news alerts before we dive into this revealing conversation. https://blog.priceplow.com/podcast/nootropics-depot-fda-raid-203 Video: The FDA Raid That Changed Everything – Paul Eftang & Matt Harrier of Nootropics Depot https://www.youtube.com/watch?v=gSZIlbPsT7c Detailed Show Notes: Inside Nootropics Depot’s Origin, Raid, and Fight for Consumer Protection (0:00) – Introductions and Welcome (2:15) – The Reddit Origins: When Fake Supplements Sent People to Hospitals (7:45) – Matt Joins: From Nootropics Depot’s First Incarnation to the Team (13:15) – The Pivot Point: From Synthetic Nootropics to Natural Ingredients (20:20) – The Regulatory Gray Zone: Why Racetams Attracted Attention (25:30) – 2018: Scaling Back and Hoping for Clarity (34:30) – The 2021 Raid: Guns Drawn at a Quality-Focused Facility (45:45) – The Investigation: When Good Faith Meets Civil Asset Forfeiture (1:01:15) – The Resolution: Deferred Prosecution and Its Costs (1:15:30) – Strict Liability: Why Testing Doesn’t Protect You (1:28:45) – Civil Asset Forfeiture: The Funding Model That Warps Enforcement (1:33:00) – The NMN Situation: Regulatory Ambiguity by Design (1:38:25) – Chevron Doctrine and Regulatory Authority (1:40:50) – DSHEA and the Third Classification Debate (1:44:15) – The Implementation Problem: When Regulations Fail Consumers (1:49:15) – The Emotional Toll: Why Paul Can’t … Read more on the PricePlow Blog

Welcome back to Episode #201 of the PricePlow Podcast! We’re thrilled to be joined by Brooks Thomas, Chief Marketing Officer at Louisville Brands, and Nate Frazier, Founder and CEO of Red Knot Capital and Managing Partner at Gym Snack. Long-time listeners will remember Nate from Episode #098 when he was COO at GNC. Today, he’s back to discuss an exciting new venture that’s filling a massive gap in the protein snack market. Gym Snack: Deliciously Savory High-Protein Snacks Gym Snack is tackling a problem many of us face: protein fatigue. The market is saturated with sweet, chewy bars and gummies, but where are the savory options? Brooks and Nate have created a crunchy, plant-based snack delivering 30 grams of protein per bag with clean ingredients and zero seed oils. Using pea protein as the foundation, they’ve launched three distinct flavors that satisfy both taste and macro goals. The discussion covers everything from manufacturing excellence and vegan certification to the impact of GLP-1 agonists on protein absorption and the critical importance of authenticity in today’s crowded supplement market. Subscribe to the PricePlow Podcast on your favorite platform, and sign up for Gym Snack news alerts before diving into this exciting conversation! https://blog.priceplow.com/podcast/gym-snack-201 Video: Savory Protein Snacks That Actually Deliver https://www.youtube.com/watch?v=hHw8X0eeb5g Detailed Show Notes: Brooks Thomas & Nate Frazier on Gym Snack’s Mission (0:00) – Introductions and Welcome (1:30) – Brooks’ Background and Louisville Brands’ Foundation (2:00) – What Makes Gym Snack Different (4:45) – Nate’s Vision and Industry Perspective (5:00) – The Problem Statement: Where Are the Savory Snacks? (7:00) – Development Journey: From Soy to Pea Protein (9:00) – Three Flavors: Jalapeno Cheddar, Cheddar, and Everything Bagel (9:45) – Manufacturing Excellence and Certifications (10:00) – Nutritional Profile: 30 Grams of Protein, 160-170 Calories Per Serving (12:00) – Clean Ingredient Philosophy: Real Food, Olive Oil, No Seed Oils (18:00) – Protein Fatigue and Market Saturation (25:00) – GLP-1 Agonists and Protein Absorption (35:00) – Authenticity in Branding and Competitive Differentiation (42:00) – Distribution Strategy and Pantry Program (50:00) – Future Flavor Innovation and Collaboration (1:00:00) – The Louisville Manufacturing Advantage (1:09:00) – Where to Sample and Purchase (1:10:00) – Where to Follow and Connect Where to Find Brooks Thomas, Nate Frazier, and Gym Snack Brooks Thomas on LinkedIn Nate Frazier on LinkedIn and Instagram Louisville Brands on LinkedIn Gym Snack on LinkedIn and Instagram Learn more about Gym Snack…… Read more on the PricePlow Blog

Welcome back to Episode #199 of the PricePlow Podcast! Today we’re diving deep into the science and innovation behind functional proteins with Brad Meyers, VP of Functional Proteins and Snacking at Glanbia. This conversation explores how the supplement and functional foods industry is evolving to meet growing consumer demands for higher protein, lower sugar products that actually taste good, all while navigating the rapid market transformation driven by GLP-1 medications and changing lifestyles. Brad brings over 20 years of food ingredients experience to the table, including a fascinating background in sweeteners and natural ingredients before specializing in proteins. In this episode, we explore the food science fundamentals that make or break protein-fortified products, from understanding Maillard browning reactions to solving the infamous protein bar hardness problem. We also get an inside look at Glanbia’s extensive applications lab capabilities, including their OvenPro platform specifically designed for high-protein baked goods, and discuss innovative future product concepts that could reshape on-the-go protein consumption. Subscribe to the PricePlow Podcast on your favorite platform, and sign up for Glanbia news alerts below before we dive in! https://blog.priceplow.com/podcast/glanbia-functional-proteins-199 Video: Functional Protein Innovation with Brad Meyers from Glanbia https://www.youtube.com/watch?v=VcE2kcUwyfQ Detailed Show Notes: Brad Meyers Breaks Down the Science Behind Better-For-You Functional Foods (0:00) – Introduction and Brad’s Background in Food Science (4:45) – Career Versatility and Food Science Opportunities (6:00) – Market Evolution: From Sports Nutrition to Lifestyle Nutrition (8:00) – The GLP-1 Effect: Supercharging Consumer Interest in Protein (9:45) – Taste is King: Consumer Research Across Categories (11:45) – From Theory to Practice: Why Sugar Does More Than Sweeten (14:00) – Food Engineering Fundamentals: Mass Balance in Formulation (15:15) – Food Chemistry 101: Browning Reactions and Protein Behavior (17:30) – Protein’s Impact on Texture: The Moisture and Chewiness Challenge (19:30) – The Protein Bar Hardness Problem: Choosing the Right Proteins (22:45) – Consumer Demands: More Protein, Less Sugar, Better Taste (27:45) – Protein as a Health Signal: Consumer Perception Research (29:00) – Market Gaps: White Space for Innovation (35:00) – OvenPro Platform: Purpose-Built Proteins for Baked Goods (37:00) – Glanbia’s Unique Approach: Deep Applications Expertise (38:45) – The Development Ecosystem: Ingredients, Brands, and Co-Manufacturers (40:45) – Beyond Protein: Full-Service Applications Support (43:45) – Speed to Market: From Concept to Finished Product in 48 Hours (45:45) – Protein Supply Realities: No Shortage on the Horizon (47:45) – Dairy vs. Plant Proteins: Applying Expertise Across Sources (50:15) – OvenPro and Wheat: Flour Replacement vs. Fortification (51:30) – Future Product Concepts: The Frozen Protein Pouch Idea (53:45) – Technical Requirements for Pouch Manufacturing (56:45) – GLP-1 Consumer Segmentation: Not a Monolithic Group (1:00:15) – Market Size and Growth Projections for … Read more on the PricePlow Blog

Welcome back to Episode #197 of the PricePlow Podcast, where we take you inside Helaina’s Manhattan research and development facility for an in-depth conversation with CEO Laura Katz and Pamela Besada-Lombana (Pam), Director of Early R&D. After our initial online episode with Laura back in June, we traveled to New York to experience firsthand the groundbreaking precision fermentation work happening in the heart of Midtown Manhattan. This episode reveals the sophisticated science, collaborative culture, and clinical validation driving effera® lactoferrin from a novel ingredient to an industry-changing reality. In this conversation, Pam takes us deep into the yeast engineering process that makes effera possible, explaining how her team designs, builds, and optimizes microbial factories to produce human-equivalent lactoferrin more efficiently with each iteration. Laura shares recent clinical breakthroughs, including the landmark alloimmunization study that proved effera triggers no immune response while bovine lactoferrin does, along with emerging data on gut permeability and microbiome health. The discussion also explores Helaina’s empathy-driven culture, their data infrastructure capturing 170 million rows of metabolic information, and how they’re attracting innovative brands that value genuine science and transparency. This episode complements our earlier conversation with Helaina’s Dan DeMarino and Anthony Clark from the same New York trip. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Helaina news alerts before diving in. https://blog.priceplow.com/podcast/helaina-laura-katz-pamela-lombana-197 Video: Inside Helaina’s Manhattan Lab with Laura Katz and Pam Besada-Lombana https://www.youtube.com/watch?v=4LWUrgTkF98 Detailed Show Notes: The Science and Strategy Behind effera® Lactoferrin (0:00) – Welcome to Helaina’s Manhattan Research Facility (2:00) – Pam’s Background in Yeast Engineering (3:30) – The Product Stays the Same, Production Gets Better (5:30) – Reprogramming Yeast: Fighting 5,000 Genes (8:00) – Understanding Non-Conventional Yeast Metabolism (14:30) – Scaling the Innovation: 300 Edits Every Five Weeks (18:00) – Capturing 170 Million Rows of Data (19:00) – The Design-Build-Assess-Learn Cycle (23:00) – From Small-Scale Screening to Commercial Production (28:00) – A Decade of Precision Fermentation Expertise (32:00) – Pam’s Journey to Helaina (36:40) – Recent Clinical Data and Product Launches (37:40) – Empathy as a Core Value (40:00) – The Story Behind Helaina’s Wall of Women (41:00) – The Landmark Alloimmunization Study (44:00) – The Friday Evening Result (45:00) – Taking the Risk on Comparative Clinical Research (46:00) – Lab Space Constraints and Mindful Growth (47:45) – Building the Data Science Team (50:10) – AI-Assisted Hypothesis Generation (50:50) – The Data Behind the Platform (51:50) – Explaining Lactoferrin to a Friend (53:00) – The Ethics of Bovine Colostrum (54:00) – Closing:… Read more on the PricePlow Blog

Two of the supplement industry’s rising content creators join the PricePlow Podcast for Episode #195, recorded live from NNB Nutrition’s massive booth at SupplySide Global 2025. Lucas Kaelin (@WhatsUpWithLucas) and Konlan James (KJ from V1 Nutra) sit down with Mike and Ben to discuss the realities of building an audience in the supplement space, from navigating criticism to battling imposter syndrome. The conversation takes an unexpected turn into the regulatory gray area surrounding supplement pouches, exploring why the FDA needs to provide clarification before the industry gets blindsided. As content creators who ask tough questions, Lucas and KJ offer candid perspectives on what it means to be “chronically online” while building legitimate businesses. This episode is essential listening for anyone interested in the future of supplement content creation and the challenges facing the next generation of industry voices. https://blog.priceplow.com/podcast/konlan-james-lucas-kaelin-195 Video: Lucas Kaelin & Konlan James Talk Content Creation at SupplySide Global https://www.youtube.com/watch?v=pnmN1Pxk4lY Detailed Show Notes: Content Creator Challenges with Lucas Kaelin & KJ (0:00) – Introductions and SupplySide Experience (1:30) – Getting Recognized at Industry Events (4:15) – Product Development Timelines (5:15) – The Pouch Regulatory Gray Area (7:00) – Pouches: The FDA Compliance Concern (9:15) – Unknown Ingredients and Safety Concerns (11:45) – Unknown Absorption Rates (13:45) – Call for FDA Clarification on Non-Nicotine Pouches (16:15) – Asking the Hard Questions (18:00) – Social Media Criticism and Body Image (19:45) – The Deep Dive Credibility Challenge (21:00) – Ben’s Viral TikTok Story (22:45) – The Venom Symbiote of Viral Content (23:30) – Low Quality Wins on TikTok (24:45) – When Does This End? (25:45) – Age Reveal and Long-Term Planning (28:15) – Trends Move Faster Than Ever (28:45) – The Consumption-Creation Balance (30:45) – Longest Break from Social Media (32:30) – Honeymoon Posting Struggles (33:15) – Digital Property and Feeling Like a Speck (37:15) – You’re Not Just a Speck (39:15) – Imposter Syndrome is Real (40:30) – The Vitamin Shoppe Moment (41:30) – Working From Home Challenges (42:45) – Recording Around Significant Others (43:45) – Texas vs. Michigan (44:45) – Tangent: Mike’s Hair Care Routine (46:45) – Lucas’s Favorite SupplySide Moment (47:45) – Closing and Where to Follow Where to Find Lucas Kaelin, Konlan James, and V1 Nutra Lucas Kaelin LinkedIn: https://www.linkedin.com/in/lucaskaelin/ Lucas Kaelin Instagram: https://www.instagram.com/whatsuppwithlucas Konlan James LinkedIn: https://www.linkedin.com/in/konlanpaul/ Konlan James Instagram: https://www.instagram.com/konlan.james/ V1 Nutra on PricePlow:… Read more on the PricePlow Blog

The supplement certification landscape is evolving, and Episode #193 of the PricePlow Podcast brings you to the forefront of this transformation. We sit down with Lori Bestervelt, Ph.D., and Thane Campbell from TruShieldâ„¢ Certified, a new certification service that’s challenging the status quo by focusing exclusively on comprehensive banned substance testing. With Lori’s 22 years creating industry standards at NSF International (including the foundational NSF 173 standard) and Thane’s expertise from SMRTL (one of only two WADA-experienced anti-doping laboratories in the United States), they’re introducing a certification approach that tests for well over 400 prohibited substances, including entire drug classes like glucocorticoids and HIF stabilizers that other programs overlook. TruShieldâ„¢ Certified: Finished Product Drug-Testing from an Elite Lab Unlike traditional bundled certification programs that require brands to repeat testing across multiple areas they may already have covered, TruShield takes a streamlined approach by focusing solely on what athletes and tested individuals need most: certainty that their supplements are free from banned substances. The conversation explores the evolution of performance-enhancing substances from prohormones to SARMs to peptides, the challenges of cross-contamination in manufacturing, and why the certification industry hasn’t kept pace with modern supply chain realities. Whether you’re a brand looking to protect athletes or a consumer wanting transparency about what’s in your supplements, this episode delivers critical insights into the future of supplement safety. Subscribe to the PricePlow Podcast on your favorite platform and sign up for TruShield Certified news alerts on PricePlow before we dive into the details! https://blog.priceplow.com/podcast/trushield-certified-193 Video: Introducing TruShieldâ„¢ Certified with Lori Bestervelt and Thane Campbell https://www.youtube.com/watch?v=G-m-QHg6nDk Detailed Show Notes: TruShieldâ„¢ Certified’s Approach to Banned Substance Testing (0:00) – Introductions and Background (3:00) – The Problem with Bundled Certification Services (5:00) – Industry Evolution and Current Gaps (7:00) – Thane’s Background and SMRTL’s Role (9:00) – The Evolution of Banned Substances (11:00) – Consumer Safety and Informed Decisions (15:00) – Testing Methodology and Laboratory Capabilities (20:30) – The Lot-by-Lot Certification Process (25:45) – Cross-Contamination Challenges in Manufacturing (32:15) – Cost Considerations and Accessibility (35:30) – Early Adopters: CON-CRÄ’T, RedLeaf Biologics, and Vireo (40:45) – International Expansion and Geographic Availability (47:15) – League Endorsements and Adoption (53:00) – The Competitive Landscape (58:45) – Manufacturing Partnerships and Supply Chain Transparency (1:04:30) – Future Trends and Emerging Substances (1:09:15) – The Caffeine Question and WADA Regulations (1:13:45) – Partnership with Eurofins and Closing Thoughts Where to Follow Lori B… Read more on the PricePlow Blog

For Episode #191 of the PricePlow Podcast, we explore one of the most interesting and scientifically-rigorous appetite control stories we’ve encountered on the podcast yet. Mike sits down with Sarah Kennedy, founder and CEO of Calocurb, and Dr. Edward Walker, the lead scientist behind the development of Amarasate®, the natural hop extract at the heart of Calocurb’s formula. This isn’t your typical supplement origin story. Instead of a garage startup or bodybuilding brand, Calocurb emerged from a $20 million New Zealand government research grant specifically designed to develop a plant-based obesity treatment. Calocurb: From New Zealand Science to Commercial Reality Dr. Walker takes us through the fascinating scientific journey that began in 2009, when the New Zealand government funded research to find better alternatives to weight loss drugs. His team screened over 1,000 plant compounds, searching for those that could trigger the release of appetite-suppressing hormones. After years of research, including two years spent collecting intestinal biopsies from hospital patients, they identified a specific New Zealand hop variety that produces remarkable results. The clinical data shows Amarasate® increases GLP-1 and CCK levels sixfold over baseline, reduces hunger by 30%, decreases cravings by 40%, and cuts caloric intake by 18%. Sarah Kennedy licensed the technology in 2017 and launched Calocurb in 2018, years before the GLP-1 injectable phenomenon made appetite control a household topic. Today, Calocurb is positioned as a natural GLP-1 activator that works three ways: as a standalone appetite suppressant, as an adjunct to reduce injectable dosages and side effects, and critically, as post-cycle therapy to prevent the rebound weight gain that occurs when people stop taking GLP-1 drugs. With new clinical trial results expected from a 150-patient, six-month study, Calocurb represents a potent bridge between traditional supplements and pharmaceutical interventions in the weight management space. https://blog.priceplow.com/podcast/calocurb-191 Video: Calocurb: Natural GLP-1 Activation Through Bitter Hops Science https://www.youtube.com/watch?v=c17t11gwlNc Detailed Show Notes: Sarah Kennedy and Dr. Edward Walker on Calocurb® and Amarasate® (0:00) – Introductions: A Different Kind of Supplement Story (1:00) – Dr. Walker’s Background: From Berry Compounds to Gut Science (3:00) – The New Zealand Government Grant: $20 Million to Solve Obesity (5:50) – How New Zealand Funds Primary Research (7:15) – The Government-to-Commercial Pathway (10:35) – The Pre-Ozempic Marketing Challenge (13:00) – The Timeline of GLP-1 Knowledge: 2009 vs. Today (15:45) – The “Bitter Brake” Theory: Location Matters (17:10) – Two Years in Hospital Waiting Rooms Collecting Biopsies (20:20) – Bitter Taste Receptors Throughout the Gut (22:30) – Why Plants and Humans Evolved This Way (24:15) – Why Bitter Detection in the Small Intestine? (26:15) – Were CCK and GLP-1 Well-Known in 2009? (27:45) – Screening 1,000 Plant Compounds: The Lab Work (29:45) – The Four Finalists (and Why Three Failed) (30:45) – Why Hops Won: Safety, Stability, and Supply Chain (33:30) – The Advantage of Industry-Aware Research (35:30) – … Read more on the PricePlow Blog