Guia 2021
US-based health and wellness brand GoLive is set to release six new ready-to-mix (RTM) synbiotic blends, each addressing specific health concerns, such as stress levels, sleep quality , hair and skin health. The company utilizes a custom blend of clinically-proven probiotic strains, non-GMO prebiotic soluble fibers and complementary functional ingredients, including amino acids, electrolytes, vitamins and minerals. This move comes as more informed consumers are driving innovation in the pro- and prebiotics space, Tim McKeown, Co-Founder and CEO of GoLive, tells.
“GoLive RTM products are maintained in stasis until the time of consumption. At this point, they are blended, become active and consume the prebiotic, non-GMO soluble fibers in all of our products,” McKeown says.
The company’s RTM products are freeze-dried and packaged in foil sachets to ensure the ingredients remain in stasis until the time of consumption. Once opened and exposed to moisture, the bacteria become active, so that the consumer can ingest the live, efficacious blend of probiotics and prebiotics.
The new GoLive blends are available in both flavored and flavorless offerings. Exclusive to US Whole Foods Market branches, they include:
The wide-ranging health benefits include digestive, metabolic, immune and skin health. The products are also touted as helping to alleviate symptoms associated with stress, performance and inflammation.
Quality control
The majority of products on the market that list “probiotics” on their labels do not contain clinically-tested and clinically-proven live probiotics, McKeown states. “While there is much education that is needed, it is becoming clear that generic probiotics, like Lactobacillus acidophilus are not the same as specific, coded probiotics, such as Lactobacillus acidophilus La-14, which are researched and produced under strict production control.”
Moreover, GoLive’s synbiotic blends do not contain yeast or spores, which allows for probiotic bacteria consumption in a dynamic, live and growing state.
“Many probiotics are yeast-based ferments that contain yeast, spores – consumed by ruminants, not humans – and trace levels of alcohol in which human bacteria will not persist. Others provide a limited number of human-commensurate strains, but all are produced days, weeks or months before consumption, during which time bacteria will die-off,” McKeown further highlights.
Overcoming flavor challenges
The flavored products are formulated to be blended with all non-alcoholic and unheated beverages and foods, McKeown explains. “The flavored products contain soluble fibers – polysaccharides – that one may notice in a low volume of water. However, they are effectively undetectable in any other beverage or food.”
Rather than conducting formal focus group testing, GoLive solicits feedback from many parties before the company concludes flavor profiles and proceeds to production and market introduction.
“Our product development effort includes ongoing formulation trials, including various probiotics, prebiotics, botanicals, minerals, vitamins, as well as flavors. We may choose to trial flavors based on personal preferences, on-trend flavor profiles and requests from individual consumer input,” he notes.
“These new products are the result of a two-year development effort and are reflective of our mission to ensure consumers have access to the highest-quality, most efficacious products,” adds Emily Ellis, Co-Founder and Vice President of Marketing.
What’s next?
Building upon its RTM portfolio, GoLive has planned to introduce is Ready-to-Drink (RTD) beverages line in late 2020, utilizing its patented packaging. According to Innova Market Insights data, over the years 2014 to 2018, RTD sports drinks saw launch numbers increase at a CAGR of 26 percent.
The RTD line will be the first and only beverage line that guarantees live and active, human commensurate probiotics in a liquid format, the company affirms.
