Backed by eight years of proprietary genetic and epigenetic research, the Muhdo AI Scientific Intelligence Expert (MAISIE) provides the brand’s newly developed app users with an on-call general practitioner, nutritionist, fitness trainer and lifestyle coach in their pocket.
The assistant combines genetics, lifestyle, environment and real-time data to give users personalized answers, guidance and a complete “big picture” view of their health and well-being.
“You ask her a question and she gives you a response based on your epigenetic results in a matter of seconds, it’s amazing,” James Brown, the company’s founder and director, told NutraIngredients.
While some biohackers might enjoy ‘geeking out’ on pouring over all their health data, Brown noted that the majority are time poor and need quick on-the-spot advice.
“Historically, I’ve spent hours going through clients’ health data and spent around an hour with each client giving them their results,” he said. “Now, MAISIE can go through the data in a matter of seconds and provide the information as and when the client needs it.”
“I know a lot of companies are working to try to create something like this. It really is a game changer,” he added.
Muhdohub range
After years of analyzing data from nearly 70,000 individuals and providing lifestyle and nutrition advice, the brand entered the supplement space with a precision-formulated nutrient range, Muhdohub, earlier this year.
After receiving thousands of saliva and blood work readings from around the world, he and his team used AI to identify the most common deficiencies and inefficiencies, streamlining processing and interpretation to create a new range of longevity supplements.
The range of six supplements—a longevity formulation called Timeless, as well as individual vitamin D, magnesium, vitamin B, omega-3 and selenium supplements—is specifically designed to target the hallmarks of aging.
The best sellers so far have been the Timeless formulation, the magnesium and the omega-3.
Customer reviews have indicated particular excitement around the magnesium SKU.
“People are saying they’re suddenly able to get and stay asleep for the first time in years,” Brown said. “It really has been incredible.”
He noted that emerging science supports the benefits of selenium for longevity—something he has been witnessing through the health data for some years.
“Recent research found low levels of selenium biomarkers are associated with accelerated biological aging, measured through epigenetic clocks," he said.
“People often forget about the trace minerals, but its so important. Selenium is crucial for the function of a group of genes labelled GPX genes, particularly GPX1, which influences glutathione production, plays a crucial role in protecting cells from oxidative damage.”
Female age-fighters
Regarding the demographics of his consumers base, Brown has been surprised by the skew towards females, who are not the typical biohacking audience.
“The demographic purchasing the supplements is predominantly female, aged 42 to 48,” he said. “We have consumers right from age 16 through to one customer who was over 100. Coming from the world of sport, we had a different demographic in the past, which shows that these health targets are application to everyone.”
The company has added QR codes to all of its supplement packaging , allowing users to trace the ingredients in the product right through the sourcing and production process.
“Transparency of ingredients has become even more important, especially since the whole creatine gummies saga where brands were called out for basically having no active ingredient in their products. What a nightmare that has been.”
Brown has plans to support the female audience further with a range of supplements specifically developed for mothers.
“I think there’s an opportunity to create a protein powder with added folate, B12, choline and other essential nutrients for pre-, pregnancy and breastfeeding,” he said.
“I also want to develop an electrolyte supplement to support hydration at this critical time. It makes perfect sense to me to provide a product for mums and mums-to-be who might be feeling nauseous, tired and at risk of deficiencies.”
This is just one target audience in a range of supplement collections he has in mind for launch in the near future, catering to combat athletes, gamers, veterans and consumers with mental health concerns.
