Offering 300mg of NAD+ (Nicotinamide adenine dinucleotide) per serving, the brand claims its NPD will deliver the essential cell-health coenzyme straight to the small intestine for optimum absorption.
“The liposomal encapsulation is the story of this product,” explained Sarah Carolides, head of nutrition at Zooki, “Liposomes are tiny spheres built from phospholipids. These are the same family of molecules that make up our own cell membranes.
“In our formulation, the NAD+ is carried inside those spheres, and the system is designed to do two things: shield the molecule from the harsh environment of the stomach and carry it into the small intestine where absorption takes place.”
She said the formula is “deliberately simple and clean” with no dairy, soy, and suitable for vegans, which she argued ”isn’t always the case" in the cellular health category.
Carolides predicted the new SKU will resonate with consumers looking for a less intimidating solution to others on the market.
“One target group will be people drawn to the wider healthy-ageing and longevity conversation who’ve found the category quite clinical or intimidating. A lot of the brands in this space speak in lab language. Zooki’s whole approach is to explain the science in a way that’s genuinely understandable. We’re known for being approachable without being dumbed down.”
Encapsulation success
The UK-based brand, founded by Marcus Mollinga, has carved a niche for itself after being one of the first to launch liquid liposomal vitamin and collagen sachets in 2016.
Since then, it has expanded to offer a wide range of liquid botanicals, vitamins and minerals as well as powders and capsules, with liposomal encapsulation defining its products from the rest of the market.
The newly launched NAD+ formulation is the brand’s first move into cellular health, as longevity becomes a number one health concern for European consumers, with NutraIngredients’ recent webinar revealing 50% of all supplements launched globally in the last four years have carried healthspan messaging.
Carolides said cellular health felt like a “natural next chapter” as the brand was well placed to tackle the delivery challenge.
“Zooki’s ethos has always been about the delivery problem because nutrients are only useful if they actually survive digestion and reach the body intact. Cellular health is arguably the category where delivery matters most.”
She added: “I doubt cellular health will be a one-off for us. It sits naturally alongside ground we already cover with our liposomal glutathione and hyaluronic acid, and I’d expect it to become a broader focus for the brand over the next year or so.”
NAD+ is a coenzyme found in every living cell, with evidence showing it plays a critical role in cellular energy production, DNA repair and metabolic processes. But with levels of NAD+ declining by up to 50% by the time most people reach middle age, supplementation has become a staple in the booming longevity market.
Carolides said the new product will likely appeal to those who are familiar with the NAD+ precursors, NR and NMN, and are curious about a formulation that carries the molecule itself.
She expected the product would also land with Zooki’s current consumers who can stack it with their collagen, glutathione and vitamin C.
“I’d describe NAD+ as an ‘engine room’ addition to the range. it sits at the centre of the routine and pairs naturally with products we already do well,” she said.
