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.<\/p>\n
\u201cThe liposomal encapsulation is the story of this product,\u201d explained Sarah Carolides, head of nutrition at Zooki, \u201cLiposomes are tiny spheres built from phospholipids. These are the same family of molecules that make up our own cell membranes. <\/p>\n
\u201cIn 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.\u201d<\/p>\n
She said the formula is \u201cdeliberately simple and clean\u201d with no dairy, soy, and suitable for vegans, which she argued \u201disn\u2019t always the case” in the cellular health category.<\/p>\n
Carolides predicted the new SKU will resonate with consumers looking for a less intimidating solution to others on the market.<\/p>\n
\u201cOne target group will be people drawn to the wider healthy-ageing and longevity conversation who\u2019ve found the category quite clinical or intimidating. A lot of the brands in this space speak in lab language. Zooki\u2019s whole approach is to explain the science in a way that\u2019s genuinely understandable. We\u2019re known for being approachable without being dumbed down.\u201d<\/p>\n
Encapsulation success<\/p>\n
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.<\/p>\n
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.<\/p>\n