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Kroma’s new launch, Super Core, is the world\u2019s first dairy-free, human-optimized colostrum supplement.<\/p>\n
Courtesy of Kroma Wellness<\/p>\n
In the ever-evolving world of wellness, it seems like new trends and buzzy bio-hacks emerge almost daily\u2014but few have captured attention, and controversy, quite like colostrum. Touted for its immune-boosting and gut-healing benefits, the once-niche ingredient has exploded across social media and supplement aisles alike, with brands marketing bovine-derived powders and capsules as the next health and longevity essential. But while its benefits are well-documented, the $1.7 billion global colostrum market has remained oddly stagnant on one major front: nearly every product relies on the same base of bovine colostrum, sourced from mother cows in the first few days after birth. Not only does that raise ethical red flags for a large swath of consumers, but it also leaves out the 65% of the population who are lactose-intolerant and the growing number of people seeking dairy-free or plant-based alternatives.<\/p>\n
Lisa Odenweller saw this disconnect, and within it, an opportunity. As founder and CEO of Kroma Wellness<\/a>, Odenweller has built her brand on premium, clean, science-backed nutrition. Now, she\u2019s launching Super Core<\/a>, the world\u2019s first dairy-free, human-optimized colostrum supplement. \u201cThe idea stemmed from a deep belief that we could do better\u2014both for the body and for the planet,\u201d she says. \u201cWe saw a clear opportunity to innovate, creating a formula that offers the powerful benefits of colostrum, but designed for humans, free of dairy, and aligned with modern values.\u201d<\/p>\n With Super Core, Odenweller and her team have created a new category entirely, offering the benefits of colostrum without the cow. Powered by Effera\u2122, a proprietary, human-identical form of lactoferrin made through precision fermentation, the supplement is designed to be more compatible with the human body, more effective, and more ethically aligned. And in an increasingly crowded and commoditized wellness space, it\u2019s a bold attempt to not just ride the wave but to reshape it entirely.<\/p>\n Super Core is powered by Effera\u2122\u2014a proprietary, human-identical form of lactoferrin made through precision fermentation\u2014that’s designed to be more compatible with the human body, more effective, and more ethically aligned.<\/p>\n Courtesy of Kroma Wellness<\/p>\n \u201cEffera mirrors the colostrum that\u2019s naturally found in human breast milk,\u201d Odenweller explains. \u201cIt\u2019s non-allergenic, non-immunogenic, and designed to work seamlessly with human biology. We can only absorb up to 70% of bovine lactoferrin; whereas we can absorb 100% of Effera.\u201d That distinction matters. Lactoferrin plays a key role in iron regulation, microbiome health, gut lining repair, and immune defense, but many consumers who\u2019ve tried cow-derived versions experience bloating, inflammation, or hormonal issues. With Super Core, Kroma is aiming to deliver the same clinically backed benefits, minus the dairy and discomfort.<\/p>\n While the science is compelling, the positioning is also strategic. \u201cWe\u2019re reaching two key groups,\u201d Odenweller says. \u201cPeople already using colostrum who are looking for something more effective and ethically aligned and people who\u2019ve avoided colostrum entirely because of dairy, digestive issues, or sourcing concerns.\u201d<\/p>\n There\u2019s a business case for both. With more consumers prioritizing ethical formulations, transparency, and gut health, Super Core is poised to capture, and expand, the existing market. And it\u2019s not just a lateral product swap; Kroma claims Super Core is 15 times more potent than traditional cow colostrum products, requiring only one scoop per serving compared to three or four with other brands.<\/p>\n That potency, coupled with Effera\u2019s patented technology, explains the $120 price tag, a significant premium in a category long dominated by $40 jars of powdered cow colostrum. \u201cTransparency and education are key,\u201d Odenweller says. \u201cEffera is not a commodity ingredient\u2014it\u2019s the result of cutting-edge biotechnology and years of R&D. When you combine scientific rigor, ethical formulation, and superior efficacy, the price reflects that investment.\u201d<\/p>\n For Odenweller, who previously founded lifestyle wellness brand Beaming and scaled it to 10 locations across Southern California, Super Core represents more than just a product launch. It\u2019s the opening move in what she sees as a new frontier in wellness: human-identical nutrition. From human milk oligosaccharides (HMOs) to growth factor analogs, she believes the future lies in supplements that mimic and work with our biology, not against it. \u201cHuman-identical bioactives are the future of targeted nutrition,\u201d she says. \u201cWe\u2019re just at the beginning of this movement.\u201d<\/p>\n