The PricePlow Podcast

For Episode #164 of the PricePlow Podcast, Ben Kane sits down with Cassie Smith (Senior Editorial Content Director at SupplySide) and Josh Long (Associate Editorial Director at SupplySide Supplement Journal) for a dynamic discussion recorded live at SupplySide Connect New Jersey 2025. This wide-ranging conversation dives into the most pressing issues facing the supplement industry today, with particular focus on the regulatory uncertainty created by changing tariff policies, FDA oversight challenges, and the evolving landscape of GLP-1 related products and claims. The panel unpacks the complex implications of recent tariff changes on supplement ingredients from China, the ongoing evolution of FDA enforcement priorities under changing leadership, and the controversial marketing practices surrounding GLP-1 mimetics in the supplement space. Throughout the conversation, they highlight a critical need for industry unity, more nuanced discourse on regulatory matters, and a stronger focus on quality products that genuinely benefit consumers rather than minimal-effort “functional” products with questionable claims. Make sure to subscribe to the PricePlow Podcast and stay up to date with the latest supplement industry news, regulatory developments, and emerging trends that impact both businesses and consumers. https://blog.priceplow.com/podcast/supplyside-connect-new-jersey-2025-164 Video: Industry Trends & Regulatory Challenges at SupplySide Connect NJ 2025 https://www.youtube.com/watch?v=aMs-I_oH2JQ Detailed Show Notes: PricePlow Podcast with SupplySide Editorial Team (00:00) – Introductions and Welcome to New Jersey (02:00) – Tariffs: The Hot Topic Dominating Industry Conversations (05:00) – Supply Chain Shifts: Looking Beyond China (10:00) – FDA Oversight and Political Uncertainty (15:00) – The MAHA Movement and Political Divisiveness in Health Policy (20:00) – Mandatory Product Listing Debate (25:00) – GLP-1 Claims and Marketing Ethics (29:30) – Weight Loss Drug Support Products (34:30) – Peptides and Regulatory Gray Areas (39:30) – Media Coverage and Industry Reporting Priorities (44:30) – Functional Foods and Beverages: Beyond the Politics (49:30) – Economic Outlook and Consumer Spending (54:30) – Industry Unity and Positive Messaging Thank you to Cassie Smith and Josh Long for joining us on this episode of the PricePlow Podcast, and thanks to SupplySide Connect for hosting! Subscribe to the PricePlow Podcast on your favorite platform, and don’t forget to leave us a review!

In this episode of the PricePlow Podcast, Mike and Ben welcome back Katie Emerson of Kyowa Hakko USA after Katie’s year and a half hiatus from the PricePlow Podcast. They’re joined by first-time guest Tony Miano, Director of sales and business development and the man behind putting Cognizin® citicoline into so many numerous beverage innovations. Recording from Expo West 2025 at the Kyowa Hakko booth, the team dives into exciting research developments for both Cognizin and Setria® Glutathione, with particular focus on Setria for sport applications. Katie Emerson is Back, and Doing Serious Research at Kyowa Hakko Katie, now Senior Manager of Scientific Affairs at Kyowa Hakko, shares her enthusiasm for leading multiple new research initiatives, including three upcoming Cognizin studies and renewed research on Setria Glutathione. The conversation explores how Kyowa bridges academic rigor with practical industry applications, uncovering quality structure-function claims based on existing research while developing new studies to expand their ingredients’ potential applications in sports nutrition and cognitive health. Subscribe to the PricePlow Podcast for more conversations with industry thought leaders on the science behind effective supplementation! https://blog.priceplow.com/podcast/kyowa-hakko-2025-research-updates Video: Mike and Ben Interview Tony and Katie at Expo West 2025 https://www.youtube.com/watch?v=N5QmZWwotqc Detailed Show Notes: New Research Underway at Kyowa Hakko It’s good to be back! (0:00) – Introductions: Reconnecting with Katie Emerson at Expo West 2025 (3:00) – Katie as the Bridge Between Academia and Industry (4:15) – Expanded Structure-Function Claims for Cognizin (7:15) – Deep Dive on Aldehydes and Oxidative Stress (8:30) – From “Supports” to “Improves”: Strengthening Claims (10:15) – New Research Areas: Mood, Motor Function, and Sports Performance (11:30) – Setria Glutathione and Cognizin Connection (12:30) – Kyowa Hakko’s Approach to Ingredient Synergy (14:00) – Review of Setria Research Studies (16:30) – Extracting Value from Imperfect Studies (18:30) – Setria for Sport: Rebranding and Positioning (20:30) – Labeling and Positioning Setria for Sport (22:15) – Solution-Based Approach to Customer Needs (23:15) – Flow-Mediated Dilation and Claims Development (24:45) – Navigating Regulatory Language for Pump Claims (26:00) – Oral Glutathione Bioavailability (29:15) – Closing Remarks and Acknowledgments Where to Follow and Learn More Kyowa Hakko USA: PricePlow.com/kyowa-hakko and kyowa-usa.com Katie Emerson: LinkedIn Tony Miano: LinkedIn Cognizin Citicoline: blog.priceplow.com/supplement-ingredients/cognizin Setria Glutathione: See GHOST Vitamin C + Setria Glutathione … Read more on the PricePlow Blog

In this episode of the PricePlow Podcast, we’re joined by Andy Holmes, Business Development Manager for LGC Science’s Informed family of certification programs. This fascinating conversation dives deep into the world of dietary supplement testing and certification, focusing on how these programs help ensure product safety and quality for athletes and everyday consumers alike. 1 in 10 Non-Certified Supplements May Have Banned Substances?! Time to Get Informed… Andy explains the rigorous testing standards and quality control measures that make Informed Sport, Informed Choice, and Informed Protein the global leaders in supplement certification. From testing every batch for over 280 banned substances at parts-per-billion levels to auditing manufacturing facilities for cross-contamination risks, Informed’s programs provide critical quality assurance in an industry where approximately 1 in 10 non-certified supplements may contain prohibited substances. Throughout the discussion, we learn how these certifications not only protect athletes from inadvertent doping but also provide brands with meaningful market differentiation and consumer trust. Beyond the science of supplement testing, Andy shares his unique background as a former competitive judo athlete who trained at the Olympic Training Center, his experience working with military special forces, and even his life operating a family cattle ranch. This wide-ranging conversation offers valuable insights for supplement brands, athletes, and any consumer concerned about supplement quality and safety. Make sure to subscribe to the PricePlow Podcast and stay up to date with the latest in supplement industry news, science, and certification standards. https://blog.priceplow.com/podcast/informed-supplement-testing-162 Video: Andy Holmes Explains LGC’s Informed Programs https://www.youtube.com/watch?v=oyCGrTCOKzk Detailed Show Notes: The Informed Testing Programs with Andy Holmes (0:00) – Introductions (3:00) – How Informed Certification Works (6:00) – Testing Protocols and Standards (8:30) – Protein Testing and Label Claim Verification (15:00) – Global Reach and Testing Volume (19:00) – Andy’s Athletic Background (24:00) – LGC’s History and Corporate Structure (29:00) – Contamination Risks and Prevention (35:00) – Notable Brand Partners (39:00) – Military Applications and Special Forces (44:00) – Consumer Education and Market Trends (47:00) – Real-World Contamination Stories (52:00) – Testing Process and Chain of Custody (54:00) – Economic Benefits of Certification (56:00) – Andy’s Recovery Supplements for Athletes (58:00) – Jiu-Jitsu Training and Injuries (1:00:00) – Education and Closing Thoughts Thank you very much to Sensapure Flavors for allowing us to host this podcast in your booth, and thanks to Andy and the entire Informed and LGC teams for partnering with us – this was a fun and wildly informative episode! Sign up for our Informed news alerts above, and subscribe to The PricePlow Podcast on any and all platforms — reviews on iTunes and Spotify are greatly appreciated!

In a special episode of the PricePlow Podcast that includes a tasting panel, we welcome Sebastian Poulsen, Application Scientist at Arla Foods Ingredients, to explore the future of ready-to-drink protein beverages. Alongside returning guest Preston Losee, Sebastian guides us through an extensive sampling of innovative protein drink concepts powered by beta-lactoglobulin (BLG), demonstrating how this powerful protein fraction is revolutionizing the RTD landscape through superior taste, texture, and functionality. Building upon our previous discussions about Arla’s protein innovations in Episode #108 and Episode #145, this conversation focuses on the practical applications of BLG in beverages, from clear protein waters to carbonated drinks and medical nutrition solutions. Sebastian explains the critical role of protein chemistry and pH control in formulation, while sharing insights from his extensive experience in Arla’s application center. Through live taste-testing, we experience firsthand how BLG enables unprecedented protein concentrations while maintaining exceptional clarity and mouthfeel – including an impressive 21-gram protein shot that delivers over 3 grams of leucine in just 3 fluid ounces. We also come up with an idea for an energy drink that includes 10 grams of protein! The sampling session reveals remarkable versatility across various applications – from sparkling protein sodas to nutrition-packed medical beverages – each demonstrating why BLG represents the next generation of protein innovation. For brands looking to differentiate in the crowded RTD market, these formulations showcase how Arla Foods Ingredients continues pushing boundaries in protein beverage development, offering solutions that combine excellent taste with meaningful nutritional benefits for diverse consumer needs. https://blog.priceplow.com/podcast/rtd-protein-innovation-arla-foods-ingredients-161 Video: Protein RTD Science and Innovation with Sebastian Poulsen https://www.youtube.com/watch?v=Qg4ZjmSV3YY Detailed Show Notes: The Arla Foods Ingredients RTD Tasting (0:00) – Introducing Sebastian Poulsen & Arla Foods Ingredients (2:45) – The Chemistry Behind Clear Proteins (9:00) – High Acid vs. Low Acid Applications (13:15) – The Many Applications of BLG (17:00) – Real-World Testing: The First Taste Test (21:45) – Exploring Protein Chemistry and Stability (25:00) – Special Applications: Medical Nutrition & Hydration (31:00) – Innovation in Carbonated Protein Beverages?! (37:15) – Medical Nutrition Applications & Fat Integration (42:00) – Equipment and Processing Capabilities (46:30) – Coffee Applications and pH Challenges (49:00) – Brand Opportunities and Market Potential (53:00) – Accessibility and Manufacturing Considerations (53:29) – Future Innovation Possibilities with Ketones? (54:55) – Final Insights and Market Opportunities Where to Follow Arla Foods Ingredients Arla Foods Ingredients on LinkedIn Arla Foods Ingr… Read more on the PricePlow Blog

On Episode #160 of the PricePlow Podcast, Mike and Ben continue their conversation from the Basic Supplements launch, this time joined by Jack Sehgal, CEO of Nutrablend Foods, and Chuck Zhang for an in-depth discussion about supplement manufacturing, quality control, and the evolving Chinese market. After our fascinating discussion with Basic Supplements in Episode #156, we dive deeper into the manufacturing side with Nutrablend Foods, Basic’s trusted manufacturing partner. Jack shares his journey from MMA retail in the UK to leading one of North America’s premier supplement manufacturers, while Chuck provides valuable insights into the unique challenges and opportunities of the Chinese supplement market. Manufacturing Excellence Meets International Markets: Inside Nutrablend Foods The conversation explores how Nutrablend Foods transformed their business by focusing on fewer, higher-quality partnerships, the importance of maintaining consistent supply chains, and the intricate details of large-scale powder manufacturing. Additionally, Chuck shares fascinating perspectives on the differences between Western and Chinese supplement markets, offering valuable insights for brands looking to expand internationally. This episode provides a rare glimpse into the world of supplement manufacturing and international market dynamics, offering valuable insights for industry professionals and supplement enthusiasts alike. Let’s dive in! https://blog.priceplow.com/podcast/jack-sehgal-chuck-zhang-nutrablend-foods-china-160 Video: From Buffalo to China and Everywhere In Between https://www.youtube.com/watch?v=RbYZ6vnMfSo Detailed Show Notes: Jack and Chuck Talk Nutrablend Foods and China (0:00) – Introductions (03:45) – Nutrablend’s manufacturing process and differentiation (06:15) – Challenges and adaptations in the manufacturing industry (08:30) – Nutrablend’s strengths and specialization (09:15) – What’s Up in China? Chuck’s background and market insights (19:30) – International market strategy and compliance (24:00) – Quality control and consistency in manufacturing (29:00) – Efficiency and scalability in manufacturing (32:15) – Collaboration and customer success (42:45) – Future plans and market opportunities Thank you to Jack for hosting us in Buffalo, NY and to Chuck for delivering your wisdom and expertise. Sign up for Basic Supplements news alerts below and subscribe to the PricePlow Podcast — please leave us a great review!

In Episode 159 of the PricePlow Podcast, Ben, Mike, and a panel of beta-testers from the PricePlow Discord sit down with Dan Grasso from MuscleTech to dive into the evolution of the fan-favorite pre-workout, EuphoriQ. Known for its balanced energy and smooth focus, EuphoriQ quickly became a staple in the supplement community after its initial release with paraxanthine. Dan, who has been integral to the development of EuphoriQ V2, takes us through the journey from the original formula to this newly upgraded version, revealing the thought process and customer feedback that influenced each enhancement. Beta-Testing EuphoriQ V2: How Does the Small Yohimbe Dose Hit? Throughout the episode, the team explores how V2 preserves what made EuphoriQ popular while improving on pump, endurance, and mental clarity with adjusted doses of ingredients like L-citrulline, nitrates, and tyrosine. Dan highlights MuscleTech’s approach to incorporating feedback and adapting the formula to align with evolving customer expectations, while maintaining the brand’s commitment to effective, scientifically-backed products. In addition to product formulation, the discussion covers EuphoriQ V2’s distribution strategy, flavor development, and MuscleTech’s plans for broader accessibility. Tune in for an engaging conversation on the craft of refining a premium pre-workout, along with exclusive insights into MuscleTech’s vision for the future of performance supplements. https://blog.priceplow.com/podcast/muscletech-euphoriq-v2-beta-test Video: The PricePlow Discord Beta-Tests EuphoriQ V2 https://www.youtube.com/watch?v=1n9xdRdlP_E Detailed Show Notes: Beta-Testing MuscleTech EuphoriQ V2 (00:00) – Introduction to EuphoriQ V2 (00:45) – The Evolution from V1 to V2 (06:15) – User Experiences and Feedback (10:45) – Focus and Performance Insights (18:00) – Comparative Analysis with Other Pre-Workouts (22:00) – Flavor Innovations and Preferences (26:00) – Exploring Unique Flavors: Watermelon and Yuzu Lemonade (30:15) – The Future of V2: Retail Strategies and Availability (33:30) – Enhancing Focus: The Role of Tyrosine and Paraxanthine (36:15) – Expectations vs. Reality: Feedback on V2 Samples (40:45) – Potential for New Nootropic Products (42:15) – The Science Behind Beta-Alanine and User Experiences You can read our main EuphoriQ V2 article, and find deals on PricePlow in the widgets below. As always, subscribe to the PricePlow Podcast on your platform of choice, and leave us a 9000-star review!

On Episode #158 of the PricePlow Podcast, Mike and Ben are joined by Jonathan Scheiman, co-founder and CEO of FitBiomics, to discuss VNella, a revolutionary probiotic strain derived from the microbiomes of elite athletes. The conversation explores how this cutting-edge innovation optimizes endurance, reduces fatigue, and brings next-generation biotechnology to everyday health and performance. VNella: Optimizing Human Performance Through the Microbiome Dive into the science behind VNella, a first-of-its-kind probiotic that metabolizes lactic acid to fuel mitochondria, enhance recovery, and improve overall energy levels. Jonathan shares the groundbreaking journey of FitBiomics, from analyzing the microbiomes of ultra-endurance athletes to developing consumer products that benefit everyone from Olympians to everyday fitness enthusiasts. The trio also explore the role of athletes in product development, the broader applications of microbiome research, and FitBiomics’ ambitious vision to transform health and wellness through proprietary probiotics. This is a podcast packed with science, innovation, and practical takeaways for optimizing performance and well-being. Let’s dive in! https://blog.priceplow.com/podcast/jonathan-scheiman-fitbiomics-158 Video: Decoding Elite Athletes’ Microbiomes and Making VNella at Fitbiomics https://www.youtube.com/watch?v=I2XWUZnpQP8 Detailed Show Notes with Jonathan Scheiman (00:00) – Introduction, Jonathan’s Background, and the Origins of Fitbiomics (06:00) – Development of FitBiomics Products (09:30) – The Science of VNella and Lactic Acid Metabolism (11:15) – Explanation of Gut Microbiome’s Role in Health and Performance (21:30) – Clinical Studies and Validation of VNella (30:30) – Practical Applications for VNella (45:15) – Athletes and Their Role in Product Development (50:45) – Big Picture and Future of FitBiomics (56:15) – Closing Thoughts and Call to Action Where to Follow Jonathan and Fitbiomics Jonathan Scheiman on LinkedIn @Fitbiomics on Instagram Fitbiomics News on PricePlow Thank you to Jonathan for coming on and educating us! Stay up to date with Fitbiomics’ latest news by signing up for PricePlow’s alerts below, and don’t forget to subscribe to the PricePlow Podcast and leave us a great review!

In Episode 157 of the PricePlow Podcast, Mike and Ben sit down with Kyle Thomas, Chief Commercial Officer of Nutrabolt, to discuss the company’s groundbreaking partnership with The Hershey Company. Kyle, who joined Nutrabolt in 2021 after years in the Coca-Cola system, provides unique insights into how this collaboration came to be and what it means for both C4 and the broader supplement industry. The conversation covers not only the recent launch of C4 Whey protein featuring real Reese’s and C4 Original pre-workout with Bubble Yum flavor, but also dives deep into Kyle’s strategic vision for the brand, the evolution of C4’s demographics, and how the company is positioning itself in the ever-growing energy drink market. This podcast was recorded shortly after Team PricePlow’s visit to Nutrabolt HQ in Austin, Texas, making for some timely discussion of upcoming innovations. Subscribe to the PricePlow Podcast on your favorite platform and watch on YouTube to stay updated on the supplement industry’s biggest moves! https://blog.priceplow.com/podcast/kyle-thomas-nutrabolt-c4-hershey-157 Video: C4’s Kyle Thomas Talks Hershey Partnership & Brand Strategy https://www.youtube.com/watch?v=0yzsJca0cNA Detailed Show Notes with Kyle Thomas (0:00) – Introductions & Kyle’s Background: A Wild Ride to Nutrabolt (4:00) – The Evolution of Sports Nutrition on Coca-Cola’s Radar (9:00) – The Hershey Partnership (16:30) – Brand Strategy & Demographics (27:00) – Product Development & Testing (35:00) – Master Branding Strategy (42:00) – Keurig Dr Pepper Partnership Where to Follow Kyle, Nutrabolt, and C4 Kyle Thomas on LinkedIn @C4Energy on Instagram @Cellucor on Instagram Cellucor News on PricePlow Thank you to Kyle Thomas and the entire Nutrabolt team for hosting us at their headquarters and sharing insights into their exciting partnership with The Hershey Company. We’re looking forward to trying more innovative collaborations in the future! Stay up to date with Cellucor/C4’s latest releases by signing up for PricePlow’s news alerts, and don’t forget to subscribe to the PricePlow Podcast and leave us a great review!

On Episode #156 of the PricePlow Podcast, Mike and Ben welcome Marc Curcio and Laura Valley to discuss the founding of Basic Supplements and its mission to provide high-quality, simplified nutritional products. In today’s fast-paced supplement industry, consumers are often bombarded with complex products boasting long lists of ingredients and lofty promises. But what if the key to better health and performance lies in simplicity? Recorded in Buffalo, New York at the manufacturing facility (Nutrablend Foods) we dive into this concept with Marc and Laura. This is a brand born out of a desire to return to the fundamentals of nutrition. With a combined experience of over two decades in the industry, they recognized a gap in the market for high-quality, essential supplements that don’t break the bank. Their mission is clear: provide “affordable excellence” by focusing on core ingredients that deliver results without unnecessary complexity. Throughout the episode, we explore how Basic Supplements is redefining consumer expectations by prioritizing transparency, simplicity, and education. From partnering with top-tier ingredient suppliers like Glanbia Nutritionals to crafting straightforward product labels, Marc and Laura emphasize the importance of building trust with both retailers and consumers. They also discuss their innovative flavor offerings and commitment to making supplementation accessible to everyone. Whether you’re a seasoned industry insider or new to the world of supplements, this conversation offers valuable insights into the evolving landscape of sports nutrition. Join us as we uncover how Basic Supplements is challenging industry norms and making a case for getting back to basics. You can watch on YouTube below or any podcast feed of your choice. https://blog.priceplow.com/podcast/basic-supplements-156 Video: Learn about the Foundings of Basic Supplements https://www.youtube.com/watch?v=HwvMw2Rh3Hs Detailed Show Notes: Introducing Basic Supplements (0:00) – Introduction to Marc Curcio and Laura Valley (10:30) – Shift towards simplicity (14:00) – Partnership with Glanbia Nutritionals (25:00) – Initial Basic Supps launches (32:30) – Distribution strategy (42:00) – Building a strong foundation through SAMPLING (54:45) – Transparent label design (1:00:00) – Bottle art (1:03:45) – Building brand awareness (1:11:30) – Focus on ambassadors (1:17:15) – The future Where to Follow Basic Supps Basic Supplements on PricePlow @GetBasicSupps on Instagram Marc Curcio on LinkedIn Thank you to Laura and Marc for inviting us to New York, and a major thank you to Nutrablend Foods for hosting us and showing us an incredible tour!

Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, Mike and Ben sit down for a functional beverage roundtable featuring Lou Ferrer (MacroCap Labs) and Darin Decker (Applied Nutrition USA). MacroCap Labs is a dietary supplement manufacturer that has aggressively moved into the canned beverage industry — they’re the ones responsible for canning the wonderful XPO NRG drinks that were on display at the expo. Applied Nutrition needs no introduction in this space, but Darin joined us just before the exclusive AN Performance launch at The Vitamin Shoppe. This is a follow-up to the previous Kyowa discussion at SupplySide West 2023, #118: Ghost, Glaxon, & Cellucor on Branded Ingredients: Kyowa Panel at SSW 2023. The conversation highlights the shift in consumer preferences towards products with research-backed benefits, citing the decline in alcohol sales and the trend of more conscious consumption decisions. The panelists emphasize the role of education and access to information in driving this change, with Darin sharing the impact of resources like Ben’s content in educating the market. The discussion then explores the challenges and trends in beverage manufacturing, with Lou providing insights on the need for simplicity and consistency in formulations. The panel also delves into the strategies for market penetration, with Darin emphasizing the significance of distribution, influencer marketing, and providing acute sensations and benefits to consumers. Quality control and ingredient stability emerge as crucial factors, as the panelists underscore the importance of ensuring a consistent experience to build long-term consumer loyalty. https://blog.priceplow.com/podcast/kyowa-hakko-beverage-panel-ssw-2024 Video: Lou Ferrer and Darin Decker Dig Into Functional Beverages https://www.youtube.com/watch?v=3HY9F5H2lts (00:00) – Introduction and Collaboration (02:15) – Consumer Shift Towards Functional Ingredients (05:45) – Education and Access to Information (08:45) – Consumer Identification and Community (12:45) – Influencer Marketing and Consumer Awareness (16:00) – Challenges and Trends in Beverage Manufacturing (19:45) – Distribution Strategy and Market Penetration (25:00) – Quality Control and Consistency (31:00) – Closing Thoughts and Future Prospects Where to Follow Darin and Lou Lou Ferrer on LinkedIn Darin Decker on LinkedIn AN USA on PricePlow MacroCap Labs Website Thanks to Kyowa Hakko USA for hosting, and to Lou and Darin for joining us in our second annual get-together! You can listen to our conversation from 2023. Subscribe to the PricePlow Podcast on any platform, and leave us a great review on iTunes and Spotify!