The Category does not need more of the same.

Sports nutrition has traditionally asked athletes and active individuals to adapt to swallow more pills, mix more powders, carry bulky formats and accept thick gels during competition.

We started from the opposite direction with designing each product around the athlete and the moment it will be used.

Our first question is not: What is trending? It's what is wrong with what already exists, and can we create a meaningful reason to choose something different?

If we can't improve the formulation, the format or the experience of using the product, we don't create it.

Formulated for what happens next.

Most supplements start with a list of ingredients and a standard format. We start with what the product actually needs to do.

We look at how and when the product will be used, what the body needs and how we can deliver it in the most effective and practical way.

That’s why we focus on liquid nutrition and consider everything from absorption and dosage to stability and ease of use. Because the right ingredients only matter if they can be delivered in a way that works.

This approach also shapes how we develop new products, with technologies such as lipid-based delivery.

The future of performance nutrition will not be defined by longer ingredient lists. It will be defined by better decisions about formulation, delivery and use.

We intend to challenge the industry at every stage. From the selection of raw ingredients and the design of the formulation to how products are produced, tested and brought to market.

From research to your body.

Lipids are much more than stored energy. They are fundamental building materials in the body. Phospholipids form the basic structure of cell membranes and play important roles in how the body digests, absorbs and transports nutrients.[1,2]

A phospholipid has one part that interacts with water and another that interacts with fat. When placed in water, phospholipids can organise themselves into microscopic vesicles enclosed by a lipid bilayer. These structures are called liposomes.[1]

Their architecture creates several formulation possibilities. Water compatible compounds can be held within the aqueous centre, while fat compatible compounds can associate with the surrounding lipid layer. Depending on the ingredient and formulation, these structures can help keep compounds dispersed, protect sensitive ingredients and present them to the digestive system in a different physical form.[1,3]

After consumption, oral lipid structures interact with the body’s normal digestive system. Bile salts and digestive enzymes break down and reorganise lipids into smaller structures that move towards the intestinal surface. Absorbed lipid components can then be rebuilt within intestinal cells, while many long chain lipids are incorporated into transport particles called chylomicrons.[2]

This is the inspiration behind lipid based delivery: not bypassing the body, but designing with materials and processes that are already part of human digestion.

Human studies of specific formulations show why this field matters. In the 2025 scoping review Do Liposomal Vitamin C Formulations Have Improved Bioavailability?, Anitra C. Carr of the University of Otago evaluated ten human studies comparing liposomal and conventional vitamin C. Nine of the ten studies reported higher plasma bioavailability from the liposomal vitamin C formulation investigated.[4]

One of the recent studies in this evidence base was Liposomal Delivery Enhances Absorption of Vitamin C into Plasma and Leukocytes, conducted by Martin Purpura, Ralf Jäger, Ashok Godavarthi, Dhananjaya Bhaskarachar and Grant M. Tinsley. In this double-blind, placebo-controlled randomized crossover trial involving 27 adults, the investigated liposomal formulation produced higher vitamin C exposure in both plasma and leukocytes than non-liposomal vitamin C.[5]

The important lesson is not that every liposomal product works in the same way. It is that delivery design can create a measurable difference when the lipid system is matched to the right ingredient, dose and complete formulation.

1) Diana Guimarães, Artur Cavaco-Paulo and Eugénia Nogueira. Design of Liposomes as Drug Delivery System for Therapeutic Applications. International Journal of Pharmaceutics. 2021;601:120571. DOI: 10.1016/j.ijpharm.2021.120571

2)Chih-Wei Ko, Jie Qu, Dennis D. Black and Patrick Tso. Regulation of Intestinal Lipid Metabolism: Current Concepts and Relevance to Disease. Nature Reviews Gastroenterology & Hepatology. 2020;17(3):169–183. DOI: 10.1038/s41575-019-0250-7

3) Maria Manconi, Carla Caddeo, Maria Letizia Manca and Anna Maria Fadda. Oral Delivery of Natural Compounds by Phospholipid Vesicles. Nanomedicine. 2020;15(18):1795–1803. DOI: 10.2217/nnm-2020-0085

4) Anitra C. Carr. Do Liposomal Vitamin C Formulations Have Improved Bioavailability? A Scoping Review Identifying Future Research Directions. Basic & Clinical Pharmacology & Toxicology. 2025;137(1). DOI: 10.1111/bcpt.70067

5) Martin Purpura, Ralf Jäger, Ashok Godavarthi, Dhananjaya Bhaskarachar and Grant M. Tinsley. Liposomal Delivery Enhances Absorption of Vitamin C into Plasma and Leukocytes: A Double-Blind, Placebo-Controlled, Randomized Trial. European Journal of Nutrition. 2024;63(8):3037–3046. DOI: 10.1007/s00394-024-03487-8