Height-boosting protein drink launches in Asia

27 Nov 2020

After successfully launching in the U.S., Israeli brand Nutritional Growth Solutions introduced its Healthy Height protein shake to the Asia-Pacific market. Alongside the product launch came a successful IPO on the Australian Stock Exchange where the company secured AUD$7 million. Since October, share prices have jumped up to 75% in value.

The protein powder, which is intended to be added to other products to improve their nutritional profile, has 12g whey protein per serving; no fillers, corn syrup or other additives; is gluten-free, soy-free and non GMO; and includes 350mg of the amino acid arginine per serving. It also is low in sugar and sodium.

Height-boosting protein drink launches in Asia
Photo Courtesy of Nutritional Growth Solutions

Nutritional Growth Solutions’ newest product has been clinically proven to increase the height of children. In a study published in the Journal of Pediatrics, children who consumed this protein powder in their diets for a one-year period added 13.8% to 34% to their annual growth in height. While nutrition can influence the final height for adults, Liron Fendell, the company’s chief executive did note in a statement that genetics is responsible for 80% of a person’s final height.

However, certain Asian populations have responded dramatically to the widespread introduction of improved nutritional sources. NPR reported in 2016 that women in South Korea gained an average of eight inches in height in the past century — a bigger jump than any other population, globally. In Japan, the average increase has been 6.31 inches.

With a clear link between early childhood nutrition and adult health outcomes, there are many parents clamoring for solutions to offer their children. And companies are delivering.

Serenity Kids is a startup selling a paleo-inspired baby food that looks to mimic the “original” baby food, or breast milk , which is about half fat, almost half carbs and protein. DuPont Nutrition & Health and Gerber have developed infant formulas that tout probiotics and complex carbohydrates aimed at improving overall nutritional profiles for babies. Last year, Brainiac Kids launched a kids yogurt designed to support developing brains. Allergy-specific products for children have also come into vogue in recent years.

The desire for these specialized nutritional solutions is reflected in a survey conducted by the International Food Information Council Foundation in 2018 that showed that almost half of parents were concerned or confused about feeding young children. This uncertainty was compounded by the reality that many families are faced with picky eaters and allergies that can make providing ample nutrition a challenge.

Nutritional Growth Solutions aims to change that fear into confidence with this new additive to support nutrition and growth. Calling its formula “picky-eater approved,” the company will soon roll out the product in South Korea, Japan, Australia, and the rest of the Asia-Pacific region. It is already available in China.

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