Creatine+

Creatine, long associated with athletes and bodybuilding, is increasingly being marketed as a general wellness supplement for broader consumers. Industry publication Nutritional Outlook reports that this shift is forcing manufacturers to rethink product formats, testing delivery options beyond traditional powders as demand widens. The trend signals creatine's growing mainstream acceptance, with brands competing to make it more convenient and appealing for everyday use.

SIRIO Europe has launched a Creatine+ portfolio of gummies that combine creatine with magnesium, zinc and vitamin D. The range targets the growing demand for convenient, functional supplement formats beyond powders and capsules. It marks another step in the expansion of creatine products aimed at general wellness consumers rather than only athletes.

Researchers report that creatine, one of the most popular sports supplements, may help build muscle even in people who do not exercise. The finding challenges the long-held assumption that the supplement only works alongside resistance training, and is likely to spark debate among athletes, fitness enthusiasts and scientists about how creatine actually works in the body and who might benefit from taking it.

Supplement company Thorne announced new consumer research on a creatine plus Alpha-GPC formulation, which it says supports both mental and physical performance. The company framed the findings as raising the standard for science-backed wellness products. Details of the study design and peer review were not provided in the announcement.

GNT will present snack concepts combining creatine with EXBERRY colours derived from edible plants at SupplySide Global. The company aims to show how plant-based colouring can support functional foods as creatine moves beyond sports nutrition into mainstream snacking. Industry watchers see it as a sign of converging health, performance and clean-label trends in food formulation.