MuscleBlaze Launches Creatine Chews in India
MuscleBlaze has introduced muscle-building creatine chews, targeting a broader audience beyond traditional gym-goers. Each chewable tablet contains one gram of creatine, and the recommended daily dosage is three chews, aligning with FSSAI guidelines for a daily intake of three grams of creatine monohydrate.
Market Expansion
Kaustuv Paliwal, Senior Vice President, noted that the company aims to make creatine accessible to those unfamiliar with powder forms, using a more user-friendly option while emphasizing creatine’s cognitive health benefits. Creatine’s popularity has surged in India, surpassing whey protein in sales volume for MuscleBlaze, with recent consistent demand indicating a growing market.
Influence of Social Media
Increased awareness of creatine’s benefits—especially for cognitive health—has been largely driven by social media influencers like neuroscientist Andrew Huberman, who has helped demystify its advantages for the general public.
Cognitive Health Benefits
While creatine is well-known for enhancing strength training, emerging research highlights its potential cognitive benefits, especially under conditions like sleep deprivation. Initial studies suggest that higher doses (10-20 grams daily) might be required for significant brain-related effects.
Compliance and Claims
MuscleBlaze’s product promotes performance and strength, with plans to validate cognitive claims. In India, health supplements do not undergo pre-market approval but are subject to post-market regulation. Meanwhile, the European Food Safety Authority has rejected certain health claims linking creatine to cognitive function due to lack of evidence for lower doses.
Choosing Chews Over Gummies
While chewy gummies were considered for convenience, MuscleBlaze opted for the stability of dissolvable tablets to prevent creatine degradation during production. The R&D team continues to explore viable gummy formulations without compromising stability.
