Bio-Up Mimetic Technologies, Inc has been utilizing its proprietary technology in a range of applications, from agriculture to commercial. It has now launched two beverage varieties in a functional tea format.
The Cholesterol Aid and Cardio Vitality drinks are both “non-GMO, gluten-free and intended to promote heart health and healthy cholesterol levels while providing essential nutrients for the brain and cellular function,” according to Bio-Up.
Appealing to 'health activists'
Chris Boyer, president of Bio-Up’s beverage division, told BeverageDaily that the technology wraps active ingredients in a liposomal delivery system, which increases nutrient absorption by about 370% and delivers it more efficiently into the bloodstream.
The Cholesterol Aid drink uses plant sterol, which exists in many edible plants. But Boyer says it is very hard to get a high enough level to make a difference, which is why the liposomal delivery is ideal.
The Cardio Vitality is high in omega 3, used often in supplements for brain, liver, heart and circulatory health. Boyer said the brand is meant to enhance health and help people achieve healthier lifestyles, though they do not make any official medical claims.
Bio-Up calls its customers ‘health activists,’ or those who are “actively managing their health so that they stay out of the doctor’s office.” They are responding to the trend of consumers getting into preventative healthcare with function food and drinks.
Boyer said that a lot of millennial parents in their 30s are having children and are thinking about their health in a different way from people in their 60s who wait until they’re sick to seek medical care.
A more holistic healthcare approach?
The team identified cholesterol help as an important function for the beverages because it’s a popular concern among consumers of all ages, and right now it’s being treated in mostly pharmaceutical way. For people with physical or personal issues with taking pills, Boyer hopes the Bio-Up beverages can be a more holistic approach.
Bio-Up also had to make sure the ingredients they chose were fat soluble, which is what works best with the technology. The liposomes don’t improve delivery of Vitamin C, for example, because it is a water soluble nutrient.
Boyer said they decided on a tea base because tea is already healthy and naturally low in caffeine. They thought it would be easily used during the day as an enjoyable beverage.
The drinks are available on the Bio-Up website, Amazon.com and a doctor affiliate network called Get Healthy Store. They also plan to release a small retail test in LA later this year.
In terms of future plans, Bio-Up is testing up to six other versions, including beverages to improve joint, brain and energy health, as well as sports recovery.