Effusio evolves functional beverages with plastic-free dissolvable vitamin discs
25 Jan 2021 --- Effusio is launching two dissolvable vitamin discs called Prebiotic + and Sleep + that give a variety of drinks a functional boost.
Millimeters thin, Effusio’s new vitamin supplements can be stacked on top of each other in a plastic packaging-free carton, demonstrating how functional beverages can be lightweight.
Compared to a plastic bottle of competing functional beverages, Effusio discs use a third of the water per 8 oz serving to produce.
They also emit 75 percent less CO2 and 53 percent fewer greenhouse gases, according to a 2020 independent study.
“Our first priority is improving on functional beverages by focusing on health and efficacy. Secondly, [we aim to] eliminate plastic from the distribution system and reduce the shipping weight of beverages by utilizing discs,” Effusio brand director Grant Gillespie tells NutritionInsight.
“We are changing the functional beverage business from requiring distributors and trucks to [bring the product to] stores and turning it into an e-commerce business.”
Effusio Prebiotic + and Sleep + dissolvable beverage discs are available for purchase for US$42 and US$32, respectively, on Effusio’s online webshop.
Prebiotic + and Sleep + can be dissolved in water, plant-based milks, smoothies, juices, teas and coffee.Targeting Gen Z’s sustainability demands
The consumer pill fatigue trend is sweeping the supplements sector. To Effusio’s knowledge, there are no comparable discs, nor anything capable of delivering the complexity of its ingredients.
“Competitors are not using multi-omic testing to help in the formulary work,” Dr. Stephen Phipps, Effusio chief innovation officer, tells NutritionInsight.
“The competition is mostly trying to do things in pods where the ingredients are not as complex and they’re still using plastic or stick packs where multi-ingredient products are more difficult to deliver.”
The dissolvable disc form targets adults and children with difficulties swallowing capsules. The innovative delivery format also aims to attract “digitally-native consumers” and wellness-oriented Gen Z and Millennials.
“These consumers take proactive roles in defining their health outcomes and are passionate about [environmentally] sustainable products by brands with purpose,” Gillespie explains.
What’s in the discs?
Three years in the making, the thin discs infuse drinks with nutritional support from readily absorbed vitamins, minerals and botanicals.
Prebiotic+ contains a novel bacteriophage prebiotic, says Effusio, and extracts of green tea, pomegranate and blueberry polyphenols to support digestive health and immune function.
Sleep+ is a soothing blend of L-theanine, chamomile and melatonin that promotes restful sleep without next-day grogginess, addressing each stage of a person’s sleep cycle.
“Effusio uses a confidential and proprietary process utilizing food-grade film formers to create the nutrient disc. We align to [vitamin testing brand] Thorne’s strict ‘No List,’ ensuring transparency,” Paul Jacobson, Thorne CEO and Effusio co-founder, also tells NutritionInsight.
Tapping into the clean label trend, the Effusio discs are free of fillers, additives, major allergens and plastic packaging.Substances on the No List range from artificial sweeteners such as acesulfame-K and aspartame to Bisphenol A and ethyl vanillin.
The discs are also free from GMO, gluten, dairy, high fructose corn syrup and trans fats.
Transparency will dominate this year’s product launches, according to Innova Market Insights’ Top Ten Trends for 2021.
The market researcher highlights that the consumer lifestyle trend toward cleaner living is broadening expectations around what constitutes a clean label.
Aspects include human and animal welfare, supply chain transparency, plant-powered nutrition and sustainable sourcing.
Futurity in functional beverages
Looking ahead, Gillespie has goals for Effusio to tap into personalization tied to biometric testing. “Tailored to Fit” is Innova Market Insights’ third top F&B trend for 2021.
The trend brings personalized nutrition further into the spotlight and highlights differences in generational preferences within the category.
The company is also soon set to launch Immune Defense + discs, containing vitamins C and D as well as zinc.
Over the past few months, these nutrients have been spotlighted for their immune health supporting function and potential efficacy in addressing COVID-19 risk. Also, Google searches for vitamins and zinc have risen during lockdowns.
By Anni Schleicher
