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ChromaDex and H&H announce Niagen supply agreement

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H&H Group expands Swisse healthy aging product line into growing NAD+ space with Niagen from ChromaDex.

Los Angeles-based ChromaDex has announced it entered into a strategic supply agreement with Health & Happiness (H&H) Group, a global leader in premium health, human and pet nutrition and personal care brands. The agreement provides H&H Group with rights to ChromaDex’s patented nicotinamide riboside ingredient Niagen®, the sole active ingredient in Tru Niagen®, for exclusively formulated Swisse® products.

Longevity.Technology: This is an interesting scale-up for ChromaDex. Tru Niagen is an award-winning dietary supplement that increases NAD+ (nicotinamide adenine dinucleotide) levels which are critical to healthy cellular function and vitality. Levels of NAD+ decline with age as well as metabolic stressors including stress on the immune system, sleep disruption, sun exposure and alcohol consumption. Read more about ChromaDex in our company profile.

H&H Group is globally headquartered in Hong Kong SAR and listed on the Hong Kong Stock Exchange.

“This arrangement with H&H Group advances the ChromaDex objectives of building a global consumer brand while working with exceptional strategic partners,” says company CEO Rob Fried. “The Swisse and Tru Niagen brands share a common mission to improve human health around the world.”

ChromaDex CEO Rob Fried
ChromaDex CEO Rob Fried

Niagen will be offered to H&H Group consumers under the company’s Swisse® product family, a global nutrition brand with a presence in four continents and Australia’s number one wellness brand. The Swisse range includes multivitamins, dietary supplements, sports nutrition, skincare and functional foods. The new products will be the first NAD+ boosters in the Swisse portfolio and will expand its healthy aging category.

H&H Group Executive Director and CEO Laetitia Garnier said the company was excited to be making this announcement alongside ChromaDex and expressed the opportunity for the companies and consumers alike.

“At H&H Group, we are committed to seeking out the best ingredients so that our formulations can be of the highest quality and deliver innovative and efficacious solutions to consumers,” she said. “When we have the opportunity to combine that with ground-breaking innovation such as Niagen it is a really exciting proposition for us and our customers.

“We are impressed by the clinical evidence and the team that sits behind Niagen. We look forward to working together to explore product development and provide our health-conscious consumers with many health benefits that will come from the leading NAD+ boosting nutrient.”

Images courtesy of ChromaDex

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Eleanor Garth
Deputy Editor Now a science and medicine journalist, Eleanor worked as a consultant for university spin-out companies and provided research support at Imperial College London and various London hospitals in a former life.
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