US firm ChromaDex Corp. – a science-based nutraceutical company devoted to improving the way people age – has achieved a milestone for the launch of nicotinamide riboside in Europe.

​

European Member States voted in favour of listing Nicotinamide Riboside Chloride (NR) – a coenzyme found in all living cells – as a novel food ingredient at a daily serving of 300mg for the healthy adult population.

 

This new approval follows a positive opinion issued by the European Food Safety Authority (EFSA) in August 2019.

 

“We are pleased to be extending our global footprint into Europe,” said Rob Fried, CEO of ChromaDex, adding that his firm was committed to offering its flagship ingredient Niagen “to health-conscious people worldwide”.

 

ChromaDex Corp.’s Nicotinamide Riboside Chloride (NR) brand Tru Niagen is a breakthrough supplement clinically proven to increase your NAD (nicotinamide adenine dinucleotide) levels, which stimulate cellular energy production and support cellular repair.

 

A milestone occasion 

 

“The decision by the European Commission is a meaningful occasion not only for ChromaDex, but also for researchers around the world studying nicotinamide riboside,” noted Professor Sir John Walker, Nobel Laureate and Emeritus Director of the MRC Mitochondrial Biology Unit at the University of Cambridge, and member of the ChromaDex Scientific Advisory Board (SAB). “ChromaDex has been at the forefront of both clinical and preclinical research behind NR and NAD.”

 

Dr Charles Brenner, the Roy J. Carver Chair and Head of Biochemistry at the University of Iowa and ChromaDex Chief Scientific Advisor, presented the science behind nicotinamide riboside (NR) earlier this week in London at the Food Matters Summit https://www.foodmatterslive.com/summit.

 

“This is a celebratory occasion for researchers around the globe who understand the great potential of nicotinamide riboside and its important role in raising NAD levels,” enthused Dr Brenner who discovered NR as a vitamin and NAD-booster in 2004.

 

Helping the world age better

 

In the human body, NAD (nicotinamide adenine dinucleotide) stimulates cellular energy production and supports cellular repair. Unfortunately, NAD levels decline as we get older – and decreased NAD levels have been associated with many age-related declines in overall health. Clinically proven to increase the body’s NAD levels, ChromaDex’s nicotinamide riboside chloride (NR) brand Tru Niagen is therefore seen as a breakthrough dietary supplement. 

 

Tru Niagen has been the subject of rigorous preclinical safety and toxicology studies, laying the groundwork for the published clinical studies that demonstrate NR’s safety and efficacy.

 

To date, ChromaDex has invested millions of dollars in safety and human clinical trials on its patent-protected NR (commercially known as Niagen) and has entered research agreements with more than 170 leading research institutions, including Dartmouth, the National Institutes of Health, University of Iowa, and the Scripps Research Institute.

 

In the US, ChromaDex’s flagship ingredient NIAGEN® has twice been successfully reviewed under the FDA's new dietary ingredient (NDI) notification programme, and has also been successfully notified to the FDA as generally recognised as safe (GRAS).

 

Strong global partners

 

According to a recent company presentation, ChromaDex is building a ‘global brand’ with ‘strong global partners’. 

 

The firm is retailing its Tru Niagen brand through A.S. Watson Group – the world’s largest health and beauty retailer with over 15,000 stores across Europe and Asia. 

 

Announced last year, ChromaDex has also has a global supply and license agreement with Nestle Heath Science. The agreement includes exclusive rights in medical nutrition, alongside co-exclusive rights in certain protein-based beverages – a market currently valued at around US$800 million in the US alone, and around US$2 billion globally.

 

For further information on the science supporting Niagen, visit: www.chromadex.com