The evolution of creatine: beyond muscle growth

Creatine is a powerhouse product, it always has been. But the reinvigoration of creatine from muscle and strength to cognition and longevity is exciting. 

However, despite all the interest in creatine and cognition, the category of products that currently exists is, for the most part, in status quo and the opportunity to explore creatine beyond its original scope is often missed. 

But given that creatine is a basic supplement by its very nature, how far can it go?

The need for innovation in creatine products

To achieve true innovation in this category, product execution needs to be more than just a simple 'enhanced cognition' claim. More creativity is required. 

The skill is to take what is a classic ingredient and find a way to re-communicate it so that people appreciate its scope beyond its original stereotype. And the brands that are able to do that will be the ones that lead creatine into a new space.

So let’s look at some that are doing just that. 

Intelligent ingredient pairings

Applied Nutrition’s Creatine Monohydrate + Peptide

Applied Nutrition’s Creatine Monohydrate + Peptide is a cutting-edge formula designed to “boost strength, endurance and recovery”. 

So what is this new partner in crime? 

PeptiStrong is the “body’s natural muscle builder”. It “increases muscle protein synthesis, reduces muscle breakdown, exercise-induced inflammation and lowers myostatin while increasing energy”.

This intelligent pairing of ingredients goes beyond nutrition and helps the body function at its best. 

By simply combining two ingredients together – albeit, one basic ingredient (creatine monohydrate) and one complex ingredient (peptide) – we can see how straightforward innovation can help a product evolve.

Exploring alternative formats: liquid creatine

Creaflow Pure Liquid Creatine

An alternative to powders and capsules? Look no further than liquid creatine.

Creaflow Pure Liquid Creatine is another Applied Nutrition product, a “ground-breaking, patent-pending liquid creatine monohydrate technology”. 

Delivering a highly bioavailable and rapidly absorbed creatine liquid, this innovative formula provides a hassle free boost during workouts.

As well as convenience, this solution also reduces digestive discomfort often associated with creatine powders. Available in sour cherry, blue raspberry and millions blackcurrant flavours, it also challenges the stereotypical unflavoured nature of creatine.

Applied Nutrition isn’t alone in its exploration of this format – CYMBIOTIKA Creatine+ also offers liposomal creatine delivery. 

Enhancing existing products: the creatine-protein hybrid

Warrior Creatine Protein Bar

Warrior’s Creatine Protein Bar is a unique proposition that brings together two macro trends (creatine and protein) to add a high quality premium.

Packed with 3g of creatine monohydrate to “boost strength and performance” and providing 20g of “high-quality protein”, it looks like every gym goer’s perfect post-workout companion. 

This innovative category crossover demonstrates how Warrior is keeping up to date with current trends (creatine) and standing on the shoulders of giants (protein bars) to keep its name at the forefront of discussions – a powerful move. 

The future of creatine innovation

We’ve previously found ourselves questioning whether creatine is just a glorified health hack designed to elevate other products or whether it holds enough weight to stand alone. But when we come across products like this, it certainly makes us re-evaluate our previous assumptions. 

Creatine is such an exciting area and it’s one we’re well and truly here for as it inevitably continues to develop. 

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