The popularity of creatine gummies – and the headlines they’ve generated at times – means we’re seeing a counter-trend: increased emphasis on purity, testing and validation. Branded creatine ingredients and clinical language are becoming more prominent as brands look to reassure consumers navigating unfamiliar formats.
ESN is one such brand leading the way here, with its recently launched ultra-pure creatine gummies.
According to ESN, the formulation has been developed and validated through extensive internal and external lab testing to ensure creatine stability.
The gummies are positioned as being “premium grade”, although with each gummy only delivering 750mg of creatine, this is a claim that’s clearly grounded in the quality of testing rather than dosage.
So what does this actually signal?
This isn’t just another product launch, it’s a statement of what quality and transparency should look like in sports nutrition. It signals that leading brands increasingly value quality over quantity, and that while jumping on a trend bandwagon is stage one (where most brands stop), the execution is stage two, and that’s where real value and brand distinction happens.
The real signal isn’t the gummy itself, but the investment in validation. As formats get softer and more sensory-led, proof becomes the differentiator.
