We’re often asked why our supplements come in powders, and not capsules or effervescents. Well, there are a few reasons:
1 / It allows us to include meaningful doses.
Firstly, it’s the best way of providing you with optimal doses of each ingredient to do what they need to do.
Aidan Goggins, ainslie + ainslie formulation consultant was asked to create a delivery system which was accessible but crucially saw meaningful doses of each ingredient included.
It would likely take around 20 capsules to do what NIGHT + DAY POWDER do in a powder formulation.
In a market where ‘label dressing’ (putting token quantities of ingredients in formulas to make them look better than they are) can be a thing, delivering meaningful doses is a non-negotiable in our performance powders.
2 / It helps build a habit
The process of making, shaking and taking our powders takes less than 60 seconds but these daily and nightly rituals become part of your every day routine.
“With NIGHT POWDER, what it's doing is telling the brain that it’s bedtime”, says ainslie + ainslie performance consultant, Professor Greg Whyte.
And by building a habit, you get the consistency that brings the best results.
“As time goes by – weeks and months – people look back, or look around them, and realise that they’re feeling much better and doing much better,” says Goggins. “It becomes part and parcel of your daily routine.”
3 / It helps it taste good
A lot of work was done on ensuring the powders taste good, without adding too many sweeteners.
“We knew this was important from day one. It’s no good having these great ingredients if people don’t want to take it because it tastes awful,” says co-founder Georgie Ainslie.
Using a powder, taken as a shot with water, meant there was really nowhere to hide where flavour profile was concerned and would present a challenge the team needed to find a way to overcome in product development but it also presented an opportunity.
“We’re led to believe that if it tastes terrible it’s probably doing a really good job for you but how long can you keep taking something you can’t stand after a week?” she adds. “People do care what it tastes like and so do we.”
4 / It’s absorbed more efficiently
The powder form allows the formulations to work quickly and efficiently in the body, especially when taken at optimal times.
“With a powdered dose that we can make soluble and flavoursome as well, it can sometimes have the advantage of rapid absorption and rapid onset,” says Goggins.
“Just remember to take NIGHT POWDER an hour or so before bed and DAY POWDER first thing in the morning after food. It can be assimilated by the body without interfering with other meals.”
5 / It’s convenient
No two days are the same. Supplements need to fit in with what your life looks like, not the other way round.
As a powder, you have the flexibility of keeping a pouch in your kitchen, taking a sachet with you on the go, or keeping a few in a drawer at work. One scoop or sachet contains the exact dose you need in one serving.
"A powder makes it’s easier to take, it’s practical and it works," says Goggins.
So a powder packs more punch and helps build a healthy habit you’ll want to keep up. The simpler it is to take, the more consistently you’ll take it, the better the results and if it tastes good you won’t mind it playing a bit part in your every day routine.
