ChromaDex has announced the expansion of its partnership with Matakana Health (MHL) until early 2023, which will now include Australia in its territory. Earlier, ChromaDex announced the receipt of approval of nicotinamide riboside chloride (NR, or Niagen®) as an ingredient in listed Complementary Medicines from the Australian Therapeutic Goods Administration (TGA).
MHL is an established dietary supplement manufacturer and distributor in New Zealand with national and Australian distribution in both online and offline channels. The company has more than 90 lines of organic and superfood products.
“Matakana successfully launched Tru Niagen® in New Zealand in 2018,” said ChromaDex CEO Rob Fried. “We look forward to building on that momentum together as we expand into Australia.”
“We are excited to be expanding our relationship with ChromaDex in Oceania. Tru Niagen has been taken up by New Zealanders with great enthusiasm, and we expect to see the same level of excitement and adoption of this groundbreaking product from Australians in 2020,” said Matakana Health CEO Kevin Glucina.
Tru Niagen is a breakthrough supplement to increase NAD (nicotinamide adenine dinucleotide) levels which stimulate cellular energy production and support cellular repair. Decreased NAD levels have been associated with many age-related declines in overall health. NAD precursors such as nicotinamide riboside (NR) have been the subject of rigorous preclinical safety and toxicology studies laying the groundwork for the published clinical studies that demonstrate safety and efficacy.
NIAGEN® is the only commercially available NR which has twice been successfully reviewed under U.S. Food & Drug Association's (FDA) new dietary ingredient (NDI) notification requirement and has also been successfully notified to the FDA as generally recognized as safe (GRAS). In August, the European Food Safety Authority (EFSA) issued a positive opinion on Nicotinamide Riboside (NR) as a novel food ingredient for use in a food supplement; in November, the European Commission voted in favor of listing nicotinamide riboside chloride as a novel food.