Strive Announces Strategic Partnership with Turtle Tree
We're happy to announce our multi-year strategic partnership with TurtleTree, a pioneer in sustainable nutrition, to create new products including an immunity support beverage aimed at adult nutrition as well as a ready-to-mix protein powder—both to include TurtleTree's lactoferrin (LF+), the world's first animal-free lactoferrin.
More than 83% of US consumers drink functional beverages as a part of a self-care routine - a major increase in the last few years as mental and physical wellness are being prioritized and as more consumers are looking for functionality within the foods they eat. The functional beverage landscape has a market size of $200B with 7.49% CAGR, confirming the need for more options being made accessible to the general population. Strive and TurtleTree are committed to providing products that will give the adult population the opportunity to address some of their concerns and provide the functional ingredients they are searching for. By creating an immunity support beverage that includes TurtleTree's LF+, Strive can provide consumers with the unique benefits of lactoferrin to support gut health and iron regulation as well as immune support while ensuring supplementation of the daily vitamins recommended.
"Here at TurtleTree, we are very excited about Strive's ambitions and goals. We love that they are targeting an industry and segment of a population that is only growing globally and is ripe for more innovation in the market," said Fengru Lin, CEO, TurtleTree. "We are looking forward to supporting Strive with our lactoferrin in order to continue providing their target audience with more functional food products to support longevity."
The immunity support beverage from Strive with LF+ will be an 8 oz carton with 12-15 grams of fermentation-derived whey protein and 250 mg of fermentation-derived lactoferrin (LF+). There will also be a mix of 23 critical vitamins and minerals to enhance the product geared toward aging adults.
"We created these products for a first launch into adult nutrition for consumers who are concerned about longevity and wellness. The health attributes of bovine lactoferrin and colostrum are extensive and becoming more known to the general public," said Dennis Cohlmia, CEO, Strive. "Now, we can have an animal-free lactoferrin with prebiotics that is made through precision fermentation, vegan-certified, and is cruelty-free. We've known the team at TurtleTree for several years, and have worked closely with them as they have developed the LF+. They are the only company with a commercial product that meets FDA Self-GRAS."
