HMB, discovered in the early 1990s, is traditionally known for delivering strength, recovery and improved body composition benefits for competitive athletes, TSI said, but evidence is showing that HMB also provides muscle health benefits to a consumers beyond traditional sports nutrition. TSI aims to communicate these benefits through its awareness and education growth strategy behind its branded HMB ingredient, myHMB.
Shawn Baier, MTI Chief Operating Officer, said, “myHMB is a well-proven muscle health ingredient that benefits consumers through a dual mechanism that builds muscle mass and strength while preserving muscle as you age. myHMB is supported by hundreds of clinical trials with unparalleled safety and efficacy data, all tied to TSI’s proprietary, world-class manufacturing process. Muscle loss impacts everyone as they age and it plays a crucial role in boosting consumers’ muscle health and quality of life.”
TSI USA President Larry Kolb added, “This acquisition allows us to drastically expand our global market reach and access through globally aligned technical and commercial teams. We are implementing an aggressive plan that expands myHMB market awareness and education with key brand partners who are highly motivated to take advantage of this untapped growth opportunity. Musculoskeletal joint and bone health categories are mature, multi-billion-dollar categories for food and supplement brands, while the muscle health category remains in its infancy. Muscle health awareness and its importance is just now starting to emerge, especially for the aging population.”