Vitafoods Insights gets the lowdown from Harmonia Life and Natsana – two companies amongst a growing army of European brands that understand the power of KSM-66 – on why they use the world’s leading ashwagandha root extract in their products. “It was ultimately the science behind KSM-66 that made it such a compelling proposition for me,” enthuses one executive.
Sponsored by KSM-66: Ashwagandha
Based on ‘green chemistry’ that took more than 14 years of R&D to perfect, and today the best-selling ashwagandha root extract, KSM-66 is considered the cleanest, most potent and most effective extract in its class worldwide. Such attributes, combined with manufacturer Ixoreal Biomed’s unwavering commitment to sustainability and creating positive social impacts, have served to ignite interest from supplement brands across Europe with regards to the many advantages of featuring KSM-66 Ashwagandha as a key ingredient in their product innovations.
In Part Two of our report, we learn from two more European brands – Natsana in Germany, and Harmonia Life in Finland – about the factors that most attracted them to KSM-66 Ashwagandha for enhancing their future-forward formulations.
Harmonia's KSM-66 packshot
In Finland, health product distribution specialist Harmonia Life became an early partner for KSM-66, exclusively introducing Ixoreal’s full-spectrum organic ashwagandha root extract brand onto the Finnish market back in 2018.
Harmonia’s founder, Sami Larste, learned of KSM-66 Ashwagandha’s many beneficial attributes from Tom Johnsson (founder of Swedish supplement firm Medicine Garden) who had launched the brand in Sweden around six months earlier. A 10-minute phone conversation was enough to awaken Larste to the many benefits of KSM-66 – not least its efficacy in supporting stress-relief, combined with KSM-66’s adherence to India’s time-honoured Ayurvedic principles.
In July 2021, Germany-based Natsana launched a supplement with KSM-66 Ashwagandha root extract, under its ‘natural elements’ brand. “Our brand stands for high-quality raw materials, naturalness, and science-based recipes. KSM-66 fully aligns with those promises – and it fits perfectly with our target group of level-headed performers who want to support their bodies naturally,” enthuses Fabiola Susanna Emser, Natsana’s nutraceutical development manager.
Speaking on how Natsana first came across KSM-66, scientist Emser says she was attracted by the “sheer amount of clinical research” conducted on this leading brand. “Secondly, KSM-66 is superior to other raw materials due to its high concentration and standardised content of withanolides, ashwagandha’s principal active ingredient. The extraction conditions applied in the production of KSM-66 extract are also in line with our brand values,” she continues. “Another convincing factor was KSM-66’s long history of use, having already been proven safe (also GRAS) as an ingredient in so many formulas.”
Natsana currently uses KSM-66 as a stand-alone ingredient, as the leading ashwagandha root extract is “already such a powerful and promising proposition when it comes to supporting the wellbeing of customers”, notes Emser. “KSM-66 Ashwagandha has amazing adaptogenic properties that support consumers in alleviating sleep disorders or balancing energy levels. KSM-66 is a wonderful fit for our brand due to its strong, clinically backed evidence; its manufacturer’s commitment to organic practices, and of course the company’s tireless championing of the wonderful ashwagandha plant.”
Looking ahead, Natsana is working on a new complex incorporating KSM-66 Ashwagandha root extract, in combination with various vitamins and minerals, aimed at supporting recovery from athletic performance. “With KSM-66 Ashwagandha root extract in this new blend, we can synergistically improve muscle recovery, and sleep quality – and beyond that, reduce the stress levels athletes experience during competitions.”
Yet the chief reason for Harmonia choosing to go with KSM-66 Ashwagandha was the science behind the brand – a real point of distinction in the market. “The supplements business is awash with ‘placebo’ ingredients, which may or may not have an impact on health and wellbeing,” Larste laments. “There’s a huge sea of products out there without any scientific evidence. So, while timing certainly played a part – with rising levels of stress, further compounded by the Covid-19 pandemic – it was ultimately the science behind KSM-66 that made it such a compelling proposition for me.”
Larste likewise “fell in love with the seed to capsule philosophy – the integration of the whole production and manufacturing process”, traceable all the way back to the fields in Rajasthan that Harmonia’s founder has himself toured. “In March, I shall return to visit the KSM-66 farms and facilities with my entire team,” he reveals, going on to express admiration for the high standards upheld throughout manufacturer Ixoreal Biomed’s vertically integrated operations.
Another major draw was KSM-66’s strong sustainability ethos, which extends far beyond the brand’s impressive environmental efforts. “Of extreme value to us is the social impact of what KSM-66 does,” stresses Larste. “We’ve visited schools and a hospital in Rajasthan that are funded by Ixoreal Biomed. We’ve seen how local people are positively impacted. And from a marketing perspective, we’ve communicated how this aspect is emphasised from the field all the way up to the jar.”
Harmonia Life's Sami Larste touring the organic farms of KSM-66.
Harmonia’s target market for KSM-66 is women in the 30-50 years bracket “who are often living hectic lives and juggling a career with a family; they’re also the biggest demographic when it comes to food supplements,” suggests Larste, who cites ‘stress relief’ as the key benefit Harmonia is messaging on.
And clearly, the success of KSM-66 Ashwagandha in helping alleviate this and knock-on symptoms (e.g., anxiety, insomnia, and concentration issues) is borne out by the extract’s overwhelmingly positive reception on the market – a point that has only reconfirmed Larste’s initial feelings about the efficacy and ethos behind the brand. “That’s ultimately where the game is won or lost – and when it comes to KSM-66, the consumer feedback has been really great,” he advises.
Fabiola Susanna Emser, nutraceutical development manager, Natsana.
In July 2021, Germany-based Natsana launched a supplement with KSM-66 Ashwagandha root extract, under its ‘natural elements’ brand. “Our brand stands for high-quality raw materials, naturalness, and science-based recipes. KSM-66 fully aligns with those promises – and it fits perfectly with our target group of level-headed performers who want to support their bodies naturally,” enthuses Fabiola Susanna Emser, Natsana’s nutraceutical development manager.
Speaking on how Natsana first came across KSM-66, scientist Emser says she was attracted by the “sheer amount of clinical research” conducted on this leading brand. “Secondly, KSM-66 is superior to other raw materials due to its high concentration and standardised content of withanolides, ashwagandha’s principal active ingredient. The extraction conditions applied in the production of KSM-66 extract are also in line with our brand values,” she continues. “Another convincing factor was KSM-66’s long history of use, having already been proven safe (also GRAS) as an ingredient in so many formulas.”
Natsana currently uses KSM-66 as a stand-alone ingredient, as the leading ashwagandha root extract is “already such a powerful and promising proposition when it comes to supporting the wellbeing of customers”, notes Emser. “KSM-66 Ashwagandha has amazing adaptogenic properties that support consumers in alleviating sleep disorders or balancing energy levels. KSM-66 is a wonderful fit for our brand due to its strong, clinically backed evidence; its manufacturer’s commitment to organic practices, and of course the company’s tireless championing of the wonderful ashwagandha plant.”
Looking ahead, Natsana is working on a new complex incorporating KSM-66 Ashwagandha root extract, in combination with various vitamins and minerals, aimed at supporting recovery from athletic performance. “With KSM-66 Ashwagandha root extract in this new blend, we can synergistically improve muscle recovery, and sleep quality – and beyond that, reduce the stress levels athletes experience during competitions.”
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