Meet Humble +, the start-up claiming to be the only European company using fish-sourced collagen in a RTD beverage.
Collagen is the most abundant protein in the human body. It makes up 80% of the ligaments, cartilage, and tissues of our skin. But at the age of 30, humans stop producing collagen, which can lead to lower performance in muscle recovery, can increase the risk of injury, and lead to the appearance of wrinkles.
“But studies show that if 5g of collagen is consumed every day, it can increase skin elasticity and improve workout recovery,” co-founder Romain Quillot told FoodNavigator.
This is what Humble+ is offering consumers, he explained. Each can of Humble+ contains 5g of fish-sourced collagen sourced from French company Weishardt. All collagen is locally sourced from France, and comes from a specific list of fish, including haddock and white fish.
The drinks are free from sugars and preservatives and contain just four ingredients. The Yuzu and Edelweiss variety, for example, contains carbonated water, fish collagen peptides (1.5%), natural flavours: yuzu and edelweiss, and lemon juice concentrate.
While Humble+ is selling into the French market, Quillot suggested this kind of product is ‘too early’ for French consumers. There is greater market potential in the US, Australia, and the UK, he continued, where wellbeing is a big trend.
The start-up plans to launch a collagen protein powder by the end of the year.