Caffeine is evolving to meet the needs of a new generation, and two industry powerhouses are joining forces to make it happen. TSI Group and enfinity energy are partnering to expand enfinity paraxanthine’s reach in the global marketplace.
With this partnership, TSI Group becomes the exclusive distributor of enfinity, a better-for-you caffeine metabolite that solves most of the common issues associated with caffeine.
While 90% of adults routinely consume caffeine, about 9 out of 10 consider it a necessary evil because of its undesirable side effects. An estimated 59% of consumers metabolise caffeine suboptimally, which typically means they have more side effects than actual benefits.
While its core is sports nutrition, I see a huge opportunity for it in the functional beverage/energy space. It will be market changing
- TSI Group President Larry Kolb
enfinity functions more consistently than caffeine, leading to fewer side effects, greater enjoyability, improved mood and a more focused mindset. “Today’s consumers are seeking functional, better-for-you products that give them focus, energy and stress relief,” said enfinity energy Partner Shawn Wells, MPH, RD, LDN, CISSN, FISSN.
“Roughly 70% of caffeine is metabolised as paraxanthine, which is caffeine’s efficacious compound. enfinity® bypasses the side-effect ridden middlemen (theophylline, theobromine and caffeine itself) and goes straight to work delivering newfound energy without jitters, anxiety, crashes or sleep problems.”
Wells explains that enfinity is less bitter than caffeine and easier to formulate with. “Product formulators, product designers and manufacturers are looking for ultra premium ingredients that create differentiation; enfinity provides a unique selling proposition for stand-out brands in a highly saturated look-alike market.”
TSI Group President Larry Kolb said: “enfinity is becoming very popular. It is a well-developed ingredient that is disrupting the industry with real innovation that has not been seen in years. We are very excited to partner with enfinity energy to bring this best-in-class, revolutionary ingredient to our customers worldwide.”
enfinity has 23 patents filed, four human clinical studies and a robust body of preclinical work, with much more on the way. It is a game-changer because it delivers a safer, cleaner and more consistent experience for everyone, not just the minority who metabolise caffeine well. “That means there’s greater commercial opportunity,” said Wells.
Multiple studies have shown those benefits to include:
- Energy, focus, and wakeful clarity.
- Enhanced mood and sense of wellbeing.
- Neuroprotective cognitive accelerant.
- Improved reaction time and reduced mental errors.
- Increased caloric expenditure and thermogenesis.
- Significantly lessened side effects of caffeine with dramatically reduced toxicity.
- More consistent results: eliminates caffeine’s genetic variability, reducing crashes and anxiety.
“I take enfinity daily and its benefits are exceptional,” said Kolb. “Many of us at TSI Group take it and we believe in it, especially as a pre-workout ingredient. While its core is sports nutrition, I see a huge opportunity for it in the functional beverage/energy space. It will be market changing.”
I take enfinity daily and its benefits are exceptional
Wells added: “The applications for enfinity are unlimited. With efficacious dosing anywhere between 100mg to 300mg, it can be used in gummies, RTDs, energy drinks, fat burners, nootropics and pre-workout powders. Basically, everywhere you find caffeine, you can upgrade the experience and performance with enfinity.”
The collaboration between TSI Group and enfinity energy is a natural fit, as several of the principals had long-standing relationships with one another. The companies also share similar values and cultures, with both embracing excellence in market-leading innovation.