The phrase "you are what you eat" has roots that can be traced to the 1800s.

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We’ve all heard the phrase “you are what you eat.” But what about the idea that you are what you drink?

A growing number of wellness-focused companies in Canada seem to be betting big on the latter idea, offering products that span supplement mixes and “superfood lattes,” to supercharged teas. The purported benefits, they claim, range from prompting mental calm and boosting immunity, to improving physical output for athletes.

The idea that a person’s overall health can be tied back to what they ingest is nothing new. The phrase “you are what you eat” has roots that can be traced to the 1800s. So, why is the wellness drink-mix business seemingly booming now?

The popularity of health supplements such as vitamins and minerals, which have reportedly topped Canadian sales of $827 million in the second quarter of 2021, undoubtedly plays a part in the growth. Karen Danudjaja, co-founder and CEO of the Vancouver-based beverage mix firm Blume, also points to the interest in wellness-enhancing drinks, which has been pushed along by COVID-19 as many consumers search for products that target illness prevention and stress reduction.

“Consumers are more stressed, have more anxiety and more trouble sleeping than ever. They are seeking natural alternatives to support their bodies and minds,” she says, adding that the company’s drink mixes are designed to enrich people — “both mentally and physically.”

With retail partners spanning small boutiques to mainstream stores such as Chapters Indigo, the women-led company’s business has grown 500 per cent year-over-year, according to Danudjaja.

“Our blends are all-organic, small batch, full of superfoods and designed to help you have fun with wellness,” Danudjaja says of the company’s colourfully packaged, locally made products that feature 100-per-cent natural, all organic ingredients such as blue spirulina, turmeric, reishi and more.

The intention behind the brand, according to Danudjaja, is to provide an alternative to caffeine- and sugar-packed comfort drinks such as coffee and hot chocolate.

“We exist to help bring consumers back to the basics — providing a good-for-you drink alternative, with an opportunity to have fun along the way,” Danudjaja says of the Blume products, which include the Instagram-popular Blue Lavender Blend ($25 for a 30-serving packet at itsblume.com) that sees vegan-friendly lavender, coconut milk and blue spirulina powder mixed at home with hot water and a splash of milk to create a purple-hued concoction that advertises anti-inflammatory benefits.

While wellness-targeting drink powders are gaining popularity, fitness-related additives have long had a place in the industry. Vancouver-based brand Superbolt Tea ($14 for 12 tea bags at superbolt-tea.com) is looking to tweak the narrative surrounding performance-boosting products for athletes with its “performance tea blend” that is “specifically formulated to provide a consistent wave of energy, without the crash or drag that coffee and other sugary energy drinks will give you,” according to founder Elliott Graham.

Noticing a “gap in the market and a lack of innovation in the tea space” for high-performance options, Graham positions the company’s blend as a good option for those looking for a “sustained” source of endurance during workouts.

“You won’t experience digestive issues that you may encounter while drinking coffee or other high-caffeine beverages,” Graham says. “In addition to a core blend of green, black and white tea, we’ve added eight additional superfoods and adaptogens that make up our proprietary blend.”

Graham says the company’s “core ingredients” are ethically sourced and certified organic by the U.S. Department of Agriculture. The teas are manufactured and packaged in Surrey using 100 per cent biodegradable sachets. A line of Superbolt Performance Powders targeting everything from “pre-workout and recovery, to brain focus and calming” are in the works, according to Graham.

The wellness mix-in industry’s growth is undoubtedly also prodded by online trends and influence.

In recent years, collagen has become a buzzword in both wellness and beauty. In fact, the hash tag #collagen has been used on Instagram in more than 9.2 million posts, with #collagendrink at 547,000 uses and #collagenpowder at nearly 250,000.

“Collagen is essentially a protein, a makeup of specific amino acids that form your secondary collagen structure, often referred to as the triple helix, and those specific amino acids — such as glycine, proline and hydroxyproline — are what makes it entirely different than whey/vegan protein powders,” Avalon Lukacs, founder and CEO of Calgary-based Aura Inner Beauty, explains. “Collagen, which our body naturally produces, starts to slow as we age, usually around age 25, which is why we can start experiencing the effects of aging.”

Through her company, Lukacs’s Vancouver-manufactured products like the bestselling Coconut Marine Collagen ($68 for 350 millilitres at aurainnerbeauty.com) promise to boost the body’s “collagen formation” for skin, hair, nails and joints without the use of synthetic vitamins. The products, she says, “holistically connect your skin, body and mind” through the use of probiotic and adaptogen powders, marine collagen and vegan omega oil.

Focusing on categories such as skin, gut health, immunity and menopause with a variety of liquids, powders and oils, Lukacs says Aura Inner Beauty products are backed by clinical studies that show “the most beneficial results” are experienced after at least five months of use.

“This is because your body sends those amino acids where it needs it most,” Lukacs says. “While you may be looking for collagen to immediately strengthen and thicken your hair, you may actually notice improvements elsewhere in your body, like in your gut or joints. Taking collagen for at least five months gives it time to build those amino acids so you’re able to see the benefits throughout your entire body.”

So is a product proven or just a promise that pays into the more than US$4 trillion global wellness industry? The best thing to do is research. Look up ingredients, ask questions and always consult a medical professional if you have health concerns.

“There can be ingredients in wellness drink mixes or supplements that can interact with one’s medications or is contraindicated if they require a special diet for their medical diagnoses,” Adrienne Ngai, a Vancouver-based registered dietitian and Certified Diabetes Educator, cautions. “For example, high doses of Vitamin K — found in spinach, kale, and other leafy greens — in green drink mixes can negatively impact the drug, warfarin, from working …

“It is best to speak with your physician or dietitian or pharmacist before incorporating a new wellness drink mix or supplement to one’s routine.”

Regulation is a key concern when it comes to these types of wellness products. Natural Health Products such as probiotics, vitamins, minerals and herbal remedies are regulated by Health Canada’s Natural Health Products Program. Products must be licensed and comply with specific labelling and packaging requirements, with “good manufacturing practices” followed and “proper safety and efficacy evidence” provided, according to Canada.ca.

Licensed Natural Health Products feature an eight-digit Natural Product Number (NPN) on the packaging. Health Canada also manages a publicly accessible database where consumers can find information such as ingredients for each approved release.

In addition to consultation, Ngai says it’s important to consider expected outcomes in regard to wellness-focused drinks and supplements.

“Keep an open mind and manage your expectations when trying products of this kind,” Ngai says. “Despite a product not having the scientific evidence for health claims, there is always a grey area and each person’s experience of the product can differ …

“There are no single foods that can have those ‘superpowers.’ Instead, focus on making sure you are consuming whole foods — fruits, veggie, whole grains, more plant-based proteins — and making healthy lifestyle choices — engaging in physical activity, adequate quality sleep, managing stress and looking after your mental health — this will yield the best general health benefit.”

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