Cleanmood is an extract of the seeds of the Griffonia simplicifolia plant, a woody climbing shrub native to Ghana and other parts of West and Central Africa. The extracts of this plant contain the active ingredient 5-HTP, or 5-hydroxytryptophan, a naturally occurring amino acid. 5-HTP works in the brain and central nervous system by increasing the production of the neurotransmitter serotonin. As an immediate precursor of serotonin, the ‘feel goo’ brain chemical, the company says it has been shown in research to aid in stress management, healthy sleep cycles, as well as satiety and weight management.
Striking out on her own
Nura, based in Irvine, CA, supplies a range of vitamins, herbs, proteins, sweeteners and other ingredients. Founder and CEO Lily Ruan worked with Novel Ingredients for more than 10 years before decided to strike out on her own to launch Nura in 2018. Cleanmood is the company’s first branded ingredient.
While it has been a tumultuous time in the industry and in the world generally, Ruan said she and her partners decided to embrace the chaos and move forward with the ingredient launch.
“We have been working on it for a while but we still think this is a good time for this ingredient after the pandemic because there is a lot of stress and sleep trouble out there, and 5-HTP is a good ingredient for this,” Ruan told NutraIngredients-USA.
Ruan said her company thought it was important both from a product differentiation standpoint, a matter of environmental sensitivity and from an ethical point of view to adhere to fair trade practices in the collection of the ingredient and also to certify it as organic.
Sustainability, fair trade and organic messaging supports company's 5-HTP ingredient launch - NutraIngredients-usa.com
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